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Das ka Dum with Dr Bhaskar Das | What are some key metrics that brands should focus on to measure the success of their advertising and marketing efforts?

As we read the answer, we figured it was an incorrect question to ask in a series like Das ka Dum. But since we asked, and our Wizard with Words responded, here goes the February 19 edition of Das ka Dum with Dr Bhaskar Das. Read on…

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Q: What are some key metrics that brands should focus on to measure the success of their advertising and marketing efforts?

A: The metrics for measuring performance of brands for their advertising and marketing efforts vary by B2B, B2C and D2C, and by industry sectors. To elaborate on your question would require a duration of an MBA class but in that case I shall exceed your brief for a brief reply.

Hence in short I can say that such a metric would include, inter alia, the following: brand awareness and salience measures (through brand research/ audit, and brand consideration and purchase intent measures, brand loyalty, brand positioning relative to competitors, brand sentiment and, potentially, brand advertising metrics, across all formats of access to the audience. It would encompass paid, owned and earned media.

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