A very encouraging trend that we are observing within our installed base is an increasing number of Nurture campaigns being executed. Kudos to marketers (and our customers) for responding with the right tactics to the economic downturn and the constrained environments that they are working within. I plan to dedicate my next few posts to 'Lead Nurture' and share some tips about various aspects of Lead Nurture.
In this post, I am going to share some techniques to measure the efficacy of nurture campaigns that are already in play. One of our recent customers launched a handful of nurture campaigns in the span of a few months. I was on the phone with this customer a few days back to review progress and was posed a question, "Sundeep, we launched quite a few nurture campaigns that have some interdependencies and now need some guidance on managing and measuring them". Here is a list of questions by category that you might want to ask yourself when analyzing your nurture campaigns.
Contact level analysis: These questions are pertinent when you are trying to understand what is happening to a specific Contact that is being nurtured.
1. Where in a nurture campaign is a specific Contact?
2. Why did a Contact get stuck at a specific step in a nurture campaign?
3. Why did a Contact move to another nurture campaign?
4. Why didn't a Contact get included in a nurture campaign?
5. What is the average number of Responses from this Contact in this nurture flow?
Step level analysis: A step, as the name suggests, is a distinct tactic that you employ within your nurture campaign. The questions below are intended to help you think about different ways to analyze activities within each step.
1. How many people have been targeted so far in this step of the nurture flow?
2. What are the statistics for the previous X runs of this step?
3. What are the cumulative statistics for this step till date?
4. If the next step in the nurture is conditional, what is the distribution of Contacts across the different options?
5. What is the relative position of this step from the standpoint of overall response rate?
Campaign level analysis: Once we have analyzed each step we need to analyze the entire nurture campaign. Here are some questions that you might want to ask to better understand the campaign.
1. How many people have been targeted for this nurture campaign so far?
2. What is the current snapshot of this campaign and how many contacts are at what stage in the campaign?
3. Show me statistics for the previous X runs of this nurture campaign?
4. What are the most traversed paths in the nurture campaign up to a given date?
5. What are the least traversed paths in the campaign up to a given date?
6. What is the average time spent by a Contact in this nurture flow before he/she became a qualified Lead?
7. What is the average number of steps that a Contact is included in within this nurture flow?
8. What is the relative position of this nurture campaign across all nurture campaigns?
Analysis across lead nurture campaigns: The set of questions below will help you analyze the effectiveness of your overall lead nurturing strategy.
1. How many people have been targeted up to a given date across all my nurture campaigns?
2. How do my nurture campaigns stack rank relative to each other based on total number of qualified Leads generated?
3. What is the full list of transitions across my nurture campaigns?
4. What are the top 5 active transitions between nurture campaigns?
5. What are the bottom 5 transitions between nurture campaigns?
6. Show me the nurture campaigns with maximum/minimum touches by Contact.
Over the next few weeks I will share with you insights about such questions that you might be asking yourself when analyzing your nurture campaigns. How are you managing nurture campaigns within your organization?
-Sundeep
even worse is that it is being done simply to wring more money out of us.
Posted by: porno | October 20, 2010 at 02:03 AM