Campaign Analysis: Are All of Your Markets Performing Well?

Campaign analysis

When your marketing campaigns are over, are you reviewing overall metrics and ROI or are you looking at each individual market? Running a market-by-market campaign analysis enables you to see how each location is doing and how their individual audiences are responding. This type of data analysis equips you to make informed adjustments and provide the support each store needs. 

What is a Campaign Analysis? 

A campaign analysis, also called a matchback report, is a data analysis that matches up your marketing list to your transaction file, so you can see which individuals you targeted completed a transaction. This report often identifies more campaign responses than any other method.  

In order for this to work, you need to target known individuals with your campaign and capture data at the point of transaction. If you use anonymous audience targeting, you will not be able to run the analysis.  

A matchback report can show you accurate campaign response rates, revenue generated, and ROI. You can filter down results by market, store, and audiences, so you see exactly which groups are resonating with your offer and which ones are not. 

Not All Markets Are the Same 

Unfortunately, not all of your markets will yield high results every time. To really maximize the impact of your marketing efforts, look beyond the overall campaign results and examine the performance of each market and location.  

Every store has its own unique challenges and needs, and if you treat them all the same, it can be detrimental to your success. Are your weaker markets draining your resources and skewing results? Do your stronger locations need additional resources in order to keep flourishing?   

Use your campaign analysis to see how each location is doing and then strategize for how best to meet their needs. Some stores might be trying to reach brand new markets; others could be stale and need something fresh to catch their audiences’ attention. By looking at each one individually, you can equip them for success.  

Questions to Ask 

As you review your campaign analysis, remember marketing is a complex, multi-faceted process. It’s rarely all bad or all good. Dig into your results and ask questions to see what factors are impacting your results. Some questions you can ask: 

  1. What’s going on at this location? Has there been any major changes like new leadership or renovations? Are there any changes in the local community that might be impacting results? 
  2. Has your marketing content changed? Evaluate your marketing piece. Are you highlighting more of one product category than normal? Have you rebranded? Does your content include images tailored for your target audience? 
  3. What are your responders buying? Do you see any trends from past campaigns? Are the entry level products different from what they have been? Have you made major stock changes? 
  4. Has your offer changed? Instead of offering 20% are you offering 15% discounts? What impact is that making? 
  5. What’s happening in your industry? Are there any major trends going on in your industry that might be affecting consumers’ purchasing patterns? 

How do you apply campaign analysis results? 

Once you have studied and identified possibly factors impacting your campaign results, it’s time to apply what you’ve learned.

  1. Change Quantities – You can decrease quantities in underperforming markets and increase those in your strong markets. 
  2. Adjust Content/Offer – Test out different offers or change up content in your mail piece to see what resonates best with your audience. 
  3. Watch the Trends – Sometimes, you don’t have enough data to know if this is an anomaly or a new downward trend. If that’s the case, you may want to monitor things for a few mail cycles to see if it continues or improves before making adjustments. 

Strong marketing campaigns are built on knowledge gleaned from previous campaigns and tailored to meet the needs of each location. If you’re interested in running a campaign analysis on your marketing efforts, reach out to our team. We enjoy helping companies find new ways to grow their business.