How data can help you avoid making terrible campaign decisions

Marketers, PR pros and other communicators can do better than the Magic 8-Ball. Here’s how to cultivate information and use it to your competitive advantage.

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Being a communications or public relations professional entails making difficult decisions.

Luckily, data can inform some of the toughest ones. Here are six scenarios that require data in order to make the right choice:

1. Deciding whether to invest more resources in a campaign.

We just went through this ourselves with a promoted Tweet campaign.

As exciting as it was to see the increased traffic to our website, ultimately it came down to a cost-effectiveness decision. We conducted three distinct campaigns. One was very successful, one not so much, and one was a dismal failure.

The one that worked best (in terms of cost per clicks and goal conversions) was targeted at large measurement events for which we offered a great solution specifically for attendees. The failed effort targeted a broad communications event in a specific industry for which we had a great product for the attendees, but apparently the audience wasn’t particularly interested in measurement.

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