Every organization has a key set of goals, both short term and long term, which they aim to achieve through their marketing mix. The marketers divide their goals into smaller fragments and develop campaigns to achieve these short term goals that eventually align with the long term organizational goals. Campaigns are a series of coordinated efforts for ensuring delivery of content that engages and informs the prospects through various touch points. Campaigns carry messages that are optimized to achieve the marketing goals of an organization.
Evaluating campaigns and then fine-tuning itpostcampaign analysis is crucial to optimize the campaigns and achieve desired results. Digital campaigns allow you to get data in real-time and assess concurrently what is working and what is not. You can therefore make changes wherever required while the campaign is still active. You can evaluate the data that gets collected in real-time against the parameters that are set by you.
But the key point to note is that your parameters should help you capture the right kind of data that would give you the insights into the correct dimensions. In other words, you should be able to carry out campaign measurement and accomplish precisecampaign analysissubsequently for the right KPIs.
Campaign measurement should be instrumental to success and not just be randomly plugged-in to give results against the metrics that happen to be available. For this, it is important that the marketers choose the right parameters very diligently. Most often marketers get drawn too much into a campaign and lose focus on the ultimate objectives. In the clamour of running campaigns, marketers often forget the sanctity of data, and meander towards relying on parameters that are close to their hearts. In the heat of the moment, they may even develop a tiff over petty issues such as the background colour or the alignment of a form.
This should not happen.Data should always be allowed to lead the way. The culture of “data is the king” should be percolated and going by the “I think so” attitude should be done away with; because unless a parameter is deep-rooted in data, captured from it, and supported by subsequent analytics, it is not going to give you the ROI boost that you are aiming for.
To be able to carry out a flawlesscampaign analysis, you should understand the right conversion points and capture the right data from those conversion points in order to get the optimized insights. In short, following are the key factors for developing a better campaign analysis:
• Define your campaign’s goals clearly. For example, is the goal of your campaign to drive more traffic to your website, or is it to promote a seasonal sale? Every campaign with specific objectives will need a different set of metrics to be evaluated against.
• Define your KPIs in the beginning. If you are testing the ease-of-use of a form then you must first set a benchmark per the industry standards and then evaluate your data against it.
• Embed the right KPIs into elements that will capture data so that the right data is captured.
• Understand the right conversion points. You should also clearly define which digital properties the campaign will run on and ensure that it is optimized for seamless user experience on every digital property that you choose.
• Use professional campaign analytics and optimization services to ensure quality analysis. Capturing right data and performing analytics requires expertise which may not lie within your organization.
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