The document outlines how to measure marketing performance by aligning business and marketing objectives, defining key metrics like reach, engagement, leads, and retention, and using tools like Google Analytics, Facebook Insights, and email marketing platforms to track metrics at different stages of the customer purchase funnel from awareness to repeat purchases. It also provides examples of common online marketing metrics and holds a group exercise to help attendees identify their objectives, activities, and metrics.

1. Workshop:
Measuring Marketing
Performance
By Better Marketing for POCC
Unmana Datta
Nilesh Bhojani

2. Agenda
• Aligning business and marketing
objectives
• Defining what to measure – and how
• Measuring performance
• Making decisions based on results

3. But First…
Let’s recap the last session:
Defining Your Marketing Strategy

4. Define Your Marketing Strategy
• Define your product and key benefits.
• Who are your target customers? How
well do you know them?
• Who are your key competitors? How are
you different from them?
• What is your pricing?
• How will you deliver your product?
• How will you reach out to customers?

5. Objectives: Business vs. Marketing
• What are your business goals?
• How can marketing contribute to those
goals?
• Given your resources, how much of this
can you achieve?

6. The Purchase Funnel
Reach
Engagement
Leads
Customers
Service
Retention

7. The Purchase Funnel
Customer actions
Person becomes aware of your brand:
Reach finds you on Google, sees an ad or
Facebook post…
Engagement Person interacts with you: comments,
clicks, or shares.
Person indicates purchase intention:
Leads sends enquiry or signs up for free trial.
Person makes the purchase.
Customers
Person experiences your product or
Service service.
Person becomes repeat customer.
Retention

8. The Purchase Funnel
Marketing Reach
metrics
Engagement
Leads
Sales metrics
Customers
Service
Operations
metrics Retention

9. The Purchase Funnel
Reach
2 months
Engagement
5 months
Leads
2 months
Customers
Service
How long is the purchase
process for your product?
Retention

10. Marketing at Each Step of the Funnel
Location, spread, consistency,
Reach timing, engagement
Engagement
Content quality, responsiveness
Leads
Education and nurturing
Customers
Service
Retention

11. Online Marketing Metrics
• Reach:
• Website visits, social media impressions
and followers, email opens
• Engagement
• Page views, time on site, blog comments,
social media likes and shares, email clicks
• Leads:
• Content subscriptions, free trials, enquiries

12. Group Exercise
• What is your objective?
• What marketing activities will you do?
• What metrics will you measure?

13. Marketing Measurement Tools
• Website:
– Google Analytics, KISSmetrics, Mix Panel
• Social Media:
– Facebook Insights, Hootsuite, Crowdbooster
• Email:
– MailChimp, Constant Contact, Aweber
• Ads:
– Google Analytics, AdWords, Facebook Ads
Manager

14. A Quick Look at Google Analytics
• Keep track of reach (visits), engagement
(time on site, bounce rate), and
conversions (purchase, enquiry)
• Filter by location and search term
• Use URL builder to measure results of
campaigns (ads, email)

15. A Quick Look at Online Ads
• What do you want to pay for?
– impressions (reach)
– clicks (engagement)
– conversions (lead or customer)?
• Are you targeting the right group?

16. Markitty
• Markitty offers suggestions based on your
marketing activities.
• It aggregates stats from Google
Analytics, Facebook, and Twitter.
• Check out Markitty.com.

17. Thank You!
Follow-up questions?
Email unmana@bettermarketing.in.
For more marketing tips from us, like us on
www.facebook.com/markittyapp or read
Markitty.com/Blog.