Brand Measurement: Analytics & Metrics for Branding Campaigns
SEPTEMBER 29, 2009
Ideally you'll measure the number prior to your branding campaign, say Feb 2009, and then you'll measure it again during your campaign, March 2009. If you ran your magnificent branding campaigns in Jan 2009 then buy yourself some beer and dance around because you can see, against competition, you clearly narrowed the gap (black arrow). One of the ultimate excuses for not measuring impact of Marketing campaigns is: "Oh, that's just a branding campaign."