Best Practice Toolkits

Eloqua 101

Eloqua Library B2B Marketing Email Marketing Lead Management Lead Nurturing Marketing Automation Marketing ROI Sales Effectiveness Software as a Service

Everything that B2B Marketers Needed to Learn in College but Forgot to Ask
Download

Campaign Analysis & Analytics

Back to Marketing ROI

The process of assessing the effectiveness of marketing campaigns through the diligent and systematic analysis of campaign success metrics.

Marketing has evolved over the past several years from a primarily creative discipline seen as a cost center, to a highly analytical, measurable area can be seen as a significant revenue generator. Today’s marketer does not have the luxury of deploying marketing campaigns without a thought about results or an attitude that marketing activities cannot be measured. Pressure from executive management and boards and the advent of new tools and systems that make campaign analytics more accessible, have created a culture of accountability for the marketing profession with a focus on justifying marketing spend and headcount.

Marketers today use an array of tools in the pursuit of campaign measurement. The tools used by marketing departments to analyze campaigns depend largely on their marketing mix. From search marketing and events to email marketing campaigns and direct mail, the tactics used by marketers are many and varied depending on the organization’s business strategy and goals.

The focus of marketing campaign analytics is two-fold. By developing a system for campaign measurement, the marketing department can systematically review discreet metrics associated with campaign success and make the necessary adjustments to those campaigns or discontinue unsuccessful campaigns in order to optimize overall marketing effectiveness and allocate spend. Additionally, in this era of marketing accountability, a disciplined regimen of campaign analysis enables marketers to justify the dollars they spend on specific programs by demonstrating the success of those campaigns.

Different aspects of the marketing mix will have different goals. For example, traditional advertising typically aims to increase brand awareness and remain top of mind by staying in front of a target audience in the media they typically consume. The way print advertising is measured will be very different from the measurement of other elements in the marketing mix. Print impressions or the number of eyeballs that witness a particular ad are often calculated by the circulation of the specific print media. Certain offers or calls to action associated with a print campaign may be more tangibly measured through the use of mail-in inserts or online offer codes, but most print ads are sold through a Cost Per Impression model (or CPM, cost per mille) which associates a cost to every thousand impressions.

Similarly, search marketing -- which is also intended to increase brand awareness and is often sold in a similar fashion -- will have a very different process for measuring campaign effectiveness. Because online and search impressions are counted in clicks rather than eyeballs marketers can use online campaign analysis tools to calculate the actual number of clicks or leads generated by a specific campaign, thereby associating a definitive ROI and objective measure of campaign success.

Ultimately, marketers will approach campaign analysis differently depending on the business goals and marketing medium. In online marketing, cost per lead (CPL) is a governing cost basis for analyzing campaign ROI and the goal of campaign analytics may be very strict. Online marketers may use data from a CRM or SFA system, in conjunction with a marketing automation platform to analyze campaign effectiveness based on email opens, click-through rate (CTR), form conversions and ultimately revenue. Each discreet metric will be measured in order to understand which campaigns are working and worth allocating marketing budget towards and which are not. In the case of trade shows or events, the focus of campaign analysis may look specifically at event cost versus number of leads generated in order to discern a cost per lead and ROI.

It is common practice among marketers today to analyze and measure all aspects of marketing for which there is data available. In creating a culture of disciplined campaign measurement, marketers are armed with more objective data on the tangible success and impact of marketing programs.

Campaign Analysis & Analytics Resources

Measuring Good to Great Marketing
Marketing professionals discuss what it takes to moves from good to great marketing programs.

2:48 minutes

Marketing Superstar Q&A: Mark McCary on Platts’ Revenue Strategy
One of Eloqua's most successful clients, Platts, shares their experience with RPM and the strategies they use to improve revenue performance.

Are You Missing Out on the Big Picture?
Profitability, brand image and customer loyalty are often on the forefront when discussing a campaign’s performance, but marketers must remember that analysis is the key player in future success.

Finding Beauty in Ugly Results
You know that feeling you get when you’re just about to launch a new marketing campaign? You know, equal parts euphoria and nausea. Yea, that’s the one.

You’re excited because you see the fruit of many weeks of hard work – research, writing, creative design, data analysis – and you anticipate the accolades and praise that are sure to come as the new leads pour in. Meanwhile, the faint hint of nausea nags your insecurity… what if the results don’t meet expectations?

Left and right Brains Unite! Making marketing measurement meaningful
Measurement guru Patrick LaPointe from Marketing NPV, Mikel Chertudi, VP of Demand Gen from Omniture and Eloqua CMO, Brian Kardon explore the crawl, walk, run approach to measurement.

58 minutes

next steps

Launch
Overview Evaluating? Contact Us

Automate Marketing Target the right buyer Do more with less Easily execute campaigns Get the right leads to sales	Nurture leads automatically Connect social and revenue Deliver sales intelligence Measure everything	Next Steps View Demo View Product Overview
Accelerate Revenue Eloqua Revenue Suite	How to Buy Evaluating? RFPs and more! Pricing & Packages	Next Steps View Demo View Product Overview