Top Considerations For Campaign Analysts

Lloyd Dunstall our consultant managing the role
Posting date: 3/13/2019 2:49 PM
The phrase Campaign Analyst means many things to many people. A quick Google search alone turns up a variety of titles and job descriptions, united by one common thread; creating merit through customer value, metrics, and consumer insight. 

As a rule, Campaign Analysts have become more and more important in every forward-thinking business over the past few years, particularly in B2B marketing departments. But what are the big trends we should expect to see over the next year or so?

Recapping the role   


Campaign Analysts are the go-to resource for everyone from staff to stakeholders, acting as advisor in regard to digital campaigns segmentation and analytical needs, and utilising their comprehensive knowledge and understanding of customer Data. They are often the bridge across departmental teams and help provide a big picture scope, while also diving into the details of customer and marketing insights to achieve actionable results.

As an overview, they:    

  • Develop guidelines and build Database procedures to evaluate individual, multi-and omnichannel testing methodologies. 
  • Mine Data and reach out to customer segments for query Data.
  • Identify areas of improvement for campaign organisation.
  • Provide critical support to campaigns, from conception to implementation, with the ability to translate marketing plans into production-ready endeavours.

Is it time for a Data Health Check? 


Though Data & Analytics have played a big role in retail over the last few years, Marketing departments have often lagged a bit behind. However, they’re beginning to catch up. In 2018, a Dun & Bradstreet survey showed over 60 percent of B2B companies thought Data quality was extremely important. In 2019, the same rings true. 

But, as things develop even further, here are a few things to consider in your Marketing Data ecosystems: 

  • Updating your company’s customer Data health – Eliminate duplicate records, make sure customer information is accurate and up-to-date, and make sure your segmentations still make sense. Have decision makers for targeted campaigns changed or moved on? Are email addresses and phone numbers still valid? Keeping your customer Data up-to-date ensures you’re not analysing invalid Data. 
  • Creating a more focused Data-Driven approach with Marketing ROI – Assess and evaluate spending and revenue with a lens on Marketing channel variety. What’s working? What isn’t? Where can you cut costs while increasing market-generated revenue?
  • Micro-segmenting your targeting efforts – Go deeper in your targeted Marketing efforts. Narrow your Data parameters. The more layers you add, the more targeted you can focus your messaging, and the more likely you are to reach the best audience for your business.
  • Utilising video Marketing – Much like boosting your resume with video, the same can be said for targeted Marketing campaigns. As a Campaign Analyst, you’ll need to work with departments across the business to create a unified Content Marketing Strategy and video remains a crucial format according to a LinkedIn study.

And on that note…

Pressing play on video


The bland days of corporate speak, restrictive tone, and limited colour in video Marketing are a thing of the past. Video is now a crucial Marketing and engagement tool, providing the opportunity to engage with customers in almost real-time.  

With this, customers feel heard and can help transform a product as well as gain trust in the business itself. From GDPR to fake news to Data breaches, it’s highly important for businesses to provide transparency in their interactions and video helps them do that. 

By being transparent and acknowledging mistakes, business can both gain consumer trust and improve upon their mistakes.. In addition, customer’s no longer feel like voices in a canyon; they are part of the business and therefore more invested in the company’s success. 

Additionally, this can expand your reach, allowing you discover what a broader range of customers think. If we want a recommendation for a good restaurant, a doctor, or some other place or service, we turn first to our friends. And in the era of social media, our friends are everywhere. What better way to reach out to your target audience than by video with authentic customer reviews and testimonials?  A well-developed strategy leads to happy customers and their goodwill is, ultimately, free Marketing. 

If you’re looking for your next Campaign Analyst opportunity, we may have a role for you. Check out our latest roles or get in touch with one of our specialist consultants. 

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The 2019 Harnham Salary Guides are nearly here. Last night saw a hundred of Data & Analytics' top professionals gather to get their hands on an advanced copy and hear from some of the best in the industry.  With talks from Tom Spencer (Aviva), Mark Ainsworth (Schroders), and Anna Decoudu (118 118 Money), attendees were treated to insights into some of the world's best Data teams.  A huge thank you to everyone who came along, we hope you found the evening as enlightening as we did.  Our UK, US and European Salary Guides will all launch online mid-June. To be one of the first to get your hands on a copy, sign up to our mailing list here. 

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