Always start by refencing our best practices for developing insights here before starting the process.
Step 1 – Start with the observation
Look at all campaign data points (not just the KPIs) and take time to digest what you’re seeing
- What’s the KPI and the objective
- Hone in on data points that are the most important
- How do they compare to previous data points
- What are the benchmarks
- What are the trends over time
- How does the YoY compare
- What was the creative
Step 2– Formulate Insights
Why didn’t the data point hit the benchmark
- Creative didn’t match the objective
- Tactics didn’t match the objective
- Audiences were off? Too broad, too specific?
- Timing/Pacing
- Out of stock issues
Check out the list of data points that are and aren’t considering insightful here
Why did the data points perform differently than the past campaign?
- What changed? Check the budget, creative, timing, audience and landing page
- What’s happening in the market place
What data points did hit benchmark and why?
- KPI alignment
- Promo
- Timing, channels, mix
- Social listening
Step 3– Make your expert recommendations
Based on everything that’s observed, what are the next logical steps?
- Recommendations must be actionale!
- A/B testing creative, segments, channel mix
- Changing landing experience
- Making adjustments to approach, optimization, pacing
- Shift in budget or pauses in campaign
- Seasonality, what would you do differently next year
- If we don’t have more budget, what can we do to resolve concerns now
- What data point should see increases and why and when
- Do you wait and see? If yes, for how many months until you make shift?