Reviewing Audience Insights and Historical Campaign Objectives, Implementation and Results

This post is Step #1 in my outline of 5 Steps to Data Strategy for a Marketing Intelligence Culture.

Before launching the strategy for a new campaign or refreshing the strategy for an old one, it is wise to first do two things: review audience insights, and review historical campaign objectives, implementation and results. These two practices help establish a baseline for what everyone already knows and which questions still need to be answered. A new campaign can sometimes validate what everyone already knows, but it should always attempt to answer outstanding questions.

I’ll begin with a quick sketch of an example project owner/data owner workflow:

The practice of discovering and communicating audience insights (pictured: right) should be directed primarily outside of the campaign cycle. A business intelligence lead should work with a project owner to prioritize what types of broad, raw questions they want to answer, and to what level of specificity. This type of employee should understand business and project goals, be familiar with internal data and information architecture, be comfortable reaching out to data leaders across the organization, and be efficient at communicating (in emails or SQL) the things they need to answer questions from project owners. A great company realizes the importance of cataloging and sharing these answers across the organization for future use, especially to inform campaign strategy options for a project owner prior to the beginning of a new campaign. These options can then be assessed in Step 2: Auditing the Current Data Landscape and Vendor Relationships (coming soon).

Campaign reporting is typically completed at the conclusion of a campaign (although campaign monitoring should take place throughout the lifecycle of any campaign). Traditionally, the campaign reporting lead will work with the project owner through most, if not all of the 5 Steps to Data Strategy for a Marketing Intelligence Culture. Throughout this process, the project owner outlines specific questions to be answered in the campaign strategy. At the end of a campaign period, the reporting lead will review campaign objectives with strategy leads, assess the data project management and analysis timeline, and manage disparate data across channels and vendors. These three components should allow the reporting lead to consolidate many contributions by many internal and external stakeholders into one holistic story of campaign success or failure. A great company should retain key takeaways from campaign reporting, including overall financial impact, and distribute them to any interested parties across the organization. These can also be edited for viewing and use by third party vendors.

After reviewing business intelligence and historical campaign objectives, implementation and results, the project owner should be up to speed on marketing intelligence. There may be questions left unanswered, or questions that arise from the review process, and it is the responsibility of the project owner to attempt to answer those questions through campaign strategy — either in planning stages (data landscape, vendor auditing) or in the execution stages (testing, targeting).