I asked ChatGPT, the artificial intelligence tool a simple question on communication evaluation: “How to evaluate a communication campaign?“. The response is copied in below.
It is interesting in that covers many good practices of campaign evaluation, such as setting KPIs, carrying out a baseline, ongoing monitoring and learning from the results. But it mixes up methods and measures and does not address one important aspect – assessing contribution/attribution of any results found. Also it fails to distinguish between the different levels of results, from output to outcomes to impact. Although it does end with a nice statement that I fully agree with:
“Remember that the evaluation process should be ongoing and iterative. It’s not just about measuring the success of a single campaign but also about improving your overall communication efforts over time.“
My conclusion is that AI has not yet eliminated us evaluators!
Q. How to evaluation a communication campaign?
Answer from ChatGPT:
Evaluating a communication campaign is crucial to determine its effectiveness and make informed decisions for future campaigns. Here’s a step-by-step guide on how to evaluate a communication campaign:
Set Clear Objectives and Key Performance Indicators (KPIs):
Before launching a campaign, establish specific, measurable, and achievable objectives. Define KPIs that align with these objectives, such as increased website traffic, higher social media engagement, or improved brand awareness.
Pre-Campaign Benchmarking:
Gather baseline data related to your KPIs before starting the campaign. This will provide a reference point for measuring the campaign’s impact.
Real-time Monitoring:
Monitor the campaign’s progress in real-time. Track metrics such as website visits, social media mentions, email open rates, and any other relevant data. Tools like Google Analytics, social media analytics platforms, and email marketing software can be valuable for this purpose.
Audience Feedback:
Collect feedback from your target audience through surveys, focus groups, or social media comments. This helps gauge how well the campaign is resonating with the intended audience.
Media Analysis:
Evaluate the media coverage your campaign generates. Are there positive or negative mentions in the press? Analyze the sentiment and tone of media coverage to understand public perception.
ROI Analysis:
Calculate the return on investment (ROI) of your campaign. Compare the costs of running the campaign to the revenue or value it generated. This can include both quantitative (sales, revenue) and qualitative (brand perception) aspects.
Website and Social Media Analytics:
Analyze website traffic, bounce rates, conversion rates, and social media engagement metrics during the campaign period. Assess whether there’s a significant increase in these metrics compared to the pre-campaign period.
Content Performance:
Evaluate the performance of individual pieces of content (e.g., blog posts, videos, infographics). Determine which content formats and topics resonated most with your audience.
Message Recall and Recognition:
Test the audience’s recall and recognition of your campaign’s key messages. Conduct surveys or interviews to assess whether the intended messages are getting across effectively.
Competitive Analysis:
Compare your campaign’s performance with that of your competitors. Analyze how your campaign stands out and whether it’s achieving its objectives in comparison.
Post-Campaign Benchmarking:
After the campaign ends, gather data similar to what you collected before the campaign. This will allow you to compare the post-campaign results to the pre-campaign benchmarks.
Report and Analysis:
Compile all the data and insights into a comprehensive report. Summarize the key findings, including successes, challenges, and areas for improvement.
Learn and Adjust:
Use the insights gained from the evaluation to inform future campaigns. Adjust your strategies, messaging, and targeting based on what worked and what didn’t.
Iterate and Optimize:
Apply the lessons learned from the evaluation to refine your communication strategies continuously. Implement improvements to maximize the effectiveness of future campaigns.
Share Results Internally and Externally:
Communicate the results of the evaluation both within your organization and, if relevant, to external stakeholders. Transparency can build trust and help secure support for future campaigns.
Remember that the evaluation process should be ongoing and iterative. It’s not just about measuring the success of a single campaign but also about improving your overall communication efforts over time.
