Analyze campaign performance
Reconcile delivery, engagement, qualified inquiry, sales, consent, cost, and operational evidence to evaluate decisions with stated attribution and data limitations.
| Field | Value |
|---|---|
| Business area | marketing |
| Primary role | marketing-manager |
| Frequency | monthly |
| Privacy sensitivity | high |
| Security sensitivity | low |
| Compliance review | needed |
Trigger and handoff
Trigger: A campaign reaches its review point or a material performance exception appears.
Inputs
- Channel delivery and cost
- Consent-aware web and inquiry evidence
- Qualified pipeline and outcome data
Outputs
- Decision-focused findings and caveats
- Continue
- change
- or stop recommendation
- Follow-up experiment
Current manual methods
- Platform dashboard
- Last-click report
- Screenshot of top metrics
Human judgment and approvals
-
Interpret attribution uncertainty and customer quality
-
Consider brand
-
consent
-
sales
-
and capacity effects together
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Approval: Marketing and commercial owners approve material spend
-
Approval: audience
-
Approval: or proposition changes
Failure modes
- Clicks are treated as business value
- Cross-channel duplicates and dark traffic are ignored
Success metrics
- Reviews connect spend to qualified outcomes within stated limits
- Decisions and assumptions are recorded for later comparison