A good marketer is always growth oriented.
He constantly tests new approaches, creatives, channels, settings, etc.
Learns what has worked and what hasn’t, iterates and improves.
Tracking these activities is easy in case of a simple funnel.
With 1 active campaign, all changes could be held in the head.
But how to track and learn from performance when multiple tests are running simultaneously?
I personally like a combination of Trello + Google Sheets.
I am a big fan of Kanban boards.
They allow to easily manage and prioritise all activities.
Trello is the tool that allows to build Kanban boards with ease.
The boards can be as simple or as complex as required.
Here is an example of a marketing board:
- Today – due to be finished today.
- Week 1 – to do during 1st week of the sprint.
- Week 2 – to do during 2nd week of the sprint.
- Backlog – to take during next sprint.
- Ideas – future activities.
- Marketing activities – column with active experiments
Each card represents some marketing activity.
Colourful labels help to identify their areas and status.
A completed activity is moved into the completed column (not seen on screenshot).
Then it gets replaced by a new one from the Week 1 column.
Then the cycle continues.
Marketing experiment card is placed inside Marketing activities column.
It stays there until the experiment finishes.
Then the card is moved to success/failure columns.
This setup is great at tracking current and future activities.
However, progress review over time is inconvenient.
Here is where integration with Google Sheets comes in.
As much as I enjoy Kanban methodology, I enjoy spreadsheets.
All important information is right before your eyes.
It is easy to sort out, compare, review and track.
Exactly what is required for analysing marketing efficiency.
Here is an example of a marketing experiments spreadsheet:
Some of the information on spreadsheet is synced with Trello (highlighted by red borders).
I used Automate.io to setup this integration.
- Goal – the name of the Trello card
- Link – link to the Trello card
- Category – Trello labels, to help identify experiment areas
- ID – Trello card ID
- Finish – due date on Trello, when the experiment ends.
The rest is entered manually.
- KPI – what I’m tracking
- Current – where I’m at
- Target – where I want to be
- Results – the real end result
- Time – time spent to launch experiment
- Start – start date of experiment
- Status – Success, Failure, OK, Reverse, Restart
The above setup is perfect for anyone tracking marketing activities.
- Very convenient to track progress over time.
- Eliminates risks of errors, associated with manual copying.
- Flexible enough.
- Easy to setup and manage.