As mentioned in a previous post, Outlook with Business Contact Manager (BCM) provides some basic tracking information about your campaigns. This screen shot shows a portion of the tracking page of campaign form:
This form show totals for the number of leads, opportunities, accounts and contacts that were generated by the campaign. These totals are calculated using the "source" field for the different records. For example, the total in the leads box is calculated by counting the number of lead records (business contacts with the "lead" check box checked) that have a source equal to this campaign.
There is also a place to record the total cost of the campaign. This cost is not calculated – you provide it.
The bottom portion of the form shows the campaign recipients for certain campaign types (see this post on campaign types) along with the delivery status.
Unless you are using the e-mail delivery service, I don’t see the delivery status as being particularly useful.
I think most small business owners will be interested in two main measures when evaluating their campaigns. The most obvious measure will be the cost of the campaign vs. the amount of sales it generates.
To find the amount of sales generated by a campaign you can run the Opportunities by Marketing Campaign report
and then filter is by Sales Stage to show only the opportunities won
You can compare the total from this report to total cost of the campaign that you calculated previously to measure the effectiveness of your campaign.
The goal of your campaign may be to build your permission based mailing list. In this case, it makes more sense to use a count of leads generated rather than a dollar amount to measure the effectiveness of your campaign.
Bill Brelsford Small Business Marketing Consultant
