Measuring the Success of 2D Barcode Campaigns

Rachel Tamigniaux
Monday, Oct 31, 2011 at 2:00 PM

So I’m sure you already know that there is a lot that you can do with Microsoft Tag (check out all the success stories over in Tag in Action for some inspiration). But what you might not know as much about is what Tag can do for you. Specifically, metrics—or the actual data Tag provides that show you how well your mobile campaign is doing. Tag’s free reporting tools such as Tag Manager make analyzing your campaign’s data easy and super organized. With access to info about where your Tags were scanned on an interactive map, the number of scans particular Tags get per day, and info about scans of Tags by category, you can use your data to fine-tune your campaign to reach the most people for better success.

Metrics Image

Granted with that much information coming at you, it can be a little overwhelming. Even with great chart and map presentation styles like with Tag Manager, how do you really know whether your 2d barcode campaign is successful?

Do Numbers Count?

The number of scans alone aren’t necessarily the best representation of campaign success. There are a number of factors that contribute to a “successful” campaign. Results can be highly dependent on your ability to reach your target audience. For example, if you have a very high scan rate but you’re not noticing any impact on actual business it may be because you aren’t reaching the right audience. On the other hand, an increase in your scan rate would mean that you are likely reaching a larger (and maybe more mobile tech savvy) audience. It is, of course, all relative to your individual campaign.

But that’s where the metric analysis really comes in handy. By tracking your data and making adjustments based on what you know about your target audience and your campaign, you can really help your business grab some serious attention. There are a few things to keep in mind, however. The context of the campaign is important; how the 2D codes are incorporated into the overall marketing strategy. Are the Tags a long term component that have become an essential facet to the brand as a whole, or are they a short term promotional tool? How are you promoting the application itself? Does your audience recognize 2D barcodes and understand what opportunities they represent?

The Importance of Implementation

Implementation is another key factor in the metric equation. There is always the potential for false positives; Tags may be used incorrectly, have unclear instructions, etc., which might throw off your data. As with most data analysis, it’s important to keep the variables in mind and leave a little margin for error. The easiest way to make sure your metrics are as useful as possible is to try to relate your call to action—the response you are seeking from a mobile campaign—to your end performance metric. The best way to track the positive impact of a 2D barcode campaign is to have multiple trials where the proof is in the use of the codes themselves.

As the whole 2D barcode outreach strategy is still new and unfamiliar to certain demographics in the U.S., the value that is presented in metrics is not as simple as plugging in some data and comparing a percentage with an industry standard because at this point, there really are no reliable baselines to go off. Because of this, advertisers should focus on developing campaigns that are capable of establishing their own numbers and levels over a period of time in which to base their determination of the benefits or success of the campaign. Of course, doing some research doesn’t hurt. While the information presented by the scan data can be quite valuable, there are a variety of other factors that can be very informative as well. Metrics that measure user engagement for example, may provide much more valuable information than a simple scan count.

What Do You Think About Metrics?

Want to weigh in about metrics or see what others are saying? We will be having our first #TagChat tomorrow, November 1 at 4 p.m. PST to discuss 2D barcode metrics for success and best practices with the owner of 2D-BarcodeStrategy.com, Roger Marquis. It’s an open discussion, and you can ask questions or contribute your point of view by tweeting with the #TagChat hashtag.

How do you measure the success of your 2D campaigns? Let us know with your comments below or on Facebook or Twitter.


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