Tracking Ads and Communications
How to Monitor and Measure Communication Campaigns
Recent emphasis on accountability has focused attention on the inherent difficulty of linking advertising effects directly through to sales. There is too much 'noise' in the marketplace to do this with confidence, except through relatively complex and sophisticated econometric modelling, or where the market is pure direct response.
However, while direct financial accountability is clearly a desirable demonstration of what ads actually deliver, advertisers and their agencies also need to understand how their ads are working, and what may be especially right or wrong with them, in order to...