Welcome back to Brands on Tap — the podcast where we talk all things branding, marketing, and making strategy work in the real world. In Episode 2, we’re digging into something that can make or break your campaigns: measurement and reporting.
Why it Matters
It’s easy to get swept up in creative concepts, campaign launches and clever messaging. But without a clear plan to measure what success looks like, it’s all just noise. As Jazmin points out in the episode, too many brands overlook this step — or worse, skip it entirely. The result? It becomes incredibly difficult to prove impact, optimise performance or justify marketing spend.
Start With the Business Roadmap
Before you even think about KPIs, you need to know where your business is heading. Whether it’s six months or five years into the future, having that direction in place makes all the difference when briefing an agency or building a campaign. Without it, you’re working blind — and so are your partners.
KPIs Aren’t Just Buzzwords
We often find that businesses don’t fully understand what KPIs are, or they use them inconsistently. Jazmin breaks it down: KPIs (Key Performance Indicators) are specific, measurable goals that align with your broader business objectives. The right KPIs for a recruitment campaign will be completely different to those for an e-commerce launch.
Some examples we touch on in the episode:
- 📈 Year-on-year growth targets (e.g. sales or sign-ups)
- 🛒 Conversion rates for e-commerce
- 👀 Awareness metrics (reach, impressions, engagement)
- 📬 Lead generation targets in B2B campaigns
And crucially — it’s not just about setting KPIs. It’s about setting the right ones, at the right time, and having a plan to measure and review them regularly.
What Happens Without Them?
Without clear KPIs, agencies and marketing teams are often left guessing. As we discuss on the podcast, this makes it incredibly difficult to recommend strategies, allocate budget or track progress meaningfully. You may find yourself investing in campaigns that feel good — but don’t actually move the needle.
Takeaways for Business Owners
If you’re not already thinking about KPIs and performance reporting, now’s the time. Get clear on what success looks like for your brand. Then make sure every campaign, content plan or media buy ladders up to that.
And if you’re working with an agency (like us 👋), come armed with goals. Even if they’re rough, we can help shape them. But without them, we’re driving without a map.
🎙 Listen now to Episode 2 of Brands on Tap wherever you get your podcasts — or right here on our website.
Want to learn how to build better measurement into your marketing plans? Drop us a message — we love this stuff.