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Introduction to campaign analysis & insight

This section introduces learners to the importance of collecting data during marketing activities.

The one thing we can be sure of in today’s marketing landscape is that there is no lack of data and metrics. In fact, it can often feel like there’s too much.

As marketers, we need to ensure that we are analysing the right information and presenting it in a way that helps us learn from our past activities.

Campaign analysis helps us to look at what is going on with our marketing campaigns so we can do a better job next time.

With each piece of the marketing activity you do- whether it be a simple one-off email campaign or multichannel campaign over several weeks or months- you should follow the analysis and insights cycle.

The analysis and insights cycle

A visual representation of the analysis and insights cycle. Starting with the review previous results, what has been achieved before, and ending with looking for patterns to help you reach some insights

This cycle will take you through the process of understanding what your objectives should be, launching measurable activity, and then understanding the results so you can improve next time.
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Introduction to Marketing: Omnichannel Marketing and Analysis

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