Month: August 2022

Your analysis provides clear data that the campaign was a (glorious) failure.
It could not be clearer.
The KPI you chose for your brand campaign was Trust, it had a pre-set target of +5. The post-campaign analysis that compares performance across Test & Control cells shows that Trust did not move at all. (Suspiciously, there are indications that in a handful of Test DMAs it might have gone down!)
Every so often, the story is just as simple as that.
You do the best you can with a marketing campaign (creative, audience, targeting, channels, media plan elements like duration, reach, frequency, media delivery quality elements like AVOC, Viewability, etc.), and sometimes the dice does not roll your way when you measure impact.
You would be surprised to know just how frequently the cause for failure is things that have nothing to do with the elements I mentioned above.  In future Premium editions we’ll cover a bunch of these causes, today I want to cover one cause that is in your control but often a root cause of failure:
Judging a fish by its ability to climb a tree!
AKA: You picked the wrong KPI for the campaign.
[Note 1: I’m going to use the phrase Success KPI a lot. To ensure clear focus, clear postmortems and clear accountability, I recommend identifying one single solitary metric as the Success KPI for the initiative. You can measure seven additional metrics – say for diagnostic purposes -, but there has to be just one Success KPI. Close accountability escape hatches.]
[Note 2: Although the guidance in this article applies to companies/analytics teams of all sizes, it applies in particular to larger companies and large agencies. It is there that the

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