Campfire Marketing Game Show Day 5 - Results!
The question: How often should an agency check the metrics in a six month campaign?
Highly Targeted: I think it depends on the goals of the campaign. If you’re trying to get me to buy something right away, then you’ll want to check more often (if you want me to buy music online, then check at least weekly, if it’s a higher-consideration item, then mirror the latency cycle). If you’re just trying to generate awareness of a new brand or product, then maybe every month you can run some focus groups (which is really what this turned out to be, maybe I should start selling personal focus groups on eBay) and use them to gauge recall, purchase intent, etc.. Map the feedback to any other data you have (eg, website analytics, aggregate offline purchase acitivity, etc) and then adjust your mix based on what you learn.
Daphne the 5 year old: Six months is when Santa comes again. Santa knows who’s been naughty and nice and if he finds out you’ve been doing math he’ll be happy. You should do math every day!
Homeless Frank: Metrics is bullsh*t. French use metrics, look where it got them. Only number I care about is the 4 train. You get on that sucker at night, you can sleep for like 3 hours ‘fore the cops roust your ass.
That’s all for today folks! Be sure to tune in tomorrow for another exciting advertising question on the Campfire Marketing Game Show!
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