Comments on: The Gap and AKQA say: “ROI, What ROI!?”

By: dellis

dellis — Wed, 30 Sep 2009 13:05:02 +0000

Note: In today's Ad Age Gap announced new agency of record Crispin Porter. Coincidence or not?

By: jakrose

jakrose — Fri, 25 Sep 2009 19:18:41 +0000

Olivier, How would you recommend the Gap measure their Facebook push with in store dollars?

By: seanwilliams

seanwilliams — Fri, 25 Sep 2009 18:34:09 +0000

Truly, Olivier is right. He is a crusader for keeping “ROI” defined in terms that every other department in a business understands: Financial. Bottom line. The impact of the social media strategy SHOULD be measured, which, I think is Jacob's excellent point. It can be benchmark vs change, or impact on attitude, awareness or disposition of the brand. It can be general reputation. It doesn't even have to be quantitative, it can be qualitative in nature. But indeed, why on earth execute a tactic with no means of determining any success? Even measuring “engagement” (by number of followers, comments, retweets, tweets, blog posts, content analysis) is fine — just, for the love of all that's important in business, don't fail to do something related to measurement.

By: Promotional Products

Promotional Products — Fri, 25 Sep 2009 05:03:45 +0000

Yes I see a problem with this, setting goals and benchmarks is necessary when setting out to do a campaign such as this. However, Gap is very experienced and I'm sure they know what they are doing and are confident in the strategy despite the absence of traditional benchmarks.

By: Financial Spread Betting

Financial Spread Betting — Mon, 21 Sep 2009 14:28:35 +0000

I don’t know how much this campaign is costing the Gap but at the end of the day when it comes time to prove the value or “return” on this campaign, what are they going to say? “Ummmm….well we had interaction.” Give me a break guys. How can a campaign which is seeing a “medium increase in ad budget for this year” be justified without numerical benchmarks.??? Makes me wonder why they are struggling .