Campaign Optimization: Advertising Age Article

http://adage.com/smallagency/post?article_id=136770

Great article today from Milan Martin on Ad Age's Small Agency Diary.

An interesting point here is that tracking - with all its positives - has an inherent negative as well: Every once in a while, you're going to throw an air ball. And the stats you've set up to illustrate your brilliance when the campaign works become the hecklers in the front row that won't let your misfire go unnoticed.

BUT, if you establish trust with the client and they know you've put proper metrics behind the idea and recommended it in their best interest, things usually work out. Sure, you may have to take an earful, but if you spend any time in this business at all, it shouldn't be the first, and will definitely not be the last. If you don't have those conversations, you're not working hard enough to move your client's business forward.

Grin and bear it.