Your SlideShare is downloading. ×
0
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Pri marketing metricsthatmatter_final
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Pri marketing metricsthatmatter_final

64

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
64
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. MARKETING METRICS THAT MATTER Presented By - Tom Marx © 2013 The Marx Group
  • 2. WHAT ARE MARKETING METRICS? Data and statistics that help determine the effectiveness of a marketing program © 2013 The Marx Group 2
  • 3. WHAT ARE WE MEASURING? • Brand awareness • Engagement • Conversion © 2013 The Marx Group 3
  • 4. WHY ARE METRICS IMPORTANT? • Accountability • Establishes goals • Gauges success • Provides focus • Allows opportunity to learn and improve • Proves value of the specific marketing tactic… © 2013 The Marx Group 4
  • 5. WHY DO METRICS MATTER? ROI © 2013 The Marx Group 5
  • 6. The RIGHT metrics need to be made available to the RIGHT people. © 2013 The Marx Group 6
  • 7. WHO NEEDS METRICS? • Marketing team • Sales team • Management © 2013 The Marx Group 7
  • 8. WHAT MAY BE HAPPENING • Lack of accountability • No review of analytics • Sales and Marketing are in silos • Paralysis by Analysis • Confusion, lack of focus © 2013 The Marx Group 8
  • 9. What is REALLY important? © 2013 The Marx Group 9
  • 10. WHAT IS REALLY IMPORTANT Focus your efforts on key metrics that will provide the greatest impact © 2013 The Marx Group 10
  • 11. MARKETING CONVERSION FUNNEL © 2013 The Marx Group 11 Brand Awareness Engagement & Interest Conversion & Loyalty
  • 12. METHOD © 2013 The Marx Group 12
  • 13. © 2013 The Marx Group 13 Ready • Define your goal • Make one person accountable
  • 14. © 2013 The Marx Group 14 Aim • Design your program • Make sure it’s measurable
  • 15. © 2013 The Marx Group 15 Fire!
  • 16. © 2013 The Marx Group 16 Evaluate • Measure your progress
  • 17. © 2013 The Marx Group 17 Adjust
  • 18. © 2013 The Marx Group 18
  • 19. Do digital, and do it well © 2013 The Marx Group 19
  • 20. TOP 5 METRICS THAT MATTER 1. ADVERTISING & PR 2. WEB TRAFFIC & CONVERSIONS 3. SEO 4. EMAIL MARKETING 5. SOCIAL MEDIA © 2013 The Marx Group 20
  • 21. EMBRACE YOUR TOOLS • Google Analytics • Constant Contact • HootSuite © 2013 The Marx Group 21
  • 22. #1 ADVERTISING & PR © 2013 The Marx Group 22
  • 23. (print!) ADVERTISING “I can’t measure ROI on print advertising.” FALSE! Yes you can, if you define what you want to measure, and build your ad accordingly © 2013 The Marx Group 23
  • 24. You CAN measure ROI on print advertising. CALL TO ACTION >>> CONVERSION (print!) ADVERTISING © 2013 The Marx Group 24
  • 25. “Digital advertising is all about impressions.” FALSE! If you are sales focused, it’s about click thru and conversion (digital!) ADVERTISING © 2013 The Marx Group 25
  • 26. You can have 100,000,000 impressions, but if you aren’t getting the conversion rates you need, it doesn’t matter (digital!) ADVERTISING © 2013 The Marx Group 26
  • 27. ADVERTISING EXAMPLE! Your April ad campaign has a call to action of “buy 2 sets of engine bearings and get 2 free” What metrics do you track? • Increase in sales • Number of clicks from digital ads - and clicks that lead to a purchase © 2013 The Marx Group 27
  • 28. PUBLIC RELATIONS “There is no value in PR.” FALSE! There is great value in PR once you define your expectations © 2013 The Marx Group 28
  • 29. PUBLIC RELATIONS Set expectations. Measure your pickups. Drives brand awareness. Delivers credibility. © 2013 The Marx Group 29
  • 30. PUBLIC RELATIONS EXAMPLE! During your new product launch you distribute a press release. What do you track? • Number of times your release was published • Number of editorial opportunities created • During product sales over the next 6 months – ask how they heard of the new product • Track click thrus to a dedicated landing page © 2013 The Marx Group 30
  • 31. #2 WEB TRAFFIC & CONVERSIONS © 2013 The Marx Group 31
  • 32. WEBSITE TRAFFIC “My business isn’t driven by E-commerce, so my website isn’t a priority.” FALSE! Your website is your most important piece of owned media. © 2013 The Marx Group 32
  • 33. • Build your site with goals in mind • Content • Engagement • Traffic Analytics WEBSITE TRAFFIC © 2013 The Marx Group 33
  • 34. Analytics: What you should be tracking. – Traffic sources – Repeat visitors – Page views – Conversion rates WEBSITE TRAFFIC © 2013 The Marx Group 34
  • 35. WEBSITE TRAFFIC: Unique & Repeat Visitors © 2013 The Marx Group 35
  • 36. WEBSITE TRAFFIC: Page Views © 2013 The Marx Group 36
  • 37. WEBSITE TRAFFIC: Traffic Sources © 2013 The Marx Group 37
  • 38. WEBSITE TRAFFIC: Traffic Sources © 2013 The Marx Group 38
  • 39. WEBSITE TRAFFIC: © 2013 The Marx Group 39 First, define WHAT a conversion is for your website. • When a banner ad drives customer to purchase a product • PR that drives a user to view your white paper Conversion
  • 40. WEBSITE TRAFFIC: Conversion Rates Conversion Rate = # of Conversions Visits © 2013 The Marx Group 40
  • 41. EXAMPLE! © 2013 The Marx Group 41 Increase online sales. What do you track? • new banner ad conversion • $ amount of sales that came from that ad 5% = 1000 20,000
  • 42. #3 SEO © 2013 The Marx Group 42
  • 43. SEO “I have a website. If people search for widgets, they’ll find me.” FALSE! You need high rankings to be visible to your audience…you do this with Organic and paid SEO. © 2013 The Marx Group 43
  • 44. WHAT IS SEO? Search Engine Optimization: The process of making a site and its content highly relevant for both search engines and searchers © 2013 The Marx Group 44
  • 45. TWO WAYS TO APPROACH SEO Organic & Paid © 2013 The Marx Group 45
  • 46. SEO Search Engine Optimization provides: • Rankings • Traffic • Conversions © 2013 The Marx Group 46
  • 47. SEO “Own your digital shelf space.” PAIDORGANIC Danielle Russell, Automotive Industry Director at Google © 2013 The Marx Group 47
  • 48. EXAMPLE! Be the leader in online performance cylinder head sales. What do you track? • organic search engine ranking/position • Pay-per-click sales, from your paid SEO efforts • Key words © 2013 The Marx Group 48
  • 49. #4 EMAIL MARKETING © 2013 The Marx Group 49
  • 50. EMAIL MARKETING “I can just use Outlook to email my customers. I don’t need another program to do that.” FALSE! Using an email marketing program allows you to learn what is (or isn’t) working…and automates list management © 2013 The Marx Group 50
  • 51. EMAIL MARKETING Stay focused on: • Content • Open Rates • Click thrus & forwards © 2013 The Marx Group 51
  • 52. Click-thru / Forwards >>> Cost per lead EMAIL MARKETING © 2013 The Marx Group 52
  • 53. EMAIL MARKETING © 2013 The Marx Group 53
  • 54. EXAMPLE! You want your customers to be aware of your new product. What do you track? • Click –thrus to a landing page containing information on your new product • Sales – did the click-thrus lead to sales? © 2013 The Marx Group 54
  • 55. #5 SOCIAL MEDIA © 2013 The Marx Group 55
  • 56. SOCIAL MEDIA “My customers don’t care about social media.” FALSE! They do. So do their friends, their kids and your competitors. © 2013 The Marx Group 56
  • 57. • Choose PLATFORMS that are relevant to your audience • It is all about ENGAGEMENT • REFERRALS – generate a call to action SOCIAL MEDIA © 2013 The Marx Group 57
  • 58. SOCIAL MEDIA ENGAGEMENT © 2013 The Marx Group 58
  • 59. While Facebook offers its own analytics, HootSuite allows you to track analytics across multiple platforms. • Manage multiple social networks • Schedule posts • Track brand mentions • Analyze social media traffic SOCIAL MEDIA © 2013 The Marx Group 59
  • 60. EXAMPLE! Your company’s Facebook page is holding an anniversary promotion. What do you track? • Participants and engagement - # of people who comment and share your post - # of people who sign up for your promotion © 2013 The Marx Group 60
  • 61. MARKETING CONVERSION FUNNEL © 2013 The Marx Group 61 Brand Awareness Engagement & Interest Conversion & Loyalty
  • 62. METHOD 1. READY 2. AIM 3. FIRE 4. EVALUATE 5. ADJUST © 2013 The Marx Group 62
  • 63. TOP 5 METRICS THAT MATTER: 1. ADVERTISING & PR 2. WEB TRAFFIC & CONVERSIONS 3. SEO 4. EMAIL MARKETING 5. SOCIAL MEDIA © 2013 The Marx Group 63
  • 64. WHAT IS REALLY IMPORTANT Focus your efforts on key metrics that will provide the greatest impact © 2013 The Marx Group 64
  • 65. © 2013 The Marx Group 65 Let’s Connect: tmarx@themarxgrp.com - (415) 453-0844, x106 facebook.com/themarxgroup linkedin.com/company/the-marx-group twitter.com/themarxgroup

×