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Why you need to read this
The biggest obstacle for Marketers to succeed is their inability to prove value to the business. CFOs don’t believe in the ROI. CEOs don’t see the growth.
While most marketers obsess over the creative brief they don’t realize that the measurement brief is an integral part of successful campaigns. Without it, campaigns get derailed from a lack of clarity and disagreement on whether the campaign succeeded or failed.
In this article, you'll learn what a measurement brief is, why it's essential, and how to create one for your next campaign.
What is a measurement brief
Sample campaign brief
A measurement brief is not a companion to the campaign brief. It's a part of it. It has the simple job of outlining how you're going to measure the success of the campaign.
If the creative brief is what to say, the measurement brief is how to know if it worked. What it really does is it aligns marketers, analysts, and other stakeholders on what success looks like.
Now you might not think you need a measurement brief, but let me know if you've ever launched a campaign and then fallen into one of these situations:
Not sure if it actually worked
Present conflicting signals because one metric is up and the other down
Stakeholders question the validity of what you’re presenting
Now you've lost the entire trust of your audience because it's unclear if the campaign delivered on its promise. Not only that but people think you’re just picking random numbers to make it seem like your campaign did well. This is a common knock against Marketers and a lot of this can be avoided with a really strong measurement brief.
Here's exactly what a measurement brief will help you with:
Avoiding vanity metrics
Building trust with stakeholders
Preventing post-campaign debates
Prioritize analytical resources up front
Providing accountability and next steps
Now, let’s dig into what a measurement brief is.
