National Occupational Standards in
Archaeological Practice

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AH5 Plan marketing activities

AH5.3 Contribute to evaluating the success of marketing activities

Performance Required

This will involve:

1. clearly identifying achievable, measurable targets for marketing activities and the factors that will indicate success
2. using any opportunities that arise during the marketing activity to collect data that could be used to measure success
3. designing a strategy for collecting data to measure the effectiveness of an activity
4. collecting data cost-effectively and accurately
5. producing an accurate analysis of the data against the indicators for measuring success
6. reporting the results of the evaluation fully, clearly and accurately in the required format
7. using the results of the evaluation to inform future actions

Occupational Context

1. Indicators of success must be
   • measurable
   • achievable
   • meaningful
2. Data may include
   • attendance/enquiries/awareness/sales/ turnover/ profit and loss
   • customer satisfaction, new customers, repeat business
   • external feedback from professionals/ experts/specialists/ consultants
3. Future actions to be informed
   • marketing activities
   • research
   • policy, best practice, procedure, creative content, design, branding
   • programme management / partnerships / linkages and networks
   • training and staff development

Knowledge Requirements

You need to know about:

• Marketing theory and practice
• procedures for evaluating marketing activity
• Quantitative and statistical methods
• Sources of professional advice on evaluation and market research, costs and timetable
• Commercial awareness

Required Skills

You should demonstrate

• Briefing market researchers
• Data Collection
• Data Analysis
• Interpretation and application of results

Evidence Required

You should provide evidence that you can evaluate the success of marketing activities

The candidate should be questioned, based upon the documentation provided, to explore how they:

• evaluated the success of promotional activities

Evidence Rules

The candidate should have been involved in evaluating marketing initiatives.

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Today's date: 31/7/2010
This page last updated: 27/7/2007 16:17