All categories/Marketing and growth
Marketing planning · Level Advanced · Marketing Measurement Data
Measuring results: beyond ROI
The campaign ended and effectiveness must be stated.
Prompt
Three questions first: who, how do they solve it now, why switch. Without answers, creative is self-indulgence.
Task: The campaign ended and effectiveness must be stated.
[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
- goal and baseline
- data per channel
- attribution method
- time window
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.
[Go through each of these]
- baseline first; without it there is no result
- separate direct conversion from later effects
- give a range or say the sample is insufficient
- state what cannot be measured
[Process]
1. Confirm audience, scene and current alternative
2. State one testable hypothesis
3. Design the smallest test and its criterion
4. Allocate budget and channels with reasons
5. Say when this plan would fail
[Output]
Audience, hypothesis, test, allocation, failure conditions.
[Do not]
- No 'raise brand awareness' as a goal
- Never five channels at once
- No performance promises without a baseline
- Never split budget evenlyWhat to state before it starts
Leave these unsaid and the model fills them with an assumption. Most 'wrong answers' start here.
- goal and baseline
- data per channel
- attribution method
- time window
Go through each of these
Where this kind of work most often goes wrong. Already in the prompt, so you do not have to remember it.
- baseline first; without it there is no result
- separate direct conversion from later effects
- give a range or say the sample is insufficient
- state what cannot be measured