Objectives
Without clear and agreed objectives set upfront, creative and copy execution will in all likelihood not call for the response you are aiming to achieve, media planning becomes directionless and the technology is not put in place to effectively manage, enhance and measure the set objectives:
Technology
Closing the Loop
With clear objectives set, the necessary technology in place to manage and track the process, the next most important step, is interpretation of the data. This interpretation then needs to be used to fine-tune the campaign.
With clear objectives in mind and an insight into whether these objectives are being reached, results can be improved by tweaking of creative, media placement, offer or even the marketer's website, based on response throughout the course of the campaign.
With these three processes firmly in place, the definition of success becomes quantifiable: are objectives being met?
