Marketing Analytics 101

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Learn the fundamentals of marketing analytics. This deck covers the essential analytics for a website, including common KPIs and sample UTM parameters for Google Analytics. Slides from Intelligent.ly class, Marketing Analytics 101, led by Sarah Hodges. This deck reviews:

Email Marketing Metrics
Paid Search Metrics
Social Media / Media Metrics

...and more!

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  • 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?
  • 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…
  • 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.
  • 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!
  • 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.
  • 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.
  • 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.
  • Marketing Analytics 101

    1. 1. presentsMarketingAnalytics 101SARAH HODGES@hodges
    2. 2. 1 2 3 4 5CustomWheelsBigWheelsTrainingWheelsHipsterWheelsTwo Wheels
    3. 3. campaignYou can’t manage itunless you measure it!
    4. 4. Don’t stop here!
    5. 5. Common Key Performance Indicators (KPIs)• Total Users• New Users• Monthly Active Users (MAU)• Daily Active Users (DAU)• Retention Rate• Revenue
    6. 6. WHAT ISYOUR GOAL?
    7. 7. Your  GoalVariable Variable Variable Variable
    8. 8. Emails DeliveredUnique OpensUnique ClicksSignupsAction TakenDelivery Rate: # delivered / # sentOpen Rate: # unique opens / # delivered*Conversion Rate: # unique Signups / # deliveredClick Through Rate: # unique clicks / # deliveredActivation Rate: # action taken / # signups*Not  an  accurate  measure  of  performance.  
    9. 9. ImpressionsCost per Impression (CPI)ClicksCost per Click (CPC)ActionsCost per Action (CPA)
    10. 10. Brand AwarenessMediaHitsTwitterReachPartnerInquiriesFacebookReach
    11. 11. “Kill things that don’t have anoptimum CPA.” – Avinash Kaushik
    12. 12. THERE WAS A 50% M/M INCREASEIN UNIQUE VISITORS IN APRIL(APRIL  UNIQUE  VISITORS  –  MARCH  UNIQUE  VISITORS)  /  MARCH  UNIQUE  VISITORS(300,000  –  200,000)  /  200,000  =  +  50%  
    13. 13. Value Parameter DescriptionCampaign utm_campaign Marketing campaign nameSource utm_sourceMarketing channelEmail, social media, etc.Medium utm_mediumChannel categoryEmail list, facebook, twitter, etc.Content utm_contentMost frequently used in CPC campaignsto note ad creativeTerm utm_termMost often used in CPC campaigns totrack search keyword
    14. 14. QUESTIONS?READ MORE ABOUT MARKETING ANALYTICSWWW.COUNTERPILLAR.COM
    15. 15. Course TitleCourse TitleINSTRUCTOR NAME

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