Campaign Analysis

Are we fulfilling our goals? Are we creating the right kind of buzz? Are our audience responding as we expected?

This doesn’t just come in when a campaign is over, either – there are plenty of opportunities to optimize aspects of a campaign while it’s live.

In this guide, we’ll explain how to measure campaign effectiveness by analyzing consumer conversations.

Why analyze consumer conversations around campaigns?

Analyzing conversations taking place on social media offers a constantly evolving focus group that can add real-time insight to traditional campaign measurement.

It’s a massive data set that can help marketers:

• Measure the success of a brand’s campaign to improve ROI
• Track campaign conversation and engagement, identifying opportunities to improve as you go
• Monitor for trends or even potential crises arising from the campaign
• Improve future campaign strategies with a deeper understanding of audience response

7 ways marketers can employ online consumer insights to measure campaign performance

1. How do people feel about the campaign?

The first thing to look at in terms of campaign reaction is the basic sentiment within the conversation. Is it generally positive, negative or neutral? From there you can dig into the specific emotions associated with the conversation, and take action accordingly.

2. How much conversation does the campaign generate?

This is a simple but important metric.

For example, you might be generating positive sentiment but a low volume of conversation. Depending on previous campaign benchmarks for conversation volume, this could indicate a need to redefine the audience. Don’t leave it until the campaign is over to make changes that could improve performance.

3. What do people say about the campaign?

Social media analytics allows you to look at the top words, phrases, emojis, and more associated with your campaign to get more context about what people are saying.

4. What are the audience demographics?

Knowing who’s talking is just as important as what they’re saying. Online social data makes it easy to understand the gender, location, and influence of your audience members. It may also reveal previously unidentified sub-segments of your assumed target audience.

5. What other interests does the audience have?

The more you know about your audience the better. Interests and affinities can tell you whether the audience you’re reaching is the one you’re targeting. They help you work out how your product fits into the overall life of your audience, and to identify opportunities to engage at a deeper level.

6. How is the campaign affecting brand perception?

Social analysis can help you track brand perception as your campaign unfolds. You’ll see what topics affect feelings about your brand — and in what direction. If things are beginning to look negative, find out why and act quickly. If things are looking positive, don’t rest on your laurels – keep an eye on how the conversation changes over time.

7. How is the campaign impacting intent to purchase?

Social media analytics gives brands the ability to create custom categories. These can be used to understand how a campaign fits with consumers expressing intent to purchase. If those kinds of mentions are falling, you may want to tweak your campaign.

Example: Nespresso

Keurig dominates the U.S. market, while Nespresso is Europe’s leading brand.

To develop a global marketing strategy and evaluate the success of its campaigns, Nespresso turned to consumer insights from social media analytics.

The company first used audience affinities analysis to gain a deeper understanding of its customers and their interests in comparison to Keurig. Nespresso found that it appeals to a more affluent customer base who like Nespresso’s luxurious feel, while Keurig’s brand is more aligned with affordability and family values. These insights provided the context needed for developing campaign feel and messaging, and they were also able to break out different types of coffee drinkers to target with their ongoing campaign.

Knowing its target audience affinities, Nespresso released a set of commercials featuring Penelope Cruz and the music of Lana Del Rey, with a focus on class and luxury. Commercials with a more humorous take on the luxury angle featured George Clooney. These ads really resonated on social, and spurred consumer conversations about the brands and relevant topics.

They also created engaging content on its owned social channels that spoke of luxury — an experience beyond the norm. The top performing content for Nespresso’s twitter account shows how this content hit the mark.