Brand Measurement: Analytics & Metrics for Branding Campaigns | Occam's Razor by Avinash Kaushik

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29 Sep 2009 01:34 am

Brand Measurement: Analytics & Metrics for Branding Campaigns

One of the ultimate excuses for not measuring impact of Marketing campaigns is: “Oh, that’s just a branding campaign.”

Admit it, you’ve heard it.

I suspect you’ve even used it liberally!! : )

Before we go any further I must clarify that I love branding campaigns just as much as the next guy.

I love campaigns that Visa runs. I love watching the IBM ads (with the Linux kid perhaps the best of the lot). I loved the I’m a PC ads from Microsoft (and I am a proud PC!). I loved the Wario Land: Shake It ad from Nintendo on YouTube (now that’s creative!). I love a good billboard ad, Budweiser does good ones. My absolute favorite branding campaign of all time: Think Different .

I could keep going on.

The common theme through the above campaigns is that their primary purpose is “branding”. The hope is by connecting with you, or interrupting you, a lasting impressing, a feeling, might be left in you so when its time to get a credit card you think of Visa and not MasterCard, when it comes time for hiring consultants for a multi year project you’ll choose IBM and so on and so forth.

All well and good.

Here is the minor problem.

There is a very tenuous connection between these campaigns and outcomes, they are for the most part faith based initiatives . If supported by “data” then it tends to be of the most fragile kind (usually the the fact that the CEO saw it during the Super Bowl and felt happy suffices as actionable data).

None the less they persist.

Online it does not have to be that way.

It is criminal not to measure ...

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http://www.kaushik.net/avinash/2009/09/brand-measurement-analytics-metrics-branding-campaigns.html