Although the term campaign comes from a military operation, we like to think of campaigns as an organized attempt to achieve an objective.
The benefits of having multiple sources of data, generating petabytes (a large, very large amount) of information per second are undeniable but like many things of that volume, it comes with equal challenges.
While giants at Amazon or Google can pierce the limits of what’s possible and while Facebook can swing an election, the reality for the majority of the companies out there is simple: we have a lot of data, but we don’t really know what to do with it.
This situation repeats across almost all markets. Working with data is wonderful yet overwhelming.
But we want to make things easier, right? Enter, the data collection campaign
Data collection campaigns are a “compartmentalized and concentrated efforts to push a marketing action, with the sole purpose of understanding the audience response to certain conditions.”
In other words, we essentially want to design the way we capture data.
From Emails to paid advertisement or maybe a Facebook post or working with your favorite influencer in instagram, there are many available methods to capture attention and generate traffic and once you have that attention, sometimes bought and sometimes organic, you need to drive it to a place.
While one option would be to divert that traffic into your product pages or your homepage, those are low-adaptation areas and you probably not going to change the way your e-shop looks every week.
For this purpose we have other landing environments or commonly known as landing pages.
A landing page helps us concentrate the effort without the need to make a change to a part of our main site, imagine it like a sort of island where you have a bit more flexibility and it can just disappear once its purpose has been served.
The landing page allows you to work quickly but getting the landing environment ready within your company might represent a challenge. There are many components you might not have the capacity or the manpower to cover. Things like:
Creating the copy
The calls to action
The anchor text and
The right keywords
The alt text
The meta descriptions
The snippet content
The tags to fire
The conversion goals
The affiliate linking
etc. (there are quite a few more)
But the campaigns and its data, its findings are still necessary and you end up with a dilemma that could lead to a problem.
The challenge of organizing a campaign is already enough to cause ripples in most companies and what we offer is a way to solve this situation and here is how.
We start by getting some information from your side about the things you want to find out. This process is done in our campaign builder where you can upload files and write rich text to describe precisely what your objective is.
Once we get that information, we design a funnel to understand how and what data we will track so we can answer your question. So, here’s an example of a basic campaign funnel.
This funnel allows us to design the landing environment and move the users through the process while leaving behind important information about them.
A good example of this is the heat map tracker, where we record movements of the user’s mouse and where they click.
The above shows two things:
1) First Image: A heat map of where movements of the mouse happened on the page (for the duration of the campaign), indicating if the interest zones are well placed.
2) Second Image: A heat map depicting the scrolling level through the page accompanied by a detailed scroll data in pixels per user. Allowing us to understand the different areas of interest and if people are actually looking at the entire page.
We apply a broad selection of these tools that will provide us other kinds of metrics which we will analyze while preparing the report we deliver at the end of the campaign.
Once we have the funnel and the landing environment as a draft, we will send it to you and give you a call to discuss the details to prepare the campaign for the launch.
You will get a link (with a short URL) where you need to send the traffic.
Now all you have to do is push the campaign on your different channels to start driving users to the landing environment.
We will take care of connecting everything to re-direct traffic back to the parts of your site (like your shop or blog) where we want people to continue their journey and we will gather valuable data in the process.
What You Get After The Campaign
After gathering all the information from multiple sources and applying (in most cases) between 9 to 12 different analysis tools, we will produce an organized report with different topics:
Summary (Dashboard Like) with all the metrics of the projects related to its goals
A link to a two year cloud folder containing all data and assets from the campaign
A report with our insight and recommendations on the collected metrics
A Buyer Persona Report, describing the audience of the campaign
The most important objectives of these reports is to give you a clear, strategic vision of what happened while running the campaign.
We are not allowed to show a client's dashboard, but this is how some of the report will look.
And highlight the interesting metrics for you
Some information has been blurred away to protect the anonymity of the data.
While every campaign has its uniqueness, the mechanics behind measuring and evaluating are very similar and can be applied across a plethora of situations to discover opportunities.
The possibilities when it comes to available data are plenty.
What Are Multiple Campaigns for?
In many cases, the information you collect from one effort is not enough to paint a clear vision over the questions you're trying to solve.
Consider that users are well informed about the value of their data and a big decision -such us the color of a final product- might need several cycles to ensure we are not just looking at a false-positive or false-negative when it comes to the data collected.
Taking this data-gathering events as a recurrent and integral part of your process is the key to use data effectively.
You can run multiple efforts at the same time, in compartments or individually and with the data you collect, start exploring the potential of capturing in different levels of complexity.
A multi-campaign effort can be also used to analyze events on a head-to-head approach like with A / B test and serve as modified candidates to validate a certain stream of data.
Same product, different color
Pool Of Data
For every use we will propose a suitable combination of factors to extract the best and biggest amount of usable information.
What you need to keep in mind is that collecting and making sense of all the data is now easy and it won't be necessary for you to get acquainted with all the analysis tools available in the market.