- They should use lifetime value analysis to examine the impact to brand lift metrics.
- They should focus on the worst-performing ads and reduce the frequency of that ad, then reevaluate.
- They should check whether all the budget was used for the campaign or not.
- They should check whether the result of a specific objective exceeded or fell short of its goal.
The Correct Answer is: They should check whether the result of a specific objective exceeded or fell short of its goal.
To evaluate their campaigns effectively, marketers should compare actual outcomes against set objectives. If a campaign surpasses its goal, it’s a success. Conversely, it under-delivers if it falls short. For instance, consider a scenario where a campaign aimed for a 10-point increase in brand awareness but achieved a 12-point lift – this would be deemed successful. On the other hand, if a campaign aimed to enhance brand favorability by five points but only managed a four-point increase, it did not meet expectations. This measurement process is iterative, allowing marketers to identify successful elements and areas for improvement, refining their strategies as they go along.