Analysis Of The Efficiency Of The Advertising Company
An evaluation of the performance of the advertising campaign should take into account the specific financial and indicative indicators adopted by the company. Consistent with the company ' s reporting forms, results can be presented in both dynamic series accompanied by trend analysis and analysis of deviations from the organization ' s approved production periods. Look at the main steps evaluation of the effectiveness of advertising campaign.
An evaluation of the performance of the advertising campaign should take into account the specific financial and indicative indicators adopted by the company. In addition, it is possible to develop integrated indicators based on the combination of individual factors, taking into account their weights. Depending on company reporting forms, evaluation of the performance of promotion activities can be presented in both dynamic series accompanied by trend analysis and analysis of deviations from management-approved programming periods.
The format for reporting on the effectiveness of the advertising campaign is a separate and very important issue. Theoretically optimized one format for both management and specialists, but in practice it is not. The " Professional " format is too much for managers to understand, and the " leading " format is not information for markers. Of course, there's a way out of this situation. We recommend that its software be addressed by establishing at least three sets of reports in the marketing structure of the corporate database:
- Statistical format approved by management♪ This format usually contains information for management decisions. The minimum format could be defined as including a set of indicators for which deviations went beyond the permitted area;
- interactive formatfor the work of the Marquetology Analyst to assess the effectiveness of promotional activities. Meaning a user interface that allows complex samples, diagrams, time periods, changes in reporting formats, exports to SPSS and Excel, etc.;
- interactive format with limited functionswhich is intended to work as markers planning and organizing promotion activities.