Question

Topic: Advertising/PR

Ad Roi

Posted by Anonymous on 12/13/2011 at 4:17 AM ET 125 Points
When you are trying to measure ad roi or any other metric to measure ad effectiveness, how do u attribute the effectivess to the campaign and to the channel separately? Is there a way to determine this? E.g. my sales have increased, but how do i know its more because of the channel than the campaign....
Thanks!!!!
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RESPONSES

  • Posted by cristina.marinescu on 12/13/2011 at 5:44 AM Accepted
    When you determine the adequate channel to start the campaign you already know (or this is how it should be) by drawing up a market analysis, which channel is more efficient and well targeted. The message - campaign refers to the consumers you want to gain, and depends on the channel. For e.g. if you want to sale furniture the channels which are more appropriate for that kind of merchandise are social media, TV, and also events organized by the seller. The bottom line is, that measuring the channel is a must before starting the campaign. With a market product analysis you can easily determine the best channel. It's not effective to measure the impact of the channel, it's a must to measure the campaign.
  • Posted by michael on 12/14/2011 at 10:56 AM Accepted
    You should have set up a way to determine the reason for the sale....some special code of sorts.
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