Live Webinar: Crash Course in Metrics & Analytics
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The document discusses the importance of metrics and analytics in marketing, comparing them to the principles outlined in 'Moneyball.' It highlights various marketing tactics such as email, display ads, social media, and content strategies, focusing on both upper and lower funnel performance indicators. Key metrics mentioned include engagement rates, lead generation, revenue, and customer retention, emphasizing the need for effective measurement in achieving marketing success.
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Live Webinar: Crash Course in Metrics & Analytics
- 2. 30 minute
- 3. today’s
- 4. Introduction
- 5. 90%
- 8. from
- 9. moneyball
- 10. moneyball
- 11. the impact of
- 12. marketing “ “
- 14. REACH upper funnel Email Marketing Display Ads Search Marketing Organic Social Media PR Paid Social Media Free Written content Rich Media content TACTICS METRICS
- 15. NURTURE Email Marketing Search Marketing Display Ads Paid Social Media PR Gated Long-form Content Webinars Demos / Trials TACTICS METRICS lower funnel
- 16. REACH NURTURE • Awareness • Branded search • Brand recall and lift • Website and referral traffic • Page views, pages per visit, time spent on site lift • Subscriber/opt-in lift • Engagement (open rate, shares, likes, comments) • Bounce rate decline • Unique visitor lift • Inbound links lift • Leads (organic vs paid) • MQLs/SAOs • SQOs • Cost per lead • Qualified lead velocity rate (i.e., growth in qualified leads) • Form fills • Revenue • Returning visitors • Close rate • Retention rate, customer lifetime value, upsell/cross-sell across the funnel
- 17. marketing “ “
- 19. how measures on
- 20. “ “
- 21. “ “
- 22. “ “
- 23. • • • •
- 26. your
- 27. stay