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If you're only running one campaign in one channel, and your product hasn't improved, and the competition's product and marketing hasn't changed, and there are
by notatoad 6y ago
If you're only running one campaign in one channel, and your product hasn't improved, and the competition's product and marketing hasn't changed, and there are no external events that will trigger a change in demand, then i suppose you could take sales as a measure of success.
- shkkmo 6y agoThe only true metric that motivates marketing companies is ad sales. As another commenter mentions, the creative department in Mad Men existed mostly to help sell ads rather than the the products in the ads. I think advertising metrics and targeting serve a similar role today.
- fmajid 6y agoMarketing departments want metrics that justify ad budgets and thus the Marketing department's budget. Ad metrics that show ads are ineffective, while valuable to the business, run counter to the Marketing department's incentives, and are thus suppressed. In a rational company, ad attribution, or aggregate-level analysis using techniques like Vector Autoregression (VAR) should be owned by the CFO to avoid that conflict of interest, as shown in this article: https://thecorrespondent.com/100/the-new-dot-com-bubble-is-here-its-called-online-advertising https://thecorrespondent.com/100/the-new-dot-com-bubble-is-h...