Marketing campaigns may have different goals, such as raising brand awareness, boosting sales or increasing event attendance. But all campaigns require a company’s resources, whether that’s money from the marketing budget or employees’ time and expertise. When resources are on the line, leaders want to know that the ways they’re spending them are worthwhile.
However, determining the effectiveness of a marketing campaign can become challenging if leaders don’t know what to measure. While stating your overall goal is a good start, objectives must be specific enough to tie back to data you can collect and analyze. Whether that feedback consists of numbers or consumers’ perceptions, linking it