As marketers we’re responsible for a brand’s reputation, brand equity and growth. We build campaigns with a call to action in mind and facilitate shared experiences or promote ideas. However, a large number of marketers tend to focus more on performance results and analysis post campaign instead of during the strategic planning and executing phases. Confidence in measurement platforms that give actionable insight on a daily if not momentary basis, across the following areas should be paramount:
Unfortunately, many brand marketers are not well versed in measuring ROI in the planning stages of a campaign. In fact, many online marketers choose to mainly use on “soft metrics” for their campaign performance analysis which are defined as secondary data points such as open rates, new/returning visits and time spent on a particular website. These data points generally offer little directional insight to improve audience engagement or understand the real performance of a campaign. Avoid relying on wrong data— make performance planning the first priority. In the planning stages it’s important to clearly define specific, quantifiable objectives. Once objectives are defined, utilize KPI’s to evaluate marketing effectiveness.
For example, when focusing on a particular revenue goal, focus only on direct revenue related measures:
Always remember measurement and analysis of performance indicators is only valuable if it contributes to your objectives.