The Campfire Marketing Game Show Day 5
Welcome back to the gameshow that loves to yell at the art director!
Well a weekend has come and gone, giving our contestants time to hang out with the family, play with dolls, or just drink themselves into a bitter oblivion. Now it’s time for question #5.
Matt Dickman over at Techno/Marketer reminds us how important metrics are in measuring a campaign’s success. But here’s a bigger question…during a six month, multi tiered campaign, how often should you ‘check the metrics?’
July 23rd, 2007 at 2:26 pm
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.