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Marketing Metrics and Analysis
June 10th, 2014
Outline
2
 Marketing Funnel Models
 Marketing Metrics Model
 Measures – Data Sources
 Metrics – Ratios
 KPIs
 Brand ...
Marketing Funnel
3
 Banner ads
 Facebook Ads
 Google Display
 Blog
 Facebook/LinkedIn Page
 Twitter Feed
 eNewslett...
Marketing Funnel
4
www.b2bmarketinginsider.com/content-marketing/the-3-goals-for-your-content-marketing
Marketing Funnel
5
www.convinceandconvert.com/content-marketing/the-4-types-of-content-metrics-that-matter
Team
6
Jeff Nelson
-M.B.A.
-Website Analytics
-Metrics Consultant
-Data Architect
-Online Strategist
Joanne O’Connell
-M.A...
Marketing Metrics Model
7
Acquisition and Retention
Acquisition Funnel
Retention Diamond
Acquisition and RetentionAcquisition
Acquisition and RetentionAcquisition Funnel
KPIs
11
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Jan-14 Feb-14 Mar-14 Apr-14
-
2,000
4,000
6,000
8,000
10,000...
Measures
12
 Google Analytics
Visits, Duration, % New Visits, Bounce Rates, Goals
 Google AdWords
Impressions, Clicks, C...
Brand Strength
 Traffic Rank: www.Alexa.com
 Estimated Visits: www.SimilarWeb.com
 # backlinks: www.OpenSiteExplorer.or...
Alexa.com
SimilarWeb
SimilarWeb
OpenSiteExplorer.org
PRChecker.info
Marketing.Grader.com
Moz Bar
Social Media Measures
 http://www.google.com/analytics
 http://bufferapp.com
 http://tweetadder.com – impossible to dow...
Google Analytics
Buffer App
TwitterReach
TwitterCounter
JustUnFollow
FanPageKarma
SimplyMeasured
SproutSocial
http://www.johnsocial.com/social-media/sprout-social-review-management-tool-2013/
30
Jeff Nelson, MBA
(403) 410-3803
jeff.nelson@anduro.com
@JeffxNelson
Questions?
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2014 06-08 - data for good - marketing metrics and analysis

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As marketing and advertising efforts move increasingly to online channels, it seems that data related to marketing grows exponentially. Data from Google Analytics is great but we also have marketing data flying at us from AdWords, banner advertising and every social media platform known to humankind. At times it gets overwhelming. The problem isn't having data, the problem is finding the right data that can be used to make sound decisions.

Jeff Nelson will present a Marketing Metrics Model that he and Joanne O'Connell have develop as part of a course they are teaching at the University of Calgary. The model mirrors the marketing process and presents a structured way to collect measures, calculate metrics and manage KPIs related to marketing activities. Jeff will also outline some valuable sources of data for social media channels. But not everything about marketing metrics is easy. Jeff will also outline some of the issues that marketers have and possible solutions.

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2014 06-08 - data for good - marketing metrics and analysis

  1. 1. Marketing Metrics and Analysis June 10th, 2014
  2. 2. Outline 2  Marketing Funnel Models  Marketing Metrics Model  Measures – Data Sources  Metrics – Ratios  KPIs  Brand Strength  Social Media Measures
  3. 3. Marketing Funnel 3  Banner ads  Facebook Ads  Google Display  Blog  Facebook/LinkedIn Page  Twitter Feed  eNewsletters  Google AdWords  SEO  Website Pages (BOBs) http://media.bizo.com/www/marketing/WP/Bizo_WP-MetricsThatMatter.pdf
  4. 4. Marketing Funnel 4 www.b2bmarketinginsider.com/content-marketing/the-3-goals-for-your-content-marketing
  5. 5. Marketing Funnel 5 www.convinceandconvert.com/content-marketing/the-4-types-of-content-metrics-that-matter
  6. 6. Team 6 Jeff Nelson -M.B.A. -Website Analytics -Metrics Consultant -Data Architect -Online Strategist Joanne O’Connell -M.A. -Market Research -Metrics Consultant -Data Architect Bill Bergh -Brand Consultant -Relationship Builder -Marketing Executive Mx3Metrics.com
  7. 7. Marketing Metrics Model 7
  8. 8. Acquisition and Retention Acquisition Funnel Retention Diamond
  9. 9. Acquisition and RetentionAcquisition
  10. 10. Acquisition and RetentionAcquisition Funnel
  11. 11. KPIs 11 - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Jan-14 Feb-14 Mar-14 Apr-14 - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Jan-14 Feb-14 Mar-14 Apr-14 SEO AdWords Facebook eNewsletter $0.00 $0.02 $0.04 $0.06 $0.08 $0.10 $0.12 Jan-14 Feb-14 Mar-14 Apr-14 $0.0 $0.2 $0.4 $0.6 $0.8 $1.0 Jan-14 Feb-14 Mar-14 Apr-14 $ / Visit (Cost per click): SEO $ / Visit (Cost per click): AdWords $ / Visit (Cost per click): Facebook $ / Visit (Cost per click): eNewsletter Visits $ / Visits
  12. 12. Measures 12  Google Analytics Visits, Duration, % New Visits, Bounce Rates, Goals  Google AdWords Impressions, Clicks, Conversions, Costs  3rd Party Measures Marketing Grader, Google PR, Alexa, SEMRush  Company Marketing Investment Direct, Organic, Paid, Referrals, eNewsletters, Traditional  Company Survey Data Satisfaction, Awareness, Competitive Intelligence  Company Sales Data Prospects, Offers, Sales Volumes  Company Financial Data Revenues, COGS, Gross Margin, Net Income
  13. 13. Brand Strength  Traffic Rank: www.Alexa.com  Estimated Visits: www.SimilarWeb.com  # backlinks: www.OpenSiteExplorer.org  PageRank: www.PRChecker.info  % Score: http://marketing.grader.com  Moz Bar – download from Chrome Store 13
  14. 14. Alexa.com
  15. 15. SimilarWeb
  16. 16. SimilarWeb
  17. 17. OpenSiteExplorer.org
  18. 18. PRChecker.info
  19. 19. Marketing.Grader.com
  20. 20. Moz Bar
  21. 21. Social Media Measures  http://www.google.com/analytics  http://bufferapp.com  http://tweetadder.com – impossible to download  http://tweetreach.com  http://twittercounter.com  http://www.justunfollow.com  http://www.fanpagekarma.com  http://simplymeasured.com/free-social-media-tools  http://sproutsocial.com  http://www.similarweb.com
  22. 22. Google Analytics
  23. 23. Buffer App
  24. 24. TwitterReach
  25. 25. TwitterCounter
  26. 26. JustUnFollow
  27. 27. FanPageKarma
  28. 28. SimplyMeasured
  29. 29. SproutSocial http://www.johnsocial.com/social-media/sprout-social-review-management-tool-2013/
  30. 30. 30 Jeff Nelson, MBA (403) 410-3803 jeff.nelson@anduro.com @JeffxNelson Questions?

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