Merry Baskin advises on how to demonstrate the effectiveness of marketing budgets through ROI, behavioural and intermediate measurements
The burden of proof for marketing funds to have been invested efficiently and effectively has always been Important. That pressure has intensified with the increasing influence of client procurement departments and the frugality imposed by the global recession.
In the 'Era of Accountability', we need to demonstrate not just the attitudinal or behaviour changes effected by our campaigns, the perceptions of the brand we have altered, but also the financial return of those campaigns.
But only very rarely is there...