Unlock your data with marketing campaign analysis

Posted by audreytaylor on August 8th, 2013

If you are here, then it is quite likely that you are associated with digital marketing campaigns and are trying to understand how you can do more with the enormous data that gets generated during the campaigns from different touch points. The most important thing that you must be looking for could possibly be twofold:

•             One, how to measure and analyze the campaign results in a quantifiable manner so as to answer questions relating to the performance of your digital marketing efforts,

•             And second, how to apply the knowledge about your consumers’ behavior in your overall strategic marketing mix.

Digital Marketing campaign analysisis your holy grail in this case.

Marketing campaign analysis puts into context the intimate consumer behavior and provides you with a panoramic perspective of their likes and dislikes for different facets of your product or service. It allows you to quickly change the inputs in your strategic marketing mix so that you achieve your marketing targets. With campaign analysis you can even select a target group, by combing through the select group’s past behaviors against certain parameters, exhibited across multiple digital platforms.

But the enormous data from the campaigns can quickly become an overload if you are unable to perform insightful campaign analysis. It will seize to be a competitive advantage (which it proposes to be) if you are not able to run quick and complex queries on it to get campaign measurement, without spending long hours and without extensively involving IT.

This is where the role of a smart campaign analytics frameworks starts.

An analytic framework should be able to provide you with campaign measurement and subsequent analysis, as these two dimensions together endow discerning guidance for optimizing marketing plans. Therefore, a smart analytic framework should collect data from various touch points of your campaign into a single repository in the required format and transform it into a data model in accordance with your KPIs. In other words, it should pull you out of the turmoil of:

1.           Gathering and integrating data through traditional ways such as using Excel, which usually takes away a huge chunk of the productive time and still leaves you with little to no valuable campaign analysis.

2.           Collating data scattered across different tools, all with different ownerships.

We at LVMetrics believe that wrenching out of this is a critical enabler. An analytical solution in a hosted environment that can collect and integrate all your data, allowing you to focus on performance and optimization, is the need of the day. Such a solution can help you even tweak the performance of your campaign within its lifetime, thereby allowing you to optimize it for a higher ROI.

Furthermore, with a campaign analytics framework you can connect the analytical capabilities of your organization (that can unearth interesting behavior patterns of your consumers) with the creative skills that can help translate your sales targets into offers that are suitable in time, space, and money for your target customers.

This is for specific campaign by campaign effectiveness measurement. But reports depicting long-term effectiveness results must also be prepared so that the synergy of your digital campaigns with the overall marketing mix is also understood clearly and you are able to justify budget allocation for the next financial year.

Do you do Digital Marketing Campaigns at scale and need help streamlining your measurement and data integration approach? Do you struggle with measuring your Campaign performance in a timely and effective manner? We at LVMetrics have developed a unique campaign measurement methodology to identify relevant metrics and setup 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