In marketing, data gathering and analysis are just as important as the campaign itself. Measuring the success of a campaign should be a top priority because it can help you to focus more on what works and what doesn’t.
When you prioritize measurement and you properly track your data, it will be easier to align your marketing outcome with your organization’s goals and objectives. What factors should you consider when measuring the success of your marketing campaign? Let’s dig deeper:
- Your Campaign Goals. What do you want to achieve through the campaign you want to run? Are those goals realistic and measurable? Your marketing goals should be align with the overall goals of your organization. For example, Esther getting 50 customers from her brand-building campaign might be a success since her organization has the goals to increase customers by a certain percentage. On the other hand, Michael’s goal of creating awareness about a new product launched by his company will be a success if it reaches the appropriate level that aligns his company’s goals. Esther and Michael want different things, and their measure of success will definitely be different.
- Analyze that Data. The data you collect is what will help you to make well-informed decisions. In fact, it is safe to say your next campaign will depend the data collected from your recent campaign. This is why you must pay attention to how you analyze the data you collect. Analyzing your data gives you specific information about your marketing campaign. You will know if you are getting the attention of the right audience or the reason why you have so many clicks but a low conversion rate. Doubt your data, analyze it!
- Test Run. Test the waters before you jump. Don’t be too fast to go all-in with your spending. You can decide to test your audience and evaluate their response. What about your creatives, ads, copy? Slowly spending, in the beginning, can make a huge difference in the outcome of your campaign. Test the waters and be sure you can dive in!
- Your Tools are Important. It will be very risky to assume that everything is working fine after you launch your campaign. Take the extra step to ensure that you have the right tools in place to monitor that campaign. Doing this will allow you to course correct during the campaign if you’re not getting the desired results. And after the campaign is over, you can also use the same tools to analyze any problem or hitches that may have occurred.
In the end, knowing what is working and what is not can make your campaign an outstanding success. Although, it might be impossible to measure all your marketing activity, it is important and very possible to track its effectiveness.
Now that you have this information, go ahead and smash your next campaign!