With the advent of Big Data, more and more data is being captured everyday. But how do you make sense of it and know what's relevant for your business? This cheat sheet helps digital marketers focus on the metrics that matter and shows how to extract measurable results for your business.

1. MARKETING METRICS THAT MATTER
In a time when almost anything can be measured, there is no dearth of metrics for marketers. But how do we make sense of it all? And
how can we measure its impact on the business? This cheat sheet puts together the metrics that matter across four key channels that are
most employed by digital marketers today: web, email, ad media and social media. More crucially, it shows how to mine these metrics to
extract measurable results for your business.
WEB SOCIAL
MEDIA
PERFORMANCE
# of email campaign visits with a single Page View
# of email campaign visits
Total Revenue or Bookings
# of Likes, Shares, Retweets & blog comments
total # of published posts or pieces of content
# of comments
# of hangouts
# of shares
week in Google+
# of likes/favourites
STORY IN FIGURES
A glance at surveys conducted on usage of metrics by business.
eDM
Audience
Who makes up your visitors
- Location
- Language
- Technology & mobile
- Recency, frequency, and new vs. returning
Design and develop your site to cater to your
target audience profiles.
Behavior
What drives loyalty and engagement
- Bounce rate - % of visitors that see only one
page during a visit.
- Time they spend on page/site - for
content-oriented sites, tells how interesting
your material is.
Content
Content performance
Content that generates the most visits
and conversions.
In-page analytics
Usually represented as "heat maps" or
"bubbles". Shows you whether your
site layout is optimal, where visitors
focus on and what they click (whether
calls-to-action are motivating or visible
enough).
Social Ads - Facebook & LinkedIn
Click-through rate (CTR), Cost-per-click (CPC),
Cost per Impression (CPM)
Measure of how your ad performs. CPC is a better
metric for action-oriented (e.g., download/sign-up/buy)
while CPM is more useful for awareness-oriented
campaigns.
Engagement
Forwards tell how many have used the "send to
friend" functionality (if available and enabled).
Unsubscribes tell how many have unsubscribed.
High rate indicates you may be sending
irrelevant and/or unsolicited messages.
(# of emails sent - # of bounces)
# of emails sent
(# subscribers – bounce backs – unsubscribes)
Buzz / Share of Voice
Basic
# of conversations mentioning your brand
More useful
# of brand mentions by influencers & vocal customers
Sentiment Analysis (% positive, % negative, % neutral)
Relates to Brand Awareness and Reputation
Engagement
Basic
More useful
Conversation
Measure of content effectiveness
Thought Leadership: # of best answers in LinkedIn
Customer Service
Applause rate
Social Reach
# of followers across all social
platforms (Fans, Friends, Followers, etc.)
Measure of marketing program effectiveness.
Conversion
Use tracking links (usually seen as "utm_source" in the URL), generated
by tools like Google to see how many email recipients performed the
desired action (e.g., downloaded white paper, or filled form).
Tells whether your landing pages reflect email campaign promises.
Depth of Visit
Percent of email campaign visits that last longer than xx pages.
Important when email is meant to drive deeper site engagement.
Conversion
Lead Generation
For e.g., click-throughs from social posts to form
fill-up, newsletter opt-ins
Social sales effectiveness
Revenue Metrics
Measure the aggregate impact on
company revenue
# of New Names
# of Prospects
Contribute to sales pipeline
# Marketing Qualified Leads
Reflects the % of wins contributed
by marketing
# Sales Accepted Leads
Value of revenue contributed by marketing
# Opportunities
# Wins, Losses
# Churn (sales renewals/retentions)
Sources
Avinash Kaushik - Analytics Superguru
Actionable Social Analytics by Awareness Inc
Campaign Monitor
Definitive Guide to Marketing Metrics and Analytics by Marketo
Revenue Performance
Management
Revenue Engine Effectiveness
Associated metrics
Average selling price
Sales cycle time
Sales productivity
Win rates
Time to ramp a new sales rep
# of sales coming from social channels
Program Performance
Measure the incremental contribution
of individual marketing programs.
Single attribution assigns all value to the first
or last touched program (e.g., lead
source/product demo).
Single attribution with revenue cycle
projections estimates program's long term
impact based on historical conversion metrics.
Multiple attribution recognizes contribution
of multiple program touches to close a deal.
Revenue allocated by time (immediate vs.
months ago), by role key decision maker vs.
influencers, by program type roundtable
event vs. website visit.
Loyalty and Satisfaction
Net Performance Score is based on customer
answers to the question, “how likely are you to
refer us to friend or colleague?
Tools
Google Analytics,
Omniture, Webtrends, etc.
Tools
Campaign Monitor,
ExactTarget, MailChimp etc.
Tools
Radian6, Meltwater
Buzz, JamiQ, Brandtology,
webfluenz etc.
Traffic Sources
Sources that bring in the
most visits
Sources that generate the most
conversions
CONVERSION
ROI
Goal Funnels
Track the series of pages visitor is expected to see
en route to a goal.
Multi-channel Funnel
Shows how site sources (marketing channels such as
paid/organic search, site referrals, social networks, email
newsletters) work together to create conversions, based on
sequences of interactions called conversion paths.
Influence
Measures influence based on your ability to
drive action. Influence score is counted when you
create content or engage others. Measured based on:
True reach: how many people you influence
Amplification: how much you influence them
Network impact: influence of your network
Essential Metrics
Open rates % of people who opened your
email. Not accurate as many email clients
don't download images by default.
Click-throughs tells how many times a link or
multiple links were clicked.
Click-to-open Ratio tells of those who
opened, how many took action.
Bounce rates
Hard bounce (non-existent addresses) and
soft bounce (temporary issues).
Delivery Rate
Subscriber Retention Rate or Growth Rate
Measures technical effectiveness, relevance
and targeting of messages.
Search Ads
Matched Search
Tells you what the user searched when your ad was
served. Helps you optimize the keywords your bid for to
drive better ad performance and lower bounce rate.
Keyword Position
Helps determine which keyword position gets you the
most clicks.
Conversion
Set up Goals to determine how well your site meets specific objectives
- URL Destination (e.g., from lead gen form page to thank you page).
Works well with goal funnels.
- Visit Duration
- Pages per visit
- Event (downloads, Flash/AJAX element interactions)
Segmentation is key to diving deep into specific areas to get insights
that can drive meaningful action.
Amplification
total # of industry conversations
total # of relevant mentions
# of total sales
Total Marketing and Sales Investment
Site Bounce Rate =
+1s per post
replies per post
retweets per post
# subscribers
GO
AdWords
How much of a business priority are the following information requirements?
Cost of acquiring a customer/lead
Impact of content on acquisition
Drop-off across key site processes
Lifetime value of customers
Benchmarking traffic
Customer journey over multiple visits
Performance versus competitors
Relationship between online/offline
behavious
Customer behaviour on partner sites
57% 29% 15%
49% 34% 17%
49% 39% 12%
45% 35% 20%
35% 47% 18%
34% 46% 20%
33% 44% 23%
26% 45% 30%
15% 40% 46%
High priority Medium priority Low priority
How does your organisation measure online reputation and social media activity?
2010 2011
Paid-for reputation
monitoring tools
40%
35%
30%
25%
20%
15%
10% 9%
12%
21% 22%
19%
12%
24%
33%
27%
21%
5%
0%
Free tools / our
own customised
feeds and
dashboards
Web analytics
tool
A combination
of the above
We don’t measure
Do you integrate web analytics with data from other sources?
59%
41%
Yes
No
Does your organisation have a framework for analysing customer
journeys that cross online and offline?
Yes
No
Don’t know