Performance Measurement 2 + Workshop

ADVR 10081 - ACCOUNT AND PROJECT MANAGEMENT

Class 22
Today’s Agenda
Employee Performance Tracking
Agency Review Process
Workshop (worth 5%)

ADVR10081 – ACCOUNT AND PROJECT MANAGEMENT 2

Employee Performance
Employee Performance
Account leads will have primary responsibility for the make-up of the team
dedicated to your client, and you will be measured on the efficiency and
profitability of the team overall, particularly in a retainer based model

Both AM and PM are responsible for evaluating each members performance based
on contributions to the account
Employee Performance
In addition, ALL agency employees typically participate in employee reviews

 360’s
 As part of the annual review process, all employees on a team are typically asked to contribute to the
“360” of their co-workers
 Term used to describe performance over the past year
 Each team member is asked to complete a series of ratings and feedback against assigned criteria
 Be sure to provide FAIR, CONSTRUCTIVE feedback, with tangible examples – include the GOOD
Employee Performance
Employee Performance
Personal Performance
 Probationary Review
 Most employees will start their jobs on a 3-month probationary period
 You can expect a review from your boss at the end of the first 3-months
 This review is typically high level, with key points on what you’ve done great and areas for improvement
 Annual Performance Review
 You can expect a detailed “360” performance review annually
 This will include feedback from co-workers, clients, and from your direct superior
 It will grade you against all key aspects of your role, and outline core improvement areas
 Action items on how to get to your next level will typically be provided
 Do not expect “exceeds expectations” on all aspects, unless you are already working a level above
Client/Agency Review
Client/Agency Performance Review
Clients SHOULD conduct an annual agency performance review. … and likewise
agencies should conduct an annual client review.

Does that surprise anyone?

Client/Agency Performance Review

Why would you encourage an annual performance review from your clients?
Client/Agency Performance Review

Why would you complete an annual performance review of your client?

Class Workshop #1
Class Workshop
Class has been divided into breakout groups
As a team, document and submit answers to all 4 questions that follow

20-minutes to document and submit answers

After submission, we will regroup to discuss findings
Class Workshop
You have launched a large integrated campaign, including the following elements:
TV, Radio, Billboards, Digital and Social Ads, Website, E-Mail, and Newspaper
Primary objective is to drive online sales of your product; secondary objective to
increase awareness of your brand

1. Outline likely KPIs and a list of campaign performance metrics you should track
2. Make a list of potential Paid, Owned and Earned channels you should measure
3. Identify 1 test you could put in place for this campaign to optimize performance
4. Provide 3 potential performance optimization opportunities likely to arise after launch
Class Workshop

Time’s Up – Let’s Discuss

1. Outline your KPIs and a list of campaign performance metrics you could track
2. List each of the Paid, Owned and Earned channels you could measure
3. Identify 1 test you could put in place for this campaign to optimize performance
4. Provide 3 potential performance optimization opportunities likely to arise after
launch
Class Workshop #2
Class Workshop
You are developing an e-mail campaign with 10 distinct creative versions. You scheduled 4-
weeks for execution through to delivery, for a total budget of $12,000.
It is currently the end of week 3 and you have 5 creative versions complete.

You are 50% of the way through the work (5/10 creative versions complete)
so EARNED VALUE is $6,000 (50% of the $12,000 total budget);

but you are 75% of the way through your budgeted hours (3/4 weeks = $9,000 of work effort)

so you are OVER budget by $3,000 (time incurred minus earned value)
RECAP
 What have we learned?
Probationary and annual review expectations
Client/agency performance review process
Today’s Agenda
Hands-on application of performance tracking
Employee
Performance Tracking
Agency Review Process
Workshop

ADVR10081 – ACCOUNT AND PROJECT MANAGEMENT 19

Next Steps
Next Steps
Quiz 3 – Due December 7

Next Class
Balance of Art & Science
Agency Guest Speaker – come prepared to engage!

ADVR10081 – ACCOUNT AND PROJECT MANAGEMENT 21