If you can’t measure it, should you even include it?
Sunday, October 21st, 2007 by Hugh KennedyAll kinds of articles this year have stood up to be counted on the topic of measurement. Executives, especially CFOs, want marketing to be more and more accountable. A good recent piece on CMOs in strategy + business ranks accountability second only to putting the consumer at the heart of marketing.
At PJA, our clients are following and (we hope) driving this trend toward measuring campaign effectiveness. At the end of this week I had a conversation with a client for a campaign that is not even approved yet, and we discussed the following metrics for the first six months of the program: (more…)

