It’s always hard to say exactly how your campaign performed, but it’s always easy to celebrate that it looked great! This is a lot like any other project. You have to find out what it is you want to do, implement it and then find out how to track it. It’s obvious much harder to find out how to track it after the campaign has finished.
Before you start…
- Start by identifying your KPI. Remember any KPI has to be measurable or else it isn’t a KPI – it’s just something else.
- When you have found your KPI’s, you have to find out what it is you want to know? Let’s say you can track how many sign-up for a product, but is that what you want to report on or is more financial numbers like what was the conversion rate, ARPU/CLV, etc. and even though you know those things, is it good or bad?
- Set up control groups. If you don’t have anything to benchmark up against, it’s more or less pointless to make any kind of performance measurements. Then it’s much more a question of just having surveillance and reporting on KPI’s, but not really making any conclusions
- You have to find out when you think it makes sense to do the measurement. Remember if you do the same campaign over and over again, e.g. everyrone who signs up for a product, then make sure that you performance the same measurements from a time perspective. E.g. if you want to know how many has clicked through from a mail to your web site, then you should wait around 5 days and see. The next time you pull your numbers, you have to only look at the people who clicked from day 0 to day 5 and not just anyone who has clicks. If you do any other way you will end up having numbers that are greater the longer you wait and that just not fair.
Connecting the dots…
When you carefully have designed your campaign. Think about how you want to implement it. Have you thought the entire process through? Everything is a process! Everything starts with a process. So start by using only a pen and a piece of paper. Draw a box for each thing which happens and call each box KPI #1, KPI #2, etc., and when you have drawn up each box in the process don’t do anything before you know how to track it. If everything is tracked, then you can always afterwards find out what it is you want to use it for (besides the obvious).