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Launch your measurable marketing activity

This section introduces learners to the methods for launching a new measurable marketing campaign.

It is fundamental for you to make sure that processes are in place to measure whether your activity reaches your objectives and KPIs.

There are a number of approaches to make sure that an action or sale was made as a result of your campaign. Let’s look at some of the most common options:

Measurement 1) CRM Tracking.
How to measure Using a unique offer code which the consumer must quote in order to receive the discount. You can then monitor how many times this has been tagged against a sale. You can either measure this through your CRM system or simply by counting the number of times the code is used. Comments This is a cheap and easy way to track campaigns. However, you may not capture all of the responses as not all customers will use the code. It can get confusing if you are running several campaigns at any one time.

Measurement 2) Campaign specific responses.
How to measure Putting a specific response mechanism in place that is unique to the campaign. For example, you could use a microsite (a stand-alone digital site explicitly created for a campaign), a specific email address, or a particular phone number. Comments Quite easy to set up. Not all customers will respond through the channels you request so you may lose some response numbers. Can get confusing if running numerous campaigns. Need to ensure strict compliance to data protection, otherwise, you could be creating silos of data you can’t use again.

Measurement 3) Tracking links.
How to measure You can send out an email campaign and track traffic coming from these emails to your website by using a tracking link.

This may be a better way to measure your campaigns compared to campaign-specific responses as many people will use search to get to your site rather than a direct link. Comments Tracking links are easy to set up, especially if you are using analytical software such as Google analytics. It is also fairly easy to set up your own tracking links as it only requires a small amount of basic coding.

Measurement 4) Conversion tags.
How to measure Marketers can put tags (small bits of code) onto specific pages on their website. When a user visits a page the tag gets loaded and will link through to an action. Thus you will know that the campaign page delivered a sale. Comments Very effective in understanding channel conversion but only works on sites you can tag. Also requires some pre-work to do the tagging.

Measurement 5) KPI Tracking.
How to measure Recording a blend of several, or all, of the above methods of tracking. You can then capture many forms of response in one snapshot. Not all customers will want to respond in the same way and this method caters for these distinctions. Comments Gives an effective overview of all response elements in a campaign. Is easier to compare the total results with the next campaign you run. Requires some specific software and setting up prior to running the campaign.

Ideally, you do not want to restrict your customers to one response channel. The more options you offer, the more likely you are to see an increase in responses as different customers want to respond in different ways.

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Introduction to Marketing: Omnichannel Marketing and Analysis

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