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As marketing and advertising efforts move increasingly to online channels, it seems that data related to marketing grows exponentially. Data from Google Analytics is great but we also have marketing data flying at us from AdWords, banner advertising and every social media platform known to humankind. At times it gets overwhelming. The problem isn't having data, the problem is finding the right data that can be used to make sound decisions. Jeff Nelson will present a Marketing Metrics Model that he and Joanne O'Connell have develop as part of a course they are teaching at the University of Calgary. The model mirrors the marketing process and presents a structured way to collect measures, calculate metrics and manage KPIs related to marketing activities. Jeff will also outline some valuable sources of data for social media channels. But not everything about marketing metrics is easy. Jeff will also outline some of the issues that marketers have and possible solutions.
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Marketing Metrics and AnalysisJune 10th, 2014
Marketing Metrics and AnalysisJune 10th, 2014
Outline
2
Marketing Funnel Models Marketing Metrics Model Measures – Data Sources Metrics – Ratios KPIs Brand Strength Social Media Measures
Marketing Funnel
3
Banner ads Facebook Ads Google Display
Blog Facebook/LinkedIn Page Twitter Feed eNewsletters
Google AdWords SEO Website Pages (BOBs)
http://media.bizo.com/www/marketing/WP/Bizo_WP-MetricsThatMatter.pdf
Marketing Funnel
4www.b2bmarketinginsider.com/content-marketing/the-3-goals-for-your-content-marketing
Marketing Funnel
5www.convinceandconvert.com/content-marketing/the-4-types-of-content-metrics-that-matter
Team
6
Jeff Nelson-M.B.A.-Website Analytics-Metrics Consultant-Data Architect-Online Strategist
Joanne O’Connell-M.A.-Market Research-Metrics Consultant-Data Architect
Bill Bergh-Brand Consultant-Relationship Builder-Marketing Executive
Mx3Metrics.com
Marketing Metrics Model
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Acquisition and RetentionAcquisition Funnel Retention Diamond
Acquisition and RetentionAcquisition
Acquisition and RetentionAcquisition Funnel
KPIs
11
Jan-14 Feb-14 Mar-14 Apr-14 -
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Jan-14 Feb-14 Mar-14 Apr-14 -
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
SEO
AdWords
eNewsletter
Jan-14 Feb-14 Mar-14 Apr-14$0.00
$0.02
$0.04
$0.06
$0.08
$0.10
$0.12
Jan-14 Feb-14 Mar-14 Apr-14$0.0
$0.2
$0.4
$0.6
$0.8
$1.0
$ / Visit (Cost per click): SEO
$ / Visit (Cost per click): AdWords
$ / Visit (Cost per click): Facebook
Visits
$ / Visits
Measures
12
Google Analytics Visits, Duration, % New Visits, Bounce Rates, Goals
Google AdWordsImpressions, Clicks, Conversions, Costs
3rd Party MeasuresMarketing Grader, Google PR, Alexa, SEMRush
Company Marketing InvestmentDirect, Organic, Paid, Referrals, eNewsletters, Traditional
Company Survey DataSatisfaction, Awareness, Competitive Intelligence
Company Sales DataProspects, Offers, Sales Volumes
Company Financial DataRevenues, COGS, Gross Margin, Net Income
Brand Strength
Traffic Rank: www.Alexa.com Estimated Visits: www.SimilarWeb.com # backlinks: www.OpenSiteExplorer.org PageRank: www.PRChecker.info % Score: http://marketing.grader.com Moz Bar – download from Chrome Store
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Alexa.com
SimilarWeb
SimilarWeb
OpenSiteExplorer.org
PRChecker.info
Marketing.Grader.com
Moz Bar
Social Media Measures
http://www.google.com/analytics http://bufferapp.com http://tweetadder.com – impossible to download http://tweetreach.com http://twittercounter.com http://www.justunfollow.com http://www.fanpagekarma.com http://simplymeasured.com/free-social-media-tools http://sproutsocial.com http://www.similarweb.com
Google Analytics
Buffer App
TwitterReach
TwitterCounter
JustUnFollow
FanPageKarma
SimplyMeasured
SproutSocial
http://www.johnsocial.com/social-media/sprout-social-review-management-tool-2013/
![Automated E Marketing Metrics Marketing [Compatibility Mode]](https://img.pdfslide.us/doc/110x75/54826650b4af9f496b8b4597/automated-e-marketing-metrics-marketing-compatibility-mode.jpg)
