9-1 Discussion: Quantitative vs. Qualitative Metrics

For this week’s discussion, imagine that you are on a marketing team creating the 2019 “Creme Egg Hunting Season” campaign for Cadbury. First, read this short article on MarketingWeek that describes the campaign.

Then, answer the following questions:

In this campaign, how would you and members of your team define success?
What quantitative and quantitative metrics could you use to assess the success of the campaign?
How would you determine the correct balance between quantitative and qualitative metrics?
If the campaign were successful, what would your next steps be? If it were unsuccessful, what would you and your marketing team do next?