Marketing metrics and roi

iWant internship8/20 Marketing Metrics and ROI

What is metrics• 好的Metrics是為了決策⽽而設計，⽽而不是為了測量數據⽽而做的。

• Qualitative: Usability Testing／Session Monitoring.

• Quantitative: Traffic Analysis／User Engagement.

• Comparative: A/B, Multivariate Testing.

• Competitive: Monitoring & Tracking Competitors.

Traditional marketing• 電視

• 收⾳音機

• 平⾯面（報紙、雜誌）

• ⼾戶外（⼤大型看板、公⾞車或捷運海報張貼）

這些傳統的⾏行銷⽅方式該如何設定Metrics

今天你是公司⾏行銷⼈人員，你該如何跟⽼老闆報告這個廣告成果？

看看CoCa Cola怎麼將傳統與⾏行動連接！ 你覺得該看哪些Metrics

數位⾏行銷常⾒見⽤用語

補充資料：Inbound Journals - 臉書廣告要⽤用CPC還是CPM

• CPC = Cost per click

• CTR = Click through rate

• CPA = Cost per acquisition

• CR = Conversion rate

• CPI = Cost per Install

• CPM = Cost per 1000 impression

• LTV = Life time value

• ARPU = Average revenue per user

• ARPPU = Average revenue per paying user

• Page View

• Session（Visit）= ⼯工作⾴頁⾯面（Google analytics）

Before you begin…

Pirate metrics = AARRR

DATA progress

• Defining: Defining the GOAL that you want to promote.

• Assessing: Assessing the dollar values of these potential results.

• Tracking: Setup the metrics and tracking data.

• Adjusting: Based on the tracking and improve your program.

Setup the goal

• Awareness: Let TA knows something about you.

• Perception: Let TA Thinks about you.

• Behavior: Let TA does something.

Measure Dollar Value

Return of investment（ROI）=

（Return - Investment） Investment

How to estimate ROI• 評估選擇管道預期得到的曝光數（over 50M impression/day,

YAHOO! Taiwan）

• Estimate channel CTR.

• Estimate conversion rate

• how many people reach your goal.

• Optimization and Test.

Pirate metrics reference

Dropbox• ⺫⽬目前約⼀一億⽤用⼾戶 • 剛開始推廣初期，利⽤用傳統⽅方式「打廣告」

結果

Acquisition: 1000⼈人 Activation: 300⼈人 Retention: 100⼈人 Revenue: ?? Referral: ??

發現要讓⼀一個使⽤用者試⽤用 就需要$7，但是⽉月費才$5.99

CPA < LTV or

CPA > LTV

Which one is better ?

Digital tool for analysis

• Google analytic（Web, mobile）- FREE

• KISSmetrics（Customer intelligence, web）

• Mixpanel（mobile）

• Flurry（mobile）- FREE