Campaign performance & analysis

Feb 17, 2019

Data Related To Your Goals

Campaign performance & analysis varies dramatically from client to client. Some clients focus on e-commerce sales, others on lead generation, others on brand equity or issue awareness. However, you currently measure success, our goal is to refine this process.

How do you define success today?

Without integration to an e-commerce solution, most of the metrics generated by a paid media strategy could be viewed as ‘soft’, meaning it represents ‘intent’, not action. For organisations that can place a dollar or other value on a qualified enquiry, completed online form or non-identified engagement (e.g. social ‘like’ or follow’), the ROI of our activity is easier to define. Our goal is to work with you to understand your current KPI’s, then help identify ways of turning ‘soft’ metrics into ‘hard’ results.

New ways to measure success

Do you look at campaign performance from a single perspective? Are you only measuring the performance of your paid media strategies by those who go directly to your website or complete a transaction? Are you using an attribution model based on sophisticated modelling that truly represents your business or organisation? Are you making an inaccurate assumption by using intuition to fill in the gaps with your current analytics?Most marketers make false assumptions about campaign performance by simply not having the right tools to assess campaign effectiveness. The other mistakes many advertisers make is waiting for the conclusion of a campaign to make assessments on campaign performance. Marketing today is much more nuanced. To be truly effective and maximise the ROI of your investment, you need to first develop attribution models that reflect your needs, then analyse and adjust your strategy daily, in the same way a racing yacht adjusts its sails to catch more of the wind. Next Level Online Media can walk you through how this process can work for you.

Moving beyond quantitative analytics

Today you may know about volumes of clicks and likes, however, this is only one half of the story. The other half is qualitative. Qualitative analytics is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop new ideas and approaches. Ask Next Level Online Media how their advanced analytical processes and thinking can provide you with both quantitative and qualitative understanding you desire.