Gross Mistakes When Analyzing Advertising Effectiveness

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Often, the analysis of the effectiveness of an advertising campaign is carried out with errors that reduce the significance of the entire process. Let's consider the main ones.

There is no performance evaluation at all

This is typical for small businesses physicians email list whose employees do not know how to analyze data and make the necessary forecasts or are constantly looking for effective ways to attract customers and increase sales. The advantage of such companies is their flexibility, the ability to quickly restructure, responding to the market situation and consumer reactions. In addition, they often use many marketing tools and information distribution channels that are not applicable in large businesses.

Efficiency analysis can also be neglected by companies that have just started their development on the market. Their priority is brand development, increasing its recognition, and not sales growth.

Efficiency assessment is carried out on a point-by-point basis

In this case, the effectiveness of the current advertising campaign is analyzed. At the same time, its result is not compared with the results of campaigns launched earlier. As a result, this year's marketing activities can be assessed positively, let's say, they have an indicator of 3, but if you compare it with what was obtained a year earlier (5.8), you can see a negative trend in the results of the company's advertising activities.

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However, in some cases, comparative analysis is not necessary - for example, when conducting completely new campaigns that have no analogues in the past. In this case, it is worth entrusting the analysis of the results to the advertising agency that is involved in the launch of advertising, or to experts in this field. Otherwise, it is still more useful to track the effectiveness in dynamics.

There is a lack of regularity in conducting the analysis

There is no systematic approach to tracking statistics and conducting analysis. It is carried out irregularly. As a result, the company does not have a complete picture of what is happening and cannot adjust its actions.

The data is not collected in full.

This usually happens due to the complexity of information collection mechanisms for some companies and the lack of necessary competencies. However, such an approach is unacceptable, especially when it comes to large financial investments in advertising.

Other influencing factors are not taken into account when conducting the analysis.

This may be seasonality. For example, ice cream sells well in the summer, flowers before March 8, and the company's advertising activities do not affect their sales growth. Another important factor may be competitors' advertising launched in parallel. That is, to adequately assess your own marketing activities, you need to not only analyze the figures in their pure form, but also track all the factors that influenced them.

The assessment is carried out formally

Often, the analysis of the effectiveness of an advertising campaign is carried out solely for the sake of form. As a result, the company does not understand where its growth zone is, what are the ways to correct errors. Ideally, salespeople and marketers should work together, pursuing common goals and exchanging information, thanks to which truly effective advertising is launched. In reality, it turns out that they find themselves on different sides of the barricades, using their own methods of work, since the company does not pay attention to data analysis and cannot develop a unified development strategy.