How to use marketing analytics and get the most out of a campaign

By March 5, 2017General

There are many elements to the perfect marketing campaign. For starters, there’s the idea. Obviously, there’s also the execution. Many businesses make the mistake of leaving things there and ignoring marketing analytics.

The trouble is, companies need to know what went right with a particular marketing strategy and what went wrong. This kind of information allows decision makers to improve and perfect performance.

Analytics means data. Data means information. And information means possessing a competitive advantage.

Ultimately, this is about setting viable goals and measuring performance.

So, when it comes to analytics, what sorts of insights should you be looking for?

Clearly conversions and sales are important. Every company wants to yield some sort of ROI from their marketing efforts.

But what else?

Here are some other questions you might want to ask:

Did you accurately segment your audience?

Were your marketing messages communicated clearly?

What kind of visuals did you use?

Did your audience engage with your strategy?

What can be improved next time?

In an ideal world, what kind of result would you like to see from your next marketing campaign?

What kind of campaign did you execute?

Would a different type of campaign work better?

Answering these types of questions will immediately put you leaps and bounds ahead of your competition. The reality is, most people aren’t prepared to do much digging after finishing a marketing campaign.

Maybe it all seems like too much hard work. If that sounds familiar, then bear in mind that these days, there are loads of tools at your fingertips that are designed to make your life easier.

Here are 3 tools that, depending on the type of campaign you’re planning, could offer extraordinary insights into your marketing analytics:


Buffer will analyse your social media posts and shares. See what your most popular tweet was. Understand whether you’re getting the most out of your social relationships.

Google Analytics

This free tool will tell you everything you need to know about your website. If you’re doing any online marketing at all, it’s imperative to understand how your audience is interacting with your content.


This is a great tool that will show you the trend and growth of a particular Facebook page.

Of course, there are other tools out there, both free and paid. But these 3 will be a great start.

Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442, or email us on