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Measure your marketing for startups and SMEs

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Measure your marketing for startups and SMEs

  1. 1. Marketing Measurement for startups & SMEs Simone Castello @simonecas
  2. 2. Holistic Digital Marketing Website Email newsletter Social Media SEO Blog “Gartner found that only 1/3 of CMOs say ROI of total marketing spend is a strategic key performance indicator, and 77% of global B2B marketing decision makers cite their use of data and analytics to guide marketing decisions as one of their department's top five weaknesses, according to Forrester.” Source: Marketo Report (Adobe, 2019)
  3. 3. Measurement – sales funnel Popular options • Google Analytics (website) • Channel analytics (inbuilt in social media platforms) • Automation platforms like Hootsuite & Buffer • CRMs (Customer relation management tools) like Hubspot, Marketo, Salesforce, etc. @simonecas
  4. 4. Google Analytics Audience Overview 1 Nov 2018 – 28 February 2019 • Reach (audience) • Acquisition & Referral • Engagement (behaviour)
  5. 5. Social Media Measurement – channel analytics Twitter Analytics - example Facebook Insights for Page - example
  6. 6. Drill time! • Measure ROI at regular intervals: whether it’s every month, every 3, every 6 months or once a year • Integrate GA with analytics from social media to get the full picture • Only do the analytics you need, don’t get sucked in! If you are short of time, do the basics, it’s better than nothing! • If you are into e-commerce, consider learning how to set up conversion reports in GA • Free training: @simonecas https://learndigital.withgoogle.com /digitalgarage https://analytics.google.com/analyti cs/academy/
  7. 7. Q&A @simonecas ROIpic:MarcoVerch

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