Marketing teams often have an arsenal of tools available when it comes to tracking digital performance. Adopting a suite of technologies can be incredibly beneficial, providing access to insights that would have previously been overlooked.
Without digital intelligence however, it is easy to get caught up in the quantity rather than the quality of information.
Ringo A. Moss outlines 5 steps to ensure the data being used to measure campaign performance is meaningful and reflective, avoiding the common mistakes of listening to the wrong sources and overvaluing the magnitude of data collected:
1. Start with a brief
2. Set SMART objectives
3. Think tactically
4. Choose KPI's
5. Tell a story
Taking the time to map out your campaign - defining the 'success criteria' and planning which tools/KPI's are going to be used to measure effectiveness - will significantly influence an organisation's ability to gain an ROI on the money spent. Building a story around the data generated during the campaign will ultimately enable you to communicate digital insights and contextualise the information in a format which people will remember.
It can be tempting to believe that by using these tools and looking at the data they produce – such as website hits or email click-through rates – you are successfully measuring your campaign. The reality is that to benefit from this data, and gain any ROI on the money you’re spending to get it, you need to make it meaningful. Meaningful data will allow you to tell the story of why your campaign tactics are working or why they aren’t.