Every company wants to know and understand marketing ROI and the effectiveness of a campaign. The biggest challenge that marketers face is while generating better and more measurable insights and graphs for CXOs and CMOs. In this article, I have made an attempt to list some of the few best practices to overcome challenges while generating information and transforming meaningful data into insights:
- Understand the Objective of the Campaign: Including Lead Generation, Branding, Customer Feedback and New Product Launch
- Drill down all possible KPIs : Including Request for Demo, Product Page Visit, Video View, Pdf Download, Contact Us and Follow Facebook
- Set the analytics tool on the website : Including Google Analytics, Open Analytics and IBM Analytics
- Test whether all forms, videos and links are working: Ensure that all of them are working perfectly
- Launch the campaign: Start your countdown and launch your campaign
Measure Online Campaign:
Let us take any example of an XYZ company that wants to launch their campaign to acquire new customers and build brand awareness in the Pune region.
What report does your CXO want to see?
- Number of Unique Visitors
- Page Views
- Traffic Source
- Campaign Source
- Geo Location
- Demographics Information
- Content Consumed
- Conversion Rate
- Funnel Path
- Bounce Rate
Measure Offline Campaign:
- Use shortened URL services: Promote your shortened URLs in all offline campaigns. Let people (users) visit your short URLs by typing directly on the web browser. You get to know the numbers of users and their locations who visited your pages via the shortened URLs.
- Separate Phone number for Offline campaign: Get a separate telephone number or mobile number to track inbound calls.
- In-Store visits: If you are promoting a local store, you need to ensure that you provide a , feedback form, free coupons or referral source to each visitor.