Measurement and Optimization: Understanding a Story's Success in Marketing Communication

This study aims to evaluate marketing strategies and communications alongside the concept of success, considering changes in measurement and optimisation methods. The discussion at this juncture centres on a fundamental argument: marketing cycles and interpretations of success lack financial-based strategies. Consequently, marketing strategies should be considered within a cyclical, evolutionary and sustainable process, requiring a continuous focus on new strategies and methods. To this end, the research seeks to answer the fundamental question: how can a model be developed to demonstrate the success of a marketing strategy based on the concepts of measurement and optimisation? Within the scope of this study, each marketing strategy is evaluated as a story. In this regard, data-driven performance measurements, monitoring and optimisation, and the continuous updating of these processes are regarded as dynamic processes.