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Marketing operational excellence series: Execution

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In the second installment in this 5-part series, we looked at the production process and the steps to build a campaign based on planning, creative, data, and measurement goals. Now, we will move our attention to the execution process, from publishing to promoting the campaign across all channels and mediums determined in your creative brief.

Launching the campaign can seem like the easy part, but the complexity lies in what you do before publishing and how you plan for success or failure—especially when each view, click, and/or conversion involves an amount of spend.

Five tips to streamline the campaign publishing and execution process:

    1. Have a baseline for what success looks like. Compare your activity against this baseline to establish activity performance. This baseline should vary across channels—perhaps for email, it’s a performance curve showing click-through rate (CTR) by the hour; and for other channels, such as display advertising, it’s a daily curve.
    2. Consider the spend across each channel. If you are purchasing impressions or clicks, then ensure you have a plan if your content on a specific medium outperforms your expectations. Ensure you have the ability to redeploy funds quickly to maintain results from the best-performing channels.
    3. Plan for resource availability post-campaign deployment. This will ensure that if you need to change direction—whether it be creative, copy, or channel strategy—you will have people available to lead this charge.
    4. Ensure you are A/B testing new messages or creative themes. Your focus group is not always right, and what you thought would excel may actually flop. Have a back-up plan and be ready to optimize it on-the-fly.
    5. Build control groups if you have a large enough dataset so results are statistically relevant. This will enable you to create a true picture of performance based on statistical facts by comparing your variations to a control group to identify under/over performing segments.

The key takeaway: You need to be ready to shift gears, either up or down. No matter how much testing you’ve done with new content, you cannot predict your audience’s reaction. Pre-planning is required to ensure that you have the agility within the department to react quickly—the other alternative is a fallback plan put in place prior to campaign launch.  

As you begin to build out this level of sophistication into your marketing planning and production process, you may find that there is a breakdown because most marketing departments still plan in spreadsheets. Learn more in our upcoming webinar to discover how Anaplan helps marketers deliver an effective and efficient operational process.

Next in this 5-part marketing operational excellence series: Learn more about how Anaplan can help with its marketing resource management solutions.

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