In this paper
Overview 1. The basics of effectiveness 2. Short-term versus long-term 3. Modelling and econometrics 4. Making your case 5. Real-life examples 6. Takeaways and next steps
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Proving the work has worked is a key consideration of a strategist. The purpose of this section of the Strategy Toolkit is to set out the fundamentals of 'effectiveness', and to provide some advice to improve the measurement of campaigns and other activity.

We tend to think about the effectiveness of a campaign or an activity after the event has taken place. This is nothing new, as it has been rare for marketing or its agencies to approach the effectiveness question from earlier on in the strategic process.

It would be much better to start thinking about how your communications activity is going to work and in how many different ways from the start of the strategic process.

In this section you will learn:

1. The basics of effectiveness

It is important to dismiss a few misconceptions about what effectiveness and evaluation mean. First off, efficiency is not the same as effectiveness. Second, pursuing a profit objective is not the same as pursuing a shareholder value objective, which is much more about longer-term success than short-term gains.

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