The Measurement Swirl!

Prospective global client asks, "how do we measure if the campaign was successful?"  You reply, "let's chat a few minutes about what you (client) would like to see happen as a result of the campaign - steady some brand wobble, sales lift, double subscribers?"  Agitated client, "well there must be some best practices for measurement in this business!!!"

"Sure" I say, "but those practices are applied to an expected outcome for the campaign.  Once we can stick the landing on that, we'll be in good shape and will share our approach."  Blank stares all around.

Funny, 'cause this was happening while I was attending The Strategy Institute's Digital Media Pricing and Measurement conference in New York. 

Good times in the city, but overall the empirical data on specific and/or comparative campaign successes was thin!  If you want some of that, check out Kevin Hillstrom or Avinash.  (Note, Coke and GM still likes the TV and somehow, the digital TV 2009 is really big for such brands - absolutely no idea??? how that will be any better for the consumer or more effective)

So anyway, back to measurement, and how to get at the/an answer.  If I asked how much a website costs, most would reply with a series of questions to gauge the magnitude of effort we were talking about.  How much does a house cost? On and on.

Similarly, what are best practices in cooking?  Well, is that kitchen layout, utensil selection, food preparation, or ladling techniques?

My take is that measurement of any flavour is a discussion, not an absolute?