After the Discussion of outcomes there will hopefully be a consensus about next steps. Did the campaign need to be refined and improved, or can it remain as it is? Sometimes the marketing department may want to get more analysis of the results to understand why things turned out as they did. In order to do this they would commission a Post-Implementation Review (PIR).
A Post Implementation Review is a detailed piece of analysis into the relative performance of a marketing campaign. PIR’s can be done for both Above-The-Line (ATL) and Below-The-Line (BTL) marketing campaigns. ATL marketing uses media that broadcasts to a mass market (e.g. TV, radio, billboards, etc). BTL marketing is normally data-driven marketing where a message can be more tailored to the individual (e.g. Mail, Email, SMS, etc). BTL PIR’s are more grounded in fact provided the data is unbiased and contains a representative control group. ATL reviews need to look at wider customer data and compare it to trends for similar periods in other years.
If you have a senior analyst doing a Post-Implementation review there are a few things that should be included:
- An Executive summary: a few key points in simple English about what has happened and conclusions drawn (Might include a Background, Key Findings and Next Steps)
- A review of high level results in statistical terms
- Some nice (and simple) charts for those of us that grasp things better in a graphical context. Complemented by a simple description of what the chart shows.
- A summary to wrap it all up and recommendations for next steps.
A great mistake with a lot of really good analysis is not following through with simple suggestions for improvement. Clear, implementable recommendations should be a key outcome of any detailed analysis.
The outcome of the Post-implementation review will hopefully be a direction that enables more precise targeting for future iterations of the same campaign. The targeting changes need to be updated in the targeting brief and then the Campaign Development Lifecycle begins again.
Discourage stakeholders from trying to do too much with a campaign at any given time. For example too many cells/offers will mean lower volume for each cell and a need for a larger control group. Too much noise in a campaign can mean that you are stuck at the end without sufficient understanding to know what has actually worked. Step improvements are easier to manage and control.
Read about the Customer Contact Framework.