Quick guide to measuring your digital campaign effectively
Looking at your email click-through rate might be interesting but it’s not going to help you to measure your digital campaign effectively unless you can give the data meaning. Giving your data meaning will allow you to communicate your data within the context of your campaign strategy and could help you to persuade others that you need to look at different data or change campaign tactics, for example. Achieve this by planning your campaign in five steps.
Start with a brief
The brief will outline the problem you’re trying to solve, your audience, key messages, objectives, and the constraints within which you are working. For example, your charity may be receiving a lot of single donations but you need to convert these into regular donors (problem). To convert them you may decide to target single or lapsed donors (audience) with the target of increasing regular giving (objective).
Set SMART objectives
Specific, measurable, achievable, relevant, and time-based objectives will enable you to effectively measure the overall success of your campaign. Raising awareness may be a popular objective but without the specifics it is difficult to measure if this has been successful. A SMART objective for our fundraising campaign could be ‘to convert 5% of your single donor database into regular donors within six months’. It is likely that you will have more than one objective but they should all be SMART if you want to effectively measure your campaign.
The data you measure to see if you have reached your objectives will depend on the digital tools you use – such as display ads, social media, landing pages or email – and how you incorporate these into the different stages of your campaign. In our fundraising example social media could be used to re-engage your donors while email could be used to make the final ask. Once you know how you will use each tool to move people along your campaign journey you can create targeted content for each stage.
Your campaign’s key performance indicators (KPIs) tell you the data you should be monitoring to see if you are successfully moving towards your objectives. In the fundraising example you might want to measure the click-through rate of your Facebook ads across desktop or mobile and the conversion rate of your landing pages. Measuring these KPIs allows you to keep control of your campaign tactics. While the data you’re looking at may not have changed since before you set your objectives, it will now have taken on meaning within your campaign.
Tell a story
Many charities are already benefitting from the use of free tools such as Google Analytics and MailChimp, while larger charities may use a campaigning platform such as Engaging Networks. However you’re measuring your campaign, following these steps will mean you are now able to tell the story behind your data. This allows you to give the data meaning and enables you to refine your campaign as you run it. People remember stories better than statistics: ultimately, this will help your organisation to be more effective in its use of data.
Find out more about planning and measuring your campaign, give us a call