Posts tagged with Campaign Measurement

Don't get stuck in binary madness!

So your campaign didn't deliver the right result? Not enough sales, leads or engagement (or whatever the magic success metric was)? Poor ROI perhaps? I'm not surprised!

The reason is that, in general, we use really simple measures and record binary outcomes; ‘hit/miss’, ‘sale/no sale’ or ‘open/did not open’ metrics.

Typically we use one or maybe two such metrics per campaign. This simple methodology is the default across the industry but in reality it is now a hindrance to really optimising campaigns.

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