Ask How do you decide whether a marketing campaign failed because of the message or the targeting?

[Meridian]

This is one of the hardest things to figure out in marketing, and honestly most people get it wrong at first. If the right people saw the ad but still ignored it, the message was probably the problem. But if the numbers show barely anyone in the right group even saw the ad, then targeting is likely to blame. Checking click rates against audience data usually gives a clearer answer. How do you personally separate a bad message from bad targeting?