Why digital measurement should be a priority. Over the past decade, I’ve watched the number of touchpoints along the consumer journey increase disproportionately in comparison with the percentage of journeys that marketers measure. As a result, the relationship marketers have with consumers has fundamentally changed. So what’s a marketer to do? To succeed, they must responsibly deliver more personalized, measurable experiences.
They need a significantly better approach to measurement amid regulatory changes, browser updates, and decreased usage of third-party cookies. We found that the 100 most mature marketers, in terms of measurement, are 4X as likely to exceed business goals compared with the 100 least mature marketers. Marketers who have more developed measurement strategies tie marketing activities to companywide outcomes, such as profit or revenue. E-nor. Creating and executing a data-driven marketing program is an easy concept to agree with. Who would disagree? How could anyone disagree? This is what we’ve been reading about, hearing and believing for years. We all know that if we can successfully use data to inform marketing we will improve the experience of our customers, and ultimately the bottom line of our organizations.
“Data-driven marketing” is to business as “the flag, motherhood and apple pie” is to American culture. But beyond that general agreement, things get a bit messy. There are many data, analytics, and marketing platforms that you can use to build your Martech stack and power your data-driven marketing program – even within the same technology vendor ecosystem. But we also know there is no one “right” way to accomplish the goal of data-driven marketing. While tactics may vary, in our opinion, there are basically two approaches that you can take to be proactive about using data to drive your marketing program. 9 Simple Ways to Optimize Your Website for Lead Generation. Optimizing your website to generate leads is a no-brainer. But it's not as simple as throwing a "click here" button on your home page and watching the leads pour in (unfortunately). Instead, marketers and designers need to take a more strategic approach.
In this post, we'll go over some quick ways that actually work to optimize your website for lead generation. Download the beginner's guide to converting website visitors into leads for your business here. To understand how to optimize our website, we'll have to first gain a basic understanding of the lead generation process. The lead generation process typically starts when a website visitor clicks on a call-to-action (CTA) located on one of your site pages or blog posts. Now that we've gone over the basics of lead generation, we can get down to the dirty details. 1.
It's important to benchmark your current state of lead generation before you begin so you can track your success and determine the areas where you most need improvement. 2. Break data silos with Google Data Studio and Supermetrics - Atos Consulting CH. Imagine the following scenario: a customer purchases something in your brick and mortar store. While paying, the customer enters a competition in exchange of his email address. Weeks later, this customer clicks on a link in the marketing email you have sent to all participants you collected the emails from. However, no conversion is made but later that week a social media post related to the same product earns you another click.
Yet it takes a third interaction, via a re-targeted paid ad, for the purchase to be made. Based on this customer journey, which channel should be rewarded in this case? In this article, we’ll show you how to build a dashboard with Google Data Studio and Supermetrics to break data silos by pulling together email engagement data and e-commerce revenue that is directly generated or assisted by your email campaigns. Let’s get back to the digital journey of your customer. The insights you will be able to get What the data says Did we wake up your interest? 1. 2. 3. 4.
The "Track Everything" Mindset | Jim Gordon's Blog. What Content Marketing Metrics Actually Matter? Let’s get this out of the way – I’m not about to dump 3,000 different content marketing metrics on you and then send you packing. (Well…I will dump some. But it’s only 44, and only to make a point. And I’ll give you some other info before you go). Measuring content marketing is hard. And, unfortunately, the advice you find by Googling “content marketing metrics” isn’t usually that helpful.
A list of 23 numbers that show up in Google Analytics probably has some good info in it. But at the same time, that advice is noisy. Anyone can put together a list of “content marketing metrics” just by scrolling through Google Analytics, social media, a CRM, and an email service provider. This is the part where I dump a long list of content metrics to make my point. (but OMG please don’t read the whole list) So you’re all set, right? Of course not. Here’s what this post covers: I can’t promise that you’ll come away from this knowing exactly how much money content makes you.
Not always, for three reasons… Customer analytics versus web analytics: Know the difference. Analytics is part of every marketing strategy today — so much so that it’s hard to imagine a decision-making process which doesn’t involve analytics. With changes in the digital landscape, the interaction of customer and business has taken a new form. Businesses are trying to offer the best customer service and data is what helps them know what’s best. Among such various analysis methods fall two important analytical methods: Customer Analytics & Web Analytics.
To be a better digital marketer you need to know the difference between the two and the importance of each. Let’s understand each of these analytics individually and then the difference between the two and how they are used in digital marketing for building effective strategies. What are customer analytics? Customer analytics forms the foundation for many marketing activities like segmentation, data visualization, and predictive modelling.
What is the importance of customer analytics? How can customer analysis help your business? CTR vs. CTOR: Which Email Metric Should You Track? The Steps You Need to Define the Stages of Your Sales & Marketing Funnel. By now, most marketers understand the importance of mending the traditional rift between sales and marketing. The mistrust and miscommunication that’s so often found between the two teams can act like an anchor on your company’s growth rate. In fact, organizations with good alignment between sales and marketing teams achieved 20% annual revenue growth in 2010, according to a study by the Aberdeen Group. By contrast, companies with poor alignment saw revenues decline by 4%.
Get HubSpot's free CRM software here for the tools you need to align marketing and sales. Often, one of the biggest blockers for sales and marketing alignment is the very different views each team has of the funnel. For example, they might disagree about the number of stages a lead passes through before becoming a customer. Furthermore, they often use different terminology to describe those stages. But that's just our funnel ... what does yours look like? Step 1: Understand Lead Quality Aspects of Lead Qualification. The Ultimate Guide To Finding & Engaging Influencers | Emarketeers. Analytics Insights. Marketing Insights. Data Management Insights. The Challenges of Data-Driven Marketing (And How to Overcome Them) More businesses are turning towards data-driven marketing to help them better align their strategies with consumer behavior.
A lot can be gained from using data to inform marketing decisions, but it doesn't come without its challenges. This article outlines some of the most common challenges of data-driven marketing, along with strategies to minimize and avoid them. In the marketing world, data is everything – especially data about your campaign’s audience. It’s the scaffolding that supports your efforts and guides the shape of your marketing campaigns as you build them. When you think about it, data is the one thing that turns your marketing strategy from “a shot in the dark” into an informed initiative designed to capture customers and grow your business.
With data, marketers can segment their audiences to create relevant, personalized messaging, evaluate the success of a given campaign, and improve the overall efficiency of their campaigns. Integrating data from multiple platforms. The Last Guide to Google Data Studio You’ll Ever Need. As a marketer, data is your lifeblood. To gain support for your new idea or prove the value of your most recent campaign, you need data backing it up. But, for many people working in a primarily creative role, pulling and analyzing data can be a challenging task. Not only do you have to export your data, which really means opening up a jumbled spreadsheet bursting with an endless amount of metrics, but you also have to configure the data to report it correctly. If you don’t filter out the unnecessary metrics, your data becomes much more difficult to analyze. Click here to learn how to make your presenations more effective using data.
Data analysis can be a taxing process, requiring a ton of time and energy. Their data visualization tool, Google Data Studio, can pull and visualize your data into engaging reports within seconds, saving you from wasting countless hours configuring a bottomless spreadsheet and analyzing a bunch of numbers packed into Excel. What is Google Data Studio? 1. 2. 3. How Direct Debit can drive key subscription metrics. As part of a subscription business, you care about a handful of metrics (e.g. churn rate, customer lifetime value) and every action you take should be tied back to these numbers.
So, how can thinking about your payment strategy impact these key metrics? Specifically, how can Direct Debit impact the numbers you care most about and why should you prioritise offering it as a payment method, over credit/debit cards and other alternative payment options? In this guide, we explain the relationship between Direct Debit and the following three subscription success metrics: • Churn - The rate at which a company loses subscribers or revenue due to subscription cancellations (we’ll be looking, more specifically, at involuntary churn). • Customer lifetime value (LTV) - The average revenue generated by a customer before a subscription is cancelled. • Monthly recurring revenue (MRR) - A measure of your normalised, monthly subscription revenue (excluding one time payments).
Consider this: ‹ View all tips. KPIs vs. Goals: Do you Know the Difference? – Recovery Brands. If you cringe when you see someone misuse “they’re” “their” and “there,” then you understand how I feel when people interchange “KPIs” and “goals.” These two terms are not the same, and understanding the difference is key for marketers in any industry to effectively evaluate their efforts and define success. In the addiction treatment industry specifically, the marketing department is often just one or two people. As such, you may report directly to a team of executives with little-to-no marketing experience.
This disparity can make performance evaluations difficult. A firm grasp of your KPIs and goals can help you articulate the value of each of your marketing efforts and demonstrate the effectiveness of your campaigns in reaching broader business objectives. What’s the difference between KPIs and Goals? To begin, let’s dissect the definitions of “goal” and “KPI” to help illuminate the distinction between the two terms: Goal: a desired final outcome. Why does it matter? The difference between Goals and KPIs. The terms goals and KPIs are sometimes used interchangeably describing the same thing; what you need to measure and report on to see whether you reach the desirable outcome of your actions.
But Goals and KPIs can be more useful if each is given a more specific definition: Goals: The desired final outcome. KPIs: Key metrics indicating whether your performance is good enough to achieve your goals in the end. Let´s look at the use of goals and KPIs for a digital marketing campaign. The picture below shows a schematic mapping of a campaign (click for larger image). The goal for this specific campaign is 2 000 new paying members. The performance of each media are not goals. Relevant KPIs is your tool for optimizing an ongoing activity with the purpose of maximizing the likelihood of achieving the goal for that activity. The Complete Beginner's Guide to Social Media Benchmarks. If I were to tell you that a recent tweet of mine received 20 clicks, what would you think?
Maybe 20 clicks sounds like a lot based on what you’ve found for your own accounts. Maybe 20 clicks sounds rather lean, considering what you know about clickthrough rates of big brands or your most successful posts. Checking out the raw numbers of your social media stats, free of context, makes it quite hard to draw any concrete conclusions. Imagine having a way to tell at-a-glance the success of a social media update. Benchmarking is a way of looking at your stats, side-by-side with a meaningful standard. Here’s how to add benchmarking to your social media analysis and step-by-step on how to set up benchmarks for your social accounts. [Interested in listening to this post in podcast format? How to listen: iTunes | Google Play | SoundCloud | Stitcher | RSS 4 ways to benchmark your social media stats AspirationalTrendedEarnedCompetitive 1. 2. 3. 4.
Question 1: Which stats will you benchmark? 1. 2. 3. 4. 3 Free Tools to Help You Understand Your Online Audience. Technology is a massively important tool for growing your company. Remarketing, Facebook ads, and your website are just a few marketing tools that have the potential to drive amazing business growth and profits. But all the technology in the world won't help you if you don't understand your customers. It blows my mind how many companies fail to understand their target market(s). (Spoiler alert: selling to "everyone" isn't a target market!)
Your business needs to nail the precise demographics, behaviors, and interests of your customers so that: You can find more customers like them and sell more stuff. If you don't understand your target market(s), you probably won't be able to scale. Buyer personas, or fictional representations of your ideal customers, are notoriously difficult to build and thus are underutilized. 1. More than 10 million websites use Google Analytics. You'll want to focus on the Demographics and Interests sections of Google Analytics.
10 Free Tools to Help You Understand Your Social Media Audience. We often recommend crafting your social media posts according to your audience. But how you know who the individuals that make up your social media audience are? And how do you know what content they like? Answering these two questions is essential if you’re looking to execute a successful social media strategy. And often, you’ll find the answers by turning to data and social media analytics. In this post, I’ll share a few ways of using data to find out more about your social media audience across the major social media platforms — Facebook, Instagram, Twitter, LinkedIn, and Pinterest. How to learn more about your social media audience on the major social media platforms Here’s an overview of the tools that you can use to help you understand who your followers are.
Facebook: Audience Insights, Page Insights, and graph search Instagram: Instagram Insights and SocialRank Twitter: Twitter analytics, Followerwonk, and SocialRank LinkedIn: Linkedin analytics Pinterest: Pinterest analytics Facebook. Europe’s top court signals new risk for marketers from ad tech | Brave Browser. Slate’s Use of Your Data. DMA | Research | The data explosion: collection and refinement of consumer data. What to consider when choosing colors for data visualization | Chartable.
Marketing reports samples | Whatagraph. The End of B2B and B2C Sales: Why It's Now B2All. What Marketing Attribution Tools Actually Do …And How To Implement Them. Customer Experience: Your Customer Data Is Limitless, and So Is Its Value. Tricia Wang: The human insights missing from big data. The age of analytics: Competing in a data-driven world. Making data analytics work for you--instead of the other way around. The Ever Changing Landscape of Education Data. Using Analytics to Improve the Customer Experience - Digital Doughnut.
Three ways marketing analytics can benefit your customer experience - Digital Doughnut. Why Good Infographics Are More Than Just Pictures and Numbers. You Need to Manage Digital Projects for Outcomes, Not Outputs. Marketing to Schools in 2017: 10 Game-Changing Trends. Customer Behavior - Five Customer Insight Mistakes You Must Avoid. Developing a Customer Insights Strategy. Creating a Customer Insight Strategy.