Measuring Marketing: 110+ Key Metrics Every Marketer Needs by John A. Davis

Author:John A. Davis
Language: eng
Format: mobi
Publisher: Wiley
Published: 2012-11-18T18:30:00+00:00

Impact on Decision Making

Recall is a basic measure of advertising effectiveness, but it is not a measure of preference. Recall results do not tell marketers if a consumer has decided to purchase products advertised, or whether they even have a slight preference for the brand. Qualitative research, indeed even some quantitative research, is subject to bias and interpretation. This may discourage managers and CFOs seeking absolute answers from their marketing department’s communications programs. If so, then you need to adjust your expectations. Recall is a reasonable test of how successful your marketing efforts have been in building awareness. But an important question to remember is: What period of time are you evaluating? You may launch a marketing campaign and sales increase 25 percent. You may conclude from this that your campaign was the reason for the increase. But you might be wrong. The competition might have made a strategic blunder, causing customers to switch to your company. Or, the marketing efforts of previous years might finally be bearing fruit, in which case your predecessors deserve at least some of the credit. So how will you know? The answer is: You won’t, at least not perfectly.

Recall can also be the proverbial double-edged sword if your product becomes so popular that it is increasingly viewed as generic. Examples include:

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