Mobile Campaigns: Calculating ROI & Checking It Twice

The scenario is being played out inside glass rooms across the nation: marketing teams are nervously sipping their eighth cup of coffee for the day as their interns take teeth to cuticles. The holiday campaigns across traditional and social media are in full swing and the team is looking for something—anything—that indicates a level of success. And failure is not an option. Ads featuring a cornucopia of holiday-themed sidekicks have been fluttering on the screens while marketing execs tightly grip tablets glowing with Google Analytics line graphs. Can’t you tell it’s the holidays?

A Mobile Holiday

As we put Black Friday in the rear view, along with Cyber Monday, Mail-Order Tuesday, small business Saturday and all the other holiday shopping monikers, we have to consider that more shopping than ever is taking place on mobile devices. According to Pew Research 58% of American mobile phone owners used their devices while shopping during the 2012 holiday season, a number that is sure to increase once 2013′s numbers shake out.

For the purpose of this article, let’s assume you ran what you (and your super impressed supervisors) thought was a successful mobile campaign for the holidays. The team pulled out all the stops, filled up all the white boards with ideas and pushed out a mobile campaign that would make even the most cynical smart phone users take notice. Now it’s time to measure success. Here are a few things that will help you to get a good sense of how your mobile campaign performed.

Count those coupons
According to Juniper Research, more than 10 billion (that’s billion with a b) mobile coupons will be used this year. Did your product or service offering come with a coupon this holiday season? These things have always been easy to count, even more so without a pile of paper to sort through. Plus, direct revenue correlation is measurable, so that should keep the sales team happy.
Tracking of mobile-only campaigns
Anything that was deployed via mobile, such as advertising via Facebook mobile, should be highly trackable. Ads tailored for mobile users, with QR code coupons for instance, can be stockpiled and put up against sales numbers. These kinds of campaigns are great for building brand loyalty, as customers think you are speaking directly to them through their cell phones.
Test, test and re-test
Sending out one message is nice, but sending out a bunch and seeing which ones resonate is better. After all is said and done, you’ll be able to tell which message got the desired reaction out of the customer, and will be able to tailor future campaigns around that kind of messaging. Of course, during the holiday season this kind of data can be skewed, as Santa might not be available for an Easter advertising plan.

Eight Crazy Nights

Whether your campaigns were generic or customized for all of the respective holidays during the season, one thing is for sure: measuring the effectiveness of each campaign can be like opening a gift box wrapped in duct tape—where do you start? But it doesn’t have to be that hard. While there are new ways to measure social outreach, that is just one of many data points to focus on. Chances are, one of your holiday marketing goals is to drive traffic to your website, so don’t forget these important indicators of success:

Pages that pop
Aside from the landing page, which pages are attracting your holiday visitors? Are they looking for products or services, or heading to the blog? For that matter, which product or service is popular? How long are visitors staying on the page? Are your mobile campaigns directing them to certain pages? Why not? Targeted marketing can direct customers to the pages you want them to visit, which can quickly indicate if they even want to visit those pages in the first place. Whatever page is attracting the most attention is the page you want to focus on as you make any in-campaign changes.
Converting leads into sales
This one is a given. If you don’t already have a spreadsheet tracking conversions, then you might want to re-evaluate your career path. Leads are one thing, but with the right amount of information collected from customers who land on a page, whether via web or mobile, you’ll know if that translates into sales. Whether products or services, sales are the end result and during the holiday season, the more sales you have the better, right? This will also help you tailor future campaigns, as you can distinguish which campaign generated better leads.
Keep’em coming back for more
Change things up. Your holiday campaigns should be a moving target including multiple ads and different offers to potential customers. The more possible leads you offer to as many demographics as you can, the better chance you have at return visits. While this strategy might not work during the rest of the year, the compressed time frame of the holiday season lends itself to constant re-engagement. Track response on social media to see what people are interacting with, what you are missing and what they want. With enough muster, time and energy, you can engage them—and get them to come back!

Cookies for Everyone!

No matter if the focus of your holiday campaign is mobile, Cyber Monday, product or service, one thing is clear: you must be able to quantify every action. Through tracking leads, scrutinizing landing pages and handing out freebies, everything is trackable. The holidays are all about family and targeted marketing. No matter the sensibilities of your target audience, everyone has one thing in common during the holidays: consumers want to spend money. So give them a reason to spend it with you, and give yourself the gift of proper analytics. You don’t even have to wrap that one. It’s good right out of the box.