MARKETING METRICS
THAT MATTER
Presented By - Tom Marx
© 2013 The Marx Group
WHAT ARE
MARKETING
METRICS?
Data and statistics that help
determine the effectiveness
of a marketing program
© 2013 The Ma...
WHAT ARE WE
MEASURING?
• Brand awareness
• Engagement
• Conversion
© 2013 The Marx Group 3
WHY ARE
METRICS
IMPORTANT?
• Accountability
• Establishes goals
• Gauges success
• Provides focus
• Allows opportunity to ...
WHY DO METRICS
MATTER?
ROI
© 2013 The Marx Group 5
The RIGHT metrics need
to be made available to
the RIGHT people.
© 2013 The Marx Group 6
WHO NEEDS
METRICS?
• Marketing team
• Sales team
• Management
© 2013 The Marx Group 7
WHAT MAY
BE
HAPPENING
• Lack of accountability
• No review of analytics
• Sales and Marketing are
in silos
• Paralysis by ...
What is REALLY important?
© 2013 The Marx Group 9
WHAT IS REALLY
IMPORTANT
Focus your efforts on key
metrics that will provide
the greatest impact
© 2013 The Marx Group 10
MARKETING
CONVERSION
FUNNEL
© 2013 The Marx Group 11
Brand Awareness
Engagement
& Interest
Conversion
&
Loyalty
METHOD
© 2013 The Marx Group 12
© 2013 The Marx Group 13
Ready
• Define your goal
• Make one person accountable
© 2013 The Marx Group 14
Aim
• Design your program
• Make sure it’s measurable
© 2013 The Marx Group 15
Fire!
© 2013 The Marx Group 16
Evaluate
• Measure your progress
© 2013 The Marx Group 17
Adjust
© 2013 The Marx Group 18
Do digital,
and do it well
© 2013 The Marx Group 19
TOP 5
METRICS
THAT
MATTER
1. ADVERTISING & PR
2. WEB TRAFFIC &
CONVERSIONS
3. SEO
4. EMAIL MARKETING
5. SOCIAL MEDIA
© 201...
EMBRACE YOUR
TOOLS
• Google Analytics
• Constant Contact
• HootSuite
© 2013 The Marx Group 21
#1
ADVERTISING
& PR
© 2013 The Marx Group 22
(print!)
ADVERTISING
“I can’t measure ROI on
print advertising.”
FALSE!
Yes you can, if you
define what you want to
measur...
You CAN measure ROI
on print advertising.
CALL TO ACTION >>> CONVERSION
(print!)
ADVERTISING
© 2013 The Marx Group 24
“Digital advertising is all
about impressions.”
FALSE!
If you are sales focused,
it’s about click thru and
conversion
(dig...
You can have
100,000,000
impressions, but if you
aren’t getting the
conversion rates you
need, it doesn’t
matter
(digital!...
ADVERTISING
EXAMPLE!
Your April ad campaign has a
call to action of “buy 2 sets
of engine bearings and
get 2 free”
What me...
PUBLIC
RELATIONS
“There is no value in PR.”
FALSE!
There is great value in PR
once you
define your expectations
© 2013 The...
PUBLIC
RELATIONS
Set expectations.
Measure your pickups.
Drives brand awareness.
Delivers credibility.
© 2013 The Marx Gro...
PUBLIC
RELATIONS
EXAMPLE!
During your new product launch
you distribute a press release.
What do you track?
• Number of ti...
#2
WEB TRAFFIC
&
CONVERSIONS
© 2013 The Marx Group 31
WEBSITE
TRAFFIC
“My business isn’t driven by
E-commerce, so my
website isn’t a priority.”
FALSE!
Your website is your most...
• Build your site with
goals in mind
• Content
• Engagement
• Traffic Analytics
WEBSITE
TRAFFIC
© 2013 The Marx Group 33
Analytics:
What you should
be tracking.
– Traffic sources
– Repeat visitors
– Page views
– Conversion rates
WEBSITE
TRAFFI...
WEBSITE TRAFFIC:
Unique & Repeat Visitors
© 2013 The Marx Group 35
WEBSITE TRAFFIC:
Page Views
© 2013 The Marx Group 36
WEBSITE TRAFFIC:
Traffic Sources
© 2013 The Marx Group 37
WEBSITE TRAFFIC:
Traffic Sources
© 2013 The Marx Group 38
WEBSITE
TRAFFIC:
© 2013 The Marx Group 39
First, define WHAT a conversion is for your
website.
• When a banner ad drives c...
WEBSITE TRAFFIC:
Conversion Rates
Conversion Rate =
# of Conversions
Visits
© 2013 The Marx Group 40
EXAMPLE!
© 2013 The Marx Group 41
Increase online sales.
What do you track?
• new banner ad conversion
• $ amount of sales...
#3
SEO
© 2013 The Marx Group 42
SEO
“I have a website. If people search for
widgets, they’ll find me.”
FALSE!
You need high rankings to be visible to your...
WHAT IS SEO?
Search Engine Optimization:
The process of making a site and its
content highly relevant for both
search engi...
TWO WAYS
TO
APPROACH
SEO
Organic & Paid
© 2013 The Marx Group 45
SEO
Search Engine
Optimization
provides:
• Rankings
• Traffic
• Conversions
© 2013 The Marx Group 46
SEO
“Own your
digital shelf
space.”
PAIDORGANIC
Danielle Russell,
Automotive Industry
Director at Google
© 2013 The Marx G...
EXAMPLE!
Be the leader in online
performance cylinder head
sales.
What do you track?
• organic search engine
ranking/posit...
#4
EMAIL
MARKETING
© 2013 The Marx Group 49
EMAIL
MARKETING
“I can just use Outlook to email my customers. I don’t
need another program to do that.”
FALSE!
Using an e...
EMAIL
MARKETING
Stay focused on:
• Content
• Open Rates
• Click thrus & forwards
© 2013 The Marx Group 51
Click-thru / Forwards >>> Cost per lead
EMAIL
MARKETING
© 2013 The Marx Group 52
EMAIL
MARKETING
© 2013 The Marx Group 53
EXAMPLE!
You want your customers to be
aware of your new product.
What do you track?
• Click –thrus to a landing page
cont...
#5
SOCIAL
MEDIA
© 2013 The Marx Group 55
SOCIAL
MEDIA
“My customers don’t
care about social
media.”
FALSE!
They do. So do their
friends, their kids and
your compet...
• Choose PLATFORMS that
are relevant to your
audience
• It is all about
ENGAGEMENT
• REFERRALS – generate a
call to action...
SOCIAL MEDIA
ENGAGEMENT
© 2013 The Marx Group 58
While Facebook offers its own
analytics, HootSuite allows
you to track analytics across
multiple platforms.
• Manage multi...
EXAMPLE!
Your company’s Facebook
page is holding an anniversary
promotion.
What do you track?
• Participants and engagemen...
MARKETING
CONVERSION
FUNNEL
© 2013 The Marx Group 61
Brand Awareness
Engagement
& Interest
Conversion
&
Loyalty
METHOD
1. READY
2. AIM
3. FIRE
4. EVALUATE
5. ADJUST
© 2013 The Marx Group 62
TOP 5
METRICS
THAT
MATTER:
1. ADVERTISING & PR
2. WEB TRAFFIC &
CONVERSIONS
3. SEO
4. EMAIL MARKETING
5. SOCIAL MEDIA
© 20...
WHAT IS REALLY
IMPORTANT
Focus your efforts on key
metrics that will provide
the greatest impact
© 2013 The Marx Group 64
© 2013 The Marx Group 65
Let’s Connect:
tmarx@themarxgrp.com - (415) 453-0844, x106
facebook.com/themarxgroup
linkedin.com...
of 65

Pri marketing metricsthatmatter_final

Published on: Mar 4, 2016
Source: www.slideshare.net


Transcripts - Pri marketing metricsthatmatter_final

  • 1. MARKETING METRICS THAT MATTER Presented By - Tom Marx © 2013 The Marx Group
  • 2. WHAT ARE MARKETING METRICS? Data and statistics that help determine the effectiveness of a marketing program © 2013 The Marx Group 2
  • 3. WHAT ARE WE MEASURING? • Brand awareness • Engagement • Conversion © 2013 The Marx Group 3
  • 4. WHY ARE METRICS IMPORTANT? • Accountability • Establishes goals • Gauges success • Provides focus • Allows opportunity to learn and improve • Proves value of the specific marketing tactic… © 2013 The Marx Group 4
  • 5. WHY DO METRICS MATTER? ROI © 2013 The Marx Group 5
  • 6. The RIGHT metrics need to be made available to the RIGHT people. © 2013 The Marx Group 6
  • 7. WHO NEEDS METRICS? • Marketing team • Sales team • Management © 2013 The Marx Group 7
  • 8. WHAT MAY BE HAPPENING • Lack of accountability • No review of analytics • Sales and Marketing are in silos • Paralysis by Analysis • Confusion, lack of focus © 2013 The Marx Group 8
  • 9. What is REALLY important? © 2013 The Marx Group 9
  • 10. WHAT IS REALLY IMPORTANT Focus your efforts on key metrics that will provide the greatest impact © 2013 The Marx Group 10
  • 11. MARKETING CONVERSION FUNNEL © 2013 The Marx Group 11 Brand Awareness Engagement & Interest Conversion & Loyalty
  • 12. METHOD © 2013 The Marx Group 12
  • 13. © 2013 The Marx Group 13 Ready • Define your goal • Make one person accountable
  • 14. © 2013 The Marx Group 14 Aim • Design your program • Make sure it’s measurable
  • 15. © 2013 The Marx Group 15 Fire!
  • 16. © 2013 The Marx Group 16 Evaluate • Measure your progress
  • 17. © 2013 The Marx Group 17 Adjust
  • 18. © 2013 The Marx Group 18
  • 19. Do digital, and do it well © 2013 The Marx Group 19
  • 20. TOP 5 METRICS THAT MATTER 1. ADVERTISING & PR 2. WEB TRAFFIC & CONVERSIONS 3. SEO 4. EMAIL MARKETING 5. SOCIAL MEDIA © 2013 The Marx Group 20
  • 21. EMBRACE YOUR TOOLS • Google Analytics • Constant Contact • HootSuite © 2013 The Marx Group 21
  • 22. #1 ADVERTISING & PR © 2013 The Marx Group 22
  • 23. (print!) ADVERTISING “I can’t measure ROI on print advertising.” FALSE! Yes you can, if you define what you want to measure, and build your ad accordingly © 2013 The Marx Group 23
  • 24. You CAN measure ROI on print advertising. CALL TO ACTION >>> CONVERSION (print!) ADVERTISING © 2013 The Marx Group 24
  • 25. “Digital advertising is all about impressions.” FALSE! If you are sales focused, it’s about click thru and conversion (digital!) ADVERTISING © 2013 The Marx Group 25
  • 26. You can have 100,000,000 impressions, but if you aren’t getting the conversion rates you need, it doesn’t matter (digital!) ADVERTISING © 2013 The Marx Group 26
  • 27. ADVERTISING EXAMPLE! Your April ad campaign has a call to action of “buy 2 sets of engine bearings and get 2 free” What metrics do you track? • Increase in sales • Number of clicks from digital ads - and clicks that lead to a purchase © 2013 The Marx Group 27
  • 28. PUBLIC RELATIONS “There is no value in PR.” FALSE! There is great value in PR once you define your expectations © 2013 The Marx Group 28
  • 29. PUBLIC RELATIONS Set expectations. Measure your pickups. Drives brand awareness. Delivers credibility. © 2013 The Marx Group 29
  • 30. PUBLIC RELATIONS EXAMPLE! During your new product launch you distribute a press release. What do you track? • Number of times your release was published • Number of editorial opportunities created • During product sales over the next 6 months – ask how they heard of the new product • Track click thrus to a dedicated landing page © 2013 The Marx Group 30
  • 31. #2 WEB TRAFFIC & CONVERSIONS © 2013 The Marx Group 31
  • 32. WEBSITE TRAFFIC “My business isn’t driven by E-commerce, so my website isn’t a priority.” FALSE! Your website is your most important piece of owned media. © 2013 The Marx Group 32
  • 33. • Build your site with goals in mind • Content • Engagement • Traffic Analytics WEBSITE TRAFFIC © 2013 The Marx Group 33
  • 34. Analytics: What you should be tracking. – Traffic sources – Repeat visitors – Page views – Conversion rates WEBSITE TRAFFIC © 2013 The Marx Group 34
  • 35. WEBSITE TRAFFIC: Unique & Repeat Visitors © 2013 The Marx Group 35
  • 36. WEBSITE TRAFFIC: Page Views © 2013 The Marx Group 36
  • 37. WEBSITE TRAFFIC: Traffic Sources © 2013 The Marx Group 37
  • 38. WEBSITE TRAFFIC: Traffic Sources © 2013 The Marx Group 38
  • 39. WEBSITE TRAFFIC: © 2013 The Marx Group 39 First, define WHAT a conversion is for your website. • When a banner ad drives customer to purchase a product • PR that drives a user to view your white paper Conversion
  • 40. WEBSITE TRAFFIC: Conversion Rates Conversion Rate = # of Conversions Visits © 2013 The Marx Group 40
  • 41. EXAMPLE! © 2013 The Marx Group 41 Increase online sales. What do you track? • new banner ad conversion • $ amount of sales that came from that ad 5% = 1000 20,000
  • 42. #3 SEO © 2013 The Marx Group 42
  • 43. SEO “I have a website. If people search for widgets, they’ll find me.” FALSE! You need high rankings to be visible to your audience…you do this with Organic and paid SEO. © 2013 The Marx Group 43
  • 44. WHAT IS SEO? Search Engine Optimization: The process of making a site and its content highly relevant for both search engines and searchers © 2013 The Marx Group 44
  • 45. TWO WAYS TO APPROACH SEO Organic & Paid © 2013 The Marx Group 45
  • 46. SEO Search Engine Optimization provides: • Rankings • Traffic • Conversions © 2013 The Marx Group 46
  • 47. SEO “Own your digital shelf space.” PAIDORGANIC Danielle Russell, Automotive Industry Director at Google © 2013 The Marx Group 47
  • 48. EXAMPLE! Be the leader in online performance cylinder head sales. What do you track? • organic search engine ranking/position • Pay-per-click sales, from your paid SEO efforts • Key words © 2013 The Marx Group 48
  • 49. #4 EMAIL MARKETING © 2013 The Marx Group 49
  • 50. EMAIL MARKETING “I can just use Outlook to email my customers. I don’t need another program to do that.” FALSE! Using an email marketing program allows you to learn what is (or isn’t) working…and automates list management © 2013 The Marx Group 50
  • 51. EMAIL MARKETING Stay focused on: • Content • Open Rates • Click thrus & forwards © 2013 The Marx Group 51
  • 52. Click-thru / Forwards >>> Cost per lead EMAIL MARKETING © 2013 The Marx Group 52
  • 53. EMAIL MARKETING © 2013 The Marx Group 53
  • 54. EXAMPLE! You want your customers to be aware of your new product. What do you track? • Click –thrus to a landing page containing information on your new product • Sales – did the click-thrus lead to sales? © 2013 The Marx Group 54
  • 55. #5 SOCIAL MEDIA © 2013 The Marx Group 55
  • 56. SOCIAL MEDIA “My customers don’t care about social media.” FALSE! They do. So do their friends, their kids and your competitors. © 2013 The Marx Group 56
  • 57. • Choose PLATFORMS that are relevant to your audience • It is all about ENGAGEMENT • REFERRALS – generate a call to action SOCIAL MEDIA © 2013 The Marx Group 57
  • 58. SOCIAL MEDIA ENGAGEMENT © 2013 The Marx Group 58
  • 59. While Facebook offers its own analytics, HootSuite allows you to track analytics across multiple platforms. • Manage multiple social networks • Schedule posts • Track brand mentions • Analyze social media traffic SOCIAL MEDIA © 2013 The Marx Group 59
  • 60. EXAMPLE! Your company’s Facebook page is holding an anniversary promotion. What do you track? • Participants and engagement - # of people who comment and share your post - # of people who sign up for your promotion © 2013 The Marx Group 60
  • 61. MARKETING CONVERSION FUNNEL © 2013 The Marx Group 61 Brand Awareness Engagement & Interest Conversion & Loyalty
  • 62. METHOD 1. READY 2. AIM 3. FIRE 4. EVALUATE 5. ADJUST © 2013 The Marx Group 62
  • 63. TOP 5 METRICS THAT MATTER: 1. ADVERTISING & PR 2. WEB TRAFFIC & CONVERSIONS 3. SEO 4. EMAIL MARKETING 5. SOCIAL MEDIA © 2013 The Marx Group 63
  • 64. WHAT IS REALLY IMPORTANT Focus your efforts on key metrics that will provide the greatest impact © 2013 The Marx Group 64
  • 65. © 2013 The Marx Group 65 Let’s Connect: tmarx@themarxgrp.com - (415) 453-0844, x106 facebook.com/themarxgroup linkedin.com/company/the-marx-group twitter.com/themarxgroup

Related Documents