Jump to:Definition | Where to start | Essentials | Checklist |
Definition
Consideration is a commonly used measure on tracking studies, and is often used as a KPI for advertising. It relates to sales, but the relationship is a complicated one, and year-on-year changes in consideration tend to be small. Analysis suggests it may not always be the best measure to assess advertising.
Where to start
A few years ago Kantar Millward Brown conducted a large scale exercise, exploring the relationship between survey measures and sales (Understanding, Measuring and Using...