Analyse a Real Marketing Campaign's Performance
6 weeks · 0 milestones
Conduct a rigorous retrospective analysis of a real marketing campaign using real performance data — either a campaign you ran, or a real documented campaign with published performance metrics. The analysis must identify what drove results, what failed, and what a future campaign would do differently, grounded in the actual numbers rather than speculation. Proof requires review by someone who has run a real marketing campaign and can confirm the performance attribution is sound and the conclusions non-obvious.
Milestone map
Milestone map
3 milestones
Select a real marketing campaign you have access to performance data for — either your own organisation's campaign or a publicly available campaign with documented results. Define the measurement framework: campaign objective (awareness, consideration, conversion), key performance indicators, attribution model used, and the counterfactual (what baseline are you comparing against).
Proof required
Submit: (a) campaign brief summary (one page) describing the campaign objective, target audience, channels used, and budget (approximate if confidential), (b) measurement framework document specifying the KPIs, attribution model, and baseline for comparison, and (c) confirmation that you have access to the actual performance data for this campaign (access to real data is required — this outcome cannot be satisfied with hypothetical data).
What gets checked
- Campaign brief is for a real campaign with real performance data — not a hypothetical
- Measurement framework specifies the attribution model explicitly — last click, multi-touch, or data-driven attribution produce very different results
- Baseline for comparison is stated — without a counterfactual, campaign performance cannot be assessed