Campaign intelligence is the gathering of performance data and the analysis of that data which is then used to gauge the effectiveness of a particular marketing campaign, or marketing channel. This data also informs and refines future marketing efforts.
A marketing campaign, or channel, is a venue or project designed to promote a product, service or business. This can include traditional mediums such as radio, TV and print ads, or more advanced online efforts that include pay-per-click and content marketing. “Campaign” and “channel” tend to be used synonymously, though a business may launch several individual campaigns using the same channel, or a single campaign that utilizes several channels.
Intelligence refers to the accumulation and analysis of data. Business-to-business campaign intelligence is knowledge derived from insights gained by conducting an analysis of campaign data and analytics.
The 5 Steps to B2B Campaign Intelligence
While some companies try to keep their campaign business intelligence in-house, many other companies prefer to use campaign intelligence companies with up-to-date expertise in the latest techniques. These intelligence companies often break their campaign intelligence systems into five steps:
- Data collection. Draw data from the various marketing campaigns or channels. This usually requires the use of campaign intelligence tools that should be implemented prior to the campaign’s launch.
- Data analysis. A campaign intelligence analyst looks over the data and identifies trends and patterns.
- Data insights. Companies then use those trends and patterns (typically detailed in campaign intelligence reports) to find insights or connections that will result in an increased ability to better manage campaigns.
- Intelligence. Those insights are refined into campaign intelligence solutions, usually visions or new processes.
- Apply intelligence to campaigns. These visions and processes are then used to improve any current and future campaign management.
By following these five steps, campaign intelligence companies have proven to other companies that this process does work. Although it may require the help of campaign intelligence tools that can produce campaign intelligence reports, it’s worth the investment. It also may be worth it to recruit the help of a campaign intelligence company who has had years of experience in helping other companies set up their campaign business intelligence systems.
Advantages of Online Campaign Intelligence Reporting
Marketers have always struggled with tracking the success of their campaigns. It can be difficult to track leads through the sales funnel and identify whether a lead came to your business thanks to a TV, a spot on the radio, or a flyer under their windshield. However, online campaign intelligence comes with an array of tools and resources designed to help gather and analyze important business intelligence data. The advantages of using such campaign intelligence tools as Google Analytics include:
- Getting the ROI of each of your campaigns. Each campaign can be fine-tuned through the use of goals and filters, creating an efficient lead-to-sales tracking system.
- Understanding the buying patterns of your customers. Insights into your target audience will create opportunities to narrow your campaign focus and more effectively select which marketing channels to use.
- Knowing how much to invest in each of your campaigns moving forward. Just because one campaign is more successful than another doesn’t mean you abandon the less-successful campaigns. Campaign intelligence creates opportunities to better prioritize your efforts and allocate your resources.
- Tracking leads more easily through clicks, shares and visits. Sales campaign tracking allows you to trace lead activity and identify top-performing conversion elements.
- Gathering helpful data that leads to insights into individual campaigns. No two campaigns are exactly the same, requiring a customized approach. B2B campaign intelligence companies prepare individualized performance indicators and tracking methods, allowing for more accurate evaluations of every campaign effort.
Online Campaign Channels and How to Measure Performance
Each online marketing channel comes with its advantages and disadvantages. Selecting them at the inception of a campaign strategy can be difficult. But tracking the success or failure of an online channel doesn’t have to be hard at all. The challenge usually lies in knowing what metrics to apply to measure channel performance. Here are a few examples of common online B2B channels and what metrics to use:
- Social media. Success on social media is usually very determine and consists of: number of likes, followers, retweets, shares and views.
- Content. The performance of online content generally comes down to the number of content items you post and how often that content is shared, followed, or commented on.
- Search engine optimization (SEO). Your search engine optimization efforts can be gleaned by studying search engine rankings, keywords rankings, number of links, your website bounce rate, time spent on webpages, conversion rate and traffic sources.
- Blogging. Gauging the success of your business’s blog parallels the metrics used by social media, content and SEO, namely the number of visits, time spent on each post and traffic sources.
- Email. Your email metrics should include the number of subscribers to your email, your email open rate and the click-through rate.
Get Your Own Free Leads Analysis to See How Sprint Marketing Can Improve Your Campaign Intelligence Today
Sprint Marketing provides campaign intelligence as part of its comprehensive marketing intelligence services, along with website intelligence, lead intelligence and sales intelligence. Contact a Sprint Marketing expert today to get your own free leads analysis, and to learn how we can boost your campaign intelligence.