How do you use campaign data across channels?

1 Define your campaign goals and KPIs

Before you launch your campaign, you need to define your goals and key performance indicators (KPIs) for each channel. Your goals should be specific, measurable, achievable, relevant, and time-bound (SMART). Your KPIs should be aligned with your goals and reflect the metrics that matter most for your campaign. For example, if your goal is to increase brand awareness, you might use KPIs such as impressions, reach, and engagement. If your goal is to generate leads, you might use KPIs such as conversions, cost per lead, and lead quality.

2 Choose the right tools and platforms

When choosing the right tools and platforms to collect, store, and analyze campaign data across channels, you need to consider criteria such as data accuracy, integration, and visualization. The data should be reliable, consistent, and verifiable. It should also be compatible and accessible across different channels and sources. Moreover, the data should be presented in a clear, concise, and actionable way. Depending on your budget and needs, you can use native analytics tools (e.g., Google Analytics), third-party tools (e.g., HubSpot), or custom-built solutions (e.g., dashboards).

3 Segment and compare your data

Gaining deeper insights and identifying patterns, trends, and opportunities are some of the benefits of using campaign data across channels. For example, you can compare the performance of different channels to determine which ones are driving the most results and ROI for your campaign. Additionally, you can compare the behavior and preferences of different audience segments to see which ones are more engaged and responsive to your campaign. Additionally, you can compare the effectiveness of different types of content to determine which ones are generating the most interest and conversions for your campaign.

4 Test and optimize your campaign

Utilizing campaign data across channels has the added benefit of enabling you to test and optimize your campaign based on the data feedback. Through A/B testing, you can compare two or more versions of a single element to determine which performs better. Multivariate testing allows you to test multiple elements at the same time and see how they interact. Experimentation is also useful for testing new ideas and approaches for your campaign. With this data, you can make data-driven decisions and adjustments, such as allocating more budget and resources to successful channels, improving content and design for relevance, and refining targeting and timing to reach the right people at the right moment.

5 Monitor and evaluate your campaign

The final step of using campaign data across channels is to monitor and evaluate your campaign throughout its duration and after its completion. You should track and measure your campaign data regularly and compare it to your goals and KPIs, while also analyzing and interpreting the data to draw conclusions and recommendations. Ask yourself questions such as: Did you achieve your campaign goals? What were the main strengths and weaknesses? What challenges and opportunities arose? What were the main learnings and takeaways? And how can you improve your campaign performance for future campaigns? By following these tips and best practices, you can leverage your campaign data to plan, execute, and optimize your strategy, ultimately helping you reach your marketing goals.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?