What does good Campaign Analysis look like?

So you’ve got the hang of sending out Marketing Campaigns, delivering a sequence of activity designed to help your customers do what they want, and in doing so choose you over your competition. But what about campaign analysis? The fight for share of wallet has never been fiercer, driving forward a never-ending arms race of marketing sophistication. For that I want to take a moment to salute you, it’s no small feat to build and execute an effective marketing campaign, given the endless proliferation of data for selection, coupled with the possible messages you could send out to your customers.

The next most important, and surprisingly overlooked aspect to consider is, how are my campaigns doing? All too often, once one campaign is completed, the campaign team are straight onto the next one; the next urgent priority from marketing and the raft of meetings that might accompany fine-tuning the requirements. The focus is on defining the next target audience and the message to achieve the best possible result for your brand and specific business objectives.

I’m certain you have a reasonable understanding of how many customers you are reaching with your digital marketing, and probably how many of them are casting their eyes over your messages (via tracking opens), perhaps even how many people are actioning your MarComms. In the modern world of ever more connected technologies it’s often possible to track a customer’s behaviour relating to your brand from the moment they might receive a message, to when they eventually complete the desired action (often to purchase your product or service).

There are many reasons why it is vitally important to analyse your campaign responses, but primarily among them:

  • Ability to report back to the business the Return on Investment (ROI). That’s why we do it after all, so an understanding on the value of your efforts could come in very handy, especially should the investment in MarTech ever be called into question (or it’s time for pay reviews!)
  • To measure the performance of segments against each other (A/B testing) and against themselves via sample/control groups
  • Improve the response rate for the next time you run the campaign – every campaign can be improved, and understanding which segments perform better than others is integral to that improvement
  • In the event of any negative response for any unfortunate reason, you then have the ability to withhold similar campaigns or segments from sending before further damage is done

Some organisations have even automated elements of post campaign review for regular broadcasts, e.g. alerting for review if the open/click rates vary more than a given +/- % from an agreed average for a campaign.

For more information on Campaign Analysis best practices check out our new eBook, An Introduction to Successful Marketing Automation.

By: Timothy Biddiscombe Managing Director (EMEA)