Review previous results

In order to understand what we can expect from our marketing activity, we need to assess what has happened previously. Has your organisation done any similar activity in the past, and how did the individual channels or messaging perform?

The great thing about marketing is that it allows us to measure and collect metrics on what our customers and prospects are doing. You can then use this insight to develop better ways to do things. Each time you should be looking for ways to: Reduce your costs with little or no impact Improve the performance of the activity

To do this you must first collect metrics from past campaigns. By gathering the numbers on what has happened in the past, (for example, click-through rates, dwell times, conversion rates and sales) you can start to understand your own customers’ actions against the communication tools you are using.

You can collect this information from a wide variety of sources. Every company is different and you are able to review a range of information, from industry benchmarks to your own in-house knowledge.

Looking at past results and actions can help you make informed decisions when deciding what to do next and how to improve. Without analytics and insight, you will be left to rely on hunches and intuition.