Media metrics fall into three interconnected areas: cost, service, and quality. Agencies often argue that ‘you can choose any two out of the three’; for example, a focus on low cost can only be achieved by sacrificing quality, whilst delivering a responsive front-line client service team often means cutting back on heavy-hitter negotiators or seasoned tactical planners.
But from where we sit, we regularly see huge increases in year-on-year ROI among those of our clients who have set clear, measurable, and realistic media goals in close partnership with their agencies.
This white paper aims to address three basic areas:
- What definitions and details of the metrics are used in offline and online media
- Whose case studies and best practices can be used in measuring campaigns; and
- How practical recommendations can be applied to your marketing
