IQ-Magazine-Issue-14

IQ marketing
As marketing technologies
continue to expand and grow,
Emma Ward at Cubiqdesign
considers how easy it is to
understand return on investment
in a multi-channel world.
arketing
measurable
you need to do something worth tracking. Sounds obvious,
but you’d be amazed how many people are obsessed with
mindlessly measuring visits to their website without thinking
about the activity that’s impacted those figures. Get your
house in order by taking the following steps:
• Design marketing objectives based on what the business
needs to achieve
e.g. increase new enquiries from email marketing
• Plan tactical activities that are aligned to your marketing
objectives
e.g. run a tailored campaign with a specific offer for your
segmented database
• Establish your goals on your measurement platforms
e.g. track enquiry form completion from email sessions
• Review your data frequently and adjust activity where
needed
e.g. refine your message to a segmented dataset
By effectively planning what you’d like to measure, when,
and where, you will make measuring your wider activity
feel more manageable, as it will no longer be such a
mammoth task. When all else fails, make sure you ask every
new lead how they’ve come to contact you today. Not very
sophisticated, but an invaluable opportunity to hear what’s
working from the horse’s mouth.
IQ Success Story
Guy Robinson, from Absorb Nutrition, wanted to increase the
average order value from existing customers purchasing protein
supplements. He segmented his data to pull out customers with
a respectable monthly order value and created a campaign list
in his email marketing system.
Based on his knowledge of what this target audience group
has responded to in the past, Guy designed a bespoke offer he
believed would encourage his database to spend more. This
offer was set up online, with a unique landing page which was
integrated with his ecommerce back office system. He designed
a new email template and installed Google Analytics tracking
code into his template to ensure he could measure ongoing
behaviour.
In addition to the email campaign, Guy shared the offer on
social media. This way, he could compare traction on different
platforms to monitor how the offer performed on each channel.
After a couple of days, Guy could see that male clients on his
target database responded more quickly to the campaign, but
female clients increased their order value to a greater extent.
As his measurement model was pretty simple, he could
calculate the sales from the email and understand the return
on his initial investment. In addition to this, Guy was also able
to draw additional insights from his campaign based on the
wider data he gathered.
More Information
www.cubiqdesign.co.uk
issue 14 | page 39