Craig Greenfield's Redefining Performance Marketing: Holding Performance Marketing Campaigns Accountable
- Engagement. What immediate reaction or interaction was created? Often measures clickthroughs, rollovers, interaction rates, video streams, time spent with ads, games played, etc.
- Conversions. Following engagement, what actions did the campaign spur? Commonly consists of sales/orders, leads/emails, downloads, sweeps entries and other post-click activity.
- Connections. How well did the campaign reach its target? What impressions were left? Measures reach, frequency, cross-site duplication, impressions delivered, site visits and more.
- Opinions. How was the campaign perceived? What reactions were elicited? Can include brand studies, polls/surveys, ad recall, brand awareness, purchase intent, among other things.
Marketers and their partners must assign the right values and indicators to each ECCO element, but the framework provides an adaptable approach that can support a wide range of performance media campaigns and other social media programs. Whether just getting started or devising the next in a long line of effective performance marketing campaigns, marketers can lean on ECCO to hold Facebook campaigns accountable.