Communication effects Did people see and notice it?
Attitude effects Did it change what they think and feel?
Behaviour effects Did they do something?
Business effects Did it pay off?
Your measurement plan
What to do next
Show the working, step by step
Where I used this
At Praava Health I built a data engine for product and growth decisions, behind about 57% compound annual growth in the consumer business.
Read the case: A data engine for product and growth decisions →Everything is calculated in your browser. Nothing you type is sent or stored.
A chain, not a dashboard
Good measurement links four levels: people notice the work, it changes what they think or feel, they do something, and the business benefits. Measuring every level shows where the chain breaks. Strong recall with no change in consideration points to the message; strong consideration with no sales points to price, distribution or the buying experience.
- Choose a few measures per level, and set targets before launch, not after.
- Allow for time. Brand effects build over months; activation effects show in days.
Get new free tools by email. One short note when a new tool or essay goes live. No spam, unsubscribe any time.
Need a measurement plan your leadership will believe?
Bring your objectives to a free 30-minute call, and I will help you set measures from awareness through to business results.
Questions
What should a campaign measurement plan include?
An objective, and measures with targets at four levels: communication (seen), attitude (felt), behaviour (did) and business (paid off).
Why not just measure sales?
Sales are affected by many things. Measuring the earlier steps shows whether the campaign itself worked and where to fix it.
How many measures should I pick?
Two or three per level is usually enough. More measures make reporting heavier without adding insight.