The Campaign Framework

By: EconomyWatch   Date: 30 June 2010

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EconomyWatch

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Campaigns & the Campaign Framework

For most organisations, the ‘unit’ of marketing activity is a campaign framework. We will look how a marketing strategy is translated in a Campaign Framework and individual campaigns, budgetary structures, and the creation and definition of Key Performance Indicators (KPIs). We also look at how Multi-Variate testing can be used to both learn and improve campaign profitability.

Metrics Covered: Campaign Budgeting, Campaign Profitability, Cell Profitability

Financial Projections – Campaigns

Have a clear rationale for which revenues and costs are included and how they are attributed. Use ROI projections

Project campaign profitability at a median level to cell profitability levels

Complete campaigns often under-perform test campaigns – leave plenty of 'wiggle room'

If full cell campaigns come in at target, or can be tuned further, then your campaign will over-perform

Cell Profitability

Each campaign should consist of a number of cells

Each cell should test one variant, such as audience segment, promotional offer, price point, packaging, message, creative execution, media selected etc.

By testing a wide range of cells, the marketing deparment can continually learn, and the profitability of the final campaign can be increased - by only running the most profitable cells in the full campaign

Sales & Marketing

Marketing for Dummies Guides

Measuring, Marketing, Metrics & KPIs

Online Marketing/ Digital Marketing


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