Measure. Evaluate. Evolve

At Bluetext, every campaign we execute is different – some clients need to strengthen their brand, some need to sell more services, some need to differentiate versus upstart competitors, and some even need to energize their internal sales force. It is amazing how often this last point is a motivator for our campaigns.

For this reason, the simple question about our process for measuring success at Bluetext is not always black and white. What are you trying to achieve? Sure, we use Google Analytics or Eloqua or any of the various lead tracking systems. We also survey the market to get a baseline today then again in 6 or 12 or 18 months of where a brand stands. All of these measurements are valid for marketing campaigns, but there is no one size fits all approach.

Just as we recommend that clients ensure they understand the sandbox they play in through our messaging and discovery process, it is just as important to determine how you are going to measure success, and then be prepared to course correct quickly. What are you going to do with that great website or infographic we developed? How will you hit your target audience with it? Channels are always evolving, but success metrics should not.

The old adage “Build it and they will come” simply does not work in our world. Think about these three questions when executing a campaign:

  • What are you trying to achieve?
  • What do you want your audience to do?
  • What message can we deliver to them?

If all of these questions are answered up front, we will work with you to create a powerful campaign delivered via the right channels to achieve the right metrics…that is how we define success with every campaign we execute.