Tools like Mailchimp offer great analytics around the engagement of an audience for a specific campaign.
You will understand who receives an email and if an action was taken like clicking a link that was somewhere in that email. You may even know if a Mailchimp email was forwarded on to someone else.
What happens when the Campaign is over? Do the analytics stop with it?
There is intelligence that can still be gathered and leveraged long after the life of a campaign has ended.
One example – You drive your audience to a specific landing page on your website….your audience however is bouncing off that page on to another page.
Then….those people return to that page outside of the campaign days later? Are you capturing that intelligence?