SayPro Previous month’s campaign performance data for reference

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Previous Month’s Campaign Performance Data for Reference

As part of the planning and strategic execution of SayPro’s Monthly SCMR-10 Audience Insights Project, the previous month’s campaign performance data plays a critical role. This data serves as a benchmark for evaluating progress, identifying strengths and weaknesses, and refining future marketing strategies. It provides a clear picture of what worked, what didn’t, and how the audience responded across different platforms and content types.

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Purpose of the Performance Data Review:

• To assess the effectiveness of the previous month’s marketing efforts.
• To compare actual performance against the set KPIs and goals.
• To inform content planning and strategy development for the current month.
• To continuously optimize SayPro’s outreach and engagement tactics.

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Key Performance Areas to Review:

The performance data should include both quantitative metrics and qualitative insights, categorized under the following headings:

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1. Campaign Overview

• Title and brief description of the campaign.
• Objective of the campaign (e.g., increase course sign-ups, raise awareness of a new program, boost social media followers).
• Duration (start and end dates).

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2. Audience Engagement Metrics

• Total impressions across platforms.
• Total reach (unique users).
• Engagement rate (likes, shares, comments, saves).
• Click-through rates (CTRs) for buttons, links, and CTAs.

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3. Video Performance Data

• Total number of views per video.
• Average watch time and view duration.
• Viewer retention rates.
• Drop-off points (timestamps where users stop watching).
• Completion rate (videos watched till the end).

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4. Website and Landing Page Analytics

• Page views and unique visits tied to campaign pages.
• Bounce rate.
• Average session duration.
• Conversion rate (e.g., registrations, downloads, form submissions).
• Heatmaps or scroll maps for key landing pages.

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5. Email Campaign Results

• Open rates.
• Click-through rates.
• Unsubscribe rates.
• Top-performing email subject lines and content segments.
• Audience segments that responded most actively.

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6. Social Media Channel Breakdown

• Platform-by-platform analysis (Facebook, Instagram, LinkedIn, YouTube, X/Twitter).
• Engagement rate per post.
• Follower growth.
• Post reach and shares.
• User comments/feedback themes.

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7. Lead Generation & Conversions

• Number of leads generated.
• Quality of leads (e.g., completion of intent-driven actions).
• Cost per lead (if ads were used).
• Sales or sign-ups directly attributed to the campaign.

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8. Ad Campaign Performance (if applicable)

• Ad impressions, reach, and frequency.
• CPC (Cost per Click), CPM (Cost per 1,000 Impressions).
• Conversion tracking.
• A/B test results and best-performing creatives.

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9. Insights and Lessons Learned

• What content or strategies resonated most with the audience?
• Which platforms or channels drove the highest value?
• What areas underperformed and why?
• What feedback (direct or inferred) did the audience give?

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10. Comparison with Past Campaigns

• How did the campaign perform relative to similar campaigns in previous months?
• Trends in audience growth, engagement, or behavior.
• Seasonality patterns or unexpected anomalies.

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Format and Submission Guidelines:

• The data should be compiled into a monthly Performance Report (PowerPoint, Excel, or PDF).
• Visuals such as charts, bar graphs, and line graphs should be used to represent trends and comparisons.
• A summary section should highlight the top 5 takeaways and 3 recommended action points for the next campaign.

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Outcome:

The previous month’s campaign performance data enables the SayPro team to continuously improve marketing effectiveness. By understanding the audience’s response, SayPro can deliver more meaningful, targeted, and impactful campaigns in future months.

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Would you like a visual dashboard template for presenting this data to the team?