Okay, here are the steps to solve this:
1) Conversion rate = Number of conversions / Number of impressions x 100
= 200 pre-orders / 400,000 impressions x 100 = 0.05% or 0.0005
2) Revenue from pre-orders = Number of pre-orders x Price per book
= 200 x $29.99 = $5,998
3) Expenses from ads = $5,000
4) Net income = Revenue - Expenses
= $5,998 - $5,000
= $998
So the conversion rate is 0.05% and the net income is $998.
BookNet Tech Forum: Beyond Fans and Followers, Measuring the Success of Onlin...somisguided
This document summarizes a presentation about measuring online marketing campaigns. It discusses measuring things that lead to sales, like social media followers and engagement, as well as direct sales. Several example marketing campaigns are outlined, with goals and metrics defined for each. Key points include establishing a baseline, using analytics to create a timeline, overlaying sales data, and identifying patterns. Resources for data visualization, monitoring, competitive research, and audience research are also listed.
- JV giveaways are events where marketers contribute digital products like ebooks or reports to be given away for free in exchange for subscribers. Visitors opt-in to the individual marketers' lists to download the gifts.
- To join as a contributor, you need your own mailing list of at least 1,000 subscribers, a quality digital product to contribute, an autoresponder, and a squeeze page to capture leads.
- It's important to identify quality JV giveaway events by looking for cooperative partners, reputable partners participating, a trusted and responsible host, an established reputation, and all partners being from the same niche. Events should also be of limited time duration.
This document provides guidance on optimizing landing pages. It discusses reviewing landing page basics like defining landing pages and why they are important. It also covers getting landing pages shared on social media, connecting landing pages to lead nurturing campaigns, A/B testing landing pages, and optimizing the thank you page. The goal is to show agencies how to help clients improve their landing pages to increase conversions. Key tips include social sharing, targeting emails, testing different page elements, and including additional calls to action on the thank you page.
KrowdKick, Social Word-of-Mouth deals platform by TouchPoint ConsultingEtienne Ricco
Our platform allows you to leverage the power of social sharing with your fans & consumers expanding your social followers base, driving footfalls to your shop or online venue and improving your business visibility online.
Online Marketing Institute: Harnessing the Power of Social Media and RetartetingMarketing Mojo
Social media offers targeted advertising options and precise demographic data not available through search. This allows ads to be tailored to interests, gender, age, job title and other factors. Both LinkedIn and Facebook provide social advertising, with Facebook having over 800 million users. Retargeting complements social ads by re-engaging visitors who did not initially convert, nurturing leads with related content. Combined, social media and retargeting provide a powerful way to engage prospects across platforms.
The document discusses channel attribution, which is the process of assigning credit for conversions or sales to the appropriate marketing channels. It provides examples of different attribution models and notes challenges with attribution such as data being siloed, inadequate tracking, and offline channels being ignored. The document advocates for moving beyond "last click attribution" to gain a more holistic understanding of how channels work together across the customer journey. With improved attribution, marketers can optimize spending, improve messaging, and lower customer acquisition costs.
Digital analyst with over 10 years of experience in web and user behavior analytics. Specializes in defining key performance indicators and metrics to continuously improve websites and measure success. Provides data-driven recommendations by analyzing user flows, goals, and interactions to increase sales, customer satisfaction, and reduce costs.
BookNet Tech Forum: Beyond Fans and Followers, Measuring the Success of Onlin...somisguided
This document summarizes a presentation about measuring online marketing campaigns. It discusses measuring things that lead to sales, like social media followers and engagement, as well as direct sales. Several example marketing campaigns are outlined, with goals and metrics defined for each. Key points include establishing a baseline, using analytics to create a timeline, overlaying sales data, and identifying patterns. Resources for data visualization, monitoring, competitive research, and audience research are also listed.
- JV giveaways are events where marketers contribute digital products like ebooks or reports to be given away for free in exchange for subscribers. Visitors opt-in to the individual marketers' lists to download the gifts.
- To join as a contributor, you need your own mailing list of at least 1,000 subscribers, a quality digital product to contribute, an autoresponder, and a squeeze page to capture leads.
- It's important to identify quality JV giveaway events by looking for cooperative partners, reputable partners participating, a trusted and responsible host, an established reputation, and all partners being from the same niche. Events should also be of limited time duration.
This document provides guidance on optimizing landing pages. It discusses reviewing landing page basics like defining landing pages and why they are important. It also covers getting landing pages shared on social media, connecting landing pages to lead nurturing campaigns, A/B testing landing pages, and optimizing the thank you page. The goal is to show agencies how to help clients improve their landing pages to increase conversions. Key tips include social sharing, targeting emails, testing different page elements, and including additional calls to action on the thank you page.
KrowdKick, Social Word-of-Mouth deals platform by TouchPoint ConsultingEtienne Ricco
Our platform allows you to leverage the power of social sharing with your fans & consumers expanding your social followers base, driving footfalls to your shop or online venue and improving your business visibility online.
Online Marketing Institute: Harnessing the Power of Social Media and RetartetingMarketing Mojo
Social media offers targeted advertising options and precise demographic data not available through search. This allows ads to be tailored to interests, gender, age, job title and other factors. Both LinkedIn and Facebook provide social advertising, with Facebook having over 800 million users. Retargeting complements social ads by re-engaging visitors who did not initially convert, nurturing leads with related content. Combined, social media and retargeting provide a powerful way to engage prospects across platforms.
The document discusses channel attribution, which is the process of assigning credit for conversions or sales to the appropriate marketing channels. It provides examples of different attribution models and notes challenges with attribution such as data being siloed, inadequate tracking, and offline channels being ignored. The document advocates for moving beyond "last click attribution" to gain a more holistic understanding of how channels work together across the customer journey. With improved attribution, marketers can optimize spending, improve messaging, and lower customer acquisition costs.
Digital analyst with over 10 years of experience in web and user behavior analytics. Specializes in defining key performance indicators and metrics to continuously improve websites and measure success. Provides data-driven recommendations by analyzing user flows, goals, and interactions to increase sales, customer satisfaction, and reduce costs.
Pub355: Discoverability: Understanding Your Audiencesomisguided
An audience-centric approach to marketing communications and campaigns is important. This deck looks at the lessons of Clay Shirky's Here Comes Everybody, The Open Brand and the Cluetrain Manifesto and how understanding your audience is the first part of building a marketing message. A 7-Sentence Framework for marketing planning is introduced.
This document provides an overview of website redesign. It discusses common reasons for redesigning a website such as no mobile support, outdated aesthetics, or using a legacy content management system. The document then examines the roles and perspectives of those involved in a redesign including content, design, programming, and maintenance. Next, it outlines the typical stages of a redesign process from initial research and scoping to content migration and post-launch activities. Finally, the document looks at example tasks for content, design, and technology teams in planning and executing a website redesign.
Online Marketing Theory: A Look at Clay Shirky and Chris Anderson's Ideassomisguided
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This document provides an introduction to online marketing tools. It discusses setting specific and measurable marketing goals, identifying target audiences, and determining a business identity. It recommends employing tools like blogs, photos, videos, events, social bookmarking, business networking, microblogs, and online PR to enhance marketing campaigns. These tools could help accomplish goals through actions that generate responses and key performance indicators. The document advises aligning marketing mix choices with audience behaviors and business objectives.
Shirky talks about how the group forming activities are easier in a web 2.0 world and what that means for sharing, collaboration, conversation and collective action.
MPub: Intro to Marketing Tactics & Principlessomisguided
This document outlines an introductory marketing course for publishers given by Monique Trottier. The course covers topics such as the history and evolution of marketing, key marketing principles and tactics, and how new technologies and social media have impacted marketing and publishing. It provides learning objectives and outlines topics to be covered including the culture of the web, social sharing and collaboration online, and how behaviors have changed with new tools. Students will watch a video on these topics and do a group exercise creating an online cookbook page collaboratively using social media tools.
MPub: Advancing the 7 Sentence Marketing Plansomisguided
The document provides guidance on developing a 7-sentence marketing plan that outlines goals, actions, and audience. Sentence 1 defines the purpose of marketing. Sentence 2 describes how the purpose will be achieved. Sentence 3 identifies the target market. Sentence 4 establishes a niche. Sentence 5 lists marketing tools and tactics. Sentence 6 defines the business identity. Sentence 7 measures success and allocates resources. The document provides examples and templates to help structure each sentence, including developing personas for the target audience.
Week 2: Pub355 Introducing the Longtailsomisguided
The document summarizes Chris Anderson's theory of the "long tail" and its implications for marketing. The key points are:
1) With lower distribution costs on the internet, niche products that were previously unprofitable "misses" can now make money. This has shifted consumption from a few "hits" to many niche products.
2) Democratization of tools and distribution allows many more people and products to participate in markets.
3) Marketers must find ways to reach fragmented audiences across many channels rather than relying on mass media. Successful companies like Amazon and Netflix understand customer behavior in a market of infinite choice.
Crafting marketing plans based on a few simple frameworks.
Examples and student feedback on outreach pitches.
Week 2 assignment: Writing a marketing plan
The 49th Shelf uses Facebook to engage with readers interested in Canadian books and publishing. They have over 4,000 Facebook likes and post conversations to interact with fans. Their Facebook covers showcase Canadian book covers to appeal to different genres. Goals for using Facebook include attracting Canadian readers, writers, and industry professionals and sharing book reviews, recommendations, and discussions to build a community around Canadian literature.
This document provides instructions for students regarding two technical papers they are required to submit for an online class. Students must post their papers online by January 18th and February 1st. Each paper should be 1500-2000 words and address a topic related to the class syllabus that has been approved by the instructor, Monique Sherre. Students will also review and provide commentary on two papers submitted by classmates. The document provides examples of past student papers and guidelines for formatting and submitting the papers online through the class website.
Pub355 How to Write a 7 Sentence Marketing Plansomisguided
The document provides guidance for creating a 7-sentence marketing plan. It emphasizes including measurable goals with specific numbers in the first sentence to establish purpose. The second sentence should connect goals to tactics for accomplishing them and meeting business objectives. The third sentence clearly identifies target audiences and provides persona profiles with relevant needs/wants. The fourth sentence describes the niche angle or story focus for engaging audiences.
Pub355W: Tips on Twitter, Email Subject Lines & Press Releasessomisguided
This document provides information and tips about online marketing plans, specifically regarding tweets, pitch letters, and finding bloggers to promote books. Key points include:
- Tweets should be useful, specific, and urgent while using hashtags, @mentions, and short URLs within 140 characters.
- Pitch letters should be personalized, positive in tone, promise value for the reader, and include a clear call to action.
- Bloggers can be found through their websites, Google searches, book reviews, and book tour companies. Knowing their interests helps tailor the pitch.
The document provides guidance and information for learning social media marketing skills. It outlines key concepts students should understand, such as writing tweets, emails, press releases, and social media plans. Assignments include reviewing case studies and best practices. Budget guidelines are provided for common marketing activities, ranging from $500-5000 for overall book marketing to $1500-4000 for a landing page. Tips are given for writing media releases, pitch letters, and developing personas to represent target audiences.
Harry potter and the internet revolutionsomisguided
The document discusses how various internet technologies from the 1990s onward enabled increased fan participation and community around the Harry Potter series. Early technologies like email and search engines allowed fans to communicate and find information. Over time, platforms like blogs, podcasts, YouTube, and social media empowered fans to create and share vast amounts of original content which built up the online Harry Potter fandom in the build up to the later books and films.
Pub355: The Cluetrain Manifesto & The Open Brandsomisguided
The document discusses marketing principles from The Cluetrain Manifesto and The Open Brand. The Cluetrain Manifesto from 1999 argued that markets are conversations and companies should use a human voice. It said transparency and authenticity are important. The Open Brand from 2008 discussed how consumers now have more power due to the internet and brands must engage with consumers in their communities. Both argued that traditional top-down marketing is outdated and companies must have dialogue with customers.
Why You Should Have Paid Attention in Mathsomisguided
This document discusses the importance of understanding online marketing metrics and data tracking. It provides examples of common metrics like conversion rate, which is the number of visitors who perform a desired action like purchasing a product divided by the total number of visitors. Other metrics discussed include click-through rate, cost per lead, and cost per conversion. The document also outlines strategies for social media marketing campaigns and measuring their effectiveness using various platform-specific metrics.
Why You Should Have Paid Attention in Mathsomisguided
This document discusses the importance of understanding online marketing metrics and data tracking. It provides examples of common metrics like conversion rate, which is the number of visitors who perform a desired action like making a purchase divided by the total number of visitors. Other metrics discussed include click-through rate, cost per lead, and cost per conversion. The document also outlines strategies for social media marketing campaigns and measuring their effectiveness using various platform-specific metrics.
This document outlines an inbound marketing approach that uses blogging, social media, targeted offers, landing pages, calls to action, email nurturing, and email blasts to generate more traffic, leads, and customers. It emphasizes using analytics to measure the performance of each campaign element and continuously improve the inbound marketing strategy. The goal is to implement a metrics-based approach that delivers real marketing ROI through an analyze-and-optimize cycle.
This document discusses how to monitor and measure engagement across different stages of the customer journey: acquisition, activation, retention, referral, and revenue. It recommends defining both qualitative and quantitative goals and key performance indicators (KPIs) tailored to your business. Examples of qualitative metrics include loyalty, trust, and satisfaction, while quantitative metrics include sales, leads, and referrals. The document also provides examples of tools to measure engagement and a sample measurement scorecard to allocate budgets based on conversion rates and estimated customer lifetime value at each stage.
Pub355: Discoverability: Understanding Your Audiencesomisguided
An audience-centric approach to marketing communications and campaigns is important. This deck looks at the lessons of Clay Shirky's Here Comes Everybody, The Open Brand and the Cluetrain Manifesto and how understanding your audience is the first part of building a marketing message. A 7-Sentence Framework for marketing planning is introduced.
This document provides an overview of website redesign. It discusses common reasons for redesigning a website such as no mobile support, outdated aesthetics, or using a legacy content management system. The document then examines the roles and perspectives of those involved in a redesign including content, design, programming, and maintenance. Next, it outlines the typical stages of a redesign process from initial research and scoping to content migration and post-launch activities. Finally, the document looks at example tasks for content, design, and technology teams in planning and executing a website redesign.
Online Marketing Theory: A Look at Clay Shirky and Chris Anderson's Ideassomisguided
This document summarizes key points from a presentation by Clay Shirky on online marketing and the internet revolution. Shirky discusses how the internet combines previous revolutions in printing, communication, recorded media, and broadcast media. He explains that the internet enables freedom of press, speech, and assembly through sharing, conversation, collaboration, and collective action. The presentation emphasizes that new tools change behaviors more than games and that conversation, collaboration and community are fundamental to online marketing.
This document provides an introduction to online marketing tools. It discusses setting specific and measurable marketing goals, identifying target audiences, and determining a business identity. It recommends employing tools like blogs, photos, videos, events, social bookmarking, business networking, microblogs, and online PR to enhance marketing campaigns. These tools could help accomplish goals through actions that generate responses and key performance indicators. The document advises aligning marketing mix choices with audience behaviors and business objectives.
Shirky talks about how the group forming activities are easier in a web 2.0 world and what that means for sharing, collaboration, conversation and collective action.
MPub: Intro to Marketing Tactics & Principlessomisguided
This document outlines an introductory marketing course for publishers given by Monique Trottier. The course covers topics such as the history and evolution of marketing, key marketing principles and tactics, and how new technologies and social media have impacted marketing and publishing. It provides learning objectives and outlines topics to be covered including the culture of the web, social sharing and collaboration online, and how behaviors have changed with new tools. Students will watch a video on these topics and do a group exercise creating an online cookbook page collaboratively using social media tools.
MPub: Advancing the 7 Sentence Marketing Plansomisguided
The document provides guidance on developing a 7-sentence marketing plan that outlines goals, actions, and audience. Sentence 1 defines the purpose of marketing. Sentence 2 describes how the purpose will be achieved. Sentence 3 identifies the target market. Sentence 4 establishes a niche. Sentence 5 lists marketing tools and tactics. Sentence 6 defines the business identity. Sentence 7 measures success and allocates resources. The document provides examples and templates to help structure each sentence, including developing personas for the target audience.
Week 2: Pub355 Introducing the Longtailsomisguided
The document summarizes Chris Anderson's theory of the "long tail" and its implications for marketing. The key points are:
1) With lower distribution costs on the internet, niche products that were previously unprofitable "misses" can now make money. This has shifted consumption from a few "hits" to many niche products.
2) Democratization of tools and distribution allows many more people and products to participate in markets.
3) Marketers must find ways to reach fragmented audiences across many channels rather than relying on mass media. Successful companies like Amazon and Netflix understand customer behavior in a market of infinite choice.
Crafting marketing plans based on a few simple frameworks.
Examples and student feedback on outreach pitches.
Week 2 assignment: Writing a marketing plan
The 49th Shelf uses Facebook to engage with readers interested in Canadian books and publishing. They have over 4,000 Facebook likes and post conversations to interact with fans. Their Facebook covers showcase Canadian book covers to appeal to different genres. Goals for using Facebook include attracting Canadian readers, writers, and industry professionals and sharing book reviews, recommendations, and discussions to build a community around Canadian literature.
This document provides instructions for students regarding two technical papers they are required to submit for an online class. Students must post their papers online by January 18th and February 1st. Each paper should be 1500-2000 words and address a topic related to the class syllabus that has been approved by the instructor, Monique Sherre. Students will also review and provide commentary on two papers submitted by classmates. The document provides examples of past student papers and guidelines for formatting and submitting the papers online through the class website.
Pub355 How to Write a 7 Sentence Marketing Plansomisguided
The document provides guidance for creating a 7-sentence marketing plan. It emphasizes including measurable goals with specific numbers in the first sentence to establish purpose. The second sentence should connect goals to tactics for accomplishing them and meeting business objectives. The third sentence clearly identifies target audiences and provides persona profiles with relevant needs/wants. The fourth sentence describes the niche angle or story focus for engaging audiences.
Pub355W: Tips on Twitter, Email Subject Lines & Press Releasessomisguided
This document provides information and tips about online marketing plans, specifically regarding tweets, pitch letters, and finding bloggers to promote books. Key points include:
- Tweets should be useful, specific, and urgent while using hashtags, @mentions, and short URLs within 140 characters.
- Pitch letters should be personalized, positive in tone, promise value for the reader, and include a clear call to action.
- Bloggers can be found through their websites, Google searches, book reviews, and book tour companies. Knowing their interests helps tailor the pitch.
The document provides guidance and information for learning social media marketing skills. It outlines key concepts students should understand, such as writing tweets, emails, press releases, and social media plans. Assignments include reviewing case studies and best practices. Budget guidelines are provided for common marketing activities, ranging from $500-5000 for overall book marketing to $1500-4000 for a landing page. Tips are given for writing media releases, pitch letters, and developing personas to represent target audiences.
Harry potter and the internet revolutionsomisguided
The document discusses how various internet technologies from the 1990s onward enabled increased fan participation and community around the Harry Potter series. Early technologies like email and search engines allowed fans to communicate and find information. Over time, platforms like blogs, podcasts, YouTube, and social media empowered fans to create and share vast amounts of original content which built up the online Harry Potter fandom in the build up to the later books and films.
Pub355: The Cluetrain Manifesto & The Open Brandsomisguided
The document discusses marketing principles from The Cluetrain Manifesto and The Open Brand. The Cluetrain Manifesto from 1999 argued that markets are conversations and companies should use a human voice. It said transparency and authenticity are important. The Open Brand from 2008 discussed how consumers now have more power due to the internet and brands must engage with consumers in their communities. Both argued that traditional top-down marketing is outdated and companies must have dialogue with customers.
Why You Should Have Paid Attention in Mathsomisguided
This document discusses the importance of understanding online marketing metrics and data tracking. It provides examples of common metrics like conversion rate, which is the number of visitors who perform a desired action like purchasing a product divided by the total number of visitors. Other metrics discussed include click-through rate, cost per lead, and cost per conversion. The document also outlines strategies for social media marketing campaigns and measuring their effectiveness using various platform-specific metrics.
Why You Should Have Paid Attention in Mathsomisguided
This document discusses the importance of understanding online marketing metrics and data tracking. It provides examples of common metrics like conversion rate, which is the number of visitors who perform a desired action like making a purchase divided by the total number of visitors. Other metrics discussed include click-through rate, cost per lead, and cost per conversion. The document also outlines strategies for social media marketing campaigns and measuring their effectiveness using various platform-specific metrics.
This document outlines an inbound marketing approach that uses blogging, social media, targeted offers, landing pages, calls to action, email nurturing, and email blasts to generate more traffic, leads, and customers. It emphasizes using analytics to measure the performance of each campaign element and continuously improve the inbound marketing strategy. The goal is to implement a metrics-based approach that delivers real marketing ROI through an analyze-and-optimize cycle.
This document discusses how to monitor and measure engagement across different stages of the customer journey: acquisition, activation, retention, referral, and revenue. It recommends defining both qualitative and quantitative goals and key performance indicators (KPIs) tailored to your business. Examples of qualitative metrics include loyalty, trust, and satisfaction, while quantitative metrics include sales, leads, and referrals. The document also provides examples of tools to measure engagement and a sample measurement scorecard to allocate budgets based on conversion rates and estimated customer lifetime value at each stage.
Make Money Writing for New Media POMA 2013Chris Moise
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4. Metrics: Next Generation Email Metrics & AnalysisVivastream
Email metrics can be categorized into four areas: process, influence, feedback, and contribution metrics. Process metrics measure things like delivery rates, opens, clicks, and unsubscribes. Influence metrics measure how email influences other actions like shares on social media or forwarding to others. Feedback metrics relate to customer comments and responses to email content. Contribution metrics assess the financial contribution of email in areas like ROI, average order value, and lifetime value. It is important to analyze metrics not just at the campaign level but over the lifetime of subscribers and different subscriber segments to better understand engagement patterns and response hotspots.
With an open rate of 11.5% and a clickthrough rate of 2%, we are looking at averages that rival what would be considered above average in regular print-based direct marketing. But the
clickthrough rate does not tell the whole story. Email effectiveness cannot be separated from overall site effectiveness. They’ve got to work together to achieve the desired result. Therefore, every marketer needs to understand where email sits in the overall conversion engine.
The document discusses various metrics for measuring the effectiveness of social media and web analytics. It describes metrics for measuring awareness, attitude, influence, competition, outcomes, and value generated from social media interactions and web traffic. It also provides examples of specific metrics like reach, frequency, sentiment analysis, shares of audience/voice/buzz, social actions, and lifetime customer value. The goal is to understand the performance and ROI of various online marketing channels.
This document discusses measuring engagement across different marketing stages: acquisition, activation, referral, retention, and revenue. It provides examples of qualitative and quantitative metrics to track at each stage, such as positive comments, new leads, sales, and referrals. The document emphasizes defining relevant metrics for your business and ignoring low-value ones. It also provides sample campaign goals and metrics for increasing loyalty, satisfaction, authority, online and offline sales. The key takeaways are that driving traffic alone may not convert, goals should be defined using appropriate metrics, and low-returning channels/strategies should be filtered out.
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This document provides guidance on assessing and measuring an organization's online audience and engagement across various digital platforms.
It begins by outlining metrics to evaluate a website's audience size, how visitors find the site, popular pages and content, geographic locations of visitors, and engagement levels. It then discusses evaluating email lists, including size, growth, delivery and engagement rates. Metrics for Facebook, Twitter and YouTube audiences and engagement are also outlined.
Benchmark data is presented for various metrics like email open rates, Facebook fan growth and engagement. Tools for measuring different online channels are also listed. The document concludes by providing examples for using social media to take online action, such as adding an email signup form to a Facebook page or using has
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The document discusses strategic social media measurement. It provides examples of key performance indicators (KPIs) that can be used to measure social media, such as the percentage of online conversations about a brand and the number of new subscribers gained through social media. It also discusses developing a measurement plan upfront to define objectives and KPIs, and aligning social media objectives with the overall marketing strategy and goals. Tools mentioned for social media measurement include HootSuite, HubSpot, and SAS software.
This document discusses strategic social media measurement. It provides an overview of key metrics for social media measurement including percentage of online conversation, percentage of coverage improvement, number of new subscribers/attendees/buyers via tracking links, and number of new threads/comments/conversations for engagement. It also discusses defining measurable objectives, KPIs, and analytics plans upfront when developing a social media strategy. Key frameworks for measurement include the marketing funnel, customer journey, Chris Brogan's recommendations, and Fred Reichheld's Net Promoter Score.
The document discusses topics related to community monitoring and analytics. It mentions vendor relationship management, social credibility in advertising, the decline of press releases, and centralized portals. It then outlines various metrics that may be audited for community efforts, including reputation, page rank, visits, followers, conversions, revenue, problems averted, feature adoption, call volumes, and CRM metrics. It discusses tying online visits to user identities, aggregating and segmenting analytics data, and experimenting with message delivery and monitoring spread. Tracking outcomes and responding is also mentioned.
This document provides best practices for non-profits to utilize their website to build a direct response program. It recommends integrating web, communications, and fundraising departments to increase web traffic and online conversions. Content is key - better content drives more traffic and conversions. The document outlines a spectrum of ways website visitors can convert to donors or subscribers through actions like becoming advocates, making purchases, or taking offline actions. It provides examples of strategies to test and optimize at each step of the conversion process.
Digital Marketing Workshop: Advanced Digital Strategies, Metrics Analysis, Em...Allison Kulage
Presented by Allison Kulage of Bare Knuckle Marketing Inc. and Dan Marshall of ListRocket and Vandenberg Media, this workshop is #4 in a series. In this workshop, we learned:
How to determine your key performance indicators and what you need to measure to determine success
How to find this data in Google Analytics
How to interpret the data and adjust your marketing strategies accordingly
Email Marketing strategies and techniques
Guest Speaker: Dan Marshall from ListRocket
Dan Marshall is an experienced digital marketing executive with a focus on creating data driven experiences for customers of leading brands. He has been in the digital marketing space since 1995 and is a leader in efforts to integrate email with other digital channels.
He currently serves as President of Vandenberg Media, makers of ListRocket, an Email Service Provider that collects, analyzes, organizes and archives millions of marketing messages, providing intelligence and analytics to the marketing community.
Dan brings over 25 years of business experience in Sales, Marketing and Technology. He has consulted numerous startups in business development and marketing.
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High-Quality IPTV Monthly Subscription for $15advik4387
Experience high-quality entertainment with our IPTV monthly subscription for just $15. Access a vast array of live TV channels, movies, and on-demand shows with crystal-clear streaming. Our reliable service ensures smooth, uninterrupted viewing at an unbeatable price. Perfect for those seeking premium content without breaking the bank. Start streaming today!
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Unlock the full potential of your web projects with our expert PHP development solutions. From robust backend systems to dynamic front-end interfaces, we deliver scalable, secure, and high-performance applications tailored to your needs. Trust our skilled team to transform your ideas into reality with custom PHP programming, ensuring seamless functionality and a superior user experience.
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineCIOWomenMagazine
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Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
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Cover Story - China's Investment Leader - Dr. Alyce SU
Pub 355: What to Measure and Why
1. Pub 355: Beyond Fans and Followers
Measuring Online Marketing Campaigns
Presented October 26, 2012
2. Not everything that counts can be measured.
Not everything that can be measured counts.
Albert Einstein
We live in a data-driven time. I can go to the gym in the morning and the exercise bike will
benchmark my workout. It will tell me how many other people did this workout. It will
compare my time on the bike today to my time on the bike yesterday.
I feel like I’m meant to do something with this data. But I don’t know what it is.
I feel the same way when I’m tracking my online marketing activities. There is so much data
that I can collect, but I don’t know what to do with it. I feel awash in data but not meaningful
information.
I’m going to share with you my insights into Metrics That Make Money.
We will cover 3 main things:
What you need to measure and why
How to make Google Analytics make sense
And what useful intelligence you can glean from SMM
3. There are 2 things we like to measure:
Things that lead to sales
Sales
4. Sales
Google Analytics makes it easy to track sales. You just have to know how to create a goal
funnel.
What’s a Goal Funnel?
A funnel represents the path that you expect visitors to take on their way to converting to a
goal.
It’s a defined set of pages or steps.
I view my cart. I click go to checkout. I complete my order.
A Goal Funnel shows the funnel conversion rate, as well as the points along the path where
the visitor abandons the task.
2 Things:
1. Know conversion rate so you can do some forecasting
2. Understand abandonment and what needs to be optimized
Reason it’s important for the non-ecommerce folks is
1. You can set up goal tracking for any non-financial conversion too like downloads, contest
entries, subscriptions.
Also, if you are selling online through other retailers, they have this data. They may not want
to share, but it is the info you want.
You want to see the number of impressions being served on your product pages and what
areas of the site convert, plus where people abandon the task.
1. So you can make forecasts and
5. Things that lead to sales
Twitter Followers Customer Feedback
RTs
Facebook Fans
Email Opens
Website Visitors
Press Mentions
Sales
Herding cats.
Let’s call “Things that lead to sales”: our micro actions. These are the precursors to a sale.
Things that have a non-financial impact but help us understand what influences a purchase.
(website visitors, fans/followers, email subscribers, recos from influential ppl, RTs from
influential ppl, press mentions, email opens, feedback (insights into customers that we didn’t
know before)
Many of these micro actions are about gaining permission to continue marketing to someone.
It’s about earning trust. It’s quid pro quo. This for that. Action and Reaction.
A customer gives you their email address, which you promise not to spam, in return for
valuable, relevant information in your email newsletter. You nurture a relationship with a
blogger, or on twitter or Facebook, in order to solicit feedback, to be recommended, to earn
media mentions, to amplify the conversation you would like to have about your books and
authors.
Again, since these are influencing factors that can lead to a sale, we want to measure this
activity.
Not everything has to be about Revenue, but in my experience, when people ask “did it work”,
they mean “did we make money”.
6. Things that lead to sales
Acquisition Website Visitors, time on site
Number of pageviews, repeat visits,
Activation subscription (email, blog), account
sign-up (profile data), Fan/Follower
Email Opens, Click-throughs,
Retention Repeat visits
Press Mention, RT,
Referral Refers 1+visitors to the site;
Refers 1+ visitors who activate
Sales
Another way to look at those metrics is to group them into the stages of a customer lifecycle.
Acquisition: users come to the site from various channels
Activation: users enjoy 1st visit
Retention: users come back, visit multiple times
Referral: users like product enough to refer others
Revenue: users conduct some monetization behaviour
7. If you don’t know where you’re going, any road will
get you there.
Misquote from Alice in Wonderland
Are we down the rabbit hole yet?
The #1 reason why we don’t know if our online marketing activities are working or not is
because we have not defined our goals.
Without clearly defined goals we have no criteria for evaluating success.
Your goals outline your intent. Your intent informs what you can measure.
8. A simple Contest
• Reach a new audience or reinforce our connection to an existing audience
Goal Lifecycle Action Reaction Metrics
@ / RT / Comment
Response Visitors
Acquire Subscriptions
Reach a new Listen Visit to the site
Activate (email/RSS)
audience Introduce Subscribe Fan/Follower
Retain
Return Account sign-up
Return Visits
@ / RT / Comment
Response Repeat visits
Reinforce our Retain Talk Email opens
Visit the site
connection to Referral Pitch CTR / Goal Funnel
Act Mentions
existing audience Revenue Thank
Refer Referrals
Referrals who convert
Take a contest for example:
We want to run a contest. Why? What’s the goal?
To reach a new audience or reinforce our connection to an existing audience.
Maybe it’s a contest to win a collection of cookbooks.
We’ll do outreach to foodie blogs. Get them to talk about the contest.
People will submit a comment or recipe or do some action as the entry.
So we can measure the macro action = entries.
But there is so much more than entries that will give us insight into the success of this
campaign.
(load graph)
9. Google Analytics: Annotations
Monique Trottier
@BoxcarMarketing
Show annotations: Do you get more traffic to the website during the campaign period? Or
when you engage in a particular action like sending out a newsletter, running an ad. Track
this through annotations.
10. Google Analytics: Title- or Author-Specific Searches
Show: Are there more searches for the title or author you’re promoting?
OpenBook Toronto, for example, whenever there’s a new writer in residence, you can see the
spike in analytics of people coming to the site as a result of greater awareness created by
OpenBook activities.
If you’re actively promoting a title with a mix of online and offline, make this one of your
metrics. Can you increase the number of people coming to your site because they’re heard
about the book and are searching online for it.
11. Google Analytics: Audience Segments
If running a blogger outreach campaign or you’re doing media pitches. You can measure the
referral traffic from those sites, but what you really want to know is which sites are sending
you the most qualified traffic?
It’s about volume + activation
Who is referring you traffic that activates? Remember our Customer Lifecycle...
Time on site
Pageviews
Pages per visit
Repeat visits
Most important are those Goal Funnel. Who completes a desired action?
Subscribes to the newsletter
Downloads a pdf
Signs up for an account and provides profile data
Buys a book
You need Goal Funnels, which we talked about
And Audience segments
Creating a segment lets you run comparison reports against that segment.
(show report then how to set up)
12. A simple campaign to build Reputation
• Use a blog to establish authority / expertise for an author.
• Focus on writing good content first and self-promotion second
Goal Metrics
Pagerank +
Nth position in relation to competitors by a # inbound links from influential blogs
certain date # bookmarks (Delicious)
Google Position in Search Results
Volume of organic traffic per month
# inbound links from influential sites
X% increase of traffic per month
# email subscribers or fan/followers who can
be directed to the site
X$ per month attributable to Segment and Funnel:
referrals from blog Traffic that converts to sales
macro:
Net Profit per Sale. (Revenue - Total Expenses) / transactions
Suggested Max PPC Bid Value (Net Profit per Sale * Conversion Rate)
micro:
number bookmarks, sharethis
RSS subscribers
email subs
comments
retweets
@ mentions
13. A really simple campaign to increase Engagement
• Be nice to customers who mention your company / authors / titles on Twitter
Goal Metrics
# positive comments sent to customers per
week w/in given timeframe
Increase # positive conversations # of conversations that started from those
comments
# additional activation points
micro:
CTR (Click-Thru-Rate)
Landing Page Arrivals
Conversion Rate
Gross New Subscribers
Confirmation Rate
Net New Email Subscribers
Average Cost per Click
Marketing Cost
Cost per Net New Email Subscriber
14. A problematic campaign to increase Offline Sales
• Implement a promotion on social media with a specific store.
• Give participants a printable campaign voucher so you can track offline sales
Goal Metrics
Goal Funnel: Impressions,
Download voucher
Form Completion; Downloads
$ monthly sales monthly sales
% increase in store traffic over
monthly store traffic
pre-promo period
Attract an audience in a particular area traffic from particular area
macro:
cost per lead
what reach at what cost
15. A simple campaign to increase Online Sales
• Use Twitter or Facebook to inform prospects about special promotions.
• Exclusive, limited-customer/limited time offers.
Goal Metrics
Increase monthly sales monthly sales attributable directly to SMM
Segment & Funnel: new customers
Increase % value from new customers
attributable directly to campaign
Increase conversions from Segment & Funnel: monthly revenue
Twitter traffic generated from customers from Twitter
Repeat customers from that group
Retain X% of new customers
Unsubscribe rates
Reach large numbers of readers
If you’re doing your own ecommerce, see what things you can do to compel purchasers to
add this to their profile.
macro:
cost per lead
cost per conversion
average purchase value
micro:
referrals
inquiries
coupon downloads
16. Social Media Measurements
Content
Platform Ratio of Posts to X Peak Conversion
Resonance
Opens
Day
Email Opens CTR
Time of Day
Unsubscribes
RTs
Day
Twitter RTs @
Time of Day
Recos
Like
Day
Facebook Interactions Share
Time of Day
Comment
Monique Trottier
@BoxcarMarketing
Beyond time-based campaigns, there’s the general, day-to-day work to maintain and build
your audience in preparation for future campaigns.
What are the successes?
Time cost of developing content so, how do know if it’s worth the time?
Likely have a certain number of tools that you use on a regular basis: email newsletters,
Twitter, Facebook, Flickr, YouTube, Slideshare.
Each tool serves a specific purpose.
Each tool should have specific goals and metrics
Here’s one way to look at it.
How am I supposed to find the time to also track what I’m doing.
Less is more.
This is not a make work exercise.
This is about insights so you can optimize your activities.
You choose how far down the rabbit hole to go.
Make a Hypothesis about your Customer Lifecycle and those Precursors to Conversion
Choose 5-10 conversion points that are directly related to business objectives
Measure & refine
Focus on conversion improvements
17. Data is black and white
• The number tell you if it’s working or not working.
• The numbers do not tell you how to fix it.
• The job of a web analysts is to understand and communicate the story behind
the numbers.
Monique Trottier
@BoxcarMarketing
19. ABC Metrics
Acquisition: Where do
New/Return Visitors come
Acquisition from?
Activation
Behaviour: What do
Retention they do on the site
Referral
Revenue Conversion: What precursors
influence sales?
So when I’m looking at Google Analytics, I’m thinking about the data as it relates to those
customer stages.
20. Acquisition
• 161.01% increase in visits starting in Fall 2011 season
• Where did those visits came from: Direct, Google, Paid, Facebook
• If Paid, what’s the Cost per Click?
21. Cost per Click
• Pay per Click (PPC) advertising
• Cost per Click (CPC) is the amount you pay each time someone clicks your ad
• If you spend $5,000 on ads and get 10,000 clicks, this is a CPC of $0.50
Cost ÷ Clicks = CPC
$5,000 ÷ 10,000 = $0.50
22. Behaviour
• 30 days before a book event is when visitor traffic starts to increase.
• 1 week before launch night is the sharpest increase
• As expected, the top content pages during each spike are for the featured book
23. Conversions
• Traffic to tickets page follows similar patterns to the total visits.
• 1.59% ecommerce rate (orders/visits)
• New Visitors generate 97% of transactions, Repeat Visitors only 3%
24. Conversion Rate
% of visitors who convert to a desired action: buy, sign-up, download
In ecommerce, it refers to the percentage of Visits that convert to Orders
Number of Orders ÷ Number of Visits = Conversion Rate (E-commerce)
As an example, a website that generated $100,000 of sales through 2,000
orders in a month with 40,000 visits, has an Average Order Value of $50 and
Conversion Rate of 5% (which is quite high):
$100,000 ÷ 2,000 = $50 AOV
2,000 ÷ 40,000 = 0.5 = 5% CR
This means that 5 out of 100 visits turn into an average of $50 revenue
This can then be used to project revenue for a campaign aimed at generating
another 5,000 visits, in the following manner:
Number of Visits × CR × AOV = Projected Revenue
5,000 × 5% × $50 = 250 × $50 = $12,500
25. What Channels Complete Ecommerce Transactions?
• The Traffic Sources to Tickets
show that Search, Referral,
Social Media and CPC traffic
are the best drivers
26. Off-Site: Social Networks
Facebook performs best for volume of traffic
Blogger is a great channel bringing second best traffic and longest duration of visit, second
only to YouTube.
I’d give up on Yahoo! Answers but spend more time on LinkedIn.
28. Month over Month Top Reporting Metrics
Acquisition Total Visits
How do we acquire visitors? Visit Sources
If paid traffic, is it working? Visits to Tickets by Channel
Activation Pages/Visit
Bounce rate
Retention Average time on site
% repeat visits
Referral Non-transaction activities:
What behaviour do they Visit performance pages
engage in? Visit blog
If outreach, what sites are most Sign up for eNews
valuable? Enter a contest
Exit via social media links
Revenue Ecommerce Conversion Rate
How many conversions? Number of transactions
If time on marketing activities, Average order value
which perform best? % from new vs. return visitors
Instead of just looking at data after the fact, better to look at comparative data month over
month during the season.
Looking for actionable data: what does it tell you to do
If you’re paying for traffic, is it working?
If you’re doing outreach, which sites are most valuable?
If you’re spending time on marketing activities, which perform best?
29. Quiz
Imagine you’re running an online advertising campaign promoting Louise Penny’s
bestselling novel.
• The goal is 2,000 pre-orders.
• The cost of the book is $29.99
• You’ve spent $5,000 on ads.
• Your ads received 400,000 impressions & generated 200 pre-orders to date.
What is the conversion rate for pre-orders from this ad campaign?
What is the net income (total revenue - expenses) this ad campaign
generated?
200 / 400,000 * 100 = 0.05%
($29.95 * 200) - $5000 = $998
30. Budgets, Costs and Time
• Approximately 2 hours per channel per week in maintenance mode
• 50-100 hours for a 2-week contest or in active campaign mode
• $200 for contest badge or ad
• Facebook contest using Antavo, max. $300
• Facebook ads, est. $1000-3000
• Media release Newswire.ca, est. $300-600
• Publicity $3-5000 per city
• Landing page: $1500-4000
• Microsite: design $2500, programming Wordpress $5-7000
• Display Ads on blogs: $750-1500+
• Video: $3-5000
31. Next Class
Darren Barefoot and Julie Szabo, “Chapter 6: Measuring Success: How to Monitor the
Web,” Friends With Benefits, 99-114.
Social Media ROI: Socialnomics, http://youtu.be/QzZyUaQvpdc
Olivier Blanchard, “Basics of Social Media ROI,” http://www.slideshare.net/
thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
Jay Baer, “6 Social Media Success Metrics You Need to Track,” Social Media
Examiner, http://www.socialmediaexaminer.com/6-social-media-success-metrics-you-
need-to-track/