WHEN WE TALK ABOUT MEASURING THE CAMPAIGN EFFECTIVENESS – DO WE HAVE APPROPRIATE METRICS?
From the beginning of organized creative industry to date, everyone would like to have the unique tool to prove effectiveness, therefore the successfulness of their campaign. However, it is neither so simple nor straightforward. The reasons are numerous – from large number of goals which companies put before themselves first, and later forward them to the agencies; across a range of factors affecting the final result, on which the agency has no influence whatsoever; to the way of how the effectiveness will be examined. Usually, some companies choose one of the methods that, by their opinion, gives rather accurate data in accordance with budget and market constraints. It is important that comparing and analysis are done consistently and that comprehensive appraisal of gathered data has been undertaken. The worst scenario is if analysis and measuring of campaign effectiveness is provided based only on personal feelings. Even when the feeling is positive, it only introduces the discontent that is sure to come, because people always have more freedom in making plans than in real life.
WHAT ARE THE COMMON INTERESTS OF AGENCIES AND CLIENTS WHEN WE DISCUSS ABOUT THIS TOPIC? WHY IS IT IMPORTANT TO HAVE STANDARDS IN EFFECTIVENESS MEASURING?
Clients and the agencies with no common interests are only sharing space for a short time. The effectiveness measuring is important in order to completely demystify the distinction between “the loud” and “the numerous”. There is no successful advertising sector without a good agency, and vice versa. Also, the good campaign and its effectiveness are in causal connection. I am not convinced that it is possible to set or impose standards. Today companies strive to retain the specificity which will set them apart from the competition.
WHAT ARE THE OTHER MOTIVES OF JOINT APPEARANCE ON THE MARKET, BESIDES PROFIT?
I’ve never seen profit as a common motive for joint appearance of the company and the agency on the market. Money should be the result of the activity, not the goal. If the main goal is just money or profit, there are plenty of more direct ways to get it. Consistency, efficiency, trust, high level of understanding about goals and deadlines, implementing the experiences – these are the motives of mutual work of the companies and the agencies. When you mix all that with the creative magic, the creation of good and effective campaigns is inevitable.
WHY IS IT IMPORTANT THAT THE AGENCIES HAVE THE INFORMATION ABOUT THE CAMPAIGN AND SALES RESULTS?
I will answer this question through an analogy – from the same reason that it’s important for the cars to have windows, dashboard, speedometer or even rearview mirror, so we could see what is going on around us and control if we are getting where we’re headed. The ride in the car without all of the above, will be unpleasant and uncertain, just like the work on the campaign which is not followed by the information about the results it has made.