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shuijian-xu / hive

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How do you know whether the sale of your product was influenced by the campaign? #58

Open shuijian-xu opened 5 years ago

shuijian-xu commented 5 years ago

The approach that most organizations adopt in order to establish the efficacy of a campaign is to identify a “control” group in much the same way as is done in clinical trials and other scientific experiments. The control group is identified as a percentage of the target population. This group receives no special treatments. At the end of the campaign, the two groups are compared. If, say, 2 percent of the control group purchase the product and 5 percent of the target group purchase the product, then it is assumed that the 3 percent difference was due to the influence of the campaign.

shuijian-xu commented 5 years ago

careful selection of the target population is critical to success. We can't just blitz the marketplace with a carpet-bombing approach. It's all about knowing, or having a good idea, about who might be in the market to buy a car.

shuijian-xu commented 5 years ago

Campaign management systems are an important component of CRM, but the most important part, identifying which customers should be targeted, is outside the scope of most campaign management systems.

shuijian-xu commented 5 years ago

It would be really good if we could make our campaigns a little more tailored to the individual people in our target list. If the campaign had a target of one, instead of thousands, and we could be sure that this one target is really interested in the product, our chances of success would be far greater.