Balancing numbers and feelings when checking the success of marketing campaigns is really important for businesses. It helps them see the whole picture of how well things are working.

Quantitative Measures
These are all about numbers and facts that help measure performance. Some common quantitative measures include:

• Sales Revenue: This looks at whether sales went up before and after a campaign.
• Conversion Rates: This tracks the percentage of potential customers who do what the business wants, like making a purchase.
• Customer Reach: This checks how many people engaged with the campaign by looking at things like website visits or social media likes.

For example, if a company spends £5,000 on a social media campaign and then sees sales rise by £20,000, we can figure out how much they gained versus what they spent. The formula for Return on Investment (ROI) would look like this:

ROI = ((Gain from Investment - Cost of Investment) / Cost of Investment) × 100.

So, in this case:
ROI = ((£20,000 - £5,000) / £5,000) × 100 = 300%.

Qualitative Measures
While numbers are helpful, understanding feelings and opinions is also super important. These include:

• Customer Feedback: This comes from surveys or reviews that show how happy customers are.
• Brand Perception: This includes insights from focus groups or comments on social media to figure out how people view the brand.

For example, a campaign might get a lot of positive comments online. This could show strong loyalty to the brand, even if sales aren't as high as expected.

By mixing both quantitative and qualitative data, businesses can get a full understanding of their performance. This way, they are not just looking at the numbers but also paying attention to how customers feel about their experience and the brand.