In a world of ever increasing marketing sophistication, the advance of ‘Big Data’ and real-time buzzwords, clients are often overwhelmed on how they should best approach the campaign measurement process.
To help to cut through the complexity and confusion, at HROC we suggest a simple but successful six-point approach to help our clients see the wood for the trees:
Step 1: The first critical step is to reach collaborative agreement on what the core success parameters (KPI’s) should be defined as. In our view they should ideally include both specific marketing metrics and wider business goals such as absolute sales growth, customer retention or other commercially linked parameters.
Step 2: Interrogate how all of the proposed campaign KPI’s can be directly or indirectly measured against the specific campaign activities. This is an obvious point but it is surprising how often this element is overlooked once a broad consensus of short-listed KPI’s have been agreed.
Step 3: Assign key reporting responsibilities and timelines for all agency and client stakeholders to ensure nothing drops through the net. To gain a more holistic view of marketing performance, it’s useful to gain multiple inputs where possible ranging from softer measures such as anecdotal feedback gained from the sales force at one end of the spectrum through to granular website and social metrics at the other.
Step 4: The next step is to benchmark what the starting point or base level looks like, enabling a more accurate viewpoint on eventual outcomes. This is usually helped by an investigation of the business’s existing status quo whilst uncovering any insights from historical marketing activity.
Step 5: Taking the time to properly analyse and interpret the ongoing results rather than just circulating the numbers. The key here is to be disciplined in assigning dates for regular sessions to meet as an integrated team of stakeholders to review all results and collectively agree refinements for future activity.
Step 6: Be prepared to change direction if some campaign elements aren’t performing – build in the flexibility to modify plans if necessary (e.g. committing deployment budgets in stages) whilst undertaking low risk test initiatives with a small percentage of the marketing budget to test new approaches before rolling out on a larger scale.
Click here to get in touch and find out how we can help you find a clearer path through the measurement jungle.