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2. The Performance Audit

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Objective – learning from your past experience

Where we want to be in a sentence:
‘We understand what’s worked and what hasn’t in our past marketing.’

The entrepreneurial mindset reaches for the future, with a tendency to view the past as ‘that was then and this is now’. But you’ll never have a better source of hard-won learning than your own past – your mistakes and your successes. The past always yields important lessons, but the trick is to know what to look for.

Running a performance audit means reviewing KPIs, what previous campaigns have cost, how were they deployed, what the traffic looked like. But the real information to to look for is what impact they had on your audience. It’s here that you’ll learn what to do more of. Even if it tells you what didn’t work, that’s valuable time and cost-saving information.

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