Keep on tracking
Matty Soccio explores tracking, measurement and monitoring to help marketers conquer their fear of failure.
from Marketing Magazine, February 2010
"It can be taken as fact that the majority of marketers want to be stimulated – you want to be involved with the fun parts of campaigns, kept in the loop during the creative process as the agency goes about its business making something spectacular for you to take back to the CEO and have him say, “This looks brilliant, well done, here’s a 50 percent raise!”
But when the commotion dies down and the last of the leftover stuffed toy promotional products have been packed into a box, what do you have to show for it? A discernable ROI? Hardly.
Tracking and measurement begins even before an eccentric creative has had time to head to the toilet to dream up a ‘creative strategy’. It starts with your brand – how are your consumers ‘consuming’ your product or service? Why do they and how often? But, most important of all, what does your data tell you about the ROI your campaign produced?"
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