Analyze and generate actionable insights to evaluate campaign performance and optimize future campaign dynamics, across channels
Tools used
MS Excel, MS PowerPoint
Our client, a leading Home Furnishing brand, had run a couple of large-scale/ pan India campaigns that they wanted to evaluate so that business decisions basis their performance could be taken.
Since marketing budgets are limited for any brand, they need to be allocated wisely thus making it imperative to understand what is working for the brand and what is not.
Priorise’s team of insight miners used a 4-layered campaign analytics approach to provide relevant insights.
- Identifying key metrics(Conversion Rate, Sales, ATV, Repeat Customers Rate)
- Comparison with different relavant periods to measure impact (Same campaign previous period, No-campaign, Pre-campaign, Campaign, Post-campaign periods)
- Identifying effectiveness of campaign value prop vs. Other campaigns
- Analyzing campaign effectiveness across markets/ channel
Some key insights from this solution:
On the basis of market performance, priority of running particular campaigns for specific markets was determined
On the basis of our analysis, new targeted campaigns for particular customer segments were suggested (dormant as well as highly engaged segments)
Optimum Campaign duration for maximum returns as well as the timing when the campaign should begin were suggested
The messaging and gap between campaigns was also evaluated and suggestions for improvement were given
Project Information
- Since implementing the recommendations, engagement and conversions have increased leading to higher Revenue (for the older campaigns)
- The newer suggested Campaigns were launched and led to 10% increase in conversions from the dormant segment (which was earlier at 0%)
