In marketing and advertising, we know a famous phrase that is mentioned when developing a campaign analysis: “In digital, everything is measurable.” This statement tells us that the KPIs we choose will be our best allies from now on.
That is why all campaigns, whether digital or supported by traditional formats, must be analysed and measured from start to finish. Only in this way can we know if we have met the objectives set.
Remember that goals should always be SMART
S specific (specific)
M easurable (measurable)
Achievable (achievable)
R elevant (relevant)
T imedy (at a given time)
Although there are various KPIs that can be taken into account mexico phone numbers example analyzing the performance of a campaign, only those that relate to our objectives will serve as a basis for an adequate analysis of results.
Having too many KPIs will distract you from finding immediate learnings and opportunities for improvement.
Campaign analysis through Social Listening
Various social media listening platforms allow you to quickly track the indicators you have chosen for your campaign. These include:
Mentions
If your campaign aims to generate brand awareness , it is ideal to set as a goal the number of conversations you seek to generate and the sentiment in each interaction associated with your brand.
Social listening platforms, such as Quantico, not only capture every mention generated around your brand or the keywords of your campaign. They can also set up alerts by volume and sentiment, which will tell you if you are meeting your objectives in the time frame you set for your measurement.
This way you will know in a timely manner whether the stated objective is being achieved or not.
Influence and Reach
Another objective of your campaign may be to ensure that your posts generate interactions with relevant figures in the digital sphere, known as influencers .
Whether organic or paid, an influencer's interaction must be identified and measured in a timely manner.
Identifying the influencers who are interacting with your campaign is key. To do this, you must pay special attention to the relevance of their followers, number of followers, reach and even the sentiment they generate with each action.
Some platforms have their own developed influence score. Thanks to this, you can find out if, in addition to the influencers chosen for the campaign, other influencers join as a result of promoting your brand among their contact networks.
In the case of Quantico, you may be creating a base of promoters or detractors who will be key when designing future communication strategies.
Campaign analysis and media share
Social listening allows you to transform data into valuable information and to identify which social networks or digital spaces users are interacting with on your campaign.
With this information, combined with other data such as sentiment or reach, we can answer an important question:
Which social network is generating the best results or which network will offer us the most opportunities for improvement?
Due to the immediacy and real-time analysis, you will be able to decide whether or not to change the direction of your communication action.