Its the thing that nags at marketers.  That always comes back to haunt us if we don’t do it.  Yep, its setting metrics with a client BEFORE the campaign.  I’ve always been a big fan of setting metrics and objectives up front–but sometimes a great idea or cool execution gets in the way of understanding what what success metrics should be.  There’s lots of great discussion going on today with social media, the various ways to measure the medium, what really constitutes success.  The bottom line is that you and your client define success.  Together.   This is a good discussion on the various ways ‘success’ can be viewed–and makes the point that strategic objectives evolve over time, and so do metrics.

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