Marketing operational excellence: Optimization


In the fifth and final installment of our marketing operational excellence blog series, we look at how to best optimize and evolve on your campaign once it’s live. Optimization of a campaign is an ongoing process that spans the design and measurement phases—but the stage that is in need of the most optimization is post go-live.

Optimization needs to be more than just an analysis of what did and didn’t work. Whether your campaign is outperforming itself or just hitting the mark, there are optimizations that can be made. Improvements can always be made or new variables tested. Leading marketing organizations harness a team culture of testing, optimizing, and iterating on all activities running—they don’t just concentrate on campaigns.

The data uncovered during optimization should not only impact the decisions made moving forward, but also how current plans evolve, in addition to continuously embedding the key learnings into the next planning cycle. If your achievements from the previous campaign were sub-optimal, then focus on quick and strategic course-correction. But if results were fantastic, then identify the factors of that success to re-invest and maximize the moment.

Variables to take into account when optimizing your marketing performance include:

  • Tone and message. Understanding how the tone or message resonates with your audience is vital to understanding whether you should repeat that same strategy or test with a different message or audience. If a test campaign resonated well with a small audience, then open it up to a larger group—but have a back-up plan prepared.
  • Channel mix. Consider the price, performance, and segmenting ability by channel for each of your audience groups. Based on their department or seniority level, one audience may prefer Twitter, whereas another may prefer LinkedIn. Be sure to reallocate budgets quickly and accurately based on performance.
  • Design and user experience. Ask yourself what your team can do to further eliminate the steps or clicks it takes for the user to reach your intended goal. Don’t overcomplicate the user experience. Make the call to action (CTA) and the WIIFM (what’s in it for me) as clear and concise as possible. Make sure you balance what you’re asking of the prospect with a clear understanding of what they are gaining from interacting with you.

Each of these optimization and analysis of tactics should track back to the original marketing plan and campaign brief—in short, were you able to meet and/or exceed campaign goals and benchmarks with strategic optimization?

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

Learn more about how Anaplan’s marketing performance management solutions can help.

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