How do you track your results?
Part two in our Test and Measure series covers how and why you should be measuring the results of your campaign.
Why is testing important? We don’t realize it but we test everything in our daily lives. You always take a new car for a test drive before you sign on the dotted line. When you go shopping at the supermarket, clerks are standing in the aisles with samples for you to test before you buy. Waking up in the morning and checking the weather before selecting your clothing for the day is also a form of testing. See…we do it all the time…we just don’t think about it.
Yet businesses persist in embarking on expensive marketing campaigns with little or no idea of the outcome. These same businesses will spend thousands of dollars on an ad campaign and hope they get a response. It is imperative then, to test a new ad campaign before the majority of the budget is committed. It may be a whale of an idea, but, face it, no one knows with certainty the outcome of a daring new campaign. We suggest that our clients commit 10 – 15% of the new campaign budget and test for the outcomes.
This then leads to the balance of the phrase…testing and measuring. There is little point in going to the trouble of conducting a test in the first place unless one follows through with some type of analysis of the results. Imagine taking that new car out for a test drive and not paying any heed whatsoever to the quality of the ride, the noise levels and the engine performance. Not reasonable…is it? You would instantly compare this new car to your old one or other new cars you were considering…wouldn't you? You would have your own form of measurement to compare the car with others.
Your taste is a form of measurement when you try those samples in the supermarket. If you lost your ability to taste…why bother trying the sample at all?
Now, back to our business analogy…there is no point in testing the outcome of any type of marketing campaign with no measurement of the outcome. Careful measurement and analysis of the results of a test campaign will provide much needed information on which to base decisions.
The results of the measurement will quantify the success of the test campaign. The results can then be extrapolated to test the soundness of the campaign. Example…a test mailing to 500 households yields 10 responses. Each response results in an average sale of $150 with a margin of 40% that adds $60 to the company’s profits which is $600 overall ($60 X 10 responses).
Let’s assume the over-all cost of the mailing is $1 each or $500 in all. The company then made a net profit of $100 ($600 profit less costs of $500). This campaign appears to be a winner!!
Testing and Measuring in this sense is applied to marketing investments. The truth of testing and measuring is that it can and should be applied to every area of your business. This is often referred to as setting KPI’s.
These can be applied to just about any area of your business, most importantly your financials. Having these requires knowing where you want to go and what you want to achieve. And that comes from knowing where you have or could have been.