Getting it right: a ten point evaluation checklist.
Rob Ettridge & Philip Lynch
- Set SMART objectives:
Set and agree clear and measurable campaign goals up front. If you put rubbish in, you’ll get rubbish out.
- Define success criteria:
Define and agree the campaign success criteria and the base or benchmark you are measuring from.
- Agree on methodology:
Define and agree the methodology for evaluation. Is it easy to use, clear, repeatable and consistent?
- Agree the focus:
Agree what you are evaluating (quantitative and qualitative) and across which platforms (broadcast, radio, print, online, social media).
- Agree frequency:
Agree on the frequency of evaluation and how and when to report back.
- Agree budgets:
Agree on the available budgets for evaluation. Will it be integrated into the campaign retainer or charged separately?
- Measure quality and quantity:
Measure the quality as well as the quantity of coverage. Sentiment, share of voice, engagement and message are crucial indicators, especially in today’s digital landscape.
- Focus on commercial outcomes:
Measure the effect on outcomes rather than outputs. Have you answered the question:‘What are the proven business benefits to the organisation?’
Align and integrate your evaluation methodology with the organisation’s wider business and marketing metrics?
- Inform and improve:
Analyse and use the data to assess the effectiveness and inform your next campaign. If necessary re-set the campaign objectives.
Co-Author Philip Lynch
Partner, Red Lorry Yellow Lorry