I’ve sat through countless meetings where someone has a kernel of an idea for the marketing team, and within a few minutes, it’s a full-blown campaign. Everyone is ready to make things happen.
But with all this buzz and excitement, a key component is almost always missed — a measurement plan. Measurement tends to be an afterthought. You just spent all the time, energy and creativity putting your campaign together. Don’t you want to be 100% sure you know the impact on your business so you can do it again?
A measurement plan is more than numbers in a spreadsheet. It’s a story, a narrative and a decision-making tool. You should always make sure you’re setting yourself up for success. To do that, let’s walk through where things can go wrong — the five failure points — and how to fix them.
