The information from your reports gives you more insights into the behavior of your customers and the success of the campaigns. You can compare the response with previous campaigns. Or you can look at the generated turnover and/or the response during the campaign. Perhaps there is a benchmark against which you can compare the effectiveness of your own results. Anyway, there is almost always room for improvement. Now you can test which adjustments in the campaigns lead to better results.
Process never really ends. And that is executive list perhaps what makes our profession so cool. The fact that you can test a lot and periodically go back to the drawing board. As a result, you as a marketer and organization can always grow. Don't just try to get everything out of the data. You can also just approach customers and ask for the cause. 'What did you think of the white paper? What did you think of the emails?' The insights can lead to adjustment of the chosen strategy, a better customer view and can.
Used to optimize your campaigns. When it comes to communication, 2021 was obviously a tumultuous year (and we're not just talking about corona). If there is a trend in crisis communication, it is that crises have become like balloons. Once inflated – by online and traditional media – they deflate very quickly, because the next crisis is already tumbling over yesterday's. Crisis is the highest form of news and the main criterion for news is anything that deviates from the expectation.