EPISODE
17
Measuring the Effectiveness of Your Marketing Campaigns
EPISODE LINKS.
SHOW NOTES.
In episode 17 of ‘McFarland Minutes,’ the focus is on measuring the effectiveness of marketing campaigns. The hosts discuss the importance of balancing quantitative data, such as analytics and social media metrics, with qualitative data, like community engagement and brand impact, which are harder to measure. They emphasize the need for clear goals before launching a campaign and the importance of understanding both measurable results and non-measurable impacts. Tools such as Google Analytics, Site Kit, SEMrush, and Link Tree are highlighted for their usefulness in aggregating and analyzing data. Through various examples, including a creative PR stunt by Elf Cosmetics, the hosts illustrate that while data is crucial, the unquantifiable aspects also play a significant role in long-term success.
00:00 Welcome to McFarland Minutes Episode 17
00:39 The Debate: Data vs. Community Engagement
01:26 Setting Goals for Marketing Campaigns
02:11 Quantitative vs. Qualitative Metrics
03:14 Real-World Examples and Challenges
07:29 The Role of Community and Passion in Marketing
13:19 Influencers and ROI Measurement
18:05 Creative Marketing Stunts
20:37 Grand Welcoming and Sailing to Hawaii
21:06 Quantitative vs Qualitative Data in Marketing
22:22 Tracking Campaigns and Community Impact
24:44 Favorite Analytics Tools for Social Media
26:12 Email Marketing and Tracking Challenges
27:47 SEO Tools and Site Kit Overview
31:23 Link Tree and External Links for SEO
38:27 Concluding Thoughts on Campaign Effectiveness
ABOUT THIS EPISODE.
Episode 17 of McFarland Minutes focuses on measuring the effectiveness of marketing campaigns by examining both quantitative and qualitative approaches. The discussion, led by Natalie and Scout, highlights the challenges marketers face when balancing data-driven results with less tangible indicators of brand impact.
The episode begins by outlining the two primary schools of thought in marketing measurement:
Quantitative metrics such as impressions, click-through rates, conversions, and ROI.
Qualitative outcomes including brand sentiment, customer engagement, and long-term loyalty.
Scout emphasizes the need to establish clear objectives before launching any campaign. Whether the aim is increased brand awareness, community engagement, or direct sales, setting goals early provides a framework for measurement and strategy development.
Natalie and Scout stress the importance of defining both quantitative and qualitative goals. While analytics may show a campaign fell short on sales or traffic, qualitative indicators like increased brand mentions or improved customer sentiment can signal long-term value.
A case study mentioned in the episode includes a campaign by Elf Cosmetics, which successfully combined creativity with audience engagement. Though immediate sales metrics were not the primary indicator, the campaign demonstrated long-term brand value and qualitative influence.
The hosts also address the role of consistent data sourcing. Whether using Facebook Business Suite, Instagram Insights, or Google Analytics, consistency in data collection helps ensure reliable comparisons over time. Tools like Site Kit, SEMrush, and Linktree are identified as key resources for aggregating insights and capturing both quantitative and qualitative performance indicators.
The episode concludes with a reminder: not all campaigns are sales-focused. The definition of success varies depending on the objective. An effective measurement strategy integrates both measurable outcomes and brand impact to inform future planning and execution.
Listeners are encouraged to continue refining their measurement strategies by aligning tools and goals, evaluating outcomes beyond short-term metrics, and recognizing the value of community-driven engagement.
ABOUT YOUR HOSTS.
NATALIE MCFARLAND
PRESIDENT, FOUNDER
MCFARLAND PRODUCTIONS
After freelancing her way through college, Natalie established McFarland Productions in 2014, which has continued to grow rapidly over the last few years. Her passion and focus have always remained the same; capturing, understanding, preserving and promoting Ranching, Farming, Western Lifestyle and AgriBusiness. She has always had a love for the western culture and even at a young age it was unmistakably clear she would someday find a career serving the industry.
Natalie grew up on a small ranch, rodeoed, showed horses in a variety of disciplines, showed livestock, and participated in 4H and Oregon High School Equestrian Teams. She has trained herding dogs and started colts, worked with sheep and cattle and has had the experience of racing to finish up a hayfield before a rainstorm hit. She understands the joys, sorrows, wins, losses and hard work of ranchers and farmers. That’s why McFarland Productions can produce authentic marketing campaigns for the businesses, organizations, events, and brands of the western and agriculture industry – it’s who she is.
With a passion for building community surrounding brands, Natalie focuses on building real connections between companies/brands and the people that make up their community. Telling the stories of your customers and making them apart of the brand’s story is her main focus. Creating real, human, meaningful connections and strengthening community within the western and agriculture industry through strategic marketing services.
SCOUT FOSTER
DIRECTOR OF STRATEGIC STORYTELLING
MCFARLAND PRODUCTIONS
Scout’s faithfulness to the agriculture and western sports industry is rooted in tradition. Growing up in Central Florida, she stood by her family as they supported different sectors of the industry, including raising beef cattle, bucking bulls for local rodeos, and spending weekends with her grandparents who lived on Disney’s Wilderness Preserve.
Moving away from The Mouse, Scout graduated Magna Cum Laude from the Nation’s top agricultural communications college at Texas Tech University in 2022.
Now residing in Crockett, she and her husband, Lane, keep busy raising beef cattle and bucking bulls with her family. Scout also loves gardening, raising chickens, reading, and her two dogs: Rue and Dill.
