Tips on how measure your data driven strategy
- Measure the key impacts on the key customer metrics first – then consider the other impacts the communication may have had
- Consider different angles so that you can optimise – how engaging, what content drives engagement & conversion, what channel performs best and what is the overall ROI
- Don’t measure each campaign in isolation – we need to consider the overall impact of our efforts and individual campaigns in the context of this
- Ensure you have robust control groups – it’s a waste if you can’t draw any conclusions from results
- Set the next iteration of hypothesis – and start testing again!