Finally, analyze the data you get from these programs with a sharp eye to gain some significant insight about them. Should you be looking at the number of people you drove to your store? The ones that actually purchased something after visiting your store? The actual profit you derived from these sales? What did you learn about your customers that can help you continually improve your targeting and messaging in subsequent efforts?
You'll realize that all this can quickly amount to a lot of data. Even though data has been available to marketers for a long time, there seems to be more data available today, along with more sophisticated tools to allow marketers to breathe life into the data and make it speak directly to the C-suite's top concerns. This data can steer you in the right direction by highlighting the efforts that yield the best results, and providing insights to improve future programs.
Remember that your plan isn't set in stone; be flexible so that you can tweak and adjust your plan based on the results you get. There are no more finite marketing campaigns. Marketing is based on continual, ongoing communications with your audience to deliver improved business performance.