What is Campaign Analysis Study?

The thing about digital marketing campaigns is that every company has one, even if you’re not the one actively controlling it. Recent years have seen an explosion in data, meaning campaign analysis is now much more detailed than before. We guide you through what to measure, and how. While there is obviously an artistic side to developing a good marketing campaign, increasingly it is also becoming a science. The rise of big data has meant that campaigns can now be analyzed in detail, with the results informing future strategy and spend.

Campaign Performance studies are aimed at identifying recall, strengths and points for improvement both in the pre and post launch phases of your campaigns, recommending the adjustments necessary to improve the return on investments and advertising results. It is possible to conduct a qualitative phase first to achieve in-depth understanding of what the campaign transmits and the messages it conveys. This would be followed by a quantitative phase to measure the campaign’s performance.

With Campaign Analysis Study 

Evaluate

You can evaluate the impact and receptiveness to a campaign. You can also understand the sentiments of users. Thus leading to potentials for scope for improvements

Test

Understand whether the campaign was able to successfully deliver the intended message or not. You can also test the effectiveness of your Call to actions.

Analyze

Analysis the type of content that yields the best output. You can improve the productivity of the campaign with these inputs

Campaign Analysis Study can be defined as follows 

 

 

Pre Campaign Analysis

Measuring the effectiveness of your advertising campaigns is crucial to maximize the engagement with your customer base, drive depth of engagement, improve customer perceptions and increase brand loyalty.

  • Effectiveness of marketing activity in moving prospects along the purchase funnel
  • Impact of each campaign on brand KPIs and messaging
  • Most effective media mix in achieving cut through of messaging and movement in the purchase funnel
  • Effectiveness of each campaign at targeting specific prospect groups

Post Campaign Analysis

Every company, brand or agency will approach the end of a campaign differently, with some going into detail and others taking a much broader view. However whilst digital campaigns can be quite simple and straightforward, perhaps with maybe just one or two channels, others may be more complex and multifaceted. I, therefore, believe it’s always best to err on the side of detail so that you can get a true picture of how different elements of a campaign performed in the context of the overall campaign objective. The main advantages of running a PCA include:

  • Understand what elements of the campaign worked well/ not so well
  • Learn how the target audience responded to the campaign
  • Review ultimate effectiveness of the campaign versus objectives
  • Discuss the campaign with key stakeholders
  • Provide valuable learnings for future campaigns

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