Advertising Methodology (16) - Measurement

Recalling the old adage of “you can’t manage what you don’t measure”, it is time to focus in on measurements.

Earlier in the Advertising Methodology the point was made that you have to plan and prepare to know what measurements you are going to make, and build tools to make those measurements.

Now that your campaign is in production, measurements are taken, taken again, taken again, taken again, and so on. But the purpose of taking measurements is not just to create pretty pie charts (but, hey, who doesn't like a pie chart). The purpose of taking measurements is to tune the campaign. This may reflect back on changing elements of the campaign plan – including the media, the concept, and the creative itself.

Ultimately, the campaign must achieve its desired results. If everything has been done right, then these results should equate to the goals that were set out at the beginning.