Campaign analytics is not rocket science. Still, it can be daunting for digital marketers to tackle when the campaign is fresh or just recently launched on a multi-channel platform. Here are five ways to leverage analytics within the first week of a campaign launch.
1. Study the conversion rate. A campaign that is yielding a high conversion rate is doing very well. In case the conversion rate is much lower than expected, study the factors that may have an impact on this measurement. For instance, the campaign is probably running on off-peak hours or when the audience is away. It can also be caused by spreading the campaign too thinly across too many channels in the platform. Identify the best hours of the day when the audience is most responsive and leave channels that are not working for the campaign. There could be a mismatch somewhere. The multi-channel analytics will provide clues for the next best steps.
2. Determine the most responsive age groups and regions. Carefully review the age demographics and locations of the most responsive audience. If targeted age groups and regions are not responding as planned, it may be smart to tweak the campaign early on to cast a better net to get the right audience’s attention. Technology today allows for real-time monitoring, so campaign designers and marketing people do not need more than one day to assess a new campaign. In case something is not working, immediately plan out a course of action that will capture the audience and make them act favorably.
3. Identify the most popular device. Get to know the most popular devices among the campaign audience. Android and iOS users have different preferences when it comes to product attributes. For instance, functionality and practicality are very important for Android users. In contrast, iOS users tend to pay more attention to a product’s visual appeal and reputation. If a product is really good, however, Android and iOS users are able to find common ground.
4. Observe referrals. Referral traffic can spell a huge difference in the success of a landing page or an entire campaign. Identify the best referral sources to implement a plan that would make better use of them. For instance, a company can explore to check if future partnerships are possible. Further, the sources of views and referrals can effectively describe the audience for the research team.
5. Track changes. Carefully compare the results of the first 24 hours against the same period of the next day. If there are notable changes, implement smart fixes. For instance, the campaign did very well on the lunch hour of the launch date. However, the same period of the next day showed a fifty percent drop. This could be a simple result of the effect of novelty. However, it could also mean a real negative feedback that requires immediate action from the marketing team.
Studying the analytics of a multi-channel social platform enables the marketing team to formulate and implement smart design changes that captivates a product’s target audience.