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Campaign Analytics

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The New Era of Marketing Accountability

Over the past few years, marketing has evolved from a primarily creative discipline viewed as a mere cost center, to a highly analytical, measurable function. That means you no longer have the luxury of deploying marketing campaigns without thinking about how you’ll measure the results. Thanks to new pressure from executives – and the advent of new marketing analytics tools and systems – there’s now a culture of accountability around the marketing profession, with a laser-like focus on justifying marketing spend and headcount.

From search marketing and events to email campaigns and direct mail, the tactics used by marketers to drive lead generation will vary depending on each organization’s business strategy and goals. And depending on their channel mix, today’s marketers may use any of a wide array of tools to analyze their campaigns and measure ROI.

By developing a system for campaign measurement, marketing can systematically review the discreet metrics associated with each campaign and adjust or discontinue campaigns as needed. Plus a disciplined regimen of marketing analytics can enable marketers to justify the dollars they spend on specific programs by demonstrating the success of those campaigns.
Search marketing requires a different measurement process. Because online and search impressions are counted in clicks rather than eyeballs, marketers can use online marketing analytics tools to calculate the actual number of clicks or leads generated by a specific campaign. This results in a definitive marketing ROI and an objective measure of campaign success.
Marketers will approach campaign analysis differently depending on their business goals and marketing media. In online marketing, cost per lead (CPL) is a governing cost basis for analyzing marketing ROI. Online marketers may use data from a CRM or sales force automation (SFA) system, in conjunction with a marketing automation platform, to analyze campaign effectiveness based on email opens, click-through rates (CTR), form conversions, and revenue. They’ll measure each discreet metric to understand which campaigns deserve additional budget, and which don’t. In the case of trade shows or events, marketers may try to discern a cost per lead and by analyzing event cost versus number of leads generated.

At any rate, it’s now a common practice among marketers to analyze and measure all aspects of marketing for which there is data available. By creating a culture of disciplined campaign measurement, marketers have armed themselves with more objective data on the tangible success and impact of their marketing programs.
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Implementing the proper analysis systems can help you make critical decisions regarding which parts of your marketing efforts are working or not, and provide the reporting tools necessary to justify those decisions by connecting them directly with pipeline and revenue. By implementing systems for reporting and intelligence, you can better understand the impact that sales and marketing efforts are having on overall business. You then can refine strategies and develop repeatable processes for success.