Measure marketing campaigns

[Chris80]

Hi,

I run a small regional adult education training business.

My marketing channels / campaigns are:
flyer in letterboxes
flyer in newspaper
advertisement in newspaper
advertisement in magazin
flyer in stores
banner at a fence
word-of-mouth recommendation

Now I want to know which of them is the most profitable one?
I know how many customers I got from which channel, how much they payed and how much each campaign costs.

In general: Is Sugar able to do it? And how? Unfortunately, I only read about email campaigns.
Thank you in advance

Bye, Chris

[sugarcane]

Hi Chris,

You can create non-email campaigns. In the main campaign screen, you have the option to select the following non-email type campaigns: Telesales, Mail, Print, Web, Radio, Television. You can always add to this list as needed. You can also enter in the Budget, Expected revenue, Impression, Actual Cost and Expected Cost fields.

Setting up non-email campaigns is similar. You still create a Target List and select the Leads/Contacts. Once you physically mail or distribute the fliers, there is a button within this campaign called 'Mark as Sent'. When you click this, all the Leads/Contacts in your target list will now have an entry under the Campaigns subpanel, so that you have a record of what was sent to them.

Leads, Contacts, and Opportunities all have a Campaign lookup field. If an opportunity is created and becomes closed won , if this opportunity is linked to a campaign, then in the Campaign ROI statistics, you will see this reflected.

For your channels that you listed, you can create these in the Lead source dropdown, and then make use of the Campaigns to track the specific campaign.

[Chris80]

Thank you for your quick answer.

That implies, that I have to create an Opportunity for EVERY customer or EVERY sales?

[sugarcane]

Hi Chris,

the short answer is yes. The notion of the CRM as a tool to track potential sales is that you create an opportunity for every potential sale, and then be able to analyze your data/company and track which items closed or not, what/who is successful (or not) and make decisions based on this.

Having said that, there are always other options and other ways of tracking things depending on your business process, or automating certain items (ie: mass creating opportunities), although these options might require customizations. If this is something you are interested in talking about in more detail, please feel free to contact Ray Stoeckicht at rays@intelestream.net or 888-435-2221

[Chris80]

Hmm .. sounds like a lot of work for small amounts of ROI.
I'll give it a try with one campaign.

Automation isn't a bad idea - if it only would be more rentable. Let's see how business develops.

[barrybert]

thanks for your wodnerful informative answer..

[BIANKA]

Hi,

currently I'm doing Marketing/Campaign performance tracking.
In short, every campaign that is done, i will do some performance tracking to measure the success of each campaign launch.

I would like to know what kind of statistics test that I can perform provided that respondent and non-respondent is known.

[rick9004]

I do a lot of CRM and marketing consulting for companies. Tracking results is the only way to gauge effectiveness of a campaign. In the end, it is a cost per sale that matters. Other states are nice but only help you a bit. The downside of these types of metrics is that they are not easy to track.

Should you need some additional information please feel free to give me a call at 203.493.1002 or at sugarcrm at ridgeit.com

Rick Davey