Engagement reporting is often (mistakenly) the final measure of performance in Campaign Analytics. The number of clicks and opens serves as the sole means of gauging a campaign’s impact.
Moving beyond this level of performance reporting by tying campaign engagement to business outcomes – funnel conversion, won opportunities and market growth / penetration – is critical for revenue-accountable marketing organizations.
Further, effectively analyzing and managing campaign performance based on business objectives helps align marketing and sales functions. Focusing on common goals and sharing accountability for the achievement of these goals bridges the gap between these two functions.
Finally, campaign analysis gives marketing a platform to make data-driven decisions to maximize marginal returns for their investments. This opens up the possibility for agile marketing where spend can be adjusted in real-time.
Regardless of your current Revenue Marketing maturity or analytics expertise, analyzing campaign performance relative to business objectives is critical. It requires both strategic and technical expertise to determine:
- What to measure
- How often to measure
- What to analyze
- How to execute measurement and analysis
- What to change based on that analysis
The Pedowitz Group (TPG) Campaign Analytics and Revenue Attribution Services include:
- Straightforward campaign-analytics and revenue-attribution strategy
- Model development
- Technical configuration
Strategy and Modeling Considerations
Effective analytics is dependent on asking the right questions, developing models to answer those questions and then managing your marketing based on the outputs of those models. Determining what to measure and analyze is the first step to an effective campaign analytics model.
TPG will uncover the critical metrics that drive your business objectives forward. Based on our expertise, we’ll help you establish an analytics strategy that centers on meaningful, manageable metrics. This includes what to measure and analyze as well as how often this analysis should occur.
Measuring the right metrics is only half the battle. You need to extract actionable insights from your reporting. We’ll work together to analyze the results of your reports. We’ll collaborate on action plans for capitalizing exceptional results while uncovering opportunities to improve any lagging performance.
And, just like any modern marketing initiative, we focus on the right message to the right audience at the right time through the right channel. The TPG reporting and analytics approach ensures the right level of detail for each of your reporting stakeholders. Executives receive high-level insight to know everything is on track while your practitioners receive the critical information and insight they need to perform effectively in their role.
While setting up reports and strategy is a good start, the technical side of the equation is also important. Your systems and databases need to be structured and configured correctly to effectively deliver on the reporting strategy.
TPG has the tools to measure just about anything. We can track when and where someone fills out a form and how long they interact with your content. We can also measure the time and date, down to the second, of when the person performed an activity, and this is just the tip of the iceberg.
With all of the data points and potential insights available, it’s easy to see how the technical aspects of reporting and analytics play a large role in the success of your strategy.
It’s time to take control of Campaign Analytics and Attribution. Ensure marketing is getting credit for their contribution to revenue and have the ability to secure future budgeting funds for continued growth. Contact us to connect with an analytics expert today.