Campaign Evaluation: Don't Be Scared, Be Smart

Campaign evaluation. It's a term we hear all the time. But let's be honest, how many of us actually do it properly? Too often, it's skipped entirely, or it's so skewed it's practically useless. As a former data analyst, this breaks my heart. Because it's not as complicated as you think!

Here's the thing: evaluating a campaign isn't about getting lost in a maze of metrics. It's about asking the right questions. So, let's break it down:

1. What's the goal?

This is the most crucial question. What were you trying to achieve with this campaign? Acquisition? Awareness? Activity? Compliance? The answer will determine which metrics matter most.

Acquisition

Number of new paying customers. Simple.

Awareness

Impressions per user. How many eyeballs did you reach?

Activity

Desired actions per user (e.g., account logins, content downloads). What did they do?

Compliance

Delivery rate, number of reached customers. Did the message even get through?

2. What tools did you use?

Knowing your tools helps you understand what data is available. Modern CDPs like Bloomreach often provide out-of-the-box reports that align perfectly with common campaign goals. Don't reinvent the wheel if you don't have to! Of course, more complex campaigns might require a deeper dive, but start with what's readily available.

3. What's already available?

Don't assume you have to build everything from scratch. Many companies already have existing reports or data platforms. Do some internal research! You might find a treasure trove of data you can leverage. Or even just a template from a past campaign that can save you time.

4. Do you have a benchmark?

Benchmarks are your friends. They give you a point of comparison. If you have one, great! Use it. If not, create one. It's an investment that will pay off in the long run.

Bonus Tip: Document Everything!

After every campaign, document your evaluation. Even if it's just a quick email summarizing the results, write it down. This not only helps you track progress over time but also makes it easier to share your findings with colleagues and build a culture of data-driven decision-making. And it creates good habits!

So, there you have it. Evaluating campaigns doesn't have to be scary. Just ask the right questions, and you'll be well on your way to making smarter marketing decisions.

Yes, if you are starting from scratch, or you are part of a small company, there is a big chance you have to build it all by yourself. But nothing is stopping you from following these steps and building your reporting/evaluation system properly.