Evaluating Marketing Communications: A Guide to Best Practice
Les BinetDDB 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...