At a time when marketers are looking to prove the value of every marketing dollar spent, their agencies have an opportunity to provide an immensely important new dimension of value by helping their clients develop and test leading indicators of brand success. Far too many agency-client relationships begin only with a “scope of work” instead of an understanding of “scope of value”--a clear distillation of the desired outcomes that combines both lagging and leading success metrics.
Knowing the metrics that matter should be part of the intellectual capital an agency brings to the relationship it has with its clients. By measuring what matters, brands can make limited marketing dollars go much further in these economically challenging times.
--Ray Baird
| Attachment | Size |
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| Leading_Indicators.pdf | 53.23 KB |
