For decades marketing was more art than science. And honestly, even in the 15 years I have worked in the industry, there has been a sea-change in the prominence of Measurement and Evaluation. At the start of my career I felt a little like the fringe element in the process, but we’re becoming increasingly important, visible and recognised.
However, for those of us who work across multiple clients, you will be aware that this is still a sliding scale. With some clients fully bought-in, by investing their time and budget into robust measurement frameworks. Others unfortunately, still see measurement as a drain on their budget, that could be used on something which is frankly a bit more fun.
However, as Alison Taylor, Managing Director of Conscious Communications asserts, ‘Measuring your marketing activity is the most important investment your company can make.’
That is because a well-executed M&E framework can deliver;
· Quantified effectiveness
· Prove that you have achieved your strategic goals
· Can frequently lead to unlocking additional budget
· Get your campaigns noticed by the most senior people in your organisation
· Win awards
· Get you promoted
As one of my colleagues once said, why would you do your homework and then not get it marked?!
If you’d like to tap into game-changing business insights, get in touch with us at The Uncommon View.