How do you measure the success of your marketing campaign?

The first rule is to define (up front), before you launch the campaign, what "success" should look like. In other words, before you start, establish one or more specific campaign goals that are measurable and clearly defined. Different indicators can then be used to assess your progress against those goals.

Did we successfully reach our target audiences? Did we increase awareness/understanding of our core messages? Were we successful in actually changing any attitudes or behaviors?

These and other questions can typically be answered using quantitative or qualitative research at appropriate times during a campaign. Such information can then be used not only to calculate the return on your investment, but just as importantly, to adjust or fine-tune your marketing efforts for greater success in the future.

Please scan this section on some ways to evaluate the success of your communications program.