Optimising Your Marketing Campaign – Understanding Data & Insights

November 2, 2021
Share on facebook
Share on twitter
Share on linkedin
Share on email

Try JumpStory for free

Get access to a free 7-day trial today.

Is your marketing campaign not generating the results you’re after? The first thing you need to do is not panic! Let me remind you that in the wonderful world of marketing, everything we do is about testing, learning, and iterating.

Goldilocks didn’t find the perfect bowl of porridge on the first try. I can guarantee you’re not going to get everything “just right” in your campaign on your first go, either.

So, let’s take a look at some of the tactical ways you can review and optimise your digital marketing campaigns to improve performance.

man running

Be clear on your objectives and  metrics

Your campaign objective is the first thing you need to get very clear on prior to launching your campaign. This will influence your success metrics and data. If you’re running a brand awareness campaign your results could be based on website traffic, impressions, or reach. With a lead generation campaign, you’d be looking at conversion data such as form submissions, leads, or sales. 

If you’re unsure what objective is most appropriate, you can refer to the marketing funnel. It proves a very handy, visual representation of the typical user journey someone takes until they convert. This is commonly broken down into four stages:

  1. Attention – seeing an ad, branded content, or becoming aware of your brand through word-of-mouth.
  2. Interest – identifying a problem and thinking you can solve it, therefore wanting to learn more about your offer, product or services.
  3. Desire – after some brand research they are now considered a warm lead and are ready to convert.
  4. Action – they take action (hooray!) and purchase your product, submit a form or get in touch – whatever your call-to-action (CTA) is.

Depending on what stage of the funnel you’re targeting, this ties in with your success metric. Attention is at the top of the funnel and means you’d have brand awareness objectives. Action at the bottom of the funnel is related to conversion objectives.

child on a waterslide

Set realistic goals

Once you’ve locked in your objective and success metrics, make sure your goals are realistic. Ask yourself these questions (at various stages of the campaign):

  • Is your campaign timeframe long enough to generate the results you’re after?
  • Are there any external or environmental factors (i.e COVID-19) that may impact the results of your campaign?
  • What is an ideal checkpoint for you to review the results and make changes if it’s not working?  
  • When you’re clear and happy at this strategic marketing level, it’s time to take a look at whether your audience targeting needs to be revised.

concert audience

Make sure you’re talking to the right people

Now that you’re familiar with the marketing funnel, consider what stage of the funnel your audience is at? This will influence your messaging (whether they are new to your brand or a loyal customer), where they are looking for your brand, and what your call-to-action or offer is.

A hot tip when running digital marketing campaigns is that you can make immediate changes to your audience targeting if it’s not working. Start by taking a look at your reach or impressions. Make sure it’s not too narrow (geographically or demographically), particularly in those early learning phases. 

narrow path

Often it’s a good idea to go broader with your audience at the start of the campaign. Still make sure you’re targeting the right demographics, language in their searches and interests. 

A recent article by Forbes reinforced the importance of doing research to understand your audience’s online habits, behaviour and buying patterns. You can start by analysing the data of your website, CRM tool, blogs, brand social channels and campaigns. Just about everywhere you’re collecting data about your target audience. 

Still not having any luck after reviewing your audience targeting? You may need to consider testing alternative marketing channels or doing further customer research to get some deeper insights.

woman watching tv

Triple check your tracking 

As mentioned above, you can get insights about your audience’s behaviour at every digital touchpoint. which is why it’s critical that you set up your campaign tracking and events properly at the start of your campaign (and triple-check it just to be sure).

Google Tag Manager is a digital marketer’s best friend that allows you to quickly and easily update tracking codes (or tags) on your app or website. This makes it very easy to centralise and manage all your campaign and marketing tags from Google Ads, Google Analytics and 3rd party tags like Facebook Pixels.

Thanks to “Conversion Pixels” and “Cookies” (the data kind, not the food kind) you’re able to track exactly how much you earn for each dollar you spend. This is why it’s important to match your tracking and events with your campaign success metrics (at the objective level of your campaign).

cookies  
If you’re seeing inconsistencies between your tracking data and your results (e.g. why are people dropping off your site?), you can use website heat mapping tools to cross-check your data and analyse the behaviour of your website users for extra insights.

In the world of marketing, there’s no such thing as too much data…

Never stop optimising 

Your objectives and goals are set You’re talking to the right people and your tracking is working correctly. Now the time has come for the really fun stuff.

My advice to you is A/B test. Always! 

Did you know that colours can be used to influence our decisions? Why not test a blue button against a red button and see what gets the best engagement? Or maybe try testing a ‘Learn More’ CTA against a ‘Buy Now’ CTA.

The variables when A/B testing are infinite. However, it’s important to only split test one element at a time to understand what exactly generated the best result with your audience.

Audience

Your messaging and creative are also wonderful things to test and optimise. It’s important to note when you’re testing two images against each other, make sure they’re distinct enough to give you clear insights

Last but not least, it’s important to try different marketing channels. This will help you find where your audience is and what drives the best results for your efforts. Are you only sticking to digital marketing channels and they’re not working as you may have hoped? Perhaps there are more traditional marketing channels you could test.

Key takeaways

At the beginning of this article, I said that everything we do in marketing is about testing, learning, and iterating until we get all the variables just right. Don’t be afraid of taking a risk and trying something new, as long as it aligns with your strategic marketing goals. 

Worst case it doesn’t “work”. But you would have gained insights about that channel, your audience behaviour or what CTA works best. So is it really that bad after all?

About the author

Isabelle Debnam is a strategic marketer with extensive agency experience in brand marketing, digital campaigns, paid advertising, content creation, copywriting and video production. Isabelle is also the Co-Host of the Your Marketing Mates podcast and Queensland Lead of the Assisterhood mentoring program.

Isabelle

Isabelle Debnam