"Half the money I spend on advertising is wasted, and the trouble is I don't know which half."

A quick Google search will tell you that they are the sage words of Lord Leverhulme, and in fact, the estimate is now thought to be a lot higher than 50%.

But why, in the era of technology and big data are there still so many question marks around marketing effectiveness? For brands with limited budgets, when it comes to any marketing activity – whether it’s a boosted post on Instagram or a whole packaging refresh – understanding that every dollar invested is pulling your brand in the right direction is crucial.

In this guide, we’ll show you the steps to take which will guarantee you don’t waste another marketing dollar on your campaigns. We’ll walk you through the milestones of planning, ideating, creating, launching and optimizing an effective campaign which meets your marketing goals, and delivers the hard commercial results you’re looking for.