“Half my media spend is working, I just don’t know what half” In this quote, Lord Lever summed up the difficulty of teasing apart the effect of marketing investment.
Topic:
Develop and manage marketing effectively
Date:
2008
Source:
Scotland Food & Drink
Fortunately, this uncertainty did not discourage Unilever. While marketing activity is not scientific, a commitment to evaluation ensures that activity can be properly understood and future strategy developed based on performance. This guide will outline the evaluation process and methods of assessment. It might not tell you which half of your marketing spend is working, but it will identify some good practice with which to evaluate your marketing activity and help you adopt evaluation as an ongoing practice.