Know-How Exchange : Other

You can measure your results in many ways:

- website visits and activity on your website (clickthrus, etc.)
- consumer awareness (polling required)
- coupon/incentive use
- Twitter/Facebook growth and activity
- earned media (column inches, air time, etc.)
- customer response (in-store or on-line surveys)

... the list goes on.

If you look at each of your objectives and ask yourself "What will people do differently or more often if this works?", then you can more easily think of the appropriate metric to measure that response.

Remember, you can't plot a graph with just one point. You need to have initial numbers, prior to your marketing efforts, to show whether or not there has been improvement.

Management will have to be willing to spend extra money, both up-front for initial measurements and ongoing for metrics and analysis, if they want this kind of quantifiable stuff.

You can measure results mathematically if you can prove that your marketing caused a specific action. For a website, that can be done using cookies or tracking. For a print ad, it might be a special phone number to call.