To evaluate their campaigns, what should marketers do?

1. They should use lifetime value analysis to examine the impact to brand lift metrics.
2. They should focus on the worst-performing ads and reduce the frequency of that ad, then reevaluate.
3. They should check whether all the budget was used for the campaign or not.
4. They should check whether the result of a specific objective exceeded or fell short of its goal.

Correct Answer:

• They should check whether the result of a specific objective exceeded or fell short of its goal.

To evaluate their campaigns effectively, marketers should compare actual outcomes against set objectives. If a campaign surpasses its goal, it’s a success. Conversely, it under-delivers if it falls short. For instance, consider a scenario where a campaign aimed for a 10-point increase in brand awareness but achieved a 12-point lift – this would be deemed successful. On the other hand, if a campaign aimed to enhance brand favorability by five points but only managed a four-point increase, it did not meet expectations. This measurement process is iterative, allowing marketers to identify successful elements and areas for improvement, refining their strategies as they go along.