Our four tips to step up your next campaign and use your data like a pro.
Managing marketing campaigns is complex, especially when you’re juggling online and offline activities that straddle multiple global regions. On top of this, there’s a continual need to optimize your marketing performance and improve margins. This is where customizable marketing dashboards come in to help managers streamline their processes with a single port-of-call for planning, tracking, and optimizing their campaigns.
Read on for our top four tips to help you streamline the management of your marketing activities. But first, what exactly is marketing campaign management?
Marketing campaign management: what it is and why it’s important
In a nutshell, marketing campaign management is the planning, executing, reviewing, and optimization of your marketing activities. For example, Marketing Managers who are coordinating campaigns spread across several European regions and different product lines, targeting their audience across social media, search engine marketing, TV and billboard ads.
Running complex marketing campaigns requires an aerial view of how well your marketing activities are engaging your potential buyers. This means you need access to reliable data hooked up to a single marketing dashboard to help you make better decisions about how to optimize your campaigns and meet your targets.
Planning stage: name and structure your data for reliable results
Planning is everything. A well-thought-out and carefully-designed plan will consider all angles and even include contingencies for the unexpected. One of the key parts of campaign planning is setting up your marketing software so it’s ready to receive healthy, reliable data once you hit publish. Here, we’re talking about taxonomy and naming conventions.
Taxonomy is the classification of data into standardized categories. Why’s it important in marketing? Because it’s vital to correctly sort the data spread across your systems and processes so you receive accurate, reliable information about your marketing activities. When done right, you can analyze the impact of your marketing efforts across each channel and make decisions about how to optimize your campaigns with the confidence that the data is up-to-date and accurate.
The type of structure you use will differ for your organization, but creating clear naming conventions for all offline and online marketing activities is important to make sure that everyone–from your colleagues to agency partners–and every system is tracking your data correctly. Standardizing your data taxonomy and naming conventions from the get-go will significantly help you to attribute results and improve your return-on-investment (ROI).
In Mediatool not only can you set up your own taxonomy and naming conventions, customized to your needs, but you can also connect them to your actual results giving you a granular yet holistic view of your campaigns.
Execute your plan: a marketing dashboard gives that all-important birds-eye view
There are many marketing tools and dashboards out there, yet so many Marketing Managers are still using Microsoft Excel. Switching to a user-friendly tool with a customizable dashboard (like Mediatool!) is so much more than a spreadsheet and choose software that can integrate with your other marketing platforms (like Google Analytics, Facebook, Twitter and more) and you’ll never look back!
Once you’ve named and structured your campaign to begin receiving data, you’re ready to integrate your channels with a marketing dashboard so you can see all your campaign activities in one place. A customizable marketing dashboard will help you feed all your marketing data into a single place so you can spend less time jumping between platforms manually generating plans and reports and more time on what matters: tracking your campaign performance and perfecting it for optimal results.
Tracking and reviewing: use real-time data to compare your targets with actuals
As soon as you launch your campaign you’ll be keen to see how you’re doing and begin comparing your results with your key performance indicators (KPIs). But how can you streamline this? Accurately tracking your KPIs—the top-level figures that track the success of your marketing efforts—requires reliable, up-to-date data. If you have no choice but to wait until the initial results land a week or a month, you’ll miss out on potential opportunities to responsively optimize your campaign in real-time.
When you spend hours carefully structuring your data and connecting channels to your marketing dashboard, it’s time for your hard work to pay off. When it’s running and receiving data, your dashboard will deliver a constant stream of accurate, to-the-minute information about your marketing activities so you can weigh your actuals against your KPIs. You can also filter your data to export customized reports that help you answer tough KPI questions.
To really streamline your processes, find a tool where you can set targets for your team and individual marketing channels, and view them in alignment with your results data. That way you can use one platform to see how your campaigns are progressing. Once you know how your marketing activities compare with your targets, the next step is to use your newly-gained insights to optimize your campaigns.
Optimizing: use your insights to improve performance and smash your targets
What’s the use in having accurate, real-time data to compare your KPIs to if it’s not actionable? Maximizing ROI is a key priority for all marketing campaign managers. Couple this with managing overall campaign performance and that’s a lot to juggle. Simplicity and ease-of-use go a long way in helping marketing managers do their job.
Use your marketing software to help you make agile, informed decisions about where to increase your spend, up your efforts, and cut your losses. By reacting to your campaign’s performance in this timely way, you can make better-informed decisions to reach and smash through your targets. Plus, you can be confident in your decisions knowing the data is accurate and reliable.
A fully customizable marketing dashboard that feeds you real-time data
A fully customizable marketing dashboard goes a long way in marketing campaign management. You can build custom tags and create custom UTM codes to classify your data the exact way you need to. Plus, you don’t have to worry about incorrectly labeled, lost, or duplicated data.
Let your marketing tool do the heavy lifting so you can do what you should be doing: carrying out your marketing activities, allocating spend based on results, and optimizing your campaigns. What’s more, you won’t have to second-guess whether your data is accurate or spend hours building and exporting reports for the c-suite.
Mediatool gives you a detailed overview of your marketing activities to help you understand your audience, become more wise with your investments and execute better campaigns. To see for yourself, book a chat with one of our specialists below.