3 comments

  1. Andrewwright2

    What about research to make sure the work is working? How do you ensure that it’s practical and not just political (as it so often is) ?
    What metrics are worth keeping an eye on? Presumably penetration and brand salience (Based on your posts about Byron, Ehrenberg et al) What else?

  2. Martin Weigel

    Andrew,
    You’re absolutely right. Arguably learning from what actually happened in market is the most important research we can do.
    Metrics are a function of objectives, so it’s obviously hard to generalize. But whatever they are, I’ve always found it useful to chunk them up into behavioural metrics, brand metrics, and communication metrics.