By: Rob Ettridge & Philip Lynch
Set SMART objectives:
Set and agree clear and measurable campaign goals up front. If you put rubbish in, you’ll get rubbish out.
Define success criteria:
Define and agree the campaign success criteria and the base or benchmark you are measuring from.
Agree on methodology:
Define and agree the methodology for evaluation. Is it easy to use, clear, repeatable and consistent?
Agree the focus:
Agree what you are evaluating (quantitative and qualitative) and across which platforms (broadcast, radio, print, online, social media).
Agree on the frequency of evaluation and how and when to report back.
Agree on the available budgets for evaluation. Will it be integrated into the campaign retainer or charged separately?
Measure quality and quantity:
– Measure the quality as well as the quantity of coverage. Sentiment, share of voice, engagement and message are crucial indicators, especially in today’s digital landscape.
Focus on commercial outcomes:
Measure the effect on outcomes rather than outputs. Have you answered the question: ‘What are the proven business benefits to the organisation?’
Align and integrate your evaluation methodology with the organisation’s wider business and marketing metrics?
Inform and improve:
Analyse and use the data to assess the effectiveness and inform your next campaign. If necessary re-set the campaign objectives.