How do you measure the impact of a campaign?
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Open rates tell you little. This guide shows you how to measure all the way through to revenue.
- 6 steps
- Total time: 1 h 30 min
- Preparation: 30 min
- Result: A campaign result in kroner, not clicks
Required tools
- Customer Insights – Journeys — For delivery and click data.
- Dynamics 365 Sales — For the sales opportunities at the other end.
Set up the measurement in advance
1.Define what success looks like before you send
Number of meetings, number of sales opportunities, or amount in kroner. If this is decided afterward, the figure that looks best is chosen.
2.Tag the leads with their source
Topics from the campaign should automatically retain the campaign as their source. Without that, you cannot track them further, and everything else in this guide falls apart.
3.Determine the measurement period
If your sales cycle is three months, the campaign cannot be evaluated after two weeks. Set the period according to your sales cycle.
Follow it through
4.Measure the entire chain
Sent, opened, clicked, lead, opportunity, won. It’s the last three that matter—the first three explain why.
5.Calculate cost per sales opportunity
Campaign cost divided by the number of sales opportunities. This figure can be compared across campaigns and channels, but it is rarely calculated.
6.Compare with a control group where possible
Hold back ten percent. If they buy the same amount, the sales were not due to the campaign. Uncomfortable, but it is the only honest measurement.
Discussion
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