Results analysis

The final process in your campaign will be results analysis.

  • Analyse for now and the future

As well as measuring your current campaign and comparing it with previous results, you should analyse your campaign for vital insights to dial into future campaigns.

 

  • Assess against campaign goals

Measure your campaign against the objectives you defined in your original brief. You will typically be looking for measures such as:

  • Response rates
  • Conversion rates
  • Cost per lead
  • Cost per sale
  • ROI
  • Assess all factors
    Consider all factors when analysing your results, including:
  • Accurate costs
    Have you considered all costs, including indirect ones – and are they accurate?
  • Campaign maturity
    At what stage of maturity are you analysing your results? The frequency of a publication will affect your response and conversion rates. Less frequent publications will naturally give longer lag times.
  • Excessive print runs
    Find out how many copies of each publication were sold – it will naturally have a negative effect on your results if your inserts were in unsold copies.
  • Consistency against test results
    Are your results consistent with your test matrix?
  • Anomalies
    Are there any anomalies – such as codes with abnormally high results? Are there codes with no results at all? Request a weekly feed of data to help you identify any issues at an early stage.
  • Consistency between codes
    If you have used a number of codes within a publication, are the results consistent – or can the codes help you to identify regional variations?
  • Results per creative or format
    Is there consistency in results for different creative treatments or formats within a single publication?
  • Exclusivity
    Did you have exclusivity in the publication? If not, did any competitor advertising affect your results?
  • Competitor activity
    Might any other competitor marketing have affected your results?
  • Miscellaneous responses
    Have you got a significant percentage of responses that could not be attributed to a specific insert?
  • Context
    Take into account any fluctuations in circulation for your chosen publications during your campaign. These changes can have both positive and negative effects on your results and can be caused by many reasons, such as:
  • Competitor activity – such as another publisher running an exclusive story or cover mount
  • Major events
  • Bank holidays
  • Weather
  • Track online results
    A significant part of the impact of inserts is actually felt in different spaces – online, in-store or in brand perception. DMA research suggests that 24-76% of insert response is delivered online.