Marketing Analytics 101
-
Upload
intelligently -
Category
Business
-
view
2.486 -
download
0
description
Transcript of Marketing Analytics 101
![Page 1: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/1.jpg)
presents
Marketing Analytics 101
SARAH HODGES@hodges
![Page 2: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/2.jpg)
1 2 3 4 5
CustomWheels
Big Wheels
Training Wheels
Hipster Wheels
Two Wheels
![Page 3: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/3.jpg)
![Page 4: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/4.jpg)
campaign
You can’t manage it unless you measure it!
![Page 5: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/5.jpg)
![Page 6: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/6.jpg)
![Page 7: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/7.jpg)
Don’t stop here!
![Page 8: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/8.jpg)
Common Key Performance Indicators (KPIs)
• Total Users
• New Users
• Monthly Active Users (MAU)
• Daily Active Users (DAU)
• Retention Rate
• Revenue
![Page 9: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/9.jpg)
WHAT IS YOUR GOAL?
![Page 10: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/10.jpg)
Your Goal
Variable Variable Variable Variable
![Page 11: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/11.jpg)
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.
![Page 12: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/12.jpg)
ImpressionsCost per Impression (CPI)
ClicksCost per Click (CPC)
ActionsCost per Action (CPA)
![Page 13: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/13.jpg)
Brand Awareness
Media Hits
Twitter Reach
Partner Inquiries
Facebook Reach
![Page 14: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/14.jpg)
![Page 15: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/15.jpg)
“Kill things that don’t have an optimum CPA.” – Avinash Kaushik
![Page 16: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/16.jpg)
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%
![Page 17: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/17.jpg)
![Page 18: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/18.jpg)
![Page 19: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/19.jpg)
Value Parameter Description
Campaign utm_campaign Marketing campaign name
Source utm_sourceMarketing channelEmail, social media, etc.
Medium utm_mediumChannel categoryEmail list, facebook, twitter, etc.
Content utm_contentMost frequently used in CPC campaigns to note ad creative
Term utm_termMost often used in CPC campaigns to track search keyword
![Page 20: Marketing Analytics 101](https://reader035.fdocuments.net/reader035/viewer/2022081400/5557b6fcd8b42a696c8b4f63/html5/thumbnails/20.jpg)
QUESTIONS?
READ MORE ABOUT MARKETING ANALYTICS
WWW.COUNTERPILLAR.COM