From a company's perspective, performance of campaign is the most important thing. Therefore it's critical to identify goal of campaign and estimate what the costs and benefits are to measure the overall ROI for the whole campaign. While comparing the performance of campaign, not only compare to pre-campaign but also to post campaign, to show the contribution of the campaign. If the conversions are much higher than in both pre-campaign and post-campaign period, that means that campaign did increase conversions, helping organization achieve goal.
For the pre-campaign comparison, we should not only compare the campaign period with previous month but also the same month in the past year. Comparing to the same month in different enables us to capture the seasonality that is not able to see in only compare months in the same year. We will know whether the increase of conversion is due to campaign or just in hot season. On the other hand, comparing the the months just prior campaign allow us to get the overall scale of the visits and conversions. We can perceive that whether the increase by year is actually attributed by campaign rather than just business expansion.
The timing of campaign is also a crucial factor to consider for campaign success. That's the reason why we need to do market analysis before build campaign strategy. Thoroughly understanding the rush and negative seasons help us to decide when and how to execute campaign. For example, if you promote game outfit out of any game season, it's not hard to expect the ROI would be low, since people don't have incentive to buy those game related products when there is not game playing.
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