Campaign MeasurementCampaign Measurement is a key component of Campaign Planning, and in this section I will look at some of the ways in which campaigns be measured, drawing on my experience over the last 12 years.
GoalsA Campaign should have one, or maybe two, goals at most. Setting more than one goal runs the risk that a campaign loses what it needs most – a single minded purpose. Goals will have been set during Campaign Planning, and so are not covered here.
ReachAll bought media will gave a Reach – being the number of people who are exposed to your message. This includes all digital channels, and offline/ traditional media. Measures include Impressions (Display & PPC), email sends, audited press/ magazine circulations, audience (TV and Radio)
TrafficThe top of the sales/ business development funnel is traffic. It is the number of people who are exposed to your message, and respond at some level. Measures include website traffic (sessions and users etc.), received sales calls, anonymous downloads, product browsing.
LeadsLeads come in many forms, and are determined by a business. It is the top of the sales/ business development funnel, and while having value, only a small proportion will convert. Measures include answered sales calls, items being placed in a checkout basket, qualified website downloads, call-back requests, tracked email clicks, and much more.
ProspectsProspects follow Leads in the business development funnel, whether this is B2B or B2C. This can include booked appointments, started insurance quotations, items being placed in a checkout basket, and more besides – dependent on the product/ service and business model.
SalesSales is pretty self-explanatory. It’s the number of sales, or incremental sales, that can be attributed to the campaign.
Revenue/ Turnover/ IncomeWhich of these a business chooses to use is dependent on many factors including fees, charges or commission that may be applied.
ABCDMeasures of brand Awareness, Brand affinity, Consideration and Decision to purchase are key in campaigns designed with brand related measures in mind. They are generally measured using surveys and panels at conducted at regular intervals.
EngagementFor activities that include social media, Engagement measures are used. Engagement is a measure of interest in your brand, message and content. Measures vary by platform, including Follows/ Likes/ Tweets/ Retweets/ Shares/ Comments/ Views etc., may be used. Competitions may include entries. The list goes on.
Registrations/ ParticipationWhere events are the Goal, registrations or participations may be the measure applied.
ProfitWhether Profit is measured in the evaluation of a marketing campaign is again a commercial/ business decision. Clearly there would be little point in running a marketing campaign that set out to lose money. The challenge in measuring profitability for a marketing campaign is determining what is and isn’t a cost, and which areas of cost the campaign has control over (web development, staff, IT, admin, infrastructure etc.) and those it has access to measure.
ROAS/ ROILinked to the previous point is whether Return On Advertising Spend (ROAS) or Return On Investment (ROI) is measured. ROAS looks at the revenue generated by the campaign against the cost of the campaign. ROI looks at profit viewed against the broader set of costs (i.e. beyond marketing). Generally, I’d recommend marketers use the ROAS model, but be aware that non-marketers and even some finance teams may be unfamiliar with ROAS. It might be easier to measure ROAS but call it ROI!
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