This presentation briefly discusses why marketers should not just measure marketing metrics but should also analyse the metrics for insights.

1. Marketing Metrics
Don’t just measure, analyze too
- Subhakar Rao Surapaneni

2. But if the data doesn’t live
up to campaign’s
expectations - what is the
regular way forward for
marketers? The answer is
more A/B testing. More
trial & error campaigns.
Marketing metrics are
data that allow
marketers to gauge
their campaign’s
performance against
organizational goals.
Getting Started with Marketing Metrics
MARKETER’s
UNDERSTANDING OF
METRICS
WHAT THEY DO WITH THE
METRICS?
WHAT IDEALLY THEY
SHOULD BE DOING?
Deep dive analysis of
marketing metrics. Where
the campaign has went
wrong? Can we find
insight to improve results
for the next campaign?
Don’t just measure, analyze also !!
1 2 3

3. MARKETING METRICS action
The Right Way to Measure Marketing Metrics
MEASURE ANALYZE ACTION

4. MEASURE
 CAC ( Customer Acquisition Cost)
 Marketing % of Customer Acquisition Cost ( M% – CAC)
 Ratio of Customer Lifetime Value to CAC (LTV:CAC)
 Customer Retention Rate
 Time to Payback CAC
 Marketing Originated Customer %
 Marketing Influenced Customer %
 Lead to Close Ratio
 ROI on marketing investment
TYPICAL METRICS MARKETERS MEASURE

5. PROBLEMS
WITH METRICS
All the metrics are purely
number based, result based and
not analytics based. That’s why
while measuring these metrics,
marketers also constantly need
to monitor on other key metrics
for which there might not be
actually marketing terms.
POINT TO PONDER
Most of the digital
marketing platforms and
tools are designed to
trace campaign metrics
and not for intelligence
reporting.

6. So how do
marketers
analyze
marketing
metrics?
?

7. ANALYZE
QUESTIONS MARKETERS SHOULD BE ASKING THEMSELVES:
1. How can I cut costs, reduce redundancies and
improve overall marketing effectiveness?
2. Am I getting real customer insights from my
marketing metrics? If no, what is missing in my
reports?
3. How do I ensure that I learn something from my
metrics to contribute a healthy bottom line?
4. What should be my optimal marketing strategy
based on my metrics?
5. How do I allocate my marketing resources better to
cut redundancies and mundane tasks?
6. What is the key take away from this report which
will help me to improve my next campaign results?

8. THE WAY forward
ONCE YOU ANALYZE THE
DATA , YOU SHOULD GET
INSIGHTS.

9. INTEGRATE all the insights
IMPLEMENT business intelligence
DELIVER better results
ACTION

10. THANK YOU!