Whenever you launch a marketing campaign, you do so with the hopes that it will go well. And what this means varies from campaign to campaign, based on your goals. However, you do not want to wait until the campaign is over to determine its effectiveness; you need to be able to measure its successes—and potentially, failures—along the way.
If you are working with a large marketing budget, tracking the success of your campaign as you go is pretty easy; you can even pay experts to do it for you. If your marketing budget is limited, then so are your options. However, this does not mean that this will be an impossible feat. No matter how big or small your budget, there are ways you can track the success of your campaign.
In order to measure the success of your campaign effectively, you need to go into the process with a plan in place. Below are the steps we suggest you take.
Before you worry about how to track success, go ahead and plan the campaign. There are a couple of reasons for this. One, it ensures that the logistics of tracking do not limit your creativity. Two, it ensures that you are able to tailor your tools for tracking success to the specifics of the campaign.
Once your campaign is planned, you should be able to pick the right tools for tracking it. Assuming you have a limited budget, cheap or free tools should be favored over those that cut deeply into your budget. Also, broader tools that measure many factors should be preferred over those that are more limited, as this ensures that you always have access to the data you need to make informed decisions. Below are the tools we suggest you look into.
Google Analytics: Widely used and highly effective, it will give you the data you need. For small businesses, the free version is fine.
Kissmetrics: This tool is known for its ability to help businesses bring in high-converting web traffic. However, it is not free, with plans starting at $30 a month.
RapidMiner: If you are looking for an option that is easy-to-use, look into RapidMiner. There is a free version, or you can opt for a custom plan; however, these cost $3,000 plus a year.
The channels you choose to track will depend on what your goals are for your campaign. Some common channels to track include:
The programs noted above measure many metrics, but not all of them will be useful to you. You need to determine which metrics matter most to you. Below are some things you might want to measure:
Once you reach this step, you are ready to go. Use the data you get to tweak your campaign for maximum success.