We’ve never been able to hide behind soft measurement in digital advertising and marketing. The same servers that deliver the content are counting all the time. Page clicks, unique site visits, post view, ad impressions. There are plenty of numbers but making sense of them is where the skill lies.
The Data Analysis experts that I have been lucky enough to work with have given me an unique insight into Direct Marketing discipline. It’s a scary door, best kept firmly shut to mere mortals.
For creatives the key strategy is to set your own benchmarks. I don’t mean lower expectations, but it is vital to reach a shared agreement with a client as to what a campaign is trying to achieve. All too often internet advertising confuses hard sell click through sales with raising brand awareness. More often than not agencies themselves fall into the trap of trying to deliver both. And failing to do either. Set your own targets. Then exceed them.