From Gregg’s “Vegan Sauage Roll” to Tesco’s “100 Years of Great Value”, marketing campaigns have a way of making companies memorable. However, this could work either in the favour or not of the brand, for example, the Pelton Christmas Advert of 2019, where the protagonist received an exercise bike by her husband. The negative reaction from this resulted in Pelton losing $1.5billion in value (the Guardian), showing an increasing need for better campaign analysis.
Here is a step-by-step guide to help you analyze your campaigns and your customer experience.
1. Establish Reach
Analysing your campaign that’s successful is fairly easy to do when you use a powerful customer experience platform. These platforms provide a reach and share of voice, based on either user generate content i.e. blogs, reviews, forums, social media, news or just social media data. This reach should allow you to compare the overview sentiment of the conversation to its size. The share of voice allows of comparison of the performance of platforms and categories. Both can be used as indicators of the success of the platform targeted has the largest engagement and share of voice.
2. Benchmark responses based on the service, experience and products
When it all boils down, campaigns give brands personality, identify and emotion. And the resulting conversation can be on the topic of the brand’s products, service of experience. Here you should be looking at the style and vocabulary used in the discussion online.
3. Understand customer sentiment
By understanding the sentiment may drop and rise, pre, during and post campaigns you have to look at the peaks and falls. Ask yourself these questions;
What emotions are conveyed? Are people excited, nervous or angry?
Are there any patterns?
What are the reasons for the change?
How is the sentiment is predicted to change?
4. Evaluate success and pain points
Customer sentiment goes hand in hand with customer success. For example, a new product feature could gather positive feedback online and increase the return of investment. However, if the response is overwhelmingly negative to this feature there is a negative impact on the brand reputation. Here there is need for the dynamic detection and ranking of campaign successes and pain points.
5. Uncover potential innovation opportunities
Once you’ve uncovered the specific success and paints around the campaign, you have a ‘machine’ that allows you to turn pain points into innovation strategies. You can do this by doubling down on the success or developing solutions to the most common issues.
All of these steps can be easily applied with access to online user-generated content, such as blogs, reviews, social media and news articles, as well as a powerful customer experience tool. Many businesses just don't have the resources in house to analyse and evaluate their campaign strategy.
Using an all in one analytic tool, like TIFY, allows these businesses to enjoy the benefits of campaign analysis while freeing up their team to concentrate on what really matters, the customers. Want more information on how an analytic tool can help you reach your strategic goals? Contact us directly, and we will schedule a time for a call.