Evaluating Marketing Communications: A Guide to Best Practice

Les Binet
DDB Matrix

Evaluation is important for two reasons. First, as marketing accountability moves up the management agenda, performance measures increasingly affect remuneration. Second, what you measure affects what you do (especially if your bonus is at stake). If you evaluate things in the right way, then you can increase your company's profits by making sure your marketing funds are spent wisely. If you evaluate things in the wrong way there is a danger you will distort your marketing priorities and waste your money.

So it is important that you do it right. Here are 20 golden rules that might help to make your evaluation a little bit more accurate.

1 GOOD EVALUATION STARTS WITH A GOOD BRIEF

The first rule is that you should always evaluate a campaign against its objectives, no matter what kind of communications you are dealing with. A good brief should set out those objectives, outline a clear marketing strategy to meet them and define how success is to be measured. (The IPA Briefing Guide gives an excellent summary of how to write a brief so as to make sure that all those things are ticked off; it is available in pdf form at www.IPA.co.uk.)