We recently got the chance to sit down with April Brown, VP of Consulting & Marketing Analytics at Origami Logic, to address some of the common questions she gets as she works with companies on their marketing measurement initiatives. April has over twenty years’ experience as a marketer, a consultant, and a leader. Working at the intersection of marketing and technology, she has helped some of the world’s largest B2C and B2B brands successfully transform into agile, data-driven businesses. We turned our conversation with April into a video series, Quick Advice From A Marketing Analytics Expert; each video is two minutes or less. For this post, we are addressing a challenge that a lot of marketers struggle with – getting execs to trust the campaign analysis data when they are used to relying on gut instinct.
Trusting Campaign Analysis Data
You’ve worked on your latest marketing campaign for weeks now and it’s finally over. After some analysis, you conclude that the team knocked it out of the park! Whew, the hard part is over… or is it? Unfortunately, your execs aren’t so sure. Their “gut instinct” tells them that the campaign didn’t quite get the “buzz” they had hoped for, and therefore couldn’t have been successful. How do you convince them to trust your campaign analysis data versus gut instinct?
Overcome Instinct With a Story
Before your execs can question the campaign analysis data, first double check that the data you present is accurate. There are a lot of ways to go about doing this, but the quick win is checking for anomalies. Make sure to look into outliers or big spikes that look out of place.
Once you know your data is accurate, you can be confident in sharing it, but it’s not enough to share as-is. One of the reasons the execs might not trust the data is because they don’t have the time to delve into the details for context. The most important thing to get them onboard is to tell a story in a way that resonates. If the data story aligns with their day-to-day work, they are much more likely to believe it. Here is what to do:
Best practice for showcasing campaign analysis data for your exec, is to start high-level and then get as granular as you need to from there. Follow these steps:
- Review campaign objective (remind them what you were trying to accomplish)
- Show budget vs. spend
- Provide examples of creatives
- Compare results against objectives
- Outline next-steps based off of learnings from results
- Highlight any additional interesting moments that were uncovered in the data
- Apply learnings as fundamental steps to future campaigns
For more quick advice from a marketing analytics expert, check out the whole series here.