measurement

 

messagetestingcustomerbeliefsmarketperformancefinancialoutcomes

Measurement

Definition:
No one single measure can capture the full picture of a brand’s market performance and impact on customers. Marketing’s effectiveness is determined by qualitative as well as quantitative measures.

Why it matters:

  • Measuring the impact of marketing and communications is the only way to know what works, and what doesn’t
  • Feedback provides essential foundation for future brand audits