Analyzing your campaign tracker

Your research results are only as good as the action you take from it. 

Once you’ve gathered your campaign tracking data, it’s time to analyze it and translate those insights into actionable strategies.

Campaign tracking analysis best practices

Bear these approaches in mind when you’re digging into your campaign tracking results:

• Holistic analysis: Don’t just focus on topline metrics – drop down into subgroups and specific KPIs to get a full picture of your campaign’s performance.
• Use additional data sources: Complement survey data with sales figures, website analytics, and social media insights to get a comprehensive understanding of your campaign’s impact.

How do you turn insights from campaign data into action?

Identify what worked well in your campaign and areas for improvement. Use these insights to refine future campaigns, optimise your marketing spend, and increase customer engagement.

When looking back at your campaign, bear these questions in mind:

• How have metrics for your brand changed relative to other brands? (Remember to add competitor brand questions to your brand tracker!)
• Which sub-groups were more likely to have seen the advert?
• Have there been any changes to brand association and perception, beyond just awareness and consideration?
• And if there are any decreases in metrics, are they statistically significant?

When all of these elements are considered, a fuller story about what impact your campaign has had will start to emerge.

Is there such a thing as a ‘bad’ result?

After reviewing your pre- and post-campaign tracker, you might be disappointed with the results. But from a research perspective, there’s no such thing as a ‘bad’ result.

If the results don’t meet expectations, that doesn’t mean the research wasn’t worthwhile. In fact, these situations often provide the most valuable insights. Where did the campaign fall short? How was the creative perceived? What can you learn for next time?

Trackers that reveal these lessons are often the most useful. They might even guide future creative testing for your next campaign.