Monitoring and reporting should be regular, but a mid-term mindset is critical to see the overall results over time. Panicking and switching approach without due diligence is not recommended. Like the stock market, you will enjoy highs and lows, but the consistent growth in your brand and project goals is the key to success.
The most successful companies use data analysis and insight from adjacent industries to continually assess and then regularly revisit the goals versus the projected financial returns on investment.
Remember the famous saying, only 20 percent of your ad spend will work and as everyone asks, "What's the 20 percent, can I target them?". Obviously, we all want the magic 20, however reality is that a consistent and mid to long term growth strategy is one that will return the most value.
