COMM 3301 Lecture Notes - Lecture 9: Smart Criteria, Email Marketing
18 Nov 2015
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Document Summary
November 11 th lecture: measurement and success factors. Monitoring is the act of measurement undertaken during a campaign. Monitoring allows you to court-correct and make adjustments during the campaign based on early results. Evaluation is the act of measurement undertaken at the end of a campaign. It"s when you evaluate whether or not you"ve achieved your goals, as well as where you fall against your budget and timelines. It also involves the recording of lessons learned. This will define what you measure and how. To decide if course correction is required. Outputs: the things you actually do to drive the behaviour change. Impacts: indicators that show impact on the issue; when you start to measure the reason you"ve started this campaign. Roi: return on investment; value of behaviour change based on cost of input. Inputs would be staff costs, channels used, cost of posters, etc. Outputs would be media impressions, cost per impression, number of posters placed etc.
