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Campaign Management

Campaign management enables organizations to gauge the success of various campaigns by measuring campaign costs, leads generated and leads converted to customers. Campaign management begins by trending campaign costs and targets over time, calculating the return on investment for executed campaigns and measuring the variance in lead generation and costs against goals. Using statistical techniques to identify characteristics of top-performing campaigns, customer and product buying affinities, and profiles of converted customers, future campaigns can be optimized for more targeted customer segments with more targeted product offers.

This campaign management report measures the effectiveness of tactics through various marketing channels and highlights results that show under- and over performance. Thus allows analysts to quickly review details of individual tactics in a single channel. Additional analysis reveals the quality of leads generated from each tactic, either by revenue closed or opportunities generated in the sales pipeline, or shows period-over-period performance trends.