The Signal: Finding Metrics That Matter
- 7. UNIVERSAL MARKETING FORMULA MEASURE WHAT MATTERS PUTTING IT TOGETHER
- 11. THE FORMULA target x awareness rate = awareness awareness x interaction rate = interactions interactions x conversion rate = conversions conversions x sale rate = sales sales x average value = revenue
- 12. UNIVERSAL FORMULA target awareness rate interaction rate conversion rate sales rate x average value revenue
- 13. UNIVERSAL FORMULA target x ar x ir x cr x sr x av = revenue T A I C S repeat rate lag time TARGET AWARE INTER CONV SALE
- 14. CRM TRACKING target x ar x ir x cr x sr x av = revenue T A I C S repeat rate lag time TARGET AWARE INTER CONV SALE
- 15. UNIVERSAL FORMULA target x ar x ir x cr x sr x av = revenue
- 16. FORMULA variants EMAIL NEWSLETTER target x ar x ir x 10% x 0.2% x av = revenue FREE CONSULTATION target x ar x ir x 0.5% x 15% x av = revenue AWARE INTER CONV SALE. VALUE AWARE INTER CONV SALE. VALUE
- 17. FORMULA variants MULTI-STEP CONVERSION target x ar x ir x cr1 x cr2 x cr3 x sr x av = rev FINDYOUR FORMULA(S)
- 18. UNIVERSAL FORMULA target x ar x ir x cr x sr x av = revenue
- 20. HOW TO MEASURE SEARCH SOCIAL BANNER WEBSITE EMAIL
- 21. MEASURING SEARCH BRANDED PPC SEO NON-BRANDED PPC LOCAL
- 22. BRANDED PAID SEARCH T A I C S ar ir cr sr TARGET AWARE INTER CONV SALE
- 23. BRANDED PAID SEARCH T A I C S ar ir cr sr PURPOSE: STAVE OFF COMPETITORS MEASURE SUCCESS: • LOW COST-PER-INTERACTION WITH HIGH IMPRESSION-SHARE TARGET AWARE INTER CONV SALE
- 24. NON-BRANDED SEARCH T A I C S ar ir cr sr TARGET AWARE INTER CONV SALE
- 25. NON-BRANDED SEARCH T A I C S ar ir cr sr PURPOSE: DRIVE CONVERSIONS AND SALES MEASURE SUCCESS: • LOW COST-PER-CONVERSION • LOW COST-PER-SALE / HIGH SALES • MAXIMIZETOTAL PROFIT TARGET AWARE INTER CONV SALE
- 26. CPS VS. PROFIT $159 RETAIL COST $59 PRODUCTION COST $100 PROFIT
- 30. NON-BRANDED SEARCH T A I C S ar ir cr sr PURPOSE: DRIVE CONVERSIONS AND SALES MEASURE SUCCESS: • FINDYOUR BALANCETO MAXIMIZETOTAL PROFIT TARGET AWARE INTER CONV SALE
- 31. ORGANIC SEARCH (SEO) T A I C S ar ir cr sr PURPOSE: DRIVE ZERO-COST INTERACTIONS (NON-BRANDED) MEASURE SUCCESS: • OKAY: RANKINGS • GOOD:VISIBILITY • BEST:TRAFFIC (WITH CONVERSION) TARGET AWARE INTER CONV SALE
- 32. MEASURE RANKINGS GOOGLE SEARCH CONSOLE (GSC) MOZ PRO AHREFS SEMRUSH GETSTAT
- 34. MEASURE TRAFFIC SEARCH CONSOLE •NON-BRANDED CLICKS
- 35. MEASURE TRAFFIC GOOGLE ANALYTICS • ORGANIC SESSIONS, LANDING ON NON-HOMEPAGE • CONFIRM CONSISTENT CONVERSION RATE
- 36. ORGANIC SEARCH (SEO) T A I C S ar ir cr sr PURPOSE: DRIVE ZERO-COST INTERACTIONS MEASURE SUCCESS: • OKAY: RANKINGS • GOOD:VISIBILITY • BEST:TRAFFIC (WITH CONVERSION) TARGET AWARE INTER CONV SALE
- 37. LOCAL SEO T A I C S ar ir cr sr PURPOSE: DRIVE ZERO-COST CONVERSIONS MEASURE: GOOGLE MY BUSINESSACTIONS TARGET AWARE INTER CONV SALE
- 38. MEASURING BANNERS BANNER &VIDEO VIEW-THRU AWARENESS LIFTTEST STOREVISITS
- 39. BANNER & VIDEO ADS T A I C S ar ir cr sr PURPOSE: CREATE AWARENESS MEASURE SUCCESS: • BRAND AWARENESS • VIEW-THROUGH CONVERSIONS • STOREVISITS TARGET AWARE INTER CONV SALE
- 40. MEASURE AWARENESS THREEWAYSTO MEASURE BRAND AWARENESS: • BRAND RECALL SURVEYS (ABSOLUTE) • WEBSITE DIRECTTRAFFIC (RELATIVE) • BRANDED SEARCH IMPRESSIONS (RELATIVE)
- 41. MEASURE AWARENESS CONDUCT PRE- AND POST-CAMPAIGN SURVEYSTO LEARN AWARENESS RATE. “WHENYOUTHINK OF _____, WHAT BRANDS COMETO MIND?” MAKE SUREYOUR SURVEY AUDIENCE IS REPRESENTATIVE OFYOURTARGET. target x Δar x ir x cr x sr x av = Δrevenue
- 43. MEASURE AWARENESS “WHENYOUTHINK OF DOGSWHAT BREEDS COMETO MIND?” ar2 - ar1 = Δar target x Δar x ir x cr x sr x av = Δrevenue
- 44. MEASURE AWARENESS DIRECTTRAFFIC CAN BE A PROXY FOR RELATIVE BRAND AWARENESS. BUTYOUR ANALYTICS MUST BE SET-UP CORRECTLY. = Δar direct traffic2 direct traffic1
- 45. MEASURE AWARENESS DIRECTTRAFFIC CAN BE A PROXY FOR RELATIVE BRAND AWARENESS. BUTYOUR ANALYTICS MUST BE SET-UP CORRECTLY.
- 46. MEASURE AWARENESS BRANDED SEARCH IMPRESSIONS CAN ALSO BE A PROXY FOR RELATIVE BRAND AWARENESS. = Δar branded impressions2 branded impressions1
- 47. BRAND SENTIMENT BRAND AWARENESS ≠ BRAND AFFINITY YOU CAN GENERATE A LOT OF BRAND AWARENESS INTHEWRONGWAY.
- 48. BRAND SENTIMENT
- 49. MEASURE AWARENESS IFYOU REALLYWANTTO MEASURE BRAND AWARENESS, YOU MAY HAVETOACTUALLY MEASURE BRAND AWARENESS.
- 50. BANNER IMPRESSIONS T A I C S ar ir cr sr PURPOSE: CREATE AWARENESS MEASURE SUCCESS: • BRAND AWARENESS TARGET AWARE INTER CONV SALE
- 51. BANNER CLICKS T A I C S ar ir cr sr PURPOSE: DRIVE DIRECT CONVERSIONS MEASURE SUCCESS: • CLICK-THROUGH CONVERSIONS TARGET AWARE INTER CONV SALE
- 52. VIEW-THROUGH CONV. CONVERSIONS FROM CUSTOMERSWHO HAVE BEEN SHOWNA BANNERAD.
- 53. VIEW-THROUGH CONV. T A I C S ar ir cr sr PURPOSE: DRIVE EVENTUAL CONVERSIONS MEASURE SUCCESS: • LOW COST-PER-CONV. / HIGH CONV. • MAXIMIZETOTAL PROFIT TARGET AWARE INTER CONV SALE
- 54. VIEW-THROUGH CONV. HOW CANYOU BE SURETHIS ADWAS RESPONSIBLE FORTHE CONVERSION?
- 55. TRUE LIFT TEST
- 56. TRUE LIFT TEST 980 VTC871 VTC 109 $4.8K $4.9K HOW DOYOU KNOWTHATYOUR CONVERSIONS WOULDN’T HAVE HAPPENED ANYWAY?
- 57. TRUE LIFT TEST 980 VTC871 VTC 109 $4.8K $4.9K $4,900 / 109 conv = $45 / conv
- 58. • IFYOU HAVE BUDGET,YOU CAN DO MANUALTESTS ON ANY PLATFORM. • SOME PROGRAMMATIC PLATFORMS AND FACEBOOK OFFER LIFTTESTS BUILT-IN. TRUE LIFT TEST 980 VTC871 VTC 109
- 59. STORE VISITS T A I C S ar ir cr sr PURPOSE: MEASURE OFFLINECONVERSIONS FROM BANNERSTHROUGH GEO-TRACKING • ATYPE OFVIEW-THROUGH CONVERSION • AVAILABLETHROUGH PROGRAMMATIC PLATFORMS, FACEBOOK, AND GOOGLE TARGET AWARE INTER CONV SALE
- 60. STORE VISITS T A I C S ar ir cr sr PURPOSE: MEASURE OFFLINECONVERSIONS FROM BANNERSTHROUGH GEO-TRACKING MEASURE SUCCESS: • LOW COST-PER-VISIT / HIGHVISITS • MAXIMIZETOTAL PROFIT TARGET AWARE INTER CONV SALE
- 61. BANNER & VIDEO ADS USE BRAND AWARENESSTO SUPPORT OTHER CONVERSION-FOCUSED INITIATIVES. COMBINE LIFTTESTSWITHVIEW-THROUGH CONVERSIONSAND STOREVISITSTO ACCURATELY PROVETHE EFFECT OF BANNER ANDVIDEO ADVERTISING.
- 62. MEASURING EMAIL CONVERSION FUNNEL EMAIL REPEAT CONVERSION EMAIL ENGAGEMENT
- 63. Email marketing (A) T A I C S ar ir cr sr PURPOSE: MOVE SUBSCRIBERS FARTHER DOWNTHE CONVERSION FUNNEL MEASURE SUCCESS: • CONVERSIONS & SALESATTRIBUTEDTO EMAIL EFFORTS TARGET AWARE INTER CONV SALE
- 64. Email marketing (B) T A I C S PURPOSE: DRIVE MORE REPEAT SALES MEASURE SUCCESS: • NUMBER OF REPEAT CUSTOMERS • NUMBER OF SALES-PER-CUSTOMER TARGET AWARE INTER CONV SALE ar ir cr sr rr
- 65. Email marketing (C) T A I C S PURPOSE: KEEP SUBSCRIBERS ENGAGED MEASURE SUCCESS: • TOTAL NUMBER OF ENGAGED SUBSCRIBERS TARGET AWARE INTER CONV SALE ar ir cr sr
- 66. ENGAGED SUBSCRIBERS HOWTO MEASURE ENGAGEMENT: • PER-EMAIL: NUMBER OF INTERACTIONS • PER-SUBSCRIBER: NUMBER OF SUBSCRIBERS (OR PERCENT OF LIST)THAT HAVE INTERACTED IN LAST X EMAILS • INTERACTION = LINK CLICKS
- 67. OPEN AND CLICK RATE
- 68. OPEN AND CLICK RATE INDUSTRY RATES: IMPOSSIBLETO COMPARE YOUR OWN RATES: A METRIC OF LIST HEALTH OVERTIME, BUT ABSOLUTE INTERACTIONS ARE MUCH MOREVALUABLE
- 69. MEASURING SOCIAL PAID SOCIAL SERVICE ORGANIC SOCIAL
- 70. SOCIAL MEDIA PURPOSE: • PAID SOCIAL: DRIVE CONVERSIONS & SALES • ORGANIC SOCIAL: MAINTAINAWARENESS • CUSTOMER SERVICE: SUPPORT CONVERSIONS, MAINTAIN REPEAT RATE
- 71. PAID SOCIAL T A I C S ar ir cr sr PURPOSE: DRIVE CONVERSIONS AND SALES MEASURE SUCCESS: • LOW COST-PER-CONVERSION • LOW COST-PER-SALE / HIGH SALES • MAXIMIZETOTAL PROFIT TARGET AWARE INTER CONV SALE
- 72. TARGET AWARE INTER CONV SALE organic SOCIAL T A I C S ar ir cr sr PURPOSE: MAINTAINAWARENESS MEASURE SUCCESS: • ENGAGEMENT RATE • MONEY OFF ROOFTEST
- 73. SOURCE: RIVALIQ 2019 SOCIAL MEDIA INDUSTRY BENCHMARK REPORT engagement rate = all interactions / total followers
- 74. MONEY OFF ROOF TEST WOULD WE CREATE MORE SOCIAL MEDIA ACTIVITY IF WE TOOK ALLTHE MONEY WE ARE CURRENTLY INVESTING IN SOCIAL MEDIA ANDTHREW IT ALL OFFTHE ROOF OF OUR OFFICE BUILDING? - AVINASH KAUSHIK
- 75. MONEY OFF ROOF TEST
- 76. CUSTOMER SERVICE T A I C S ar ir cr sr rr PURPOSE: SUPPORTCONVERSIONS, MAINTAIN REPEAT RATE MEASURE SUCCESS: • NUMBER OF ISSUES (OPERATIONS) • ISSUE RESOLUTION RATE TARGET AWARE INTER CONV SALE
- 78. NEW WEBSITE T A I C S ar ir cr sr PURPOSE: INCREASE INTERACTIONSAND CONVERSIONS MEASURE SUCCESS: • ORGANIC SEARCHTRAFFIC • TOTAL CONVERSIONS • SIX MONTHSTO REALIZE IMPROVEMENTS TARGET AWARE INTER CONV SALE
- 80. WEBSITE CONTENT T A I C S ar ir cr sr PURPOSE: GROW ORGANIC INTERACTIONS MEASURE SUCCESS: • ON-PAGE CONVERSION RATE • ORGANICTRAFFIC & LONGEVITY • CONTENT ENGAGEMENT TARGET AWARE INTER CONV SALE
- 81. TRAFFIC & LONGEVITY • DOESYOUR BLOG CONTENT MAKE AN IMPACTWHEN PUBLISHED? • DOES IT HAVE “STAYING POWER”?
- 82. CONTENT ENGAGEMENT https://www.simoahava.com/analytics/track-content-engagement-via-gtm/ • TIME-ON-PAGE (NON-STANDARD) • SCROLL DEPTH • GTM ENGAGEMENT • SIMOAHAVA
- 84. USER EXPERIENCE T A I C S ar ir cr sr PURPOSE: UPDATE SITEMAP OR DESIGNTO GROW CONVERSION RATE MEASURE SUCCESS: • INCREASED CONVERSION RATE • REDUCEDTIME-TO-CONVERSION TARGET AWARE INTER CONV SALE
- 86. A/B & WEBSITE CRO T A I C S ar ir cr sr PURPOSE: GENERATE SIGNIFICANTLY MORE WEBSITE CONVERSIONS MEASURE SUCCESS: • IMPROVED CONVERSION RATE • STASTISTICALLY SIGNIFICANT SAMPLE SIZE TARGET AWARE INTER CONV SALE
- 88. Sample size A B 10/100 12/100 LIFT = 20% p = 0.65 A B 100/1,000 120/1,000 LIFT = 20% p = 0.15 A B 500/5,000 600/5,000 LIFT = 20% p = 0.001
- 89. HOW TO MEASURE SEARCH SOCIAL BANNER WEBSITE EMAIL
- 91. MARKETING COMBOS T A I C S ar ir cr sr DIGITALTACTICSWORKTOGETHERTO SUPPORTTHE FULL MARKETING FUNNEL. • PAID SEARCH +WEBSITE OPTIMIZATION • BANNERVTC + EMAIL DRIP CAMPAIGNS • PAID SOCIAL + STOREVISITTRACKING TARGET AWARE INTER CONV SALE
- 92. BUTTERFLY EFFECT T A I C Sar ir cr sr TARGET AWARE INTER CONV SALE THESE ARE NOT INDEPENDENTVARIABLES.
- 93. BUTTERFLY EFFECT T A I C Sar ir cr sr TARGET AWARE INTER CONV SALE
- 94. attribution WHICH MARKETING CHANNEL GETS CREDIT?
- 95. attribution WHICH MARKETING CHANNEL GETS CREDIT?
- 97. KNOW YOUR GOAL T A I C S ar ir cr sr • KNOWWHAT METRIC YOUWANTTO CHANGE. • SET ATARGET. • WRITE IT DOWN. TARGET AWARE INTER CONV SALE
- 98. YOU CAN DO IT.
- 99. THE SIGNAL FINDING METRICS THAT MATTER @CHRISPRENDER | CHRIS@CLICKRAIN.COM