Data Tip: Uniting campaigns and results

Depending on the scale and frequency of your marketing campaign calendar, you’ll perhaps understand the importance of managing campaigns on a centralised basis. By leveraging a model by which each campaign can be executed and measured as part of a process, marketers not only expose themselves to a world of efficiencies on offer, but also aggregated and exponentially more powerful insights.

We’ve found over a number of years that there are several key elements required to enable centralised campaign management:

  1. Consolidated Marketing Database A clean, accessible and relevant marketing database should always be the main enabler of successful direct marketing, let alone evolved centralised management. This includes regular data health checks and cleansing, as well as housing the data on a platform relevant to your needs.
  2. Single Customer View By establishing a clear picture of each customer across various data sources, marketers are far more empowered to get a view of true performance across campaigns, as well as establish more accurate recency/frequency behavioural patterns.
  3. Campaign Level Data It may seem simple; however a common pitfall we see is companies not recording consolidated and precise campaign level data. This may include straightforward values such as products and dates; however you may also consider storing costs, campaign influences or creative groups.

To talk through these and the array of other centralised campaign techniques, or for any help in ensuring you’re getting the most out of your data, give us a call today on (02) 9432 7401.