Measuring Marketing Campaigns to Determine the Most Successful Approaches ...
Marketers are constantly fielding marketing campaigns designed to motivate consumers/customers. These campaigns may or may not be targeted, but are usually designed to elicit a specific behavior -- more transactions to generate increased revenue.
Many of our clients struggle with how to fundamentally evaluate a program's performance. Without assigning specific metrics to a campaign, the campaign can become "just a cost center" that's easily cut when budgets get tight.
Evaluation of these campaigns is essential. Identifying which parts of which campaigns appeal to which segments of consumers/customers is critical to being able, over time, to refine and improve overall performance.
M Squared Group has experience in identifying control groups, developing pre/post performance analysis, matching consumers to external sources and other best-in-class analysis approaches that will continuously improve campaign performance in terms of ROI and business growth.