A business website, social pages, and ad campaigns contribute to a brand’s overall image. Marketing efforts should be creative, trendy, and tailored to the preferences of the target audiences.
Digital marketing campaigns utilize social media to engage and attract customers to buy the promoted products and services. It drives sales, but organizations use highly targeted outreach strategies to retain more customers, develop new connections, and drive engagement.
The process of setting up a good marketing campaign is an exhausting, challenging, yet fun and good strategy.
Good campaigns should employ powerful marketing channels for the right message to reach the target demographic.
However, all digital marketing campaigns must undergo their final process–campaign analysis using research and analysis to constantly monitor and improve marketing activities.
Marketers must carefully study campaigns and develop new strategies to boost their performance.
What is campaign analysis?
Campaign analysis helps marketers assess marketing campaigns to see what they can do better to improve their functionalities next time.
Customers approach brands through an omnichannel lens. So to effectively reach a customer, marketers should connect digital marketing campaigns across all channels and analyze them after.
Campaign analysis looks for patterns to help an organization, particularly the marketing team.
Hence, campaign analysis is the perfect tool to assess the organization’s marketing efforts. It is considered a critical component of marketing and data analytics tools.
Once you know how to perform campaign analysis and its significance to your organization, you’ll be able to make data-driven decisions to launch your campaigns successfully.
Purpose of the campaign analysis report
Companies and organizations use campaign analysis to easily benchmark campaigns with each other to see which produces the best result compared to the investment.
Other progressive marketing departments use advanced campaign analysis reports tools for planning and dashboards.
Some of the typical business software used with the data are:
- Spreadsheets
- Corporate Performance Management (CPM) tools
- Dashboards
Using the results of your campaign analysis report, you can invest more in your marketing budget to increase your reach and acquire more high-quality leads.
Further, campaign analysis helps businesses take full advantage of the effectiveness of various marketing channels. It also allows them to highlight their marketing efforts that brought success to the organization.
Eight steps for campaign analysis
Setting up a campaign analysis is complex, especially for startups. Several guidelines are needed to be followed to avoid errors.
An insightful campaign analysis highlights the importance of your marketing initiatives and illustrates why it’s a wise investment.
There are many ways to produce a campaign analysis, but here are some things to consider.
1. Begin with an executive summary
It’s best to start with a written summary emphasizing the critical statistics of the previous reports, then move on to highlighting what your team has been doing in the earlier months.
You can include any news or exciting updates clients need to be aware of in your executive summary. This helps capture their attention and keep your audience reading the report.
Beginning with an executive summary also allows you to add context to your numbers. This way, the audience can understand what’s happening without overanalyzing the numbers themselves.
2. Consider your audience
You must consider whom you will report to when conducting your campaign analysis. Reports must be tailored to your clients’ needs.
Suppose your marketing team wants to understand how the bounce rate fluctuates, but your board will want to know the discrepancies first. In that case, you must report what the higher-ups want to know.
You can also produce a campaign analysis that matches their expectations by considering your company’s goals and core values.
3. List your objectives
Highlight your goals and objectives in your campaign analysis to stay focused on the marketing channels that are most valuable to your company.
Listing your goals in the campaign analysis allows everyone reading it to understand what your analysis is about and why you do it.
4. Create a list of data performance
Include the performance from previous years or months in your report. This overview allows everyone to see how well your campaign has been doing in the past.
Creating a list of data performance is a great way to show your clients or stakeholders how valuable and worthy you are to their business.
5. Outline completed actions
Outlining the work you’ve carried out will allow your readers to see how well you have worked towards your goals and objectives.
This doesn’t have to include too many details–just a few bullet points of what you’ve been up to should do the trick.
6. Write a glossary to define key terms
It is challenging to avoid industry-related jargon, especially when discussing marketing and business topics. That’s why it’s worth adding a glossary page to a campaign analysis to specify the terms correctly.
Doing this will allow your audience to follow your campaign analysis without getting lost in the translation.
7. Present your next steps
Present your next steps moving forward to demonstrate your dedication to your growth objectives and show your ability to use data to develop an effective marketing strategy.
At this point, your audience will know what you’re up to for the following process to improve your performance.
8. Run an assessment for improvement
It would be best if you ran an assessment to know the areas to improve on your following campaign analysis.
The final section of your report should highlight the main recommendations that may include new channels, formats, and continuous improvement learning.
Develop your campaign analysis to improve your marketing efforts
Analyzing your marketing performance is a tough job, but the time spent optimizing your campaigns will be worth it.
As your team continuously optimizes your campaigns with the help of campaign analysis, you’ll learn more about your most valuable customers. It will also let you see the areas you can improve in your marketing efforts.
Following the steps discussed above, you will learn how to optimize your campaigns and strengthen your brand image while making data-driven decisions for your organization.
