One of the most important aspects of marketing is the analysis of your results. This is real mathematical analysis, not your gut feelings on whether a particular program or campaign worked or not. If you have been doing this for awhile you know there are no silver bullets on marketing programs, or programs that work every time. What worked well last year/quarter/month might not work this time.
Marketing is a continuous process of testing. That’s right testing! When you develop your yearly marketing plan, you build your best plan based on tried and true campaigns (based on results) from last year and then add in some new programs based on new technology or new marketing developments like social media. For instance, you might include a Twitter campaign. Then you execute as closely as possible to that plan, all the while testing to see which programs are working and which are not. I recommend a monthly marketing meeting with your team to review the results and to tweak your marketing plan for the next few months, tossing out those programs/campaigns that are not working and duplicating programs/campaigns that are working.
Here is a great article from Hubspot that provides a list of the Math you Need for Marketing Experiments to get you started. Regardless of whether your sample size is significant or not, analyzing your program results is the most important thing you can do to optimize success. After analyzing clicks, impressions, etc, the most important number you need to understand is revenue. Figure out which programs are generating the most revenue and then duplicate them.
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