Program or Marketing Campaign Evaluations are a systematic approach to evaluating the efficiency and effectiveness of that particular program through a combination of statistical and anecdotal data.
The Meta evaluation approach is based on the Integrated Theory of Evaluation. Within this approach are four basic purposes of evaluation. First (Oversight & Compliance), the approach incorporates stakeholder input creating necessary buy-in to ensure data is collected reliably (e.g. Ad firm tracks their marketing plan and budget for a restaraunt). Second (Program Monitoring), the approach is intuitive, making it easy for stakeholders to understand (e.g. the evaluator holds a focus group to test ad messages for the restaraunt.) Third (Merit and Worth), the approach emphasizes the importance of gathering data to assist decision-making (e.g. a tracking survey of the general public is conducted to determine increase in awareness of the restaraunt.) With better information come better decisions, which in turn will lead to a better media campaign and an increased likelihood of obtaining desired outcomes.
For example, in step 1 of our ATM approach is to identify Antecedent conditions using Root Cause Analysis (RCA) with subject matter experts and stakeholders. The result of the RCA is the identification of several behavioral and environmental conditions contributing the problem of interest. In step 2, Targeting, stakeholders are engaged to prioritize those conditions which can reasonably be expected to change through the use of a media campaign over a defined period of time. In step three, Measurement, indicators are sought to assess the extent to which targeted conditions changed. Data sources for assessing impact include primary data sources (e.g. customer feedback cards) as well as secondary data sources (e.g. restaraunt profit statements), and whenever possible unobtrusive indicators (e.g. . Additionally, tracking surveys or focus groups can be used to measure changes in awareness, behavior, etc.
Each Evaluation is custom designed to meet the needs of our clients and the goals of the program or campaign being reviewed.