Well the methods are quite easy – use analytics or brand research to show uplift in preference, but knowing what to measure – which KPIs is not so straightforward. In our guides we suggest you think about measures of
1. Volume – you need to know incremental improvement attributable to the campaign in visits to site. It’s worth tracking increase in brand mentions too which you can do through brand search increase or mentions in social media.
2. Quality – you want quality traffic from your campaign that converts – so it’s important to track campaign sources like banners, emails, PPC so you can be sure visitors are converting
3. Value – Sales value or revenue per visit if campaign tracking is setup.
4. Cost – 3 should be compare to campaign media investment to calculate ROI
Does that help?