This article was written by Greg Kihlström for MarTech. Read the full article here.

Use post-campaign data to improve future marketing efforts by ensuring complete analysis, eliminating biases and implementing feedback loops.

In previous articles, we’ve explored the role of data-driven strategies in the planning and execution phases of marketing initiatives. Here, we’ll focus on using data to analyze and improve decision-making after launching a marketing initiative. 

The post-campaign phase is crucial for understanding results and extracting actionable insights to inform future strategies. Without learning from past efforts, meaningful improvement is impossible. We’ll cover the importance of thorough data analysis, recognizing and overcoming biases and incorporating feedback loops to refine strategies — ensuring each campaign builds on the last.

What prevents more effective learning after a campaign? 

After all the hard work of planning and launching a marketing campaign or introducing a new initiative, the team quickly shifts focus to the next project. Success metrics and dashboards may be in place, but there’s little time to assess the last initiative holistically. Does this sound familiar? 

Let’s explore three common barriers that prevent us from gaining and applying valuable insights from our marketing efforts — and how to address them.

This article was written by Greg Kihlström for MarTech. Read the full article here.