From the course: Marketing for Social Change
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Measuring your cause marketing results
From the course: Marketing for Social Change
Measuring your cause marketing results
- All marketing programs should be measured to make sure you're getting your money's worth and to make sure you can improve for the next one. The same goes for cause marketing programs. Here's how to do it. First, you have to understand this: when measuring any business activity, I'm a big believer in the old adage, "Measure both the outputs of your activity, as well as the inputs," meaning measure your final results, but also measure what you spent in time and effort to get those results. It's the ratio of these two, outputs divided by inputs, that tells the real story. I'll show an example later. When measuring cause marketing programs, I break it down to these categories, results related to your business, results related to your partner, and then results related to the cause. Let's look at your business results. The key questions here are, did you get results the way you expected to get them, meaning from the…
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