Email Marketing Reporting, Analytics & Insights (Blue Sky Factory User Conference)
0 likes519 views
This document discusses key marketing metrics that should be measured and improved. It identifies the four main metrics as income, expense, audience, and action. For each metric, it provides examples of specific measurements that can be tracked, such as sales dollars, marketing budget dollars, database size, and conversion rates. The document also provides examples of calculations and comparisons that can be done using these metrics to analyze performance and identify areas for improvement, such as increasing audience sizes, click through rates, and conversions.
Email Marketing Reporting, Analytics & Insights (Blue Sky Factory User Conference)
- 1. marketing metrics that matter christopher s. penn blue sky factory
- 9. Photo credit: Make Lemons
- 10. you are doing it wrong
- 12. Net Profit
- 16. Income Expense Audience Action Sale value Upsells and cross sells Measured in Dollars
- 17. Income Expense Audience Action Marketing expenditures Hardware/software/people Measured in Dollars
- 18. Income Expense Audience Action Size of audience Growth of audience Measured in People
- 20. Income Expense Audience Action Sales and sale prices Upsells and cross sells Measured in Dollars Marketing expenditures Hardware/software/people Measured in Dollars Size of audience Growth of audience Measured in People Shares Conversion Measured in Actions
- 21. Income Expense Audience Action Sale $ Profit increase % and $ Repeat Sale $ Marketing budget $ Vendor $ Salaries and time in $ Database size % database growth Reach Impressions/Opens Clicks Conversions to leads Shares
- 26. Income Expense Audience Action Sale $ Profit increase % and $ Repeat Sale $ Marketing budget $ Vendor $ Salaries and time in $ Database size % database growth Reach Impressions/Opens Clicks Conversions to leads
- 31. Action Deliverability Open Rate Click Rate Conversion Sender Score, SPF, Best Practices
- 32. Action Deliverability Open Rate Click Rate Conversion Sender Score, SPF, Best Practices From, subject lines, A/B testing
- 33. Action Deliverability Open Rate Click Rate Conversion Sender Score, SPF, Best Practices From, subject lines, A/B testing Design principles, copy, offer value Landing pages, funnels & sales
- 34. Action Deliverability Open Rate Click Rate Conversion % or number % or number % or number % or number 99% 25% 1% 10%
- 39. Action Deliverability Open Rate Click Rate Conversion Design principles, copy, offer value
- 41. Income Expense Audience Action Sales and sale prices Upsells and cross sells Measured in Dollars Marketing expenditures Hardware/software/people Measured in Dollars Size of audience Growth of audience Measured in People Frequency of messages Conversion Measured in Actions
- 42. Income Expense Audience Action Sale $ Profit increase % and $ Repeat Sale $ Marketing budget $ Vendor $ Salaries and time in $ Database size % database growth Reach Impressions/Opens Clicks Conversions to leads Shares
- 43. Discussion Christopher S. Penn, VP Strategy and Innovation www.BlueSkyFactory.com