Learn about the role of assessing your marketing program from a performance perspective to ensure success and learn about the critical nature of creativity and finding the right balance.
- I've analyzed many marketing campaigns over the years. Some were performing okay and others less so. My job is to help these campaigns and I find that using an approach called marketing campaign testing provides me with a nice set of tools that guarantee campaign success. Here's one way you might go about doing a marketing campaign test. I call it the MVC, or the minimum viable campaign. Now, the minimum viable campaign is a marketing campaign that invests the minimum amount of resources necessary to validate performance.
So that a marketer can see the right opportunities to scale marketing investments and drive growth. Here's how it works. First, you put an MVC road map in place, which includes a hypothesis, stated objectives, requirements for data, and a resource plan. Second, you execute the campaign. And then third, you analyze the data from that execution to determine whether you can scale that program or pivot the effort. Now, you can take this approach with any channel and any campaign. You can do it with traditional media, social media, digital media.
You can test creative messaging, call to action. Really any other variable you can conceive of. Let's borrow from one of our case studies to help put this in context. Pick any one you like. It can be our CPG client, or our airline client, or our retail client. Or, consider your own brand, your own company. And let's say we're going to implement a social media program MVC. So again, first we need a MVC road map. The hypothesis here could be that if we lift our share of voice, it will drive increase word of mouth and in turn, consumer consideration.
Next, we need our stated objectives. Our objectives for this MVC are to lift our share of voice to either prove or disprove our hypothesis. Our requirements for data ultimately answer the question, how much data do we need and of what sort? Okay, so, here we know we need share of voice and a measure for consumer consideration. And our research plan has to address our budget, our timeline, and a project plan that clarifies who does what when. The MVC is a powerful concept that can reveal your best opportunities for marketing programs that will perform and drive growth.
In this course, discover how to gain valuable insights from large data sets using specific languages and tools. Follow Chris DallaVilla as he walks through how to use R, Python, and Tableau to perform data modeling and assess performance. As Chris dives into these concepts, he shares specific case studies that come directly from his own work with clients. Plus, he shares three essential—and practical—best practices for data-driven marketing that you can use to bolster your organization's marketing performance.
- Installing R, Python, and Tableau
- Navigating the UI for R, Python, and Tableau
- Using R, Python, and Tableau
- Exploratory analysis
- Performing regression analysis
- Performing a cluster analysis
- Performing a conjoint assessment
- Stakeholder alignment