In this video we’ll show you how to monitor your Campaign’s performance using Bionic.
Often times when media plans are created and monitored, it is with two or more different systems, so comparing your plans with results is hard and time consuming to do. As a result, problems are overlooked and opportunities for optimization are missed. So, lots of money is wasted when you’re not monitoring the pacing of your results against your objectives on a daily basis.
Along with media planning, Bionic offers the ability to monitor the results of your Campaigns as they progress in real time. This is a unique feature to our software and something that saves time and money with our clients. Bionic is the only software in the world which does both!
Let’s get started!
Inside of your campaign, you’ll notice a tab called performance. Click on performance and you will see the metrics running on your current campaign. You can track media costs, impressions, and many other metrics here.
You can see in our example the different metrics on the left side of the screen. Including how things are performing and what is being tracked. The emoticons listed will show you how each metric is doing. The lynch pin of Bionic’s system is the ability to track what you planned to do versus what actually happened in your Campaigns on a day to day basis.
If you click data sheet, it will bring up a breakdown of your total daily and overall campaign goals. It also gathers actual performance data from various different sources. In our example you can see that on day 6 you can see all metrics broken down into individual numbers on a day to day basis. If you’d like to see everything organized by week instead of day, simply click the Week option in the upper right.
It will now categorize your data by week instead of day. You can also categorize it by month in the same area.
Click the Progress tab to see the breakdown by what you’re goals are for a week or month, and whether the Campaign is hitting those goals or not. This is very useful in order to gauge where you’re at on your Campaign in an easy to access, and visually comprehendible way.
The red line is your goal, and the blue bar will show how the progress for the period.
If you click on Pacing, you’ll see the same data outlined a bit differently including the Overall Pace and Daily Pace listed in the same red and blue. One feature that is a good early warning system is the emoticons on the left. The red, green and gray faces give you a good idea of how things are doing at the moment.
These icons help by letting you know if the Campaign is on track, or will not hit its goal, thus helping you manage client expectations and placements. Enabling you to change strategies quickly to improve your Campaigns impact.
If we go into day 4 in our example you can see the pace is at negative 44.5%, which is way below the intended goal. At a point like this you can try to make an adjustment to your Campaign in order to meet your goals, giving you easy to digest feedback on what is and is not working for potential customers.
The reason that a lot of media plans tend to go wrong is because you don’t get the information you need in a timely manner. Bionic solves this problem with ease, saving you headaches, meetings and data crunching time you could be spending adjusting and tweaking your Campaign to perform better and meet or exceed your goals.
In the case of our example, the coupon redemptions are well above our goal. So that metric alone may make up for the overall marketing issues. It just depends on the details, how they are organized, and then how they performed.
You can track the pacing on any of the metrics listed, and gather data from any data sources that are connected to your Campaign. In our example we’re using Doubleclick Campaign Manager to track ad impressions and clicks, and REVTRAX to keep track of coupon views, prints, and redemptions.
There are many other options available for tracking your data however.
To add a new data source click the Add Data Source button on the left. It will bring up a window with many different options for data sources to add. The ones highlighted in light blue are already added and available to this campaign.
You can gather data from Google AdWords, Twitter, LinkedIn, Sizmek, and many more. If you don’t see a source you’d like, simply contact us to request it and we’ll add it if it’s available!
After you’ve picked your data sources just click Add and that new source will be funneled into your overall data management and marketing performance monitoring, enabling you more accurately manage your data.
This concludes our video overviewing data management and monitoring your campaigns performance.