When a campaign goes live, marketers invest a lot of time and resources into its success. Whether it’s to drive website traffic, boost subscriptions, surface more leads for the sales team or improve a brand’s search engine rankings, a successful campaign requires a comprehensive measurement strategy that takes into account both short-term and long-term goals.

What is a Campaign?

Campaigns are a big part of the political process. They are large, organized efforts that promote the ideas of a candidate or cause to a large audience. A successful campaign can make or break a candidate’s chance at victory in a given election. For that reason, campaigns are highly demanding and can be emotionally and physically exhausting. Having said that, many staffers find their roles on political campaigns very rewarding and fulfilling professionally.

Measuring marketing campaign effectiveness is not an easy task, and it is important to have a clear definition of success before you start measuring. This includes determining the desired business outcome and how that will be measured, such as through revenue or conversions. The best-performing teams are 1.4 times more likely to use revenue as a KPI and 2.5 times more likely to track total sales.

Marketers also need to consider customer loyalty and sentiment shifts as a result of their campaign. If a customer is more loyal to your brand after seeing your campaign, it indicates that the campaign was effective. However, if that same customer unsubscribes from your email newsletter or deactivates their mobile app account after receiving your messages, it means the campaign was not successful.