Below, I outline four easy steps marketers in any market can utilize to effectively implement high-performing marketing campaigns with Campaign Measurement. Creating well-defined, measurable campaigns is critical to business success. If you desire to accurately measure how effective one marketing campaign is vs. another, you must take the extra time to develop unique, well-defined campaign content.
The first step to successful campaign measurement is clearly identifying and measuring all of your customer’s needs and wants. When conducting this evaluation, identify your ideal customer and consider their likes and dislikes, if applicable. You may also wish to include things such as their income level, location, overall shopping experience and other important purchasing dynamics. When conducting this process, it is critical to note that consumers are much more likely to share information with someone they trust than to simply perform a Google search on a given topic. For example, if you conduct a web-based survey and provide it to individuals who purchase your products or services, they are much more likely to provide honest and useful answers that will be of value to you.
In addition to identifying your ideal customer, your next step should be to develop a comprehensive understanding of the characteristics of a profitable customer. For each individual customer, there is a unique set of business objectives. A measurement campaign plan should appropriately incorporate a detailed understanding of the target audience’s purchasing behavior, including preferences and behavioral patterns by age, gender, household income, and other factors.
Once you understand the buying habits and behaviors of your target audience, it is time to begin collecting data. This includes obtaining general descriptive statistics (e.g., age, race, city, household income), revealing the most common shopping behaviors (e.g., types of purchases, top items searched for), and analyzing individual product searches (e.g., top keywords, average keywords, number of times searched). Once you have acquired these types of data, it is time to measure your campaign’s performance. Campaign Measurement Plan A successful campaign requires measurable metrics. Ideally, you should develop an integrated strategy that includes traditional and web-based metrics. Campaign Measurement Plans typically include metrics at each stage of the development process.
Generally, the measurement approach used for web-based KPIs–sometimes referred to as a “metrics-based decision making” approach–is more accurate than the more traditional metrics (e.g., customer satisfaction surveys). Nonetheless, a this approach may not provide a complete picture of a business’s needs. The key to getting a true sense of the true state of customer expectations is to collect and analyze the data from many different sources. The best approach may be to collect data from the different sources using different methods (e.g., form letters, surveys, interviews, focus groups, etc. ), and then combine the data to get a single measure that represents the “bigger” picture of customer satisfaction. Data Sources Focus Sources Many businesses focus on one or two data sources to construct their kpi. However, if you plan on using several different data sources in your campaign measurement, it is important to use the same criteria so that you can eliminate misleading data sources.
Measurement is the first step toward the achievement of a successful marketing campaign. While an effective kpi can be developed based on a simple metrics plan, a successful marketing campaign relies on a number of different measurements, and trends. The ultimate goal of a business is to improve its products and services, and increase customer satisfaction. In order to achieve these goals, a measurement plan is crucial. It is absolutely essential to ensure that a company develops the most efficient key and measurement plan possible.