The short answer from one expert is to measure change – the perceptions of your audience – both before the campaign start and after it. Or even better, measure behaviour changes that leads to your desired commercial outcomes.
Our other expert recommends putting evaluation at both the ‘heart’ and the ‘start’ of our efforts.
They agree on one simple (but not easy) step: measure before you communicate. Because once you’ve spent the budget, completed the action plan or wrapped up the project it’s way too late.
Enjoy!