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Generate: How to Track Your Campaign Results
The G of the STRATEGY Framework stands for Generate. Here's what to think about when tracking your campaign results.
Your campaign preparation doesn't end when your campaign goes live. Even when your campaign is out in the public domain, there is still plenty of time and scope to change and improve things.
That's why it's really important to keep a close eye on your campaign metrics.
The eighth chapter of my new book, Marketing Strategy, is all about generating the most useful campaign metrics, and using them to make crucial changes in real time. It will help you learn:
- How to align your goals, objectives, and KPIs with your metrics, making it easy to check in and measure your performance in real time.
- How to gather the right data and turn it into actionable insights.
- The different ways to track each channel's progress.
- What to include in a performance report.
- How to present a Post Campaign Analysis to the rest of your organization.
To give you a taster, here's an extract from Chapter 8, Generate, of Marketing Strategy by Jenna Tiffany:
Turning Data into Insights
At this point, I'm going to talk to you about how you can turn your data into actionable analytical insights.
For example, the ability to track performance across all marketing tactics is incredibly useful when allocating marketing budgets and measuring engagement with the target audience. To get from raw data to this kind of practical action, however, it's important to review several metrics, not just the traffic that an individual tactic has generated.
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While it's great if a tactic or channel is generating a lot of traffic, it's vital to analyze the quality of that traffic. This ensures you're putting the right resources in the right areas. There are a few ways to assess quality:
- Time on site and bounce rate: Does the traffic spend a long time on your website, or is the bounce rate high? Anything above 40% should be investigated.
- Pages per visit: Does the traffic usually visit more than one page, or just the homepage before leaving? For an ecommerce website, this would show there is little interest in your products or offering.
- New vs. return visitors: Is there a consistently high percentage of new visitors that doesn't seem to turn into return visitors (when reviewing weeks and months of data)?
You can then make informed decisions based on insights from a range of metrics. This range is important. When I've consulted with brands, I've often found marketers who only look at vanity metrics (opens and clicks) for their digital performance. Marketing has much more to offer than a click.
To read more, and learn everything there is to know about marketing strategy, buy your copy of Marketing Strategy today!
What Readers Are Saying
Not convinced? Here's what Gavin Laugenie, Head of Strategy and Insight at dotdigital, says about Marketing Strategy:
"Marketing strategy, Jenna just gets it! This book is testament to her unique approach to working; whether it's building from scratch or re-evaluating a current strategy, it's all about generating results. The interviews with real-life marketers add a unique layer and sprinkle added flavour, colour and relevance to an already insightful and practical read. A must for anyone looking to challenge or reaffirm what they're already doing."
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Get the book the marketing world is raving about, Marketing Strategy by Jenna Tiffany.
