How to Conduct a Marketing Campaign Evaluation

By admin Oct 7, 2023

Brands are increasingly expected to show a tangible return for their marketing campaigns. With budget cuts, plateaus and the increasing expectations of shareholders companies are under increasing pressure to show that their advertising investments pay off.

With the right research strategy you can determine the short- and long-term impact on revenue from your marketing campaign efforts. You can identify the metrics that are most relevant to campaign objectives by having clear goals and key-performance indicators (KPIs). This will ensure that you are not distracted by KPIs that aren’t aligned with your goal of generating more revenue, such as taking a look at your cost per acquisition or the number of new clients you’ve won.

One of the best ways to assess your marketing campaign’s impact is through a survey. A comprehensive assessment of your marketing campaign survey is split into two sections: a survey prior to the campaign and one after-campaign survey. The pre-campaign survey gathers data before the campaign starts while the post-campaign survey collects data after the campaign is over. Marketers can compare the results from the two surveys to determine how their marketing campaigns have changed.

If you use a third-party market research firm to assess your marketing campaign you can be assured that the information you get is accurate and reliable. The survey sample should represent the demographics of your targeted audience as well as the geographical area that is intended to be a focus for your campaign. For instance, if your manufacturing organization’s radio and commercials on TV are broadcast across the seven counties of the Syracuse DMA area Your research company would survey people living in Syracuse, Oswego Cortland Tompkins Seneca Cayuga Madison counties.

By admin

Related Post

Leave a Reply

Your email address will not be published. Required fields are marked *