Response Rates – Advanced Tracking – Live Analytics
These words are music to a business owner’s ears while simultaneously capable of sending a chill down a marketer’s spine who has not yet merged it’s strategies with accountable marketing. Marketing campaigns have long been deemed successful based on the end-calculated results that surface at the close of a campaign. Did sales increase? If yes, then chalk it up as a success. If no, back to the drawing board. But with tracking now that allows visibility into the success of a campaign during the campaign’s life cycle marketing has gained a level of accountability that is bringing transparency to the forefront.
With tracking and analytics that can provide clients with accurate data, reporting and statistics while a campaign is active, there is no need to wait for results at the end to evaluate. You can market, monitor and make changes to improve a campaign’s results throughout the life of the outreach. Talk about a formula for epic success.
How do you judge if a campaign is successful? If I were to run a credit score of your past marketing campaigns what would you qualify to buy?
If you’re waiting for results at the end of your campaigns to evaluate success then you’re missing a big piece of your market opportunity.
There is ample information that can be collected in the time between deployment and redemption if your marketing is equipped with the right tracking capabilities. Customer behavior and insight is not going to surface in your end sales calculation, but it should not be disregarded. There are pieces of the story that are left to be told by customers who respond and drop off during the activation process and do not make it to final step, redemption.
Equipping your campaigns with tracking capabilities (I’m not just talking google analytics here) can bring in a wealth of information. Even though this info may not account for a recorded sale, if the lead is captured and cultivated during the decision making process then with some motivation…a sale is waiting. No one said this would be easy.
Here a few things you could be missing out on:
- New Customer Data: See what new customers have entered the site from sharing capabilities if your campaigns.
- Campaign Entry Points: Where are customers entering your site from?
- Brand Awareness from Social Sharing: Based on your response and social activity you can see how your campaign message is being spread through your customers activity.
- Customer Insight from Poll Feature: Evaluate customer insight and opinions from poll questions and target market customers based on their input and responses.
- Customer Status: Identify where customers are dropping off during the activation process and reach out to encourage them to walk through to redemption.
- Segment responding customers based on their activity, demographic or influence and respond based on who your customers are or what they are interested in.
Marketing campaigns equipped with tracking capabilities do not just provide sales results but fill case studies and reviews with customer data and insight. If you can run a campaign and gain information along the way to improve end results there’s no excuse for low response. Monitoring campaign’s and making adjustments or adding supporting outreaches to drive more response during a campaign allows marketers to take advantage of the actual users who show interestyet drop off in the funnel. Capturing leads, identifying their level of interest and pushing those who drop off back into the sales funnel drives more response, resulting in more customers, which ultimately leads to more sales.
What are your campaign analytics saying about you?
