90% ofÂ digital marketing is process. Its very easy to use technology to create an effective set of proceduresÂ and meaningful MI. The advantage to this is that the mechanical, production-line part of campaing mangement looks after itself, leaving you free to focus on the creative (and fun) parts.
The number of people I’ve seen that reinvent the wheel each time they need to send outÂ an email or put up a special offer is amazing.Â Â If you get the groundwork right, the rest is easy. Over the next wee while I’ll be adding a few posts to help you get to grips with online campaign management.
You can break this down into the followingÂ basic steps:
- A standard campaign delivery process
- (If required) a logical way to segment your customers
- A way of separating the responses for each channel/campaign segment
- A standard set of metrics that can be used to build up a history of our campaigns
- A tool that will allow us to store and interpret the data
- A standard method of reporting campaign results
The right tools for the job
Additionally, make sure you’ve got the right software to allow you to gather stats. Most content management systems will have some kind of MI tool, but in the main these tend to be more useful for more mechanical MI (e.g. paths, pages, downloads) and only support basic segmentation, if any.
Google Analytics is a great tool for campaign management, its free and it manages multi-channel campaigns easily. I’ll cover using it in another post. If you’re using email, you’ll also need a way to get MI out of your email system.
The final part of the jigsaw is some way of pulling together all the data into a report. My preference is to use a spreadsheet (e.g. Excel or Open Office Calc)Â or Â to do the hard parts (e.g. adding stuff up, measure trends)Â and create some graphs and tables. The last part is a word processor for some sort of short meaningful summary and that’s all you need to get up and running.