✅ Analysing Campaign Performance: A Comprehensive Guide
For Hotels, Restaurants & Hospitality Brands
Running successful marketing campaigns is essential for achieving brand objectives. However, simply launching a campaign is not enough.
Analysing your campaigns' performance is imperative to truly understand your marketing efforts' impact and effectiveness.
By conducting a thorough campaign analysis, you can gain valuable insights into what worked well, how your target audience responded, and whether the campaign achieved its objectives. In this article, I cover:
Contents
Campaign Objectives
Campaign Audience
Performance Metrics
Campaign Analysis - Step-by-Step Guide
FAQs
☕ Let’s Get Started
Campaign Objectives
Clear objectives must be established before campaign analysis to ensure your marketing efforts are successful.
Setting SMART (Specific, Measurable, Attainable, Relevant, and Timely) objectives provides a solid foundation for measuring campaign success and managing expectations.
SMART objectives ensure that your goals are focused, trackable, realistic, aligned with your mission, and time-bound.
When deciding on the objectives for your campaign, it is important to consider the stage of your marketing funnel and align your objectives accordingly.
Insight: The three main campaign objectives are Awareness, Consideration, and Conversion.
📣 Awareness Objectives
Awareness objectives aim to generate interest in your menu or venue; this is particularly relevant for reaching potential customers who may need to become more familiar with your brand.
By creating Awareness, you increase brand visibility and capture the attention of your target audience.
When Awareness is the objective, track metrics such as impressions, share of voice, and reach to assess the effectiveness of your campaign in increasing brand visibility and reaching your target audience.
Example: A campaign targeting a new audience may have an Awareness objective of reaching 10,000 potential customers in the first month.
🤔 Consideration Objectives
Consideration objectives focus on getting people to start thinking about your business and seeking more information about your products and services.
These objectives focus on driving actions such as website traffic, post engagement, video views, and lead generation; this is especially relevant when you want more people to learn about your business and what's on offer.
The consideration stage is paramount for building relationships and nurturing interest with your audience.
When Consideration is the objective, track metrics such as website traffic, post engagement, and video views to assess the effectiveness of your campaign in increasing brand interest and engaging your target audience.
Insight: To understand the interest in a new dish or special offer, track the number of unique website visitors or clicks to a specific landing page.
💳 Conversion Objectives
A conversion objective is intended to encourage those interested in your business to take the desired action, such as reserving a table or making a booking.
If your goal is to increase sales, sign-ups, or other desired activities on your website, this objective is the most suitable choice. To optimise conversions effectively, you need to install a pixel on your website that enables Facebook and Google to optimise your PPC and Campaigns and attribute conversions accurately.
When Conversion is the objective, track metrics such as website conversions, cost per Conversion, and conversion rate to assess the effectiveness of your campaign in increasing sales and encouraging repeat business.
Insight If your goal is to increase reservations at a restaurant, track the number of bookings made in response to a campaign and the cost of each booking to determine campaign ROI and effectiveness.
Campaign Audience Segmentation
Segmenting your audience based on demographics, psychographics, geography, and behaviour, is essential to analyse campaign performance.
By segmenting your audience, you can tailor your marketing messages to meet the needs of specific groups.
Example: Create a campaign targeting young professionals living in a particular geographic area and emphasise the convenience of online ordering and delivery.
👪 Demographic Segmentation
Demographic segmentation involves dividing your audience by age, gender, ethnicity, income, education level, job title, and marital status. This type of segmentation provides insights into the characteristics and preferences of different demographic groups.
Insight: Your target audience could be women with advanced degrees and high incomes who may have specific needs and preferences regarding luxury products or services. Your visuals and copy should be created with this in mind.
♻️ Psychographic Segmentation
Psychographic segmentation focuses on personality traits, hobbies, values, lifestyles, and interests. By understanding the psychographic profiles of your audience segments, you can create targeted campaigns that resonate with their unique motivations and preferences.
Example: Target vegans and vegetarians who prioritise sustainable travel or deal-seeking shoppers with campaigns highlighting discounts and savings during quieter times and out-of-season.
🌍 Geographical Segmentation
Geographical segmentation involves dividing your audience by location, such as country, region, city, or town. This segmentation allows you to tailor your campaigns to specific geographical areas, considering cultural nuances and preferences.
Geographical segmentation can help you localise your campaigns and adapt to that market's specific needs and preferences if you are expanding into a new country.
Example: If you are targeting the affluent Asian market, you can use geographical segmentation to create campaigns that use visuals and language that are appropriate and acceptable in the local culture.
🤳 Behavioural Segmentation
Behavioural segmentation involves analysing your audience's spending habits, purchasing patterns, brand loyalty, and online behaviours. By understanding how your audience interacts with your brand and other related factors, you can create targeted campaigns that effectively drive action.
For instance, targeting booking abandoners can help you re-engage with potential customers who showed interest but didn't complete their reservation. Segmenting your audience based on return customers who have placed multiple orders allows you to tailor campaigns specifically for loyal customers and VIPs.
By leveraging audience segmentation, you can create personalised and relevant campaigns that resonate with specific groups, increasing the effectiveness of your marketing efforts and driving better results.
Insight: Retarget users who have clicked on multiple pages of your website, as these engaged prospects may be more likely to convert.
Campaign Performance Metrics Explained
To assess the success of your campaigns and measure their impact, tracking and analysing key performance metrics is essential. These metrics provide valuable insights into your campaigns' performance and help you optimise your strategies for better results.
👀 Impressions
Impressions refer to the number of times your ads are displayed or shown to users. It is essential to track impressions to understand the reach and visibility of your campaigns.
However, it's important to note that impressions alone do not indicate the effectiveness of your ads in driving action or engagement.
📊 Share of Voice
Share of Voice (SOV) measures your brand's visibility compared to competitors within a specific market or industry. It helps you understand your brand's performance regarding exposure and reach. By tracking your SOV, you can assess your brand's market presence and identify opportunities for improvement.
Insight: If your SOV is low compared to competitors, consider increasing your ad budget or investing in more targeted strategies to reach the right people.
🧑🤝🧑 Reach
Reach refers to the number of unique individuals who have seen your ads or content. It provides insights into the size of your potential audience and the overall exposure of your campaigns.
Tracking reach helps you understand the level of Awareness your brand generates among your target audience.
Insight: By comparing two campaigns for the same product, you can determine which generated more reach by looking at the engagement, impressions, and views your posts received. This tactic is known as A/B testing.
❤️ Engagement
You can use engagement metrics to determine how your content or ads perform with users. This can include actions such as clicks, likes, comments, shares, and video views.
By tracking engagement, you can assess the effectiveness of your creative, messaging, and overall campaign strategy in capturing the attention and involvement of your audience.
Example: If one of your videos receives more comments than other posts, you can infer that the content resonated more with viewers and can use the successful ad as a model for future campaigns.
💳 Conversions
Conversions are actions taken by users that align with your campaign objectives. This can include purchasing, filling out a form, signing up for a newsletter, or any other desired action.
Insight: To encourage this behaviour, consider incentivising users to take action. For instance, if users sign up for a newsletter, they could receive a coupon code for 10% off their next purchase.
🤩 Brand Awareness
Brand awareness metrics measure the level of recognition and familiarity consumers have with your brand. It assesses the impact of your campaigns in increasing brand visibility and recall.
Brand awareness metrics include aided and unaided brand recall, recognition, and association. With this increased Awareness, users may be more likely to purchase, resulting in a higher return on investment for the brand.
Brand Association
Brand association metrics measure consumers' connection between your brand and specific qualities, attributes, or concepts. You can use it to determine how other people perceive your brand compared to the image you want it to have.
By tracking brand association, you can assess the effectiveness of your campaigns in shaping consumer perceptions.
Insight: Conduct a survey to measure people's associations between your brand and values like sustainability, quality, and innovation.
Brand Recall
When prompted with a specific category or market segment, brand recall metrics measure how well consumers remember your brand.
It helps you understand the effectiveness of your campaigns in creating memorable brand experiences and establishing a strong position in the minds of consumers.
Insight: Use this data to understand your success in creating a strong brand image, building consumer loyalty, and competing in your market segment.
Brand Lift
Brand lift refers to your campaigns' positive impact on key brand metrics, such as Awareness, Consideration, or purchase intent. It assesses the effectiveness of your campaigns in influencing consumer behaviour and attitudes towards your brand.
Tracking brand lift allows you to evaluate the overall impact of your campaigns on brand perception and customer decision-making.
🤑 Purchase Intent
Purchase intent metrics measure the likelihood of consumers purchasing based on exposure to your campaigns. It helps you understand the impact of your campaigns on consumer behaviour and their inclination to engage with your brand.
Tracking purchase intent allows you to assess the effectiveness of your campaigns in driving conversions and revenue.
Example: If you are running a campaign to promote a new product launch, tracking purchase intent can help you track the number of people who have expressed interest in buying the product after seeing the campaign.
🖱️ Click-through Rate (CTR)
Click-through rate (CTR) measures the percentage of users who click on your ad or link after seeing it. It provides insights into the effectiveness of your ad copy, creative, and overall messaging in generating interest and encouraging action.
A higher CTR indicates a more engaging and compelling ad.
Insight: The average CTRs for Hotels and Restaurants vary depending on the platform but generally tend to be 0.6-1.2%.
🔎 Average Position
Average position refers to the average rank of your ads in search engine results or ad placements. It helps you understand the visibility and competitiveness of your ads.
A higher average position indicates better visibility and potential for higher click-through rates.
Insight: Reviews can majorly impact search engine rankings for hotels and restaurants. Positive reviews can help boost your ranking, while negative reviews can have the opposite effect. Monitoring and responding to reviews can ensure your listing remains as visible as possible.
⭐ Quality Score
Quality score is a metric search engines use to assess the relevance and quality of your ads and landing pages. It affects your ad ranking and cost per click.
A higher quality score indicates that your ads are highly relevant and provide a good user experience.
Insight: Page quality is an integral part of Google's EEAT (Expertise, Authoritativeness, and Trustworthiness) criteria, and a higher quality score indicates that your page is more likely to meet those criteria.
💷 Cost per Click (CPC) / Cost per Acquisition (CPA)
Cost per click (CPC) measures the average price for each click on your ads. It helps you understand the efficiency and cost-effectiveness of your campaigns. Cost per acquisition (CPA) measures the average cost of acquiring a customer or lead.
By tracking CPC and CPA, you can optimise your budget allocation and maximise your return on investment.
Example: If a marketing campaign had a total cost of £1,000 and a total of 500 clicks, then the cost per click would be calculated as £1,000/500 = £2.00.
💰 Return on Ad Spend (ROAS)
Return on ad spend (ROAS) measures the revenue generated for every dollar spent on advertising. It helps you assess the profitability and effectiveness of your campaigns. A higher ROAS indicates a more successful campaign in terms of generating revenue.
By tracking and analysing these campaign performance metrics, you can gain valuable insights into your marketing efforts' effectiveness, identify improvement areas, and optimise your campaigns for better results.
Example: If a restaurant spends £1000 on a marketing campaign and generates £1500 in revenue, then the Return on Ad Spend (ROAS) is calculated as £1500/£1000 = 1.5. This means that for every £1 spent on advertising, the restaurant generates £1.50 in revenue.
Campaign Analysis
By following these steps, you can gain valuable insights and make data-driven decisions for future campaigns.
1: Create a List of Completed Actions
Before analysing your campaigns, compile a list of all the actions you took during the campaign period. This includes setting objectives, developing creative assets, selecting media channels, defining target audiences, and implementing tracking mechanisms.
Having aaving a comprehensive list of completed actions provides a clear overview of your campaign strategy and implementation.
Example
Set objectives for the campaign (e.g. increase brand awareness by 10%)
Develop creative assets (e.g. images and videos)
Select media channels (e.g. Instagram, Facebook, YouTube)
Define target audiences (e.g. by age, location, interests)
Implement tracking mechanisms (e.g. UTM codes, trackable URLs, etc.)
2: Break Down Your Marketing Campaign Results by Media Channels
To analyse the performance of your campaign, it is important to break down the results by media channels; this allows you to understand how each channel contributed to the overall success of your campaign.
Evaluate metrics such as impressions, reach, engagement, conversions, and ROI for each channel to identify strengths and weaknesses.
Insight: If the results of your Facebook campaign show a higher ROI than your Instagram campaign's, you can focus more of your resources on the former and optimise its performance further.
3: Comparison Table for Metrics
Create a comparison table that showcases the key metrics for each media channel. This table allows for easy comparison and identification of trends and patterns.
It provides a visual representation of how each channel performed in relation to the campaign objectives.
Example
4: Understand What Elements of the Marketing Campaign Worked Well/Not So Well
Analyse the data from each media channel to identify what elements of your marketing campaign worked well and what didn't.
Look for patterns and trends in the data that indicate successful strategies and tactics.
Determine what elements need to be improved or adjusted for future campaigns.
Example: Look at metrics such as the number of bookings, the average revenue per booking, and the customer satisfaction score. You can then analyse the data to see what campaign elements worked well, such as specific keywords in ads, visuals or videos, trending tunes or original audio, experiences or discounts offered. This can help you identify what strategies and tactics you should use for future campaigns.
Insight: A/B testing compares two campaign versions and determines which performs better. A/B testing involves creating two marketing campaign versions, usually with different elements such as visuals, keywords, and offers. The version with the higher engagement, conversions, and ROI is then chosen as the winner.
To A/B test elements in a marketing campaign, create two versions of the same campaign with different characteristics. Then, select a sample of the target audience to test each version. Monitor the performance of each version and compare the results. Finally, select the version with the higher engagement, conversions, and ROI as the winner.
5: Learn How the Target Audience Responded to the Campaign
Evaluate the response of your target audience to the campaign by analysing engagement metrics and customer feedback.
Look for insights on how the audience interacted with your ads, their interest level, and overall sentiment towards your brand. This information can help refine your messaging and targeting strategies for future campaigns.
How engaged was the target audience with the campaign?
How did the target audience respond to different elements of the campaign?
Were there any common themes in the customer feedback?
What were the sentiment levels associated with the campaign?
What did the target audience like or dislike about the campaign?
What suggestions did the target audience have for future campaigns?
Insight: Consider increasing the frequency of your ads if you noticed that your target audience was engaging with them positively, or adjust the creative to focus on different features of your product or service if the engagement metrics were lower than you had expected.
6: Review the Ultimate Effectiveness of the Campaign Versus Objectives
Compare the actual campaign results with the initial objectives you set.
Assess whether the campaign achieved its intended outcomes and aligned with the SMART criteria. Identify any gaps between the desired goals and the actual results.
This evaluation provides valuable insights into the effectiveness of your campaign strategy and helps you set more realistic expectations for future campaigns.
Example: If your campaign goal was to increase website traffic by 10%, but the result was only a 5% increase, it can help you determine areas that need improvement for the next campaign.
7: Discuss the Campaign with Key Stakeholders
Share the campaign analysis report and encourage open dialogue to comprehensively understand the campaign's impact and identify any areas that require further attention.
Discuss with key stakeholders, such as your marketing team, executives, and clients, to gather additional insights and perspectives.
8: Evaluate Return on Investment (ROI)
Assess your campaign's return on investment (ROI) by comparing the costs incurred with the outcomes achieved. Calculate the revenue generated, leads acquired, or other key performance indicators in relation to the campaign expenditure.
This analysis helps you understand the financial impact of your campaign and make informed decisions for future budget allocation.
Example: If an ultra-luxury resort spent £10,000 on a campaign to attract affluent clientele and acquired 500 leads, then each lead would cost £20. Future campaigns would then be designed to optimise the campaign and drive down the acquisition cost.
9: Provide Valuable Learnings for Future Campaigns
Compile your campaign analysis's insights and learnings into a comprehensive report. Document the successes, challenges, and recommendations for future campaigns. This report is a valuable resource for future planning and ensures you can continuously leverage the knowledge gained from each campaign to improve your marketing efforts.
By following these steps and conducting a thorough campaign analysis, you can gain valuable insights into your marketing campaigns' effectiveness, identify improvement areas, and make data-driven decisions for future campaigns.
FAQs
How often should you analyse your campaigns?
Analysing your campaigns regularly to track performance and adjust as needed is recommended. The analysis frequency will depend on factors such as campaign duration, social media algorithm updates, budget, and the specific objectives you are trying to achieve.
As a general guideline, consider conducting a comprehensive analysis at the end of each campaign and performing regular check-ins throughout the campaign period to monitor progress.
How do you write a campaign analysis?
To write a comprehensive campaign analysis, follow a structured approach that includes the following sections:
Introduction: Provide an overview of the campaign and its objectives.
Methodology: Explain the method and tools used for data collection and analysis.
Results: Present the key findings and insights from the campaign analysis.
Discussion: Interpret the results and provide context and explanations for the findings.
Recommendations: Offer actionable recommendations based on the analysis.
Conclusion: Summarise the key takeaways and restate the significance of the campaign analysis.
What tools can you use to perform a campaign analysis?
There is a myriad of tools that can help you perform a campaign analysis some commonly used tools include:
Google Analytics: Provides comprehensive web analytics to track website traffic, user behaviour, and conversions.
Social media analytics tools: Platforms like Meta Business Insights, YouTube Analytics, and Pinterest Analytics offer insights into engagement, reach, and audience demographics.
CRM systems: Customer relationship management systems help track customer interactions, leads, and conversions.
Campaign management platforms: Tools like AdRoll, HubSpot, and Marketo offer features for tracking and analysing campaign performance across multiple channels.
Insight: Choose tools that align with your campaign objectives and provide the necessary data and insights to support the level of analysis needed.
Here’s To Your Success! 🥂
