The only way to know if your loyalty or other guest-engagement campaigns are succeeding is to track them and analyze your results. Unfortunately, even numbers that appear straightforward can contain hidden implications.
Depending on how you look at your data, a campaign can seem like a roaring success or a misfire. But sometimes it requires further analysis to determine if your initial assessments are accurate.
In worst-case scenarios, you may discover that a campaign you decide to run again based on previous positive data had been a misfire the entire time. Not only are you producing unfavorable results, but you are also wasting time, manpower, and money.
For example, let’s say you set up a “We Miss You” campaign. These are fairly common loyalty program campaigns in which you send out an offer to people who have not visited your stores in a while to encourage them to return. After deciding that you’re going to set up a campaign for people who have not visited in 60 days, you send them a coupon for 15 percent off an entrée.
Once you’ve run the campaign and examined your results, the numbers look great. Many guests who had not visited in 60 days made visits during the campaign period and used the coupon you sent them. It seems like the campaign was a resounding success!
But was it truly successful? Sometimes results in campaigns like this are deceiving. […]