As a marketer, in what way should you evaluate your campaign?

1. By focusing on the worst-performing ads and reducing the frequency of that ad, then reevaluating.
2. By checking whether all the budget was used for the campaign or not.
3. By using lifetime value analysis to examine the impact to brand lift metrics.
4. By checking whether the result of a specific objective exceeded or fell short of its goal.

Correct Answer:

• By checking whether the result of a specific objective exceeded or fell short of its goal.

As a marketer, evaluating your campaign hinges on comparing the actual outcome with the initial goal set for a particular objective. Successful campaigns exceed these targets, while those that fall short are deemed to underperform. Consider a campaign aiming for a +10 increase in brand awareness that eventually achieves a +12 lift – this exceeds expectations. Conversely, if a campaign set to boost brand favorability by five points only yields a four-point increase, it’s seen as underperforming. These insights empower marketers to identify effective strategies and areas needing improvement, thus refining subsequent campaigns.