What is a Marketing Campaign Analysis Report?

Campaign analysis reports are considered essential marketing analytics tools and are often used by marketing executives and campaign managers to compare lead metrics and cost across their campaigns. Some of the key functionality in this type of report is that it provides filters so the user can see only the campaigns and time period they are interested in. The resulting campaigns are listed down the rows and across the columns you see lead and cost KPIs like: Total # of leads, Disqualified leads, Open leads, Qualified leads, Budgeted campaign cost, Cost per qualified lead. The last column shows how each campaign compares to the AVERAGE lead cost of all the campaigns. The data typically originates from a CRM system. You find an example of this type of report below.

Purpose of Campaign Analysis Reports

Companies and organizations use Campaign Analysis Reports to easily benchmark campaigns against each other to see which ones produces the best result compared to the investment. When used as part of good business practices in a Marketing department, a company can improve its revenues by investing in the best possible campaigns as well as reduce the chances that money and marketing budgets are wasted on poor performing campaigns.

Campaign Analysis Report Example

Here is an example of a modern and automated Campaign Analysis Report that provides essential KPIs and benchmarking.

Marketing Campaign Analysis Report Example

Marketing Campaign Analysis Report Example

You can find hundreds of additional examples here

Who Uses This Type of Report?

The typical users of this type of report are: Marketing managers, budget users, sales executives.

Other Reports Often Used in Conjunction with Campaign Analysis Reports

Progressive Marketing Departments sometimes use several different Campaign Analysis Reports, along with pipeline reports, campaign dashboards, marketing simulation dashboards, marketing budget models, lead and opportunity reports and other management and control tools.

Where Does the Data for Analysis Originate From?

The Actual (historical transactions) data typically comes from CRM and enterprise resource planning (ERP) systems like: Microsoft Dynamics 365 (D365) Finance, Microsoft Dynamics 365 Business Central (D365 BC), Microsoft Dynamics AX, Microsoft Dynamics NAV, Microsoft Dynamics GP, Microsoft Dynamics SL, Dynamics 365 (CRM), Sage Intacct, Sage 100, Sage 300, Sage 500, Sage X3, SAP Business One, SAP ByDesign, Acumatica, Netsuite, Salesforce and others.

In analyses where budgets or forecasts are used, the planning data most often originates from in-house Excel spreadsheet models or from professional corporate performance management (CPM/EPM) solutions.

What Tools are Typically used for Reporting, Planning and Dashboards?

Examples of business software used with the data and ERPs mentioned above are:

  • Native ERP report writers and query tools
  • Spreadsheets (for example Microsoft Excel)
  • Corporate Performance Management (CPM) tools (for example Solver)
  • Dashboards (for example Microsoft Power BI and Tableau)

Corporate Performance Management (CPM) Cloud Solutions and More Examples