How do you compare campaign channels and tactics?

1 Define your campaign goals and metrics

Before you can compare anything, you need to have a clear idea of what you want to achieve with your campaign and how you will measure it. Depending on your campaign type, goals, and audience, you may have different metrics and key performance indicators (KPIs) for each channel and tactic. For example, if your campaign goal is to generate leads, you may use metrics such as conversion rate, cost per lead, and lead quality for each channel and tactic. If your goal is to raise awareness, you may use metrics such as reach, impressions, and engagement. Make sure you align your metrics with your goals and use the same definitions and formulas across all channels and tactics.

2 Choose your comparison tools and methods

When it comes to collecting, analyzing, and comparing data, there are many tools and methods available, such as Google Analytics, Facebook Insights, email marketing software, spreadsheets, dashboards, and reports. Depending on your needs and preferences, you may use one or more of these to track and compare your campaign performance. When choosing these tools and methods, you should pay attention to the accuracy and reliability of the data, the ease of use and integration of the tools, the level of detail and customization of the analysis, and the frequency and format of the comparison.

3 Compare your campaign performance across channels

The next step is to compare your campaign performance across different channels, such as social media, email, search, display, etc. This will help you understand how each channel contributes to your campaign goals and how they interact with each other. To analyze your campaign performance across channels, you can use methods such as channel attribution, ROI, and segmentation. Channel attribution is the process of assigning credit to each channel for the conversions or outcomes they influenced or generated. There are different models of channel attribution, such as last-click and first-click, so you need to choose the one that best fits your campaign goals and logic. Channel ROI is the ratio of the revenue or value generated by each channel to the cost or investment made on each channel; this will help you evaluate the profitability and efficiency of each channel and optimize your budget allocation. Lastly, channel segmentation is the process of dividing your audience or customers into groups based on their behavior or characteristics on each channel; this will help you understand the preferences, needs, and motivations of each segment and tailor your messages and offers accordingly.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?