If you are in business today, your goal is most likely to grow your company. One of the tools available to do that is advertising. How do you measure the effectiveness of your advertising? I would say that it is very difficult and sophisticated but possible.
I would like to direct your attention to an article from the Harvard Business Review HBR March 13 edition titled The Future of Advertising and Advertising Anayytics 2.0. Author Wes Nichols does a great job of reviewing how advertisers and marketers today have an ability to fine-tune how they advertising and make corrections along the way.
With regard to advertising in the fluid power space, particularly with H&P, the analytics have changed over the years. We used to measure ad effectiveness through inquiry counts, and then through clicks. Now it is much more complicated. Your ads with our magazine, website, and eNewsletters work together with everything that meets the attention of your audience. That includes tradeshows, direct mail, and eBlasts.
Take a look at the article. I would love to hear your review.