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Testing the Effectiveness of Campaigns

In order to make sure that your marketing campaigns are being effective, you have to measure the results. In many cases, this involves complicated algorithms that can be difficult to understand. At the same time, you can use some standard numbers to see if your campaign is showing any kind of improvement if you just use some available online features, a bit of math, and patience.

Determine the Control

A control is a set of facts that allows you to compare changes. For instance, if you have 500 visitors to your site on February 23 every single year for the past 10 years, it is easy enough to say that having 700 visitors on that date this year must have been the result of some sort of change. That is because you used the history of the site and the number “500” as your control, something you can compare with other numbers. For the purposes of testing the effectiveness of campaigns, it is best to have several different controls that you are measuring. For instance, you might use age, gender, location, and other measurable factors as controls.

Make Single Changes

Maybe you have an entire list of things you want to do differently this month. Yet you also want to measure which of the changes is the most effective. To do that, you have to limit the amount of changes you make within a given time span. You also have to know what your goal is. It is not enough to say that you want to increase your traffic if you are really serious about developing your presence. Instead, you need to increase the traffic when it comes to your target audience. For example, you may want to encourage more females to come to the site. If so, you have to measure the amount of females that now come to the site. Then, you implement one change and measure how effective it is.

Understand the Difference in the Audience

You can measure differences in different social media campaigns by making a change to each one. Online tracking tools allow you to see where your visitors came from, so it is easy enough to see what social network was used. Measuring the differences between the audience members and social media sites helps you fine tune your presence. For example, LinkedIn has a standing reputation as a professional site whereas Facebook is more of a social site. Use different methods on each ones and compare results to see which campaigns are most effective.