Marketing Campaign Measurement

Evaluating and Improving Performance

Why Measuring Matters

Measuring and evaluating the performance of digital marketing campaigns is a key part of how we ensure high-quality results for our clients. By analyzing key performance indicators, organizations can gain valuable insights into consumer behavior, campaign effectiveness, and overall reach. This iterative process enables marketers to identify strengths and weaknesses within their campaigns as somewhat of a SWOT analysis.

Continuous evaluation allows for timely adjustments, ensuring that marketing efforts align with market trends and business needs.

Baselines & Benchmarking

We start with a discovery process to identify your objectives and current situation. For a competitive analysis, we assess your overall digital presence in organic search, local search, and paid advertising. The goal is to develop a comprehensive view of the channels that should be considered for ongoing review, performance measurement and evaluation.

After investing time to gather real-time and historical performance data, our marketing experts can then create a custom tailored improvements action plan that fits your needs and marketing goals.

Measuring Campaign Success

Performance Metrics

Defining client goals and identifying KPI's is a critical part of measuring success. This is because goals and KPI's establish the benchmarks to which actual results will be compared. The goals and KPI's need to be specific, measurable, and sometimes updated to reflect the needs of the business.

Some common metrics used to gauge performance are: website traffic, conversion rates, time-on-site, user journey path, phone calls and form submissions.

As part of our SEO management services we utilize SaS services such as SEMRush, Ahrefs, and PageSpeed Insights to capture critical performance data. These services provide many metrics for campaign performance with multiple ways to sort and view data. We also factor in Google algorithm changes to better evaluate root causes for fluctuations. This mitigates decision making errors.

Client Feedback

In our experience, raw statistical data is valuable, but is not nearly as important as what our clients experience. We maintain active communication with clients to discuss lead generation volume, quality of leads, and how well leads are affecting all areas of the business.

Examples of types of critical feedback: For law firm SEO, are all practice areas getting leads? For service business SEO, from how large of an area are leads received, and are leads coming in for all products or services?

For measuring campaign performance for fully-integrated, multi-channel SEO campaigns it is a best practice to track and discuss performance for each channel. This may include local search listing performance, social media engagements, email marketing open rates, traffic from content marketing, PPC ad leads, and more.

Strategy & Services Adjustments

Learn, Adapt, Overcome

E-Platform Marketing adjusts strategies, methods, and tactics for marketing campaigns based on analytics, performance data, and client feedback. Our digital marketing service agreements include our Level 1 (basic) account management services.

It is important for clients to understand that evaluating campaigns requires a cost of time and third-party services. The amount of resources that can be allocated for strategic analysis and developmental work is influenced by the client's marketing budget. Marketing Services Agreements can be modified to add extra levels of account and campaigns management.

Fine Tuning Performance

There are many ways to identify ways to fine-tune strategies, methods, and tactics. Aside form the actual tasks, it is useful to be able to measure results of changes with consideration of dynamic external factors. If the budget allows, this should be a continual process for ongoing improvement of campaign performance. Below are services to improve campaign performance.

Analyzing Key Performance Indicators (KPIs) using analytics tools to evaluate search engine ranking, website traffic volume, conversion rates, etc. to evaluate specific areas.
A/B Testing which is involves actions such as creating different versions of ads, PPC landing pages, or email campaigns to continually compare results. A/B testing often includes design and content optimization work.
Customer Behavior Analysis involving study of behavior and engagement metrics. This includes seasonal behavior changes which may influnece messaging, targeting, or channel usage.

Move Forward

Get Marketing Performance Help

Interested in learning more about campaign performance evaluations and improvement services?

Simply call us at 770-429-5300 or click below to request more information.

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