How to benchmark a campaign ?

[manoj]

What are the best approaches to benchmark a Campaign ? What metrics determine a good campaign outcome?
We would like to hear from you.

[martinb]

What are the best approaches to benchmark a Campaign ? What metrics determine a good campaign outcome?
We would like to hear from you.

The classic ones are:

1) Conversion rate (ie %age of targets performing the desired behaviour)
2) Cost per conversion/Cost per sale
3) RoI (note, at NPV) for each customer aquisition
4) Relation back to each customer's (potential) value - likely based on segmentation
5) Defection rate (result with action performed -v- predicted based on no action) If you wanted to get *really* sexy (and you've got the maths), then you'd be looking at predictive modelling of any given action - you're into stochastic processes & Markov analysis then.

And you'd need to do this for test cell(s), with resulting margin of error prediction.

But there are also Process metrics you can apply on how well you planned and ran the process, from establishing a business case based on marketing strategy & high level financials on down, right the way through design of the campaign and of each activity.

[manoj]

And the abilty to track orders created from a campaign will help to monetize the campaign. This will however need an integrated Order management system

Thanks