CHAPTER 30 Measuring Outcomes

You’re ready to execute your marketing plan, but first you must revisit your goals and objectives to ensure they're measurable and connect to your desired outcomes and impacts.

Why evaluate your project? As the CEO or CMO of your media project, you’re accountable to your content co-creators and co-marketers, stakeholders, and audiences. Evaluation provides evidence-based judgments about the value of strategies or tactics, allowing for mid-process changes and project takeaways that will improve outcomes of future projects.

Measurement of outcomes is an opportunity to track your resonance with your audience, communicate your collective impact back to them, and further drive audience engagement and other impacts, such ...

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