Marketing Analytics 101
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The document provides an overview of marketing analytics, emphasizing the importance of measuring key performance indicators (KPIs) such as total users, retention rate, and revenue. It discusses various goals and metrics for evaluating campaign effectiveness, including delivery rates, conversion rates, and cost metrics like cost per impression. Additionally, it outlines UTM parameters for tracking marketing campaigns across different channels.
Marketing Analytics 101
- 2. 1 2 3 4 5 Custom Wheels Big Wheels Training Wheels Hipster Wheels Two Wheels
- 4. campaign You can’t manage it unless you measure it!
- 8. Common Key Performance Indicators (KPIs) • Total Users • New Users • Monthly Active Users (MAU) • Daily Active Users (DAU) • Retention Rate • Revenue
- 10. Your Goal Variable Variable Variable Variable
- 11. Emails Delivered Unique Opens Unique Clicks Signups Action Taken Delivery Rate: # delivered / # sent Open Rate: # unique opens / # delivered* Conversion Rate: # unique Signups / # delivered Click Through Rate: # unique clicks / # delivered Activation Rate: # action taken / # signups *Not an accurate measure of performance.
- 12. Impressions Cost per Impression (CPI) Clicks Cost per Click (CPC) Actions Cost per Action (CPA)
- 15. “Kill things that don’t have an optimum CPA.” – Avinash Kaushik
- 16. THERE WAS A 50% M/M INCREASE IN UNIQUE VISITORS IN APRIL (APRIL UNIQUE VISITORS – MARCH UNIQUE VISITORS) / MARCH UNIQUE VISITORS (300,000 – 200,000) / 200,000 = + 50%
- 19. Value Parameter Description Campaign utm_campaign Marketing campaign name Source utm_source Marketing channel Email, social media, etc. Medium utm_medium Channel category Email list, facebook, twitter, etc. Content utm_content Most frequently used in CPC campaigns to note ad creative Term utm_term Most often used in CPC campaigns to track search keyword
- 20. QUESTIONS? READ MORE ABOUT MARKETING ANALYTICS WWW.COUNTERPILLAR.COM
- 21. Course Title Course Title INSTRUCTOR NAME
Editor's Notes
- #3: This is obviously an intro.-level course, but curious how much experience you all have with Marketing Analytics. What’s your current level of expertise? Show of hands. Why are you here?
- #4: Today you’ll learn how to master the art of seduction. Numbers are sexy!Use numbers to tell a story! Use numbers to get your way! Let’s test it…
- #5: Every initiative you launch should be tied to a goal. If you don’t measure the output of your initiative, how can you measure that the effort was worthwhile? Show your how you’re adding value to the company with wins and learning from losses.
- #6: Ask how many people are managing analytics internally at their companies. What tools are you using? You don’t have to have a company account to get started!
- #7: Keep your eye on the prize! Pick one primary success metric. It’s very tempting to have several, but you’ll just get bogged down. This should be the number you want to move the needle on. Lost of other metrics will reveal opportunities for you to optimize your campaign flow for that metric.
- #8: Use email click-through rate as an example. Who has recently sent a marketing email out to customers? What was the goal? CTR isn’t your success metric! It’s an optimization factor.
- #12: ExampleEmail campaign to acquire users for a health and fitness websiteUSUBSCRIBE RATEFor an affiliate marketing campaign, Total opens and total closes can be an interesting measure of how people are interacting with your campaigns.