Measurement of Marketing Tactics

It’s critical to include measurement in the early stages of program planning. Start by clearly defining your objectives (i.e., generate trial, increase sales, improve brand image, etc.). Then, determine what specific criteria will prove the success of the program. For example, do you need to generate a trial rate of 70% or see a significant sales lift of 10%? A clear understanding of “success criteria” determines how to fit the research methodology into the logistics of the program execution. I’ve seen marketers change elements of their program execution to fit the requirements of the measurement plan. So, as long as you don’t make measurement an afterthought, you can execute a program that is designed to prove the success of your effort.