How to use campaign reports in eMarketeer

How do you know when your marketing is working? Or even, how do you know that your marketing ISN’T working and needs some adjustment?

The obvious answer here is that a solid marketing plan always begins with setting goals so we can present the marketing performance to our stakeholders and/or colleagues, motivate us to do the work, or know if there’s something we need to re-think in our campaign. Plus, it tells us when it’s time to reward ourselves for our hard work.

In this post, I’d like to show you how you can use eMarketeer campaign reports to track and measure your goals. But first, I’d like to quickly share some guidelines on how to set “smarter” goals.

How to set smarter goals

Setting goals is a bit tougher than it might sound. Because how do you even define success? How to choose a number that’s a balance between motivating you to do your best work but is yet realistic and not out of reach? Unfortunately, there are no guidelines or secret spells we can use to conjure up a goal that fits for all marketing campaigns. Sure, we can take a look at some statistics to give us a hint, but the definition of YOUR success lies within your past performance.

There’s a popular approach called SMART(ER) goals. Think of it as a “checklist” and run your goals by this list to make sure that you set up realistic goals.

Checklist for your goals:
S – specific: be clear on what you’re trying to achieve or accomplish, and why. This is to maintain the utmost focus.
M – measurable: in order to analyze your progress and know when you reach your goal.
A – attainable: I get it, the higher the goal it feels like we succeeded big time. But don’t go overboard; give yourself a break and set a realistic goal. Here you should also be able to answer the question “HOW you can achieve this goal?”
R – relevant: Make sure that you’re working on something that is aligned with the overall company goals. Furthermore, you should also take into account the timing for the company and society.
T – time-based: Simply, set a deadline to keep your focus and know when it’s time to evaluate.
E – evaluate: evaluate the project so you know how you can improve in the future. Depending on the project, you could also evaluate mid-way to give you some time to adjust before the final date.
R – reward: keep your motivation going by giving yourself an incentive once you reach your goal.

How to use campaign reports in eMarketeer

Now that you have a checklist to set your goals, let’s talk about how you can track and measure your performance in eMarketeer.

In the campaign view, you can add a report to measure the performance of the campaign. There are a couple of different reporting charts that you could pick from; funnel report, goal gauge, and/or KPI counter. You could choose to have just one of them to report on the campaign, or mix and match. Here I’ll go over how you can use the different reporting types.

Funnel chart

Great for: lead nurture campaign or an event.

This report works just like a marketing funnel, where it shows how many contacts drop off or convert further along the funnel or whichever lead flow you have. You can choose to add any component you have in your campaign and you can see exactly how your flow converts. Let’s take an event as an example. Some of the steps you’d like the funnel chart to show could be:

  1. Email invitation sent
  2. Email invitation opened
  3. Registration form submitted
  4. Barcode form submitted (a barcode is scanned when a guest arrives at the event)

Each of these actions gets a bar in the report and you get a conversion rate for each step. You also get an overall conversion rate for the funnel, from the first to the very last step. A smart way to visualize your marketing funnel!

Goal gauge

Great for: Sign-ups or downloads

This goal gauge is like a progress bar that visualizes how close you are to reaching your target. Just choose the action you want to measure (for example, a form submission), set your target and the gauge tells you how close you are to it.

KPI counter

This is similar to the goal gauge, but without a target set. It’s a counter where you can track, for example, the number of sent/opened emails, different form submissions, SMS sent, etc. Basically whatever you’d like.

What’s fun is that you can also use these different reporting widgets separately or together. For example, the funnel report for an event could also have a goal gauge with the number of registrations to that event.

 

I hope you enjoy the campaign reports!

As Digital Marketing Manager, Josefine oversees strategies, production and processes for all content marketing efforts, including social media, email and blog. She also introduced videos into their content marketing strategy, in which she shares her best tips on different marketing topics.

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