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How Does Your Campaign Measure Up? Find Out with Consumer Intelligence

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Let’s face it: designing cross-channel campaigns is no walk in the park.

You put a lot of time and effort into creating a cross-channel campaign because you know that, when executed properly, cross-channel marketing provides an integrated customer experience across all owned, paid, and earned media and helps you deliver personalized content at every customer touchpoint.

After you have put in all that work, how certain are you that your campaign is accomplishing its goal? How can you accurately measure the effectiveness of your campaign across multiple channels?

The answer lies in consumer intelligence.

The Challenge of Measuring Cross-Channel Campaigns

The very nature of cross-channel campaigns make them difficult to measure accurately. Cross-channel campaigns necessitate that you effectively manage campaign messaging across many different channels, keeping personalization for each channel in mind. Then, you must somehow keep track of what’s going on with each channel and integrate data from multiple sources to analyze campaign effectiveness.

Marketers often use a variety of technologies to accomplish cross-channel marketing, and it is not unusual for martech stacks to become unwieldy in the process. Complexity, costs, and campaign inefficiencies increase as more channels and tech tools are added to the mix.

Compounding that complexity is the increasing customer demand for excellent customer experience across all channels. Your cross-channel marketing campaign is only as effective as the level of positive customer experience it produces. That means that measuring customer experience plays a big role in measuring overall campaign success. 

What exactly should you measure?

Qualitative and Quantitative Measurement of Cross-Channel Campaigns

Although every cross-channel marketing campaign is different, for most cross-channel campaigns, you will want to capture metrics for channels such as your website, email marketing platform, and social media platforms.

Any offline channels included in your cross-channel campaign may be a bit harder to measure, but you can try measuring brand lift post-campaign (works best if you are only running one campaign at a time) or tying offline promotions to online tracking by using online discount codes or dedicated campaign-specific URLs.

Here are some common KPIs to measure cross-channel marketing success:

Click-through rate (CTR): Measures the ratio of clicks on a call to action to the number of who view the content, whether it is a blog, landing page, email, or social media ad.

Bounce rate: Measures how many times a visitor comes to your website and leaves without taking any other action. (High bounce rates on a page may indicate that you need to review that page to see what is turning viewers off.)

Session time/Time on page: Measures how long a user spends looking at your content, and may be a strong indicator of user intent and interest.

Channel attribution: Tracks which of your marketing channels are leading to and generating the most and best qualified leads.

Conversion rate: Measures how many users complete a desired action on your site (i.e, how many users fill out a form to receive gated content, contact your brand, etc.)

Customer lifetime value (CLV): Measures the expected revenue and value a customer will bring to your brand over the customer lifecycle.

Cost per lead (CPL): Measures the cost to bring in a new lead by channel or campaign.

Cost per acquisition (CPA): Measures the cost to acquire one customer, contextualizing the impact of your campaign according to its overall cost.

Social media metrics: Each social media platform contains analytic tools that measure KPIs such as:

  • Reach: A quantifiable measure of how many users come across your social media channels.
  • Impressions: The number of times your content was visible in someone’s feed or timeline.
  • Audience growth rate: If this rate rises appreciably for one specific campaign, this can be a strong indicator of campaign effectiveness.
  • Social share of voice: Measures how many people mentioned your brand compared to how many people mentioned competitors’ brands.
  • Amplification rate: Measures how many of your viewers are sharing the content with their audiences.
  • Cost per click (CPC): Measures the amount you pay social media platforms per individual click on your content.

A graphic illustrating various social media metrics.

In addition to these largely quantitative metrics, qualitative measurement is also important. For example, it’s essential to factor in things like customer testimonials and reviews, sentiment analysis of social media mentions, brand awareness, brand perception, and brand consideration.

How Consumer Intelligence Simplifies Cross-Channel Campaign Measurement

Unlike single-channel campaigns, in which you can rely on the analytics provided by whatever channel you are using, cross-channel campaigns require marketers to analyze campaign performance across multiple channels and distill data from all those channels into a cohesive measurement of overall performance. 

That can be tricky–a bit like trying to compare apples to oranges. And that’s just taking into account the quantitative metrics. Layer in qualitative insights as well, and you have an even bigger challenge. 

That’s where customer intelligence platforms come into the picture. With the advent of artificial intelligence and machine learning, marketers have reaped many benefits, including customer intelligence platforms that capture metrics across multiple, disparate channels with ease.

Back in 2018, online marketing guru John Rampton predicted: “Cross-channel marketing will need to go beyond looking at key metrics and evolve into a model that takes an integrative approach through applying statistics, modeling, machine learning, a range of algorithms, and predictive analytics.”

That is just what has come to pass with the evolution of consumer intelligence platforms in the past couple of years. CMOs can now get a live view of campaign performance, all in one centralized tool. 

A business executive looking at various analytics charts on a computer screen.

Don’t Forget to Optimize

Real-time access to analytics allows marketers to not only measure the success of their campaigns, but also to make adjustments to underperforming campaign assets on the fly. 

For example, suppose your analytics reveal that your campaign is not resonating with a particular audience segment or demographic. In that case, you might decide to allocate your marketing budget differently to maximize your return on investment. Similarly, if the metrics reveal that one or two channels are resulting in better qualified leads than other channels, you might reallocate your campaign budget to double down on the channels that are producing the best results.

Consumer intelligence platforms fueled by machine learning and other types of artificial intelligence can give marketers previously unattainable insights at the speed of the web. Instead of waiting weeks to discover if a newly launched campaign is working, marketers can measure and analyze results in real time and make corrections, optimizations, and adjustments where needed. That gives marketing teams an enormous advantage over competitors not leveraging consumer intelligence tools.

Real-World Case in Point

As the demand for electric vehicles grew in the European market, Hyundai France made it a priority to increase market share in coming years. To achieve that ambitious goal, the company turned to consumer intelligence leader Linkfluence to get as much information as possible about the values, preferences, and opinions of its key consumer groups.

Linkfluence assembled a detailed study exploring the ways fans and customers are discussing electric cars on the French Web. The wide-ranging report included a particular focus on which social media platforms were being used by Hyundai fans and customers to discuss electric vehicles. 

How did that data help Hyundai France optimize its cross-channel campaign strategy?

Nicolas Fleisch from Hyundai France’s Media and Advertising Department answered: “Thanks to Linkfluence, we were able to work with our media and creative agencies to develop content for the right people on the right platform, and with the right channel of communication.”

(Read the full case study here.)

Leverage Linkfluence for Better Cross-Channel Campaign Results

Not all consumer intelligence platforms provide all of these benefits, however. Linkfluence is a consumer intelligence platform that applies AI, data science, and human market research expertise to a comprehensive social data stream that produces results far beyond those produced by simple social listening tools.

Linkfluence provides a platform that helps marketers measure the effectiveness of their cross-channel campaigns with a live view of performance that enables rapid campaign optimization.

Linkfluence’s social data feed features more sources than any other provider, giving marketers an up-to-the-minute view of social mentions, reach, and engagement. Want to know if your message is getting through to your audience? Linkfluence can tell you. Curious about how consumers perceive your campaign or your brand? Linkfluence has the data for you, with no need for you to wait to get the answers you need.

Linkfluence provides those answers and more with these easy-to-understand, at-a-glance dashboards:

  • Global Overview: Shows quantitative KPIs and their evolution over time, along with competitor campaign comparison–all presented in a visually appealing format
  • Campaign traction: Shows what is driving reach and engagement in real time
  • Dashboards specific to owned media, earned media, influencer and KOL analysis

 

Linkfluence differentiates itself among consumer intelligence platforms with:

  • Real-time owned and earned media analysis
  • Global data coverage
  • Powerful sentiment analysis
  • AI-driven topic identification
  • Audience analysis that enables marketers to fine-tune campaigns by geography and audience segment
  • Custom data visualization
  • Human market research expertise

Are you ready to make your cross-channel marketing more effective? Get a demo today to explore how Linkfluence can help.

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