February 5th, 2010
Why Promotion Results Matter
Too often, we see clients conduct massive, large-budget campaigns. The campaigns may be well received and may receive a lot of press, but a simple question post promotion as to whether or not the promotion objective was met – be it increased store traffic or sales, is surprisingly an overlooked answer.
If you can’t measure the results, you don’t know if what you are doing is working and you will have no information to guide you on your next promotion. Nor can you prove to your company or your client that your blockbuster campaign really was just that.
Results show where you are and provide opportunities for improving your marketing initiatives, ad content, targets, or approach. Whether through a test and control groups or simply analyzing site traffic, results provide insight into your campaign effectiveness.
With more promotions online, the measuring the success of a campaign is becoming simpler. Tools such a Google Analytics and Advanced Web Ranking are popular tools for online campaigns. Other offline campaigns may require a more traditional or even creative measurement, but with careful planning pre-promotion, having the resources you need post-promotion can ensure objectives are met.
Categories: Statistics, Technology, Tips
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