In a time when almost anything can be measured, there is no dearth of metrics for marketers.
But how do we make sense of it all? And
how can we measure its impact on the business? This cheat sheet puts together the metrics that matter across four key channels that are most employed by digital marketers today: web, email, ad media and social media. More crucially, it shows how to mine these metrics to extract measurable results for your business. MARKETING METRICS THAT MATTER STORY IN FIGURES A glance at surveys conducted on usage of metrics by business. WEB SOCIAL MEDIA PERFORMANCE eDM Audience Who makes up your visitors - Location - Language - Technology &mobile - Recency, frequency, and newvs. returning Design and develop your site to cater to your target audience profles. Behavior What drives loyalty and engagement - Bounce rate - %of visitors that see only one page during a visit. - Time they spend on page/site - for content-oriented sites, tells howinteresting your material is. Content Content performance Content that generates the most visits and conversions. In-page analytics Usually represented as "heat maps" or "bubbles". Shows you whether your site layout is optimal, where visitors focus on and what they click (whether calls-to-action are motivating or visible enough). Social Ads - Facebook & LinkedIn Click-through rate (CTR), Cost-per-click (CPC), Cost per Impression (CPM) Measure of howyour ad performs. CPC is a better metric for action-oriented (e.g., download/sign-up/buy) while CPM is more useful for awareness-oriented campaigns. Engagement Forwards tell howmany have used the "send to friend" functionality (if available and enabled). Unsubscribes tell howmany have unsubscribed. High rate indicates you may be sending irrelevant and/or unsolicited messages. Buzz / Share of Voice Basic More useful Sentiment Analysis (%positive, %negative, %neutral) Relates to Brand Awareness and Reputation Engagement Basic More useful Conversation Measure of content effectiveness Thought Leadership: # of best answers in LinkedIn Customer Service Applause rate Social Reach # of followers across all social platforms (Fans, Friends, Followers, etc.) Measure of marketing programeffectiveness. Conversion Use tracking links (usually seen as "utm_source" in the URL), generated by tools like Google to see howmany email recipients performed the desired action (e.g., downloaded white paper, or flled form).
Tells whether your landing pages refect email campaign promises. Depth of Visit Percent of email campaign visits that last longer than xx pages. Important when email is meant to drive deeper site engagement. Conversion Lead Generation For e.g., click-throughs fromsocial posts to form fll-up, newsletter opt-ins Social sales effectiveness Revenue Metrics Measure the aggregate impact on company revenue # of NewNames # of Prospects Contribute to sales pipeline # Marketing Qualifed Leads
Refects the %of wins contributed by marketing # Sales Accepted Leads Value of revenue contributed by marketing # Opportunities # Wins, Losses # Churn (sales renewals/retentions) Sources Avinash Kaushik - Analytics Superguru Actionable Social Analytics by Awareness Inc Campaign Monitor Defnitive Guide to Marketing Metrics and Analytics by Marketo Revenue Performance Management Revenue Engine Effectiveness Associated metrics Average selling price Sales cycle time Sales productivity Win rates Time to ramp a newsales rep Program Performance Measure the incremental contribution of individual marketing programs. Single attribution assigns all value to the frst or last touched program(e.g., lead source/product demo). Single attribution with revenue cycle projections estimates program's long term impact based on historical conversion metrics. Multiple attribution recognizes contribution of multiple programtouches to close a deal. Revenue allocated by time (immediate vs. months ago), by role key decision maker vs. infuencers, by program type roundtable event vs. website visit. Loyalty and Satisfaction Net Performance Score is based on customer answers to the question, howlikely are you to refer us to friend or colleague? Tools Google Analytics, Omniture, Webtrends, etc. Tools Campaign Monitor, ExactTarget, MailChimp etc. Tools Radian6, Meltwater Buzz, JamiQ, Brandtology, webfuenz etc. Traffc Sources Sources that bring in the most visits Sources that generate the most conversions CONVERSION ROI Goal Funnels Track the series of pages visitor is expected to see en route to a goal. Multi-channel Funnel Shows howsite sources (marketing channels such as paid/organic search, site referrals, social networks, email newsletters) work together to create conversions, based on sequences of interactions called conversion paths. Infuence Measures infuence based on your ability to drive action. Infuence score is counted when you create content or engage others. Measured based on: True reach: howmany people you infuence Amplifcation: howmuch you infuence them Network impact: infuence of your network Essential Metrics Open rates %of people who opened your email. Not accurate as many email clients don't download images by default. Click-throughs tells howmany times a link or multiple links were clicked. Click-to-open Ratio tells of those who opened, howmany took action. Bounce rates Hard bounce (non-existent addresses) and soft bounce (temporary issues). Delivery Rate Subscriber Retention Rate or Growth Rate Measures technical effectiveness, relevance and targeting of messages. Search Ads Matched Search Tells you what the user searched when your ad was served. Helps you optimize the keywords your bid for to drive better ad performance and lower bounce rate. Keyword Position Helps determine which keyword position gets you the most clicks. Conversion Set up Goals to determine howwell your site meets specifc objectives - URL Destination (e.g., fromlead gen formpage to thank you page). Works well with goal funnels. - Visit Duration - Pages per visit - Event (downloads, Flash/AJAX element interactions) Segmentation is key to diving deep into specifc areas to get insights that can drive meaningful action. Amplifcation total # of industry conversations # of conversations mentioning your brand total # of relevant mentions # of brand mentions by infuencers & vocal customers # of total sales # of sales coming fromsocial channels Total Marketing and Sales Investment Total Revenue or Bookings # of email campaign visits # of email campaign visits with a single Page View Site Bounce Rate = +1s per post # of likes/favourites week in Google+ # of hangouts replies per post # of comments retweets per post # of shares total # of published posts or pieces of content # of Likes, Shares, Retweets & blog comments # subscribers (# subscribers bounce backs unsubscribes) # of emails sent (# of emails sent - # of bounces) GO AdWords How much of a business priority are the following information requirements? Cost of acquiring a customer/lead Impact of content on acquisition Drop-off across key site processes Lifetime value of customers Benchmarking traffc Customer journey over multiple visits Performance versus competitors Relationship between online/offine behavious Customer behaviour on partner sites High priority Mediumpriority Lowpriority 15% 29% 57% 17% 34% 49% 12% 39% 49% 20% 35% 45% 18% 47% 35% 20% 46% 34% 23% 44% 33% 30% 45% 26% 46% 40% 15% How does your organisation measure online reputation and social media activity? 2010 2011 Paid-for reputation monitoring tools 40% 35% 30% 25% 20% 15% 10% 9% 12% 21% 22% 19% 12% 24% 33% 27% 21% 5% 0% Free tools / our own customised feeds and dashboards Web analytics tool A combination of the above We dont measure Do you integrate web analytics with data from other sources? 59% 41% Yes No Does your organisation have a framework for analysing customer journeys that cross online and offine? Yes No Dont know