Successful campaign evaluation in practice

1. INTERNET INTELLIGENCE
– Get in control of your numbers

2. Control the complexity of your
online campaigns

3. A simplified example
Media
Landing
Mail Conversion
page
Search
Campaign site -
CRM Refer a friend
New rotation
Social Social Social
Media Media Media

4. Different data sources
Media Web Analytics Tool
Online
Marketing
Tool
Landing
Mail Conversion
page
AdWords Search
Campaign site -
CRM Tool CRM Refer a friend
Google Analytics
New rotation
Social Social Social
Media Media Media
Social Media Monitoring- and Marketing Tools

5. Different ownership
Media Inhouse Web Analyst
Media
Agency
Landing
Mail Conversion
page
SEM/SMO Search
Agency
Inhouse Campaign site - Advertising
CRM CRM Refer a friend Agency
New rotation
Social Social Social
Media Media Media
SEM/SMO
Agency

6. Successful campaign analysis in practice
Campaign planning Campaign start Campaign running
Map out all parts of the campaign All responsibility for evaluation Communicate areas of
of the campaign in one place improvement based on agreed
KPI´s:
Identify all relevant data involved
Campaign evaluation starting at
Media Agency:
What systems store the data campaign launch
Media, banner rotation etc.
Who controls the data Ad Agency:
Creatives, landing pages, mail
Routines for retrieving data content, campaign sites etc.
Define KPI´s for the campaign Company:
Adjustments on site etc.

7. Make evaluation independent of special interests
Media Agency Advertising Agency Marketing department
- Bought all media - Made all creatives - Responsible for the outcome
Independent part
- Campaign analysis

8. INTERNET INTELLIGENCE
contact@internetintelligence.se
+46 733 564 151