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