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Marketing Metrics — An “ahhhhh…now I get it” book for measuring digital and traditional campaigns.


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According to, “I don’t know,” are powerful, credibility-building words and that by admitting ignorance you make everything else you say more credible. When you learn to act on these three …

According to, “I don’t know,” are powerful, credibility-building words and that by admitting ignorance you make everything else you say more credible. When you learn to act on these three words, you will become a better marketer. Like many self-help approaches, you must first admit you have a problem before you can take steps to solve it.

I am a data addict. I search for answers in numbers, even if I suspect that the answer may not make me smarter on the topic. Just having collected and analyzed the data so that I can evaluate its worth, perhaps discard it, brings me comfort.

In this eBook, I’ll introduce you to the topic of analytics: the measuring of campaign engagement. We’ll also look at how data is tracked, what individual data points matter, what that data means to you, and lastly, how you can improve the data.

This is not a how-to book. It’s an “ahhhhh…now I get it” book.

For the full eBook, go to

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  • 1. Marketing MetricsWhen "I dont know" becomes "Ahhh, now I get it!‖
  • 2. Introduction I am a data According to, ―I don’t know,‖ are addict. I search for answers in powerful, credibility-building words and thatnumbers, even if I by admitting ignorance you make suspect that the answer may not everything else you say more credible.make me smarter When you learn to act on these three on the topic. words, you will become a better marketer. — Cyndie Shaffstall Like many self-help approaches, you must founder, first admit you have a problem before you Spider Trainers can take steps to solve it.
  • 3. Traditional visibilityIn traditional marketing, print ads, massmedia, direct mail and the like, there hasbeen a long history of marketerscomplaining of the lack of visibility into theengagement level of their campaign — nodata on the number of people whoviewed, interacted, or converted.
  • 4. Digital visibilityWith digital marketing, visibility is great — and gettingbetter — and, importantly, it has even provided marketerswith new insight into our traditional (offline) marketingengagement as well.
  • 5. Chapter 1Online campaign tracking To effectively capture analytics in your online Email interaction is tracked by including a and offline 1x1 pixel image (web beacon) somewherecampaigns, you shouldfirst understand how the within the email. The pixel image file is data is collected. stored on your email service provider’s (ESP) computer server. When the recipient opens an email and displays the graphics of the email (either by default or manually), a call is made to the host computer to display the image in the email.
  • 6. Chapter 1Cookies Standard cookie — Provides the full behavior metrics by automatically saving all tracking information. Opt-in cookie — asks visitors for permission before saving the tracking information. once a user grants permission, their process will be similar to that of a standard cookie. Opt-in with opt-out cookie — recipients and visitors may choose to opt-in and having tracking information saved or opt-out of having any tracking information saved. if the recipient opts-out, your analytics will not include any information about their behavior or interaction with your forms, landing pages, or website.
  • 7. Chapter 1Offline campaign tracking Ideas include:  Surveys and polls  Sign-up lists  Coupons, sweepstakes, and promotions  QR (quick response) codes with targeted landing pages  Dedicated phone number  Discount codes
  • 8. Chapter 2AnalyticsSome 46% of marketersparticipating in the 2013 Analytics are critical to your growth and MarketingSherpa success as a marketer, and Marketing Analytics Benchmark Report yet, surprisingly, 73% of marketers do notoccasionally gain insightfrom analytics data their measure digital analytics and 80% do notcompany collects. while measure offline activities. another 37% routinely gain insight, 6% rarelygain insight, 9% lack the tools, and 2% don’thave access to the data. — MarketingSherpa
  • 9. Chapter 2Source (acquisition) The source of your list should be carefully documented and managed. The way in which you acquired a name will forever affect the way that the lead, prospect, or customer will interact with your company.
  • 10. Chapter 2Acquiring lists There are three paths to list acquisition:  Purchase a list. There are many reputable companies that will sell you a list.  Rent a list. Typically with rented lists emails are sent on your behalf by the list broker or owner. opt-outs, unsubscribe, and spam complaints abound as you have no existing relationship with these leads.  Build a list. A great list that comes from ongoing, quality engagement with people who have shown an interest in your product or company; subscribers.
  • 11. Chapter 2Explicit dataIf you have an in-house list, but it’s scant on Use explicit data and implicit data to define information, deploy a segments in order to: triggered marketing campaign to collect  Improve message relevance additional data through the use of forms. You  Build better A/B and multivariate testingcould, for instance, offer an eBook for download  Target subject lines that increase open and the request form require their annual rates revenue or number of employees.  Improve click-thru rates  Improve keyword association between your brand and your offer  Increase sales
  • 12. Chapter 2Pre-open metrics Pre-open metrics include:  Deliver – was the item delivered?  Bounce Rate (email) = # undeliverable # sent  Bounce Rate (website) = # visits with a single-page view # visits  Day and Time of Send – best to test with your leads  Location – is language important? Are recipients local or global?
  • 13. Chapter 2Post-open metrics According to our findings, email Post-open metrics include: marketers canexpect their open rates  Open – rate equals # reported open # to peak the first hour deliveredafter delivery. This peak is then followed by a  Glance, skim, and read – how long diddecline over the next 47 hours, until open rates the email remain open?essentially drop to zero.  Click (download, view, etc.) – redirect — links are the most common.  Opt-out (unsubscribe) – useful as an indicator of relevant, appropriate, or timely messaging
  • 14. Chapter 2More post-open metrics Forward to a friend – a short  Visit website – encourage form tracks new recipient page views at your website. actions  Affecting Search-engine Delete – eventually, this will Rankings (SER) – interaction happen. with your website is important Print – if you send an in-store to your rankings in search coupon, printing should be engines and should be expected. encouraged by your email Socially engage – comes in campaigns. two forms: social share and social follow.
  • 15. Chapter 2Outcome With your goal measurements, you should then look to calculate the average revenue earned per piece sent (whether online or offline). This is called your macro conversion rate. Net profit margin – shows how much of each sales dollar shows up as net income after all the campaign expenses are paid.
  • 16. Chapter 3Testing A/B and multivariate testing can provide a wealth of information well beyond the event and behavior tracking provided by your ESP and ISP and these are important analytic points. A/B testing changes only one variable while a multivariate test changes two or more design or content changes at the same time.
  • 17. Chapter 3Heatmap Heatmaps are typically used in addition to click tracking and can help you identify design components of your email or page that catch the viewers’ eyes. Heatmaps actually track mouse movements, but studies have shown that mouse movements match eye movements 88% of the time.
  • 18. Chapter 4Deliverability According to our findings, email Deliverability issues can affect everything marketers canexpect their open rates from a billboard to a TV commercial, from a to peak the first hourafter delivery. This peak magazine print ad to a direct mail is then followed by adecline over the next 47 postcard, and from a brochure handout to hours, until open rates an email. Reaching your target audience isessentially drop to zero. — the first step.
  • 19. Chapter 4Spamtrap Spamtraps may be one of marketers’ most Also known as a honeypot, a planted (yetchallenging deliverability hidden) email address that, when issues. By hittingspamtraps, not only are harvested and emailed, identifies theyou not processing yourbounces correctly, but if sender as a spammer. These email you hit a pristine addresses are unpublished and only existaccount, you also would not have any type of in the deep dredges of code accessible opt-in for thataccount, which signifies only by companies using nefariousto the ISPs that you are methods for collecting email addresses for not following best practices. the purpose of sending spam email. — Experian Marketing Services
  • 20. Chapter 4Spam complaints 83% of deliverability issues were related to Most email clients today include a report- sender reputation. spam button, so it’s literally one click away. Content of email wasonly a secondary factor. If you’re experiencing high spam another interesting finding was that nearly complaints, try adding an unsubscribe link 20% of legitimate to the top of your email or introduce mailings failed to be delivered. yourself at the beginning of the email and — Return Path remind them of the business relationship you have.
  • 21. Chapter 4Opt-outs 83% of deliverability issues were related to A/B testing will help you determine if it’s sender reputation. your content, but there are other methods Content of email wasonly a secondary factor. to reduce opt-outs. another interesting finding was that nearly  Include a link to your privacy policy. 20% of legitimate mailings failed to be  Provide recipients with an opportunity to delivered. select the type of publication when they — Return Path subscribe and to change their preferences in every email you send.
  • 22. Chapter 4Sender authentication The channel thatdelivered the strongest Sender policy framework (SPF) is an email ROI for customer validation system designed to prevent acquisition for B2C marketers was direct spam by detecting email spoofing through mail. Direct mail also scored the highest the process of verifying the sender’s IP among B2C marketers addresses. Spoofing is when the sender’s for customer contact and retention. address and other parts of the email — Target Marketing header are modified in order to appear as magazine though the email is being sent from a different source (usually a more reputable source).
  • 23. Chapter 4Sender reputationSix elements to your sender reputation: Volume – keep your traffic to an even keel. Number of unknown recipients – Send to people with whom you have developed a relationship. Complaint rates – Most ESPs agree that spam complaints should not exceed more than 1 per thousand. Spamtrap hits – Stick to the high road when building your list. Consistency – Find an ESP and stick with it. Management – Be responsible for the acquisition and ongoing maintenance of your list.
  • 24. Chapter 4Mobile design As we become more mobile, so must our marketing and that means we need to adopt new approaches to email design. Most ESPs, if not all, can provide you with the metrics on which devices your lists are most viewed. This information should guide the design and presentation of your emails.
  • 25. Chapter 4Reporting applications There are a number of applications that can give you visibility without having to leave your current provider if they do not provide the depth of reporting you feel you need. We have used and recommend either Litmus or Email On Acid and both are great tools to help you improve the effectiveness of your campaigns through testing, tracking, and tweaking.
  • 26. Chapter 4Offline deliverabilityBetween June 2011 and June 2012, consumer As unfortunate as it is, the equivalent toQR code scans rose by unsubscribe in direct mail is often to throw 400%. June 2012 also saw an average of 120 it in the trash. Recipients rarely take thescans per minute and 4 million first-timers time to phone a company and asked to scanning QR codes. have their name removed, so there’s no — Pitney Bowes opportunity to analyze why exactly the recipient did not take advantage of the offer. our best shot is to ensure we deliver an appropriate vehicle, beautiful design, and to the right person at the right address.
  • 27. Chapter 4NCOANational change of address (NCOA), which is the updatingof your mailing list by applying current informationcontained within a registry of people who move orotherwise change their address in the United States.
  • 28. ConclusionAnalytics are a fairly new specialty, but business isbooming and experts abound. Whether or not you intend tobe one of those experts, you can certainly participate. Youdon’t have to get it right the first time, you just have to bediligent and keep after it. Start small and trackopens, bounces, opt-outs and other event and behaviordata points and work your way up to A/B and multivariatetesting. Getting to a point where your email and direct mailconsistently achieves better results is rewarding andenjoyable.
  • 29. About Spider TrainersSpider Trainers provides creative services to marketingdepartments of 0 to 100. We are a network of more than 80experts in email development, web development, search-engine optimization, analytics, graphic design, adcreation, multimedia creation, social mediapostings, writing, and editing.
  • 30. Contact Spider TrainersPhone: 651 702 3793Email: cmeyer@spidertrainers.comWebsite: http://www.spidertrainers.comAddress: PO Box 280487 Lakewood, CO 80228 United States