This guide has been developed by the Institute of Practitioners in Advertising, and partner professional bodies ISBA, Marketing Agencies Association (MAA), PRCA. The guide uses insight from research undertaken into how clients and agencies evaluate their marketing communications. Although the guide has been written from the perspective of high spend advertisers, the latter half of the guide offers practical advice on evaluating direct mail and PR campaigns that is relevant for marketers (regardless of budget) and could help arts organisations re-define or refresh how they approach evaluation.
The language of business has always been about the evaluation of payback of actions, which directly or indirectly effect profits and growth.
The language of marketing when it comes to communication has all too often been about creativity and changing customer behaviour: from doing or thinking this, to doing or thinking that.
There is a mismatch here which goes some way to explain why business leaders often see marketing as a cost not an investment - even when on the face of it a campaign seems very successful.