Any marketing campaign is initiated with an objective and a described goal to achieve. Later, to track the progress of the campaign, proper metrics are also defined, precisely. These metrics enable marketers to determine the progress of the marketing campaign as desired. In case of any deviations from the desired line of progress (in comparison to pre-defined metrics), the campaign is tuned or, say optimized, in the middle of the course.
Doing so enhances the success probability of the campaign. Moving forward, these metrics also serve the purpose of key performing indicators during post-campaign analysis.
Valasys Media, a pioneer in marketing campaigns, holds a record of hosting various successful campaigns for its clients. And one important factor that contributes to the success of this marketing campaign is data from previous campaign analysis. These data assist the marketers to design a well-curated and finely-researched campaign. Further, these data acts as metrics to measure the progress and success rate of the campaign. As a result optimization of the campaign become easy. These metrics vary from channel to channel.
Talking of post-campaign analysis, every company, agency, or brand involves in campaign analysis post-marketing campaign. In some cases, the analysis is limited to one or two digital channels while others are multifaceted. In either case, post-campaign analysis helps you-
- Understand the significance of each element
- Analyze the response of the audience towards the campaign
- Measure the effectiveness of the campaign against the set objective
- Gather important data for future campaigns
Having said that, the key performance factor differs on the basis of channels. So, before we start with post-marketing campaign analysis, we need to set the right tone and context. In order to do so, it is advisable to break down the entire results categorically by channel.
Segregate Campaign Results by Channel
In the context of online marketing campaigns, marketers rely on different channels for promotion. Hence, the analysis should also be broken down for every channel separately. This provides specific details of every element that contribute to the campaign.
To start with, the analysis is done in 3 sections-
- Key Channels
- Channel Objectives
- Key-Performance Indicators for every channel
These components, later, provide us a clear idea about the success of the marketing campaign and the improvement required.
In this blog, we will be discussing an overview of different channels and associated key performance indicators for marketing analysis.
Channels and Associated Key Performance Indicators for Post-Marketing Campaign Analysis
- Website: When you host a campaign, the website is likely to be the center of attention. It provides an overview of the company, its services, and acts as a conversion point for your prospects. To be precise with messages and objectives, various organizations tend to create a landing page or microsites. This helps the company collect information about prospects without any sort of distraction.
Objective: Enhance engagement and collect information of prospects
Key Performance Indicators:
Data Capture: Information obtained from prospects visiting the website
Traffic by Channel: Traffic directed to the website by other campaign channels
Conversion: Desirable action taken by the visitor
Bounce rate: Visitors who left the page without performing a desired action
Total Traffic: Macro view of the campaign performance and overall traffic driven to the website.
- Social: Lately, social media are being taken seriously for hosting marketing campaigns. This is attributed to the presence of a dynamic audience on these channels. Since organic reach is quite limited on social media, campaigns assist in reaching out to the maximum relevant audience.
Objective: Build Brand and Product Awareness
Key Performance Indicators:
Brand Buzz: Frequency of conversation about the brand involving the campaign.
View Through rate: Average video duration watched by the audience
Frequency: Number of appearances of advertisements across different channels.
Percentage of target audience reached: Outreach of your ads to your target audience.
CPM/CPVV (cost per valued view): To compare cost per valued view against different view durations of other content.
Positive earner media: Contact shared organically by your target audience.
- Search: It is about search appearance for specific digital campaigns. The search can be an organic activity or paid, however, usually it is paid in the context of campaigns. In this case, the search appearance is more focused or say, targeted on campaign messaging.
Objective: Campaign outreach and influence-driven action
Key Performance Indicators:
Average Position: Rank of your ad against the rank of other ads
Quality Score: Relevance and quality of your campaign landing page
Click-through rate: Performance of keyword and ads in addition to the number of clicks by visitors
Impressions: Number of views on the campaign
Conversion rate: Number of people who click on the ad and take a desired action on the landing page
Most of the digital campaigns are divided into the above three categories. And each category consists of different key performance factors that are considered extensively to measure the obtained result against the desired result.
The elements mentioned above remain constant despite changes in digital channels. Going forward, there could be several sub-division of each component. For example, a campaign hosted on Facebook will be measured on the number of likes, comments, and shares. These factors are sub-division of brand buzz and outreach of campaign to audience.
The end intention is to measure the success of the campaign and its contributing elements.