When developing a learning or measurement plan for your relationship marketing campaigns, don't stop at the dashboards, charts, and graphs. Be sure to anticipate the potential enhancements you may implement to optimize your campaign, depending on what the results are.
Improvements to RM, whether for consumers or healthcare professionals, can range from the most concrete to more abstract decisions, as itemized below:
* Operational Improvements
* Media Optimization
* Promotional Tactical Changes
* Adjusting Program Elements
* Changing the Offers or Incentives
* Adjusting Segmentation
* Re-Thinking the Campaign Strategy
Certain types of measurement findings are more indicative of each of these required changes, and a combination of insights can "triangulate" or combine to support particular optimizations rather than others.
For these reasons, campaign measurement reviews should be holistic, and should gather data from all facets of your campaign: media, promotion-response, website and call center activity, RM participation, and incremental conversion and adherence.
Making decisions based on reports from one class of metrics is, well, sub-optimal.
