A Measurement Plan for any Marketing Campaign
Simon — Sun, 02/21/2010 - 12:22
1. Understand your goal
If you don't know why you're doing something, what will you answer when someone asks you why you are doing something? I am always surprised by the number of people that initiate a marketing campaign without a clear, measurable goal.
Some examples: sell items, generate leads, move prospects through a funnel, educate prospects, raise awareness of your product
2. Set up measurement tools
Hopefully these are already in place through a web analytics team in your company. Get to know them and find out what is being currently tracked. You might be surprised to learn that what you want to measure is not currently tracked. If you don't have a web analytics team, then look into setting it up yourself. There are plenty of free tools available. I recommend google analytics as a great starting place.
3. Set a baseline
Before you can understand how well you are performing, you need to understand how the channel was performing before your marketing efforts.
