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.
Very often marketers make the mistake of taking credit for 100% of activities during the time that their marketing campaign was live. Doing this may make you look good in the short term, but will get you laughed out of the room when you have to defend your budget against finance.
4. Ensure that your campaign is set up to track correct
Didn't we do this in step 2? Yes and no. There may be an extra step to set up tracking your individual campaign via campaign tracking code. Check with your analytics team or the documentation of you analytics software to check.
5. Pay attention to your analytics as your campaign is running
Make changes as needed. If you have multiple aspects to your campaign ensure that you focus more resources on piece that are working, and kill off parts that are not.
6. Tell a story
Tell people in your organization how the work you did had an impact on the business. This will increase your personal profile and the profile of marketing overall.