With 2023 planning in full swing, and more scrutiny than ever on ROI, I wanted to share some of my key takeaways from last week’s Effie leadership summit about the dynamics of effective measurement. We know evaluating direct impact in terms of audience attitudes and opinions is a critical component of any campaign, but brands must ensure that measurement is the foundation of your comms framework is built upon, rather than a last-minute consideration. This gives greater weight to the measurement; ensures we are all on the same page from the outset and prevents any reverse engineering. There is no holy grail to measurement. Each campaign needs a tailored approach so brands and their advisors need to start the process by defining what effectiveness means for them:
Is it a sword or a shield?
Are we fighting to grow or are we looking to protect our market share from new players?
How will results feed into your broader Marketing Communications evaluation matrix?
What do you need to do to secure internal stakeholder buy-in before – and recognition of the success after – the campaign
Cirkle can help brands to define these parameters and then map out a customised measurement matrix that focuses on three core areas:
- Outputs – The immediate impact on the audience (CTA / shares / consumer participation)
- Outtakes – The response / engagement from earned and social media
- Outcomes – How the campaign impacts perceptions, attitudes, and behaviours (and ultimately drives commercial value)
Once these are defined, we can put the benchmarks and KPIs in place to measure pre- and post-campaign. Get in touch if you would like to discuss your path to #impakt with Cirkle: claire.hadrill@cirkle.com
