The Art and Science of Marketing Campaign Analysis

Posted by audreytaylor on August 8th, 2013

Online marketing efforts today are a blend of science and art. The two are indispensable to each other. Conducting data-driven analytics, which can be used for campaign measurement and for performing ongoing optimization, is the science;and effectively using the results of campaign analysis for developing creative campaigns itself, is the art.

Analytics help in doing things better through campaign measurement. But, to start with, the creatives have to be developed in order to get the campaign data for conducting analysis. Eventually, the campaign analysisresults are used to prove that the creatives have worked.So, first of all,thoseoptions that will engage and encourage your users to respond positively the way you as a marketer wouldwant them to, have to be laid out. It’s a sequential cycleof running digital marketing campaigns at scale, streamlining analysis approach, measuring performance and tweaking ongoing campaigns in a timely and effective manner.

The tools for conducting analytics for data-driven marketing process are abundant. But building up new ideas that are able to provide right data for conducting campaign analysisisthe area that requires creativity.In essence, subsequent generation of value out of the past data is a challengethat has to be overpowered every time.

Organizations should understand that the best optimized marketing campaigns will happen at this crossroads of art and science. Marketers and organizations who acknowledge this fact develop competitive advantage and get the best ROI.

Many marketers understand the potential of analytics but are not so apt in effectively using the results provided by the analytics in a way that the visitors are nudged towards becoming their paid customers.Gartner’s Data-Driven Marketing Survey, 2013 reveals that marketers allocate 21% of their marketing budgets to marketing analytics. What this means is that the marketers’ appetite for gathering data for analytics is increasing. And that’s good news.

There are several tools also available in the market that can perform campaign analysis for you. But how do you tackle the real challenge area of using the results of the analytics and translating them into possibilities that can stimulate your visitors and convert them into paid customers? Here are a few quick tips:

1.           Understand your sales process so as to know how many leads can be accommodated to ensure smooth delivery.

2.           Identify your target audience.

3.           Identify success criteria and define campaign metrics.

4.           Analyse data and optimize campaign while it is active.

5.           Incorporate results from one campaign into future campaigns and ensure that they are in sync with the long-term strategy.

6.           Train your creative team so that they understand the importance of analytics so that they are able to embed the results into the creatives.

Marketers today cannot afford to ignore the fact that their campaigns will be optimized in the best possible way and that their marketing budgets will not be wasted, only if they blend the science of campaign analysis with the art of campaign creativity.Marketers should take a collaborative approach between using the analytics and the creativity skills for running campaigns.

Do you do Digital Marketing Campaigns at scale and need help streamlining your measurement and analysis approach? Do you struggle with measuring your campaign performance in a timely and effective manner? We at LVMetrics have developed a unique campaign analysis methodology to identify relevant metrics and set up the required data connections and dashboards to give you unprecedented insight into your campaign performance. Talk to us today about your campaign analysis needs to find out how we might be of help.