Four phases of measuring the success of a campaign
Working with numbers is always a headache, and Community Managers or Social Media Analyst know this well when they are asked to measure the Return on Investment (ROI) of an advertising campaign on social networks .
ROI is a term of the financial sector that compares the benefit obtained against the investment made; In digital marketing ROI allows us to quantify economically whether or not our campaign had predicted monetary success.
Thanks to technological advancement in the various measurement tools every day is more accurate to obtain the ROI. In order to obtain a correct result of the return on investment it is important to establish the appropriate measurement bases, according to Nielsen must be taken into account conversion, optimization, exposure, the best consumer search and planning. We will explain each of the phases so that you can apply them in the measurement of your campaigns.
1. The conversion refers to measuring through sales taking into account the buyer's data (including the number of items purchased and the number of visits to the online store) at the time of launching our next campaign. This phase is important because you can know what they have bought and what is working.
2. During the optimization the presence of integrated ads or the use of attractive contents that arouse the real interest of the user are a key element to improve the memory of the brand.
3. The exhibition is the way to collect the behavior of the user in relation to the campaign launched. In this phase the data derived from the various exposures of the advertisement are collected to connect it to a Data Management Platform (DMP) and obtain a complete image.
4. Although the search for the best consumer is complicated, it is not impossible. If the campaign is not succeeding on the chosen platform, it should be migrated to another platform in search of the best consumer.
5. Planning is fundamental before launching any advertising campaign, the team involved must constantly measure each of the above steps and navigate with the same goals.
ROI is a term of the financial sector that compares the benefit obtained against the investment made; In digital marketing ROI allows us to quantify economically whether or not our campaign had predicted monetary success.
Thanks to technological advancement in the various measurement tools every day is more accurate to obtain the ROI. In order to obtain a correct result of the return on investment it is important to establish the appropriate measurement bases, according to Nielsen must be taken into account conversion, optimization, exposure, the best consumer search and planning. We will explain each of the phases so that you can apply them in the measurement of your campaigns.
1. The conversion refers to measuring through sales taking into account the buyer's data (including the number of items purchased and the number of visits to the online store) at the time of launching our next campaign. This phase is important because you can know what they have bought and what is working.
2. During the optimization the presence of integrated ads or the use of attractive contents that arouse the real interest of the user are a key element to improve the memory of the brand.
3. The exhibition is the way to collect the behavior of the user in relation to the campaign launched. In this phase the data derived from the various exposures of the advertisement are collected to connect it to a Data Management Platform (DMP) and obtain a complete image.
4. Although the search for the best consumer is complicated, it is not impossible. If the campaign is not succeeding on the chosen platform, it should be migrated to another platform in search of the best consumer.
5. Planning is fundamental before launching any advertising campaign, the team involved must constantly measure each of the above steps and navigate with the same goals.