The most important question in marketing is did it work? Was my campaign successful? Did we choose the right channels? Did we reach our target audience? If you are unable to measure marketing performance, you may have budget cuts, lose a client, or even face layoffs.
Many people will gather the data results from the various channels used such as TV, radio, direct mail, email, digital displays, and social media and look at them separately. They will evaluate how social media performed versus how email performed.
The problem is if you’re only looking at sections of the data, you are not seeing how the campaign did overall. You need to know how the customer is finding you, making decisions, and ultimately buying your product.
Most customers will interact with your message several times and through a variety of channels before they decide to make a purchase. It’s important to look at the whole picture. Otherwise, you might misread the data and misunderstand what is working and what isn’t.
For example, your customer may have received a direct mail piece and not used the coupon or custom url on it. But, the direct mail piece sent them to the website where they made a purchase.
Aggregate level marketing (bringing all the data together) helps you measure the impact of your campaign across multiple channels together. This gives you a deeper understanding of your customers and how they are interacting with your advertising.
Data scientist can take the list of people you targeted, analyze the data, and identify who responded. This process is called a response analysis and helps you measure your marketing performance. It also highlights which areas need improvement or need to be cut.
At AMP, we believe you should know if your marketing is succeeding and whether or not you are reaching your target audience. If you would like to discuss successful testing in more detail, give us a call.