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Run pre-post campaign tracking to make sure you know how your campaigns perform.
You’re planning a marketing campaign.
You’ve got ideas bouncing around, maybe a catchy slogan, or a sleek design. But are you sure it’ll work? Or are you just going to press publish and hope for the best?
Hope is not a strategy. You need data. Then you’ll know exactly what resonates with your audience, and more importantly, what drives them to take action.
More engagement, more conversions, more loyal customers. And all of it is grounded in consumer insights, not wishful thinking.
Let’s show you how to get there in our guide to campaign planning.
Pre-post campaign trackers are multi-wave research studies designed to measure brand metrics before and after a campaign or event.
By comparing these two sets of data, you can see exactly how much your campaign moved the needle.
They can be standalone surveys or part of an ongoing brand tracker, focusing on timing and consistent questioning.
Tracking your campaign before and after launch helps you understand the story your campaign is telling through data.
Pre-campaign metrics give you a baseline, while post-campaign metrics show you the results of your hard work.
Together, they give you a clear picture of your campaign’s effectiveness and help you justify your marketing spend.
A successful campaign always starts with clear objectives. These objectives give you a tangible way to measure your success.
What your objectives are depends on your business and commercial goals. You might want to build brand awareness – reach, impressions, eyeballs are what matter here.
Maybe you want to drive sales – conversion here is what matters in that case.
This is when you should think about SMART goals.
Set SMART goals to keep your campaign focused and on target.
SMART goals – Specific, Measurable, Achievable, Relevant, and Time-bound – are the basic blueprint for a campaign that helps you stay on track, performs well, and delivers results.
Generally all marketing campaigns will fit into one of these categories:
Awareness: Get your brand noticed.
Engagement: Promote interaction and build relationships.
Conversion: Turn interest into action.
Retention: Keep your customers coming back.
Gathering insights is just the beginning. The real magic happens when you apply those insights to create campaigns that resonate. Here’s how to turn data into action.
The Consumer Research Academy is brought to you by the Customer Research Team—our in-house research experts. Any research questions? Email or chat with the team.