Astir Analytics

A Well Orchestrated Campaign November 12, 2009

Imagine writing a symphony without an understanding of which instruments were best suited for specific movements, or which to use in harmony?  Under those circumstances, the best conductor leading a world class orchestra will struggle to deliver a successful concert.  Often, many of us encounter a similar challenge when we set out to plan and execute marketing campaigns.

The good news is there is no shortage of campaign management tools, on-line solutions being the most predominant, and there are typically CRM or SFA systems that exist within the enterprise along with data scattered amongst several sources. At the end of the day, the challenge remains as to how to achieve a 360° view of the campaign, with a clear picture of what is working and what is not.   Compounding all the fun, senior management is demanding hard facts.

One approach to campaign management that we have seen work is to step back and take a comprehensive approach to how campaigns are planned and executed.  Are there consistent business rules for enablement of metrics and measurements?  Is there a documented process in place that incorporates the business rules, and includes access to a “clean” database of client information?  Finally, do you have the analytics in place that can provide the information on which instruments or in our case campaign assets are making music?

If you’re interested in learning more about our approach to helping clients orchestrate more effective marketing campaigns click here, or feel free to give me a call.

Eric Fleischer

908-500-1035