After recently writing a post about PR evaluation and the death of Advertising Value Equivalent (AVE), it got me thinking about measuring success for wider marketing campaigns.
In such a creative industry, planning and measurement is often pushed to the bottom of the pile, while actually doing is seen as a much more attractive role.
I like to think that planning and measurement are part of a journey. If you don’t know where you are, how do you know where you’re going? If you don’t know where you’re going, how do you know when you get there?