Analysing Campaigns: how and why?
As an account manager you wield a significant amount of influence over your clients:
- You direct expenditure.
- You have your client's attention.
- You can affect the course of your client’s business via opinions and recommendations that you make.
Therefore, you need to make sure you influence your client in the right direction!
It’s important to base your advice on as much factual and relevant information as possible. How do you gather information that directly relates to your client's advertising/marketing efforts? One of the most effective ways is to complete a campaign post-analysis (or a project review) at the end of each major project.
The questions to ask yourself, and your team, in a campaign review would cover the project's:
Lessons learned from doing a campaign post-analysis are useful in many ways. The process will enable you to take a deeper look into systems, underlying practices, assumptions and results. Here's how it can help your agency:
- Management benefits by gaining insight into the way their agency is working.
- Teams learn what worked, what didn't, and what to change next time.
- Account managers learn how to improve their project management methods.
- Clients gain trust in their agency (a post-analysis demonstrates your agency's desire for ongoing improvement).
Running a post-analysis on each campaign is vital for your own professional development, and the results will be of huge benefit for your agency team.
You should follow up your internal campaign review with a report you give to your client. This will help you to become known as an Account Manager who cares about your client's business and success.
It’s easy to say that you “don’t have time” to do the analysis, but it's a wise account manager who will make time to include a formal de-brief as a standard part of your campaign routine. Once you complete a couple of reviews you'll start to see positive results. The process should then become second-nature, and your value as an account manager will increase exponentially! Now, who wouldn't want that?!
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