What are campaign analytics? They help you assess the effectiveness of your marketing campaigns by systematically analyzing campaign success metrics.
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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.
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.