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Using insights to inform your campaign plans

This section introduces learners to the importance of using insights derived from data analysis to shape campaign planning.

There are four common areas of customer engagement you can use to inform a campaign plan. Web analytics
Google Analytics can help you understand information about where your web traffic came from and what triggered them to visit.

You could use this insight to understand what action or activity got customers or prospects to engage with your website. You can then dial up the activity that works, such as watching a video or downloading a newsletter.

Also, by understanding where people came from can help with campaign planning. Did they come from a competitor? Did they use search? And if so, what keywords did they use. Knowing these things will help you better plan for the next campaign.

Email analytics
How your emails performed, looking at open rates, click through rates.

Knowing this you can start to understand what content or offer best delivers click-throughs. This will help you work out which types of customers are most responsive.

You can use this information to help write effective copy and headlines, and decide what offers or actions you will include in the next email campaign.

CRM analytics
How much was sold, how many new customers the campaign brought in, how many existing customers made a purchase, and what they bought. Knowing this we can start to understand:

  • Which campaigns are best at driving sales.
  • What customer groups or channels give us the most revenue.
  • Do people buy one or multiple?

All these things will help with targeting and setting your product pricing.

You can use this information to help with targeting and channel decisions. Who should receive your messages and through what channel?

Social analytics
The number of mentions your brand or product got, or the number of shares or likes.

Knowing this you can start to understand which campaigns or offers create the most conversation. Is the conversation positive or negative? If people are sharing your content who are they sharing it with?

You can use this to understand which social media platforms you should have a presence on and what messages and content drives the most engagement on these channels.

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Introduction to Marketing: Omnichannel Marketing and Analysis

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FutureLearn - Learning For Life

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