Workshop: Measuring Marketing Performance

By Better Marketing for POCCUnmana DattaNilesh Bhojani

Agenda

• Aligning business and marketing objectives

• Defining what to measure – and how

• Measuring performance

• Making decisions based on results

But First…

Let’s recap the last session:

Defining Your Marketing Strategy

Define Your Marketing Strategy

• Define your product and key benefits.• Who are your target customers? How

well do you know them?• Who are your key competitors? How are

you different from them?• What is your pricing?• How will you deliver your product?• How will you reach out to customers?

Objectives: Business vs. Marketing

• What are your business goals? • How can marketing contribute to those

goals? • Given your resources, how much of this

can you achieve?

The Purchase FunnelReach

Engagement

Leads

Customers

Service

Retention

The Purchase Funnel

Reach

Engagement

Leads

Customers

Service

Retention

Customer actions

Person becomes aware of your brand: finds you on Google, sees an ad or Facebook post…

Person interacts with you: comments, clicks, or shares.

Person indicates purchase intention: sends enquiry or signs up for free trial.

Person makes the purchase.

Person experiences your product or service.

Person becomes repeat customer.

The Purchase FunnelReach

Engagement

Leads

Customers

Service

Retention

Marketing metrics

Sales metrics

Operations metrics

The Purchase Funnel

Reach

Engagement

Leads

Customers

Service

Retention

2 months

5 months

2 months

How long is the purchase process for your product?

Marketing at Each Step of the Funnel

Reach

Engagement

Leads

Customers

Service

Retention

Location, spread, consistency, timing, engagement

Content quality, responsiveness

Education and nurturing

Online Marketing Metrics

• Reach: • Website visits, social media impressions

and followers, email opens• Engagement

• Page views, time on site, blog comments, social media likes and shares, email clicks

• Leads: • Content subscriptions, free trials, enquiries

Group Exercise

• What is your objective?• What marketing activities will you do?• What metrics will you measure?

Marketing Measurement Tools

• Website:– Google Analytics, KISSmetrics, Mix Panel

• Social Media:– Facebook Insights, Hootsuite, Crowdbooster

• Email:– MailChimp, Constant Contact, Aweber

• Ads:– Google Analytics, AdWords, Facebook Ads

Manager

A Quick Look at Google Analytics

• Keep track of reach (visits), engagement (time on site, bounce rate), and conversions (purchase, enquiry)

• Filter by location and search term• Use URL builder to measure results of

campaigns (ads, email)

A Quick Look at Online Ads

• What do you want to pay for?– impressions (reach) – clicks (engagement) – conversions (lead or customer)?

• Are you targeting the right group?

Markitty

• Markitty offers suggestions based on your marketing activities.

• It aggregates stats from Google Analytics, Facebook, and Twitter.

• Check out Markitty.com.

Thank You!

Follow-up questions?Email unmana@bettermarketing.in.

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