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Measuring a Brand Campaign’s Value

Running a brand campaign, specifically on TV and outdoor, can greatly benefit an organization if done right. So how do marketing teams measure whether the money spent on the ad campaign was worth it? One executive poses this question in MLC’s Marketing Org & Ops Forum, asking “How can we best measure the ROI and what metrics are normally used to measure the brand campaign success, internally and externally?”

This question drew a variety of responses from other members.  Beyond the routine Brand Tracker studies, a more precise gauge is to measure direct sales lift, ideally versus a control market in which the campaign is not running. Methods for this kind of measurement include mix modeling and in-market testing.  Moreover, members have recommended mix modeling vendors in a related Discussions post here.

Other members report that consideration and purchase intent are key metrics for brand campaigns, but they warn that baseline measurements are needed to have confidence in the lift that a brand campaign might generate for these metrics.   One member suggests tracking market share as part of a broader set of metrics, because measurement efforts should account for natural growth or shrinkage in the category.

MLC members, read through the discussion on the Q&A forum here. To learn more about identifying and measuring the key drivers of brand equity, check out our Overview of Brand Equity Measurement Approaches.  Or, see MLC’s specific case studies on marketing mix modeling and in-market testing.  For those seeking a robust marcomm measurement and resource allocation system, see MTV Networks’ approach here, and then give the webinar replay a listen here.

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