4 Reasons Why Metrics Matter for Measuring Campaign Success

Did you know that only 6% of marketers believe that their organization is successful in tracking ROI?^[1] But the truth is that modern marketers have to operate in the era of big data, where effectively tracking and interpreting data before starting a campaign is important. Devising a marketing campaign requires vision, creativity and a deep understanding of the brand’s objectives. However, the process is incomplete unless the marketer has the skills to leverage the right kind of data towards achieving those objectives. The following are the 5 most crucial checkpoints that brands need to have to truly measure a campaign’s success:

1. Have a measurable goal: Marketers often use the terms ‘objectives’ and ‘goals’ interchangeably. While objectives tie in with the larger direction that the brand would like to take, goals are defined by tangible data and metrics. In our organization for instance, measuring ROI and performance is in our DNA. Measuring your goal involves a three-point approach.The first is to uncover the brand objectives that need to be achieved through the campaign. The second is to carefully research previously executed campaigns for data that can help you set the key KPIs for this campaign. Finally, the behaviour and consumption patterns of the target audience need to be clearly mapped to gather insights that can enable you to experiment with future campaigns for increased ROI.


2. Get creative in measuring actionable metrics: Too often, marketers focus on ‘vanity metrics’ such as page views or CTR, when the real challenge lies in identifying how to convert your website or business visitors. The first step is to check whether you have the tools to measure the right kinds of metrics that will give you more realistic insights into your campaign’s success. These include conversions at the point of purchase, discovering what actions users are more likely to perform on your website, or the response rate of consumers asked to register feedback and so on. Be willing to discover and design your own key metrics that make sense to your brand and will help you measure business outcomes.


3. Develop cross-platform campaigns: Marketing efforts cannot be made in isolation – marketers often tend to invest most of the budget into a certain medium say, television especially since it’s tried and tested and has worked for them before. Instead, one must delve deep into historical data, see how consumers digest information and where you can go on from there. Trust your instinct and allocate a small portion of your marketing budget on to a few trials in this regard – you never know when you might hit the right spot.


4. Analyze emerging media: Today, marketers across verticals know that mobile is the next big wave and planning for campaigns on mobile, is crucial. However, few actually analyze mobile campaigns or devise better, more actionable metrics to decide the direction of their mobile campaign. Relying on data ensures that your marketing decisions have a solid base in science. The key here is to build customized metrics based on your brand’s targets and the nature of your business.

The role of the CMO today is far more complex than ever before and data is a marketer’s scientific gear to make calculated decisions. Ensure that there is clarity on what tools will be leveraged to measure success, and orchestrate all parts of the campaign to sync with your ultimate KPIs. This will not only give your brand a clearer picture for the next campaign but will also save a lot of time and resources.

4 Reasons Why Metrics Matter for Measuring Campaign Success