“It’s working, I just can’t prove it.”
28 Apr 2009 09:04
Spending a lot of time talking about measurement at the moment. A career development which is rather unforseen.
The good news is that clients in a recession are more and more interested in a) getting a response and b) proving it.
But when your client is emailing, mailing, advertising, running a Facebook group and a Twitter feed, doing face-to-face and door-ro-door and word-of mouth, and when consumers are refusing to respond to your communications via the medium you want them to, how can you know what’s working and what’s not? In planning speak, how do you attribute a particular response to a particular channel?
The best answer I have heard yet: “It’s complicated”.
