Kaushik ergert zich aan het hapsnap-meten van veel brandingcampagnes:
There is a very tenuous connection between these campaigns and outcomes, they are for the most part faith based initiatives. If supported by "data" then it tends to be of the most fragile kind (usually the the fact that the CEO saw it during the Super Bowl and felt happy suffices as actionable data).
Iedere campagne heeft een doel en waar een doel is, is een metric:
Every campaign, and in turn website has a purpose. All you need to do is figure out what the purpose of your campaign is, no matter how outlandish (or childish) your goal.
Brand Measurement: Analytics & Metrics for Branding Campaigns
Measuring success of brand advertisements and marketing campaigns is one of the toughest challenges we face. This article outlines seven specific strategies you can use apply to your online campaigns.
Avinash Kaushik
