Measuring Results for Customer Story Campaigns
In order to be impactful in business decisions, customer stories must have relevant and informative data that can lead to valuable insights. When measuring the results of a customer story campaign, how do you define the metrics and collect the data, and what are the best methods for this process?
What To Track
1. Website traffic
Tracking the number of visitors to the business's website can provide insight into the effectiveness of the campaign in driving interest and engagement.
2. Social media engagement
Tracking the number of likes, shares, and comments on social media posts can provide insight into the level of engagement generated by the campaign.
3. Leads generated
Tracking the number of leads generated by the campaign can provide insight into its effectiveness in driving customer interest and engagement.
4. Sales Revenue
Tracking the amount of sales revenue generated by the campaign can provide insight into its effectiveness in driving business results.
How To Measure Results
What are the best methods for tracking these metrics, and who is doing it best? Brands like Adobe, Airbnb, and Apple measure the effectiveness of their data-driven marketing campaigns, including brand campaigns such as customer stories, using a variety of methods. Some of the methods they use can be found below:
Table Stakes
To ensure that tracked data is relevant and reliable, these are a few things that every brand should bring to the table when measuring the effectiveness of a customer story campaign:
1. Website and social media analytics
These companies use analytics tools to track website traffic, social media engagement, and other metrics related to customer interactions with their brand.
2. Customer surveys and feedback
These companies often solicit customer feedback through surveys and other methods to gauge their marketing campaigns' effectiveness and identify areas of improvement.
3. Sales and revenue metrics
These companies track sales and revenue metrics to measure the overall impact of their marketing campaigns on business results.
Differentiators
Data needs to be more than reliable to underpin a successful customer story campaign; it needs differentiators to ensure that the brand can maintain a leg up on the competition. Some of the many differentiators that these successful brands use include:
1. A/B testing
These companies often use A/B testing to determine the effectiveness of different marketing strategies, including customer story campaigns. This involves testing different variations of the campaign to see which generates the best results.
2. Attribution modeling
These companies use attribution modeling to track how different marketing channels and campaigns contribute to sales and revenue, allowing them to better understand the impact of their customer story campaigns on business results.
In addition to these methods, these companies also often have dedicated teams or individuals responsible for analyzing the data generated by their marketing campaigns and making recommendations and improvements. They also place a strong emphasis on using data to inform their marketing strategies and decision-making processes.
If you have questions about customer story campaigns or would like a free consultation, contact us here.
We tell stories that matter
For over 20 years, Magnet’s mission has been to tell stories that matter so that we live in a more empathetic and just world. We intentionally pursue this mission by:
Having our teams and work represent the broader culture
Choosing projects that have positive societal impacts
Creating a community of thought sharing and leadership
Contact us
Let us know what you want to know!
