Monitoring, evaluation and data tools for social marketers
PSI (Population Services International) puts a big emphasis on measurement and their site shares a number of toolkits and resources relating to research and metrics. These are designed for PSI use, but there are some useful lessons learned and examples that can be adapted for other uses. Start with their review of evidence of effectiveness of social marketing and behavioural indicators toolkit.
Also interesting to see how insights from the private sector (Coca Cola) have been applied to a social marketing setting through the development of a dashboard for decision-making tool.
Finally, the NSMC Value for Money toolkits, while focusing on social marketing in health, could be useful reference material for exploring value for money of social marketing more widely.