Measure for measure: How lockdown has changed marketing KPIs
As traditional measures of success are being challenged by the Covid-19 crisis, brands are developing new KPIs to assess the effectiveness of their teams.
We are all getting used to new ways of working as the Covid-19 crisis has an impact on every element of our lives.
For marketers, working life has shifted to a model where most are working at least temporarily from home. It has also entered a phase where many medium- to long-term plans have been abruptly ditched, as companies scrabble to cope with the reality of selling things during a pandemic.
So how should the effectiveness of marketers be measured? If everything from the projects they work on to the chair they sit in has changed, how can marketers be judged against the same criteria and key performance indicators (KPIs) as before the crisis?
Fallon Paul, marketing controller at Britvic-owned mixer brand the London Essence Company, outlines the scale of change her role has undergone.