Let's Just Measure It.

True or untrue: few (and by few, I mean slim to zero) clients in Canada engage in real-time campaign analysis?

Being a voracious consumer of analytics data, this insight piqued my attention, so I ran it past a few others in the industry for some varied perspective and to date, I got "true" on all accounts. But with differences in the details. 

Jason McCann, VP and ECD at TAXI, has worked in both Toronto and NYC and it was one comparison between the two markets that stood out to him when he re-entered the Canadian market. Working with big brands in New York, Jason was able to take advantage of the real-time optimization and trend lines that come with ongoing and post-performance tracking and analysis. In Canada, the lack of precedence combined with a lack of budget to fund it prevents this kind of measurement from becoming standard practice. Plus, some see it simply as navel-gazing. But Jason noted that he missed the value of being able to get a sense of how the work is doing once in market after it's left the building, so to speak.

TAXI CEO Rob Guenette agreed on the value of measurement, but countered with a wariness to quantify advertising. 

"Some things in communication have nothing to do with calculation," Guenette said, "they're sweet little moments, they're surprises. You don't know why it worked, it just did."

We cannot allow advertising to become too much of a science, he warned. There is a value to those human connections and synapses that allow a commercial piece of art (also known as an advertisement) to resonate with us without explanation. Measurement and analysis will eventually be a part of Canadian budgets, Guenette offered, but as with any other smaller countries, clients and budgets (even in the United States), it is still not the norm across the board.

What is the value of measurement and post-campaign analysis? Have you or your clients engaged, and to what avail? Share your experience and thoughts in the comments, on Facebook or @reply on Twitter to @SaturnProject

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