Your analysis provides clear data that the campaign was a (glorious) failure. It could not be clearer. The KPI you chose for your brand campaign was Trust, it had a pre-set target of +5. The post-campaign analysis that compares performance across Test & Control cells shows that Trust did not move at all. (Suspiciously, there are indications that in a handful of Test DMAs it might have gone down!) Every so often, the story is just as simple as that. You do the best you can with a marketing campaign (creative, audience, targeting, channels, media plan elements like duration, reach,…
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Almost all metrics you currently use have one common thread: They are almost all backward-looking. If you want to deepen the influence of data in your organization – and your personal influence – 30% of your analytics efforts should be centered around the use of forward-looking metrics. Predictive metrics! But first, let’s take a small step back. What is a metric? Here’s the definition of a metric from my first book: A metric is a number. Simple enough. Conversion Rate. Number of Users. Bounce Rate. All metrics. [Note: Bounce Rate has been banished from Google Analytics 4 and replaced with…