The Campaign Framework

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 Industry, Marketing Trade
• Sales Industry, Sales Trade
• The Sales Funnel

Marketing for Dummies Guides

• Marketing for Dummies
• Marketing Plan
• Marketing Strategy
• Positioning
• Differentiation
• Brand Equity
• Brand Marketing
• Direct Marketing
• RFM – Recency Frequency Monetary
• Breakeven Response Rate
• Customer Profitability
• CLV – Customer Lifetime Value
• Loyalty Program
• The 4 Ps
• The Campaign Framework
• The Marketing Budget
• The Marketing Mix

Measuring, Marketing, Metrics & KPIs

• KPI – The One Key Marketing Metric
• Marketing KPIs and Metrics
• Measuring Marketing
• ROMI – Return on Marketing Investment
• Marketing Finance
• Financial KPIs
• Market Share
• Mind Share
• Customer Satisfaction (Cust Sat)
• Net Promoter Score
• Kano Model

Online Marketing/ Digital Marketing

• CPM Advertising
• CPC Advertising
• CPA Advertising
• Click Through Rate (CTR or Click Thru Rate)
• Conversion Rate
• SEO Marketing
• SERP: Search Engine Ranking Page
• Behavioral Email
• Guerilla Marketing