In my view, there really are only two metrics that matter from a business standpoint:
1. Impact on desired audience behaviours. This may be connected to revenue-driving behaviour or others, as defined at the onset of the project.
2. Changes in brand affinity, tied to desired perception attributes. Guess what? Also defined at the onset so you know what perceptions you are aiming for.
I like to include: "Value to the audience" as a bonus - because I believe we need to deliver value to get value back.
I like the reports, too! I always open and look forward to seeing them.
I like the reports. Linking to the best would be appreciated
In my view, there really are only two metrics that matter from a business standpoint:
1. Impact on desired audience behaviours. This may be connected to revenue-driving behaviour or others, as defined at the onset of the project.
2. Changes in brand affinity, tied to desired perception attributes. Guess what? Also defined at the onset so you know what perceptions you are aiming for.
I like to include: "Value to the audience" as a bonus - because I believe we need to deliver value to get value back.