Post-Campaign Evaluation PDF

Topic 6 : POST-CAMPAIGN EVALUATION  A-Key metrics for promotion 1-share of voice (SOV), Determine the percentage of voice or presence that your brand or company has in a given market or industry compared to your competitors B-Key digital metrics Website Metrics...

Topic 6 : POST-CAMPAIGN EVALUATION  A-Key metrics for promotion 1-share of voice (SOV), Determine the percentage of voice or presence that your brand or company has in a given market or industry compared to your competitors B-Key digital metrics Website Metrics SEO Metrics Page Views: Total number of pages viewed. Organic Search Traffic: Number of visitors Unique Visitors: Number of distinct individuals visiting the coming from search engines. site. Backlinks: Number and quality of external links Bounce Rate: Percentage of visitors who leave after viewing pointing to your site. only one page. Social Media Metrics Session Duration: Average time spent by a visitor on the site. Engagement: Total interactions (likes, comments, Pages per Session: Average number of pages viewed during a shares) on a post. session. Followers/Subscriber Growth: Increase in followers Conversion Rate: Percentage of visitors who complete a or subscribers over time. desired action (e.g., making a purchase, signing up for a Reach: Number of unique users who have seen newsletter). your content. Email Marketing Metrics Impressions: Total number of times your content is Open Rate: Percentage of recipients who opened the email. displayed, regardless of clicks. Click-Through Rate (CTR): Percentage of recipients who clicked Click-Through Rate (CTR): Percentage of users who on links within the email. clicked on a post or ad link. Bounce Rate: Percentage of emails that could not be delivered. Unsubscribe Rate: Percentage of recipients who unsubscribe after receiving an email. B-Key digital metrics E-commerce Metrics Average Order Value (AOV): Average ADS amount spent per order. Cost Per Click (CPC): Amount spent for each click on an ad. Cart Abandonment Rate: Percentage of Return on Ad Spend (ROAS): Revenue generated for every users who add items to their cart but do not dollar spent on advertising. complete the purchase. Conversion Rate: Percentage of users who take a desired Customer Lifetime Value (CLTV): Predicted action after clicking on an ad. revenue from a customer over their lifetime. Gross Margin: Difference between revenue and cost of goods sold. App Metrics Downloads: Number of times the app is downloaded. Active Users: Number of users who open and engage with the app. Retention Rate: Percentage of users who continue to use the app over time. Session Duration: Average length of a session within the app.  B-Media effectiveness evaluation Gross rating points (GRPs): the product of the percentage of Frequency : the audience reached by an Impressions : the average number of times a advertisement, times the the number of exposures of a frequency they see it in a given promotion or media activity will promotion campaign, which can be summed be shown to the target audience. up as: frequency × % reached = GRP. Cost per thousand (CPM) : the cost to reach 1,000 people or households via a given advertising outlet or medium.  C-Financial analysis evaluation Gross profit : Revenue : This is the measure of Net profit : is a leading indicator of total revenue minus the what is left when total performance as it costs incurred in costs are subtracted from indicates what has been producing the products total revenue. sold in total. that generate it. Return on investment (ROI) : measure of how well assets are being used. Return on investment (%) = (net profit/investment) x 100. Identify Key Learning to Inform Future Campaign Development learn Build 1-Feedback loop Measure  Identify Key Learning to Inform Future Campaign Development 2-Link to business goals/objectives Balanced scorecard: is a strategic planning and management system that is used extensively in business and industry, government and non-profit organizations to align business activities to the vision and strategy of the organization, improve internal and external communications, and monitor organization performance against strategic goals.  2-Link to business goals/objectives Customer measures : Financial measures : Market share Revenue growth: sales and market share, new Customer retention pricing strategies.. Customer acquisition Cost management : Customer satisfaction revenue per employee, unit cost reductions. numbers of complaints, numbers of thanks Asset utilization : inventory levels, return on Customer profitability capital profit per customer, cost per transaction. Balanced scorecard Learning and growing : Internal business process relate to the infrastructure the organization needs in order to achieve its other objectives include : time to market, Employee capabilities break-even time. Staff turnover productivity, numbers of defects number qualified. process time. Information technology Delivery : percentage of on-time customer information available, return on data Motivation and alignment delivery suggestions received and implemented rewards provided.  Evaluation reports for stakeholders Marketing dashboards are graphical descriptions of data and information demonstrating performance and trends, to stakeholders and inform strategic and operational decision-making.  Evaluation reports for stakeholders A campaign dashboard contain vital information needed to present the current at three levels: Strategic – measuring achievements towards business and marketing objectives Operational – tracking the delivery of campaign objectives and strategy in the marketing plan Tactical – monitoring delivery of the campaign tactical elements that deliver the strategy.