Optimizing Campaigns
”Ermegerd, I love it!
Most marketing campaigns involve multiple channels. From my experience analysing large campaigns with over $1 million in spend, I’ve seen how insights from past efforts can boost conversions by up to 40%.
I believe success often hinges on using data to optimize the mix of channels and messaging used. But, it’s hard to be prescriptive with how to analyse marketing campaigns, because no two campaigns are the same in strategy or zeitgeist - that’s why experience matters.
Leading up to campaigns, I’ve worked with marketing teams to identify variables they can leverage to better understand how things are going as the campaigns are live and shape their strategies around this.
Typically, my process collaborating on campaigns is as follows:
- Start with a marketing strategy informed by previous campaigns and user insights
- Identify ways to produce plenty of data (e.g. adding urls, giveaways) - recognise where the blindspots exist
- Build a live tracker pooling data from sources, outlining success metrics
- Conduct a comprehensive and hollistic analysis of the campaign
- Gather around a table with the team for 2-3 hours to assess how things went, and pull learnings for the next run.
ROI of Dark and OOH Channels
I’ve worked out certain patterns that inform my analysis - like if there’s a channel that is difficult to attribute to that runs on a CPM basis.
Take a look at an example of how I use customised methodologies to analyse the cross-channel impact of ads on channels like YouTube.
Other methodologies that I like to use for multi-channel campaigns are A/B tests and multivariate regressions - these methods have been informed by my background in Biology, where you often analyse the impact of multiple variables in an experiment.