248 13.8 Measuring Marketing Communication Effectiveness (177/103) -- A Great Marketing Textbook

248 13.8 Measuring Marketing Communication Effectiveness Learning Objectives - Discuss the importance of measuring marketing communication effectiveness - Identify key performance indicators (KPIs) that are useful for measuring the effectiveness of marketing communications - Explain common tools used to measure marketing communication effectiveness After all the creativity, work, blood, sweat, and tears that go into a successful marketing campaign, your work is not done until you have measured the campaign’s impact to learn where it succeeded and where it didn’t. Every campaign represents a significant investment of resources, so if you don’t take the time to learn from your campaign before moving on, you are losing a substantial part of that investment. Also, an effective campaign may contain tactics that you can use again—but you’ll want to know which ones worked. Learning Activities - Reading: Measuring Marketing Communication Effectiveness - Self Check: Measuring Marketing Communication Effectiveness