The Measurement Menace of the Month: AKQA

The Measurement Menace of the Month:

The agency for Gap, Inc..

AKQA made the following statement about a recent social media program it initiated for Gap, Inc.:

"The Gap had set no numerical benchmarks to determine success in the campaign, but rather would look at how much consumers interact with the brand to gauge ROI."

(For more on this see Jacob Morgan's blog post "The Gap and AKQA Say 'ROI? What ROI!?' ")

I have no problem with measuring how much consumers interact with the brand, it's a perfectly valid measure of engagement, which we're obviously all for (see The Measurement Maven of the Month, above). I'll be very curious to see what metrics they actually use for that.

It's the notion that they have set no numerical benchmarks and the fact that this major agency doesn't understand the definition of ROI. How do you gauge ROI from consumer interaction if you haven't set any quantitative goals?

Measurement requires that you set a goal, and measure ROI against the goal. One can't exist without the other. Back to measurement school for these guys. --KDP

Comments

[Jacob Morgan]

Thanks for sharing this KD, you know the funny thing is that Gap left AKQA as their agency of record and now works with Crispin Porter, coincidence? Who knows!

Jacob