Alignment Generates Transparency -- and Increased Accountability Performance and metrics alignment results in transparency and greater accountability: The digital advertising campaign is on the hook to perform, while your company must maximize the results of that performance by having internal processes ready to receive and interpret the data. Let’s talk about what exactly this means.

What Alignment Looks Like

Let’s say your company is a services company with 200 locations. You measure success for each individual location by assessing new client acquisition growth weekly, year over year. Your analysis might address new client acquisition results on week 12 of 2017 vs. week 12 of 2016. Was there growth? If there was, what was the percentage of growth for each branch of your 200-branch services company? Comparing last week’s results with your year-to-date results, are you on track to meet your annual number -- and to distribute bonuses to stakeholders in your company? If that is how success is being measured inside your company, then your digital advertising should be measured the same way. The tools and methods to achieve this are readily available. The onus is on your agency to have the skills to provide you with the data the way that you need to receive it.