- By focusing on the worst-performing ads and reducing the frequency of that ad, then reevaluating.
- By checking whether all the budget was used for the campaign or not.
- By using lifetime value analysis to examine the impact to brand lift metrics.
- By checking whether the result of a specific objective exceeded or fell short of its goal.
The Correct Answer is: By checking whether the result of a specific objective exceeded or fell short of its goal.
As a marketer, evaluating your campaign hinges on comparing the actual outcome with the initial goal set for a particular objective. Successful campaigns exceed these targets, while those that fall short are deemed to underperform. Consider a campaign aiming for a +10 increase in brand awareness that eventually achieves a +12 lift – this exceeds expectations. Conversely, if a campaign set to boost brand favorability by five points only yields a four-point increase, it’s seen as underperforming. These insights empower marketers to identify effective strategies and areas needing improvement, thus refining subsequent campaigns.