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Basic digital metrics that matter
The document provides an overview of essential digital metrics that are crucial for evaluating and optimizing marketing strategies. It outlines various types of metrics across different domains such as search engine marketing, website performance, social media engagement, and email marketing, emphasizing the importance of KPIs for measuring success. Additionally, it contrasts vanity metrics with actionable objectives, highlighting how data can drive effective decision-making in marketing.
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Basic digital metrics that matter
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- 4. Junior Inbound Marketer/ContentMarketing Specialist @Vertify Marketing @ ASE / Project Management @ SNSPA Alumnus VIP, Project Manager Onlined 2014 Blog: catalinapop.com (urmeaza) Email: k.catalina.pop@gmail.com facebook.com/KatiCORE twitter.com/KatyCORE
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- 6. Metric = asystem or standard of #measurement.
- 7. KPI (key performanceindicator) = a business metric used to evaluate factors that are crucial to the success of an organization.
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- 9. Some benefits ofmeasuring: ● Marketing is unpredictable. Makes it a bit more #predictable ● Gives you #insights about your brand, your product and your target ● Helps setting #realistic objectives, milestones & KPIs ● Helps improve marketing strategy #real time (Penguin Update)
- 10. How we wishwe spent our budget…
- 11. Measuring helps usinvest SMART.
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- 15. Good to knowabout digital: ● The digital environment is not just a random bulk of #information ● Nothing is random. Everything is in a very logical #balance ● Things move fast and they do it #real time
- 16. Two forces rulethe Internet
- 17. Page rank Edgerank •Google Results •Web Pages •Content •Network •Links •Ranking •SEM (Search Engine Mrk) •News Feed •Facebook Pages •Micro-content •Community •Connections •Appearance •Social Media Mrk
- 18. What do theyhave in common?
- 19. Relevance for theuser.
- 20. How do theyprovide relevance?
- 21. Page rank Edgerank •Relevance (content, tags, keywords) •Popularity (links, mentions, social) •Time (older domains are more authoritative) •AUTHORITY (ranks/doesn’t rank) •Affinity Score (relationship between users) •Edge Type (like, comment, share) •Time delay (recent edges weigh more) •SCORE (appears/doesn’t appear)
- 22. Metrics offer youguidelines to optimize your online presence, influence Fb & Google algorithms and be relevant.
- 23. Types of digitalmetrics
- 25. SEM (Search EngineMarketing) Metrics
- 26. SEO (search engine optimization) •GoogleOrganic Results •Google Webmaster Tools #Key-Metrics •Keywords (volume, seasonality, difficulty score) •Domain Authority •Page Authority •Links/Mentions •Website Traffic •Ranking •CTR (click through rate) •Conversion rate SEA (search engine advertising) •Google Paid Results •Google AdWords #Key-Metrics •Keywords (volume, seasonality, cost) •Quality Score •Ad Rank •CPC (cost per click) •CPM (cost per mile) •CPA (cost per aquisition) •CTR (click through rate) •Conversion rate
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- 29. #Key-Metrics •Sessions (visits onwebsite) •Unique Sesions (unique visits on website) •Page Views (no of pages viewed) •Unique Page Views •Pages / Session (no of pages viewed per session) •Session Duration / Average time spent on page •Bounce Rate (visitors who drop off after viewing one page) •New Visitors / Returning visitors
- 31. Social Media MarketingMetrics
- 32. #Key-Metrics Quantitative Metrics •Followers/Fans (peoplewho follow your SM page) •Engagement/PTAT (people talking about this) (how many fans engage with your SM page) •Timing (when are your fans more engaged) •CTR (how many people who viewed actually clicked) Qualitative Metrics •Influence (tools: Klout, Followerwonk) •Sentiment (tools: Google Analytics, Google ) •Conversation drivers (follow topics, context, competition)
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- 35. #Key-Metrics (MailChimp) •Subscribers •Open rate/ Opened / Total Opens •Click rate / Clicked •Bounced •Unsubscribed •Forwarded
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- 38. #Key-Metrics •Generated leads (noof students that are interested in my project) •CPL (Cost per Lead) (how much did I spend for each lead) •Lead 2 Customer conversion rate (how many leads applied to the project) •CPA (Cos per Aquisition) (how much did I spend for each student that converted)
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- 40. •I want torank on 1st position in Google on every keyword possible in my industry. •I want to have 1000000000+ likes. •I want 350000000000+ impressions. •I want to go viral. I want 1 billion views on Youtube. •I want to obtain 50 links / month.
- 41. How KPIs shouldsound like?
- 42. •I want toincrease my website traffic from 3000 visits / month to 6000 visits / month in 6 months time •I want to grow my community by 5% and increase page engagement by 50% •I want to increase generated leads by 20% and improve lead 2 customer conversion rate to 50% •I want to engage and build a relationship with 5 bloggers / month.
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