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Jun 26, 2019

How do you evaluate the results of a campaign?

Campaigns and results


Monitoring results and flexibility in optimizing campaigns is key to improving communication with target audiences and has evolved in an increasingly analytical direction over the last decade.

Nowadays, the vast majority of brands' digital communication strategies revolve around their presence on the web. social networksBut a few years ago it was unthinkable to know consumers as well as we do today.

In this way, performance indicators that evaluate campaigns and communication pieces began to be used strategically. With the transformation of digital platforms, it has become possible to innovate in the way we advertise online and work on brand visibility.

The analytical data that measures the success of a marketing or communication strategy are known as KPIs (Key Performance Indicators) and although they are fundamental, they cannot exist in isolation. These are metrics that have sought to direct communication campaigns towards meeting the organization's business objectives. And delivering good results must be synonymous with meeting these objectives, otherwise they are useless.

A constant monitoring of results and a flexible adaptation in campaign optimization are ways of monitoring results and charting the way forward - through in-depth knowledge of our target audiences and their interests.

The digital transformation has changed and created new consumer profiles that are increasingly demanding of digital content and less and less loyal to brands. And this constant learning and search for what they are really looking for in a brand is vital for building successful communication campaigns.

There are some clever features of communication tools that can help you define effective digital communication strategies.

For example, mobility and geolocationThis makes it possible to accurately assess the location of our targets and define which points have the greatest reach.

Also constant update algorithms - the algorithms used are increasingly precise in the digital universe, which brings greater reliability to the actions that are triggered and built analytically.

Some useful tools

THE ROI - Return On Investment

This is a metric that allows us to translate, in a simple and intuitive way, whether or not the marketing strategies are working according to the selected target.

O ROI allows us to understand whether the financial return on a given investment is advantageous and whether it is worth changing or modifying the strategy associated with it.

It's important to notice and change actions with low (or negative) ROI in good time by analyzing real figures.

The click-through rate - Click-through-rate

Google Analytics, for example, allows us to profile our target audiences and understand their motivations and feedback by analyzing a set of metrics it provides us with.

The click-through rate provides many insights on the success (or failure) of the actions carried out by brands and highlights the content where we invest the most time and resources.

A detailed and specific analysis can result in effective strategies and the optimization of your campaigns in order to improve the ROI.

These conclusions can be drawn by counting the number of clicks, divided by the number of impressions, multiplied by 100.

It's always important to remember that communication strategies must be constant update at a time when new tools are appearing every day and the interests of the media are constantly changing.



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