Have you ever found it difficult knowing if your last marketing campaign was a success or not? Or do you have a hard time integrating your previous campaign's gains and lessons to form a better one? If you answered yes to any of the above questions, then you might have been neglecting a vital part of the overall campaign - or you might just not be doing it the right way.
Most businesses and brands focus more on planning and execution of advertisement and marketing campaigns. And they excel at this.
However, what they seem not to do well is documenting the campaign's whole process, lessons, and future recommendations in an easy-to-read format. This is essentially what campaign analytics monitoring and reporting helps you achieve.
Campaign reporting is presenting all the information associated with an advertisement or marketing campaign in an easy-to-understand format to properly assess and evaluate the goals, gains, opportunities, and challenges of a campaign.
Every marketing campaign, whether an elaborate multi-step or simple e-mail campaign, is designed to achieve set objectives, and as the campaign unfolds, it may be so exhausting or disappointing that the reasons why the process was started in the first place blur out.
It doesn't matter if the campaigns delivered enormous rewards, increasing your market share and product awareness, or it's one you want to put behind you. Campaign reporting helps you document the process and carry out a practical post-campaign analysis.
A well-written campaign report provides marketing executives, advertising agencies, staff, and other stakeholders a much-needed means of reviewing the campaign's strategies, creative approach, challenges, and overall performance. Proper campaign reports will help you:
For your report to be worth reading and easily interpreted, key elements should be considered. Integrating these features into your report makes your work easier and gives your report a professional outlook.
The report should be written in a narrative style. A properly-outlined approach can significantly help you in presenting your reports. This allows you to tell a well-detailed story with your business report.
Using the storytelling approach enables you to connect the report's various components and how each component aligns with the campaign's goals and objectives.
Most importantly, it saves the reader of your report a lot of valuable time and keeps him/her motivated to go through your work carefully. After all, nobody hates to enjoy the luxury of a good story.
It is imperative to note that the campaigns report are for all essential stakeholders and not just for the marketing agency or staff. Therefore, having this in mind is crucial for you to present it in a concise, simple, and easy-to-understand format.
Most people going through the report might not be interested in all the information, so you want to present the campaign's key success and achievements in a way a layperson would understand.
The most nuanced approach will be to discuss your key performance indicators (KPIs) and how you could achieve them succinctly.
It is best to avoid technical jargon and a bulky campaign data report. After all, what is the essence of your whole time preparing the report when no one wants to read it? What if they read it and find it difficult to make any appreciable decision based on the report? Well, your aim is still defeated.
This also contributes to the notion of keeping the report simple and in an easy to comprehend format. Visualization entails the use of tables, charts, graphs, maps, and other graphical tools.
Visualization of data, value, and illustration of your results helps to communicate the necessary information vividly. This is important because noticing your trends and patterns will become a lot easier.View live template
Furthermore, you could easily indicate correlations, relationships, trends over time, frequency, and market values through charts and graphs. In the same way, you must match the appropriate graphical tool to the right data set so better interpretation can be easily made.
Proper data visualization can save the report's consumers a lot of time analyzing and interpreting the report's information.
Another time-efficient tool both in the preparation and consumption of the report is the use of automation. Just as it is counterproductive to spend weeks preparing a campaign performance report, it is also not ideal if stakeholders can't fully grasp the report's essentials quickly.
There's an array of reporting tools out there to help you with this, from the simple Excel sheet to Whatagraph, Tableau, Sisense, and NinjaCat.
Just as with data illustration tools, it is also essential you choose a means of automation that fit your particular need. For example, where the report contains many illustrations, Whatagraph is an excellent tool to help you create stunning visual reports.
Writing a campaign performance report requires you to tell a story incorporating all the essential elements mentioned above. Your campaign report should follow a proper outline.
It is crucial to begin your campaign performance report with an overview of what the whole report is about. This part serves as both an introduction and a summary of the entire report. You must be crystal clear about what the brand sought out to achieve and how you went about achieving it.
It is also important to reveal within this section whether the campaign ultimately met set out objectives. Remember, the report is not only for you and your team.
This might be the only part top executives get to read and use in making decisions. So, please don't keep them waiting and put out the good news on time.
Proper articulation of the objectives of the campaign is essential in assessing the overall performance. You might want to discuss the specific goals the campaign was designed to achieve and its relation to other marketing plans of the business.
The goals should be stated in concrete and measurable terms. This allows you to determine when these goals have been achieved.
For example, the campaign may increase the brand's market share by 10% or raise the overall sale by 20%. It might be as simple as just increasing the market awareness of a product.
Other essential items to include in this section are the metrics and key performance indicators. These are crucial in evaluating whether objectives are met or not.
A robust digital marketing campaign, click-through rate, conversion rate, total traffic, and average position of ads may be used as metrics to assess the campaign.
This part should detail the strategies deployed in achieving the objectives of the campaign. The strategy may range from simple e-mail marketing or social media ads to a multi-fold approach incorporating various marketing tools and models.
The strategy is useful in providing the necessary information about how results were achieved. It provides consumers with a valuable perspective, which is useful in evaluating the campaign results.
For a campaign where multiple strategies are used, you need to discuss each strategy's effectiveness. You might also want to compare and contrast the marketing tools used and how they helped achieve set goals.
The emphasis in this part of the report is on performance. This will be the part most marketing specialists and brand managers will show a keen interest in reviewing. The result should feature each marketing strategy and how it performed.
Here, you must roll out the figures. You can also use graphs, tables, and other graphics to present the campaign's outcomes objectively.
Illustration and data visualization is of particular importance in this part of the report. This allows for the presentation of the data set in an easy to comprehend format. It also helps in the comparison of various data set and in the tracking of performance over time.
The choice of graph, chart, or illustration to be used must correlate with the metric and KPI being reported. For example, while bar charts are a useful tool for comparing various data sets, they do not show market trends.
For every objective of the campaign that was met or otherwise, some dynamics are involved. This is where you want to discuss how internal and external forces helped in shaping the marketing campaign.
Internal forces may include the staff, marketing agency, business structure, motivation, incentives, strategies implemented, amongst others. It would be best if you discussed how each of these reasons positively or negatively affected performance.
Your campaign did not occur in a vacuum. Market trends, competitors, and consumer choices are some of the external factors that may affect your campaign's performance. As you are busy planning and implementing a campaign strategy, your competitors are also doing the same.
Therefore, it is vital to consider how your campaign fared in comparison with those of your competitors. Market trends and consumer choices also inform marketing strategy and approach. So, you should highlight your performance in terms of these vital variables.
At the end of your campaign performance report, you should discuss key take-outs and recommendations for future campaigns. You should briefly discuss the elements of the campaign that produced desired results.
For example, how the use of social media ads helped in reaching out to more young people. Campaign strategies that performed below expectations or led to outright failure should also be highlighted.
Future trends, product market position, and how they may change over time can go a long way in formulating better marketing campaigns. Hence you should also analyze them and other elements that may require additional testing and modification.
Published on Feb 25, 2021
WRITTEN BYGintaras Baltusevičius
Gintaras is an experienced marketing professional who is always eager to explore the most up-to-date issues in data marketing. He is always in search of new and unexplored angles to share with his readers.
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