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Nobody wants their marketing budget to sail away
For any campaign with SMART objectives set upfront, its performance in the market place should be able to be measured in various ways, either simplistic or sophisticated. There is a trade-off to be considered though. Measurement should be able to support a streamlined marketing and business planning process without acting as an additional hurdle in this process. On the other hand, decision making should not be purely based on impressions and gut feeling, as this runs the risk to derail the whole planning process.
Deciding on a measurement framework requires an understanding of the information sources and their data that are readily available or can easily be obtained. On the other hand, a campaign ROI calculation approach necessitates an obvious link between the objectives of the campaign and the higher level strategic business goals of the organisation as this is the only way to translate campaign objectives and attribute a monetary value to them in order to facilitate Return On Investment calculations.
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