In my last couple of posts I’ve written about how most of the money that’s being spent on advertising in digital media is a waste. Let me give you a simple way of assessing where your problems might lie and how serious they might be. There are really just two things to look at: 1. What KPI you're driving and who controls measurement 2. How it’s being delivered - what media are you spending on and whom you’re spending it through Here is a simple way of looking at it.
Score of 2: Very Healthy – there may be some opportunities to optimize but your budget is in your control and working for your business Score of 5-8: Health Risk – Either budget or KPI measurement is not in your control Score of 10: Immediate and high risk – you might be wasting your digital budget