The key parameter in measuring the performance of a marketing campaign is the cost. Microsoft Dynamics CRM 2013 provides various cost parameters that can be tracked against the campaign components and aggregated to give a cumulative picture of the overall campaign cost.
The following screenshot shows the cost fields in the campaign activity records:
- Allocated Budget: This the budget allocated for a campaign activity. For example, the cost involved in sending SMSs to the target audience.
- Actual Cost: This is the actual cost incurred when performing the campaign activity.
The following screenshot shows the various cost fields in the campaign records:
- Allocated Budget: This reflects the total budget allocated to the entire campaign.
- Misc. Costs: This is the cost involved in planning and execution that is not directly related to the campaign activities.
- Estimated Revenue: This is the revenue expected from the campaign. It may not be readily available on the campaign form, but the form can be easily customized to add it if needed.
- Activity Cost: This is the total of the actual cost from all the related campaign activities.
- Total Cost: This is the total campaign cost that is the sum of the total activity cost and the miscellaneous cost.
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