Three Tips for Evaluating a Marketing Campaign

In one of my first mar­ket­ing jobs out of grad­u­ate school, I learned the ins and outs of plan­ning, exe­cut­ing and eval­u­at­ing mar­ket­ing cam­paigns. I worked for a retail credit card com­pany, and they didn’t do any­thing that didn’t pro­duce results.

All of our cam­paigns were well-documented from begin­ning to end. We were required to do data analy­sis, iden­tify which con­sumers were to receive our cam­paign mate­ri­als based on spe­cific cri­te­ria, estab­lish para­me­ters to mea­sure suc­cess and track bud­get dol­lars to a T.

Along with track­ing the quan­ti­ta­tive results, we also con­ducted a cam­paign post­mortem, in which we con­sid­ered the fol­low­ing three questions:

What worked well? Think back over the cam­paign process, from the incep­tion through exe­cu­tion, and doc­u­ment what worked well. Did the mes­sage prod­uct the results you had hoped to reach? Are there com­po­nents of your process that worked really well? How did the over­all fin­ished prod­uct meet your expec­ta­tions? Did you dis­cover a few short cuts that saved money, kept the project on time or pro­duced above-average results?

What didn’t work so great? What delays or hang ups did you encounter along? Were there any glar­ing mis­takes made? If so, what were they? Did you run into any unplanned sit­u­a­tions? Make note. You def­i­nitely don’t want to repeat them down the road.

What would you do dif­fer­ently next time? Know­ing what you know now, if you were to do this cam­paign again, what would you do dif­fer­ently? If there were things to avoid the next time around, write them down.

By sim­ply using this thought process fol­low­ing each cam­paign, you’ll begin to develop a cadence for exe­cut­ing future mar­ket­ing events with greater ease and pro­duc­ing bet­ter results. So even if some­thing seems like a small glitch, it could turn into a best prac­tice. Con­tin­u­ally refin­ing and imple­ment­ing best prac­tices will even­tu­ally trans­form your mar­ket­ing cam­paigns into a well-oiled machine.


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