The hot buzz words: “Big data. ”Why? Everyone wants to analyze their consumers, their ad spending decisions, and, frankly, everything. For ad campaigns, the question becomes what to measure? What conclusions to draw? And, most concerning, are the wrong conclusions being drawn?
In her latest blog for INMA, Suzanne Raitt discusses the quantitative and qualitative factors that should be taken into consideration when measuring the success of an advertising campaign and why profit and “likes” aren’t always everything.