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QUESTION 1) What parameters should be used to evaluate the success/failure of the

advertising campaign?
Measurement is the key to optimizing any process, and marketing campaigns are no exception.
Establishing and measuring key performance indicators (KPIs) for marketing campaigns, helps
clearly define as to what works and what doesn't. Which further helps direct marketing dollars
toward the most effective campaigns to achieve marketing success. Here are some of the
common KPIs we have taken into consideration to measure effectiveness of each of the four
communication channels adopted under the campaigns:
- Return on Investment (ROI)- Return on Investment measures the sales revenue a
campaign brings on every dollar spent. This is the best KPI to measure the effectiveness
of all marketing campaigns because it also measures the quality of leads these campaigns
generate.
- Sales Qualified Lead- A sales qualified lead (SQL) is a prospect created by the
marketing department and vetted by the sales team. After initial contact from marketing,
sales continues the interaction exploring their interest and capability to purchase. In our
case of Certification of Business Analytics people who requested or downloaded
brochures made it as the sales qualified lead.
- Cost per Lead- Cost per Lead measures the cost-effectiveness of marketing campaigns.
This metric focuses entirely on the leads generated by the campaign.
- Click Through Rate (CTR) - This would help measure how effectively the campaign is
able to reach to the appropriate target segment, as it measures the clicks against the total
impressions. In the case of this campaign, Email marketing has the best click through
rate, which means the identification and targeting of the right segment is best through this
method. PPC method has a decent CTR as well, which means the poorer performance in
the subsequent conversions is due to higher bounce rate.
- Cost per Acquisition (CPA) - This measure the total cost of acquiring one customer.
Email marketing has been the most feasible ad campaign, followed by Direct marketing.
The cost of PPC and Print marketing does not justify the conversion results, with Print
Marketing being the worst, and most expensive and cost ineffective, campaign.
- Conversion Rate (CR)- A conversion is a meaningful action taken by a visitor that has a
specific value to the organization. The number of enrolments for the Business Analytics
Certification course amount to conversions in the current case.
- Revenue and Profit - Based on this Direct selling has been the most profitable campaign
with the highest revenue, followed by Email marketing. While PPC’s conversion has
been poor, it has managed to make good profits, while print has been a loss making
campaign.

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