How do you define and assess the effectiveness of a marketing campaign?

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Director of Sales2 years ago

To define and get a marketing campaign right, it is necessary to understand that metrics go beyond numbers, it's important to understand and delimit the real goal. The qualitative quality of the marketing campaign that is being developed, and that will be reflected in the KPI's objectives. Whether you expect a good performance in ROI, website traffic, conversion rate, sessions, etc., it is important to understand beforehand the strategy that will be addressed and the dynamics of the campaign execution. Having a good customer data platform contributes greatly to have marketing effectiveness, and therefore, a good performance.

Director of Marketing in Education2 years ago

For me, it's all about the number of sign ups I get for a class. Leads don't do me much good but actual registrations for classes is what determines if our ad copy and creative worked.

CMO in Services (non-Government)2 years ago

From my experience, when you're trying to figure out if a marketing campaign is working or not, it's all about setting those clear goals right at the start. Kinda like knowing what the finish line looks like before you start the race. Once you've got those goals, track them with some key metrics like click-through rates, conversion rates, and how much it costs to acquire a customer.

Don’t forget the ROI, if you're spending more than you're getting back, it might be time to rethink things. And don't underestimate the power of asking for feedback. Sometimes customers and stakeholders can offer great insights that you might not pick up from just looking at metrics alone.

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