By Andrew Macey
We’ve all talked at length about the importance of good reporting. Understanding the success of our marketing efforts is critical for planning future campaigns. It’s important to understand what was effective, and where improvements can be made. Taking it a step further, it is helpful to understand specifically which components performed well and which could be reworked. Armed with this information, marketers can zero in on these areas of improvement, to yield better results the next time around.
What can be difficult, however, is to report on both sides: the overall campaign performance as well as the results of each individual part. HubSpot’s Campaign tool gives marketers this information in an easy-to-digest, well laid-out report. By tagging each component with the proper campaign, marketers can aggregate this data quite easily.
Overall Campaign Performance
The first question marketers are usually asked is “how well did our last campaign perform?” This is a high-level question, asking for a number of leads, or contacts generated from a group of marketing initiatives. In a campaign, there are usually a handful of blog posts, social promotions, landing pages, emails, a workflow, and possibly some additional paid promotion; all working towards the same goal. When looking for a high-level report, HubSpot provides an aggregate number of visits, contacts and customers associated with this campaign. This part of the report is great for quick updates and overall marketing reports. It looks something like this:
Diving Deeper into the Results
As mentioned earlier, it’s the granular data that provides us direction for future campaigns. It’s important to look at which components performed best and where we can add additional value the next time around. With each part of the campaign laid out, we can see overall interaction from various channels, such as social clicks or email opens. Furthermore, we're able to click into each channel, and see metrics individually. This is extremely helpful when looking to see which specific email was most effective, or which blog article had the most CTA conversions. Reporting individually on these marketing actions can be very useful for teams where responsibility is delegated. If you have team members uniquely responsible for blog creation or social promotion, it can be great to show results specifically from their work.
How to Use the Campaign Data
When planning out the next campaign, it is helpful to take notice of individual results. You want to look for outliers among the data set, specifically which performed the highest, and which resulted in lower-than-expected outcomes. Identifying these allows marketers to understand where they can repeat marketing actions that performed well, but also rethink under-performing initiatives. By doing so, each campaign should allow for some new testing, while still maintaining a level of success. Additionally, this is often a guide for paid search. Using tracking URLs, we can associate paid marketing efforts with these campaigns, and generate useful data from them as well.
HubSpot’s Campaign tool is a fantastic way to group all marketing efforts together and report back on the results. Being able to granularly see which components performed best provides great insight into future campaigns and how they should be executed. Make sure to tag your content and social promotions with the proper campaign so that HubSpot can collect proper data in the background.
What other ways have you reported on campaigns using HubSpot?