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BASIC DIGITAL METRICSTHAT MATTER
About You
About Me
Junior Inbound Marketer/Content Marketing Specialist @Vertify
Marketing @ ASE / Project Management @ SNSPA
Alumnus VIP, Project Manager Onlined 2014
Blog: catalinapop.com (urmeaza)
Email: k.catalina.pop@gmail.com
facebook.com/KatiCORE
twitter.com/KatyCORE
What’s a metric?
Metric = a system or standard of #measurement.
KPI (key performance indicator) = a business metric used to evaluate factors that are crucial to the success of an organization.
Why bother measuring?
Some benefits of measuring:
● Marketing is unpredictable. Makes it a bit more #predictable● Gives you #insights about your brand, your product and your
target● Helps setting #realistic objectives, milestones & KPIs● Helps improve marketing strategy #real time (Penguin Update)
How we wish we spent our budget…
Measuring helps us invest SMART.
But first...
How digital works?
It’s complicated!
Good to know about digital:
● The digital environment is not just a random bulk of #information● Nothing is random. Everything is in a very logical #balance● Things move fast and they do it #real time
Two forces rule the Internet
Page rank Edge rank
•Google Results•Web Pages•Content•Network•Links•Ranking•SEM (Search Engine Mrk)
•News Feed•Facebook Pages•Micro-content•Community•Connections•Appearance•Social Media Mrk
What do they have in common?
Relevance for the user.
How do they provide relevance?
Page rank Edge rank
•Relevance (content, tags, keywords)
•Popularity (links, mentions, social)
•Time (older domains are more authoritative)
•AUTHORITY (ranks/doesn’t rank)
•Affinity Score (relationship between users)•Edge Type (like, comment, share)
•Time delay (recent edges weigh more)
•SCORE (appears/doesn’t appear)
Metrics offer you guidelines to optimize your online presence, influence Fb & Google algorithms and be
relevant.
Types of digital metrics
SEM (Search Engine Marketing) Metrics
SEO (search engine optimization)
•Google Organic Results•Google Webmaster Tools
#Key-Metrics•Keywords (volume, seasonality, difficulty score)•Domain Authority•Page Authority•Links/Mentions•Website Traffic•Ranking•CTR (click through rate)•Conversion rate
SEA (search engine advertising)
•Google Paid Results•Google AdWords
#Key-Metrics•Keywords (volume, seasonality, cost)•Quality Score•Ad Rank•CPC (cost per click)•CPM (cost per mile)•CPA (cost per aquisition)•CTR (click through rate)•Conversion rate
Website Metrics
#Key-Metrics
•Sessions (visits on website)•Unique Sesions (unique visits on website)•Page Views (no of pages viewed)•Unique Page Views•Pages / Session (no of pages viewed per session)•Session Duration / Average time spent on page•Bounce Rate (visitors who drop off after viewing one page)•New Visitors / Returning visitors
Social Media Marketing Metrics
#Key-Metrics
Quantitative Metrics•Followers/Fans (people who follow your SM page)•Engagement/PTAT (people talking about this) (how many fans engage with your SM page)•Timing (when are your fans more engaged)•CTR (how many people who viewed actually clicked)
Qualitative Metrics•Influence (tools: Klout, Followerwonk)•Sentiment (tools: Google Analytics, Google )•Conversation drivers (follow topics, context, competition)
Email Marketing Metrics
#Key-Metrics (MailChimp)
•Subscribers •Open rate / Opened / Total Opens•Click rate / Clicked•Bounced•Unsubscribed•Forwarded
Sales Metrics
#Key-Metrics
•Generated leads (no of students that are interested in my project)•CPL (Cost per Lead) (how much did I spend for each lead)•Lead 2 Customer conversion rate (how many leads applied to the project)•CPA (Cos per Aquisition) (how much did I spend for each student that converted)
Vanity metrics
•I want to rank on 1st position in Google on every keyword possible in my industry.•I want to have 1000000000+ likes.•I want 350000000000+ impressions.•I want to go viral. I want 1 billion views on Youtube.•I want to obtain 50 links / month.
How KPIs should sound like?
•I want to increase my website traffic from 3000 visits / month to 6000 visits / month in 6 months time•I want to grow my community by 5% and increase page engagement by 50%•I want to increase generated leads by 20% and improve lead 2 customer conversion rate to 50%•I want to engage and build a relationship with 5 bloggers / month.
Thank you!
Lab time!
http://www.forbes.com/sites/jaysondemers/2014/08/15/10-online-marketing-metrics-you-need-to-be-measuring/
http://digitalmarketingphilippines.com/14-most-important-metrics-to-focus-in-your-digital-marketing-campaign/
http://www.slideshare.net/ValaAfshar/50-digital-marketing/19-Funnel_VisualizationHelps_track_the_movement
http://www.prmoment.com/blog/the-periodic-table-of-b2b-digital-marketing-metrics.aspx
http://www.three-ships.com/blog/measuring-digital-marketing-effectiveness
http://charisestevens.com/digital-marketing-metrics-that-matter/
https://www.hausmanmarketingletter.com/metrics-top-funnel-marketing-matter/
http://www.quicksprout.com/2015/07/20/quantify-your-results-the-14-most-important-seo-metrics/
https://moz.com/beginners-guide-to-social-media
Resources on metrics
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