Earlier this week, we ran a workshop on ‘Measuring Success: the Why & the How’ at DMX Dublin, Ireland’s largest marketing event, alongside Jennifer Hyland of Edelman Ireland.
For many, measurement can be a scary word, but we want to show that it shouldn’t be. Measurement is integral to showing real success in marketing solutions and tracking the impact of everything we do. When done well, it can prove ROI, provide learnings for future campaigns, help gain buy-in from internal stakeholders, and ultimately, unlock bigger budgets.
So, without further ado, here are our do’s and don’ts for good measurement:
1. Identify the overarching goals that measurement needs to help answer – unless there are clear objectives to measure against, it will be very hard to effectively demonstrate success
2. Facilitate greater communication and collaboration – if all parties work together and share data it will reduce duplication of efforts, and save time and money
3. Align on access to research/data – it is critical to know who owns what data and how it can be shared so that you are aware of what metrics you have available to demonstrate success
1. Be scared by measurement – it can be a powerful ally to you if embraced and done well
2. Measure retrospectively – if possible, get buy-in on objectives and metrics before you start a campaign, it can be very difficult to try and retrospectively prove success, particularly as the data you need may well not be available
3. Be worried if results aren’t what you expect – one of the most valuable roles measurement plays is in providing learnings about what works well and what doesn’t, so you can optimize in the future