These 50 metrics are must haves for any CMOs, CDOs, CIOs and CFOs. They help to illustrate why marketing is important and how marketing will help your organization.
50 MARKETING DIGITAL METRICS For CMOs, CDOs, CIOs and CFOs @ValaAfshar
Transcript
50 DIGITAL MARKETING METRICS For CMOs, CDOs, CIOs and CFOs
@ValaAfshar
Lead-to-Customer Conversion Rate A ratio that shows on average
how many leads turn into paying customers. Know if your sales
process works or not.
Share of Voice The proportion of the total audience commanded
by a media group or a brand across its full range of media
activities. Share of Voice shows where you rank compared to your
competitors when people talk Your Companys advertising for a given
about your industry advertising for a industry. product/Total given
product.
CPL Cost-per-Lead Total cost of generating one lead either in
total or from a specific lead generation campaign. Generating leads
needs to be as efficient as possible. Total investment on marketing
campaigns / total leads generated.
Social Interactions The number of total interactions your
social media account received over a specific time period. Focus on
increasing your social interactions to build rapport with your
network.
Social Media Page Views The number of times a web page is
viewed as a result of being directed from a social media channel.
Focusing on social media led page views enables you to understand
what content truly resonates with your audience.
Amplification Rate The rate at which your followers take your
content and share it through their network. Higher the
amplification rate, the further the content will reach. Number of
leads generated / number of contacts made
Lead Volume Amount of leads that you are receiving from
campaigns. Know what programs are the most effective and conduct
real-time measurements.
Lead Origination The first contact point for a new lead.
Understand what activities influence your pipeline.
Follower Growth by Channel Change in the number of followers
for a given social media account. Different channels will grow at
different rates. Focus your efforts on what is working.
Return on Marketing Investment Provides critical performance
assessment of marketing campaigns relative to the marketing spend.
Quick, meaningful measurement of campaign success.
Market Share Market share is your companys percentage of an
industry or markets total sales over a specified time period.
Validates your position in the market and helps you fine-tune your
overall marketing plan.
CPC Cost-per-Click A specific type of cost-per-action program
where advertisers pay for each time a user clicks on an ad or link.
How valuable is each online ad you post? CPM (Cost per 1,000
impressions) / (1000 Click Through Rate)
PageRank PageRank is an algorithm used by the Google web search
engine to rank websites in their search engine results. 80% of
traffic to your sites is organic. Optimize your online presence for
optimal ranking. Do you have the most relevant content when a
prospect looks for information?
Organic Search Results of viewers that visit your site due to
non-paid search results. Search Engine Optimization (SEO) drives
better organic search results.
Unique Visits A count of how many different people access your
web site in a given amount of time. Marketers goal should be to
increase the number of unique visitors to the site to expand market
reach.
Time on Site How much time the average user spends on your
site. An engaged viewer can turn into an engaged customer.
PageViews A pageview is an instance of a page being loaded by a
browser. The Pageviews metric is the total number of pages viewed;
repeated views of a single page are also counted. Pageviews shows
that your site works well enough to allow the viewer to go from one
page to the next. And you have content that keeps them
engaged.
Funnel Visualization Helps track the movement of prospects
through different stages (new, engaged, marketing qualified, sales
accepted, sales rejected, closed won) in the funnel. Funnel
visualization shows strengths and weaknesses in the marketing/sales
process.
Return Visits How many unique visitors are returning more than
once in a given time period. Returning visitors are a great
indicator of engagement.
Bounce Rate A measurement of the number of users who leave a
web site after viewing only one web page. Bounce rate measures the
ineffectiveness of a page or site.
Quality Score A score assigned by Google to each keyword
marketed that is calculated from an ads click-through rate, keyword
relevance per keyword group and the relevance of the landing page,
which Google accesses over 200 factors. Those who achieve higher
quality scores are rewarded with top placement and lower bid
cost.
CVR Conversion Rate The percentage of time a website visit
turns into a lead or contact. Is your site effective? Yes or
No?
Referral Traffic Growth This metric cover changes in referral
traffic and referral traffic sources. Referral traffic growth tells
you where to refocus your efforts.
CTR Click-Through Rate The number of click-throughs per ad
impression, expressed as a percentage. Learn what is enticing
people to click on your ads, and repeat this success.
Inbound Link Back links, also known as incoming links, inbound
links, inlinks, and inward links, are incoming links to a website
or web page. They are a key component in improving ones website
ranking. Always focus on number of links coming to your site and
from where. A link from high ranked site is worth more than low
ranked site.
Social Media Publishing Volume Metric shows, on average, how
often you post a tweet or status update to a certain network.
People want content from you on a regular basis. Too much and they
tune you out, too little and they forget you exist.
Highest Trafficked Pages The pages on your website that receive
the most web traffic. Know what pages your visitors are going to,
and make sure those pages lead to conversion.
Traffic by Device What devices (PC, Tablet, Mobile etc.) were
used to access a web page or site the most. Web pages look
different on different devices. Make sure your content is formatted
properly for all prospects.
Total Website Conversions The number of web visitors that took
an action that resulted in the conversion you wanted. Getting
visitors to convert is the true value of the site.
Marketing-Originated Campaign Influence Directly shows what
portion of overall customer acquisition originated in Marketing and
where Marketing touched and nurtured the lead at any point during
the sales process. What effect are marketing campaigns having on
driving/influencing customer acquisition?
Email Campaign Open Rate The number of emails that were
received and opened pertaining to your campaign. Open rate is a
measure of relevance, and determines the effectiveness of subject
lines.
Social Reach How far your message reaches across social media.
Demonstrates level of content viewership.
Unsubscribe Rate The number of people that chose not to receive
anymore updates or alerts from your website or email campaigns. You
never want to lose a viewer, but it can be good to know what is
driving someone away from your content.
Total Indexed Pages This metric tells you how many pages on
your site are indexed by search engines. Total indexed pages allows
you to determine which landing pages receive the highest percentage
of visits.
Impressions One view or display of an ad. Ad reports list total
impressions per ad, which tells you the number of times your ad was
served by the search engine when searchers entered your keywords
(or viewed a content page containing your keywords). Impressions
are a relative measure of ad effectiveness.
Referring URLs Any link received by a web page from another web
page. Referring URLs enhances your share of voice.
Media Coverage The number of media outlets that discuss, report
or critique your company news in a given time period. The more
media pick-ups, the more viewers will see your news.
Click by Channel The number of clicks on a specific link that
came from each individual social media channel (Facebook, Twitter,
LinkedIn etc.). Knowing how your visitors get to your content tells
you which channels you should focus on.
Average Interactions per Post The average number of external
interactions one social media post receives. Measuring interactions
allow you shape theme and direction of future content.
Advertising Value Equivalency (AVE) What your editorial
coverage would cost if it were advertising space (or time).
Although it appears to be evaluative, the dollar-denominated
calculations have nothing to do with profitability, and can confuse
senior managers who are not familiar with marketing metrics.
Marketing-Qualified Lead A lead that is more qualified to turn
over for sales follow-up because of their activity. MQLs help sales
prioritize lead follow-up driving more efficient pipeline
creation.
Keyword Ranking by Position The position of your content in the
search results with the specific keyword youre searching for on a
search engine. Formula Allows you to see where your content with
specific keywords ranks compared to other content. A lower ranking
indicates a need for better SEO.
Drop-Off Rate The number of visitors or attendees who left the
conversion process without completing it. Drop-off rate shows you
where prospects stop the sales process, often pointing out a
weakness in your strategy.
Customer Sentiment Tells in what tone or context (positive,
negative or neutral) people are discussing your brand in. By
ignoring negative or even positive sentiment, youre missing key
opportunities to engage consumers and build brand advocates.
Subscribers People who receive regular automatic updates to
your blog, website or mailing list. These people have let you know
that they want to receive your content.
Media Tone The tone (positive, neutral or negative) of your
media coverage. Most media coverage can be expected to be neutral,
but you should try and minimize anyof closed deals that marketing
touched once / negative coverage. Number total number of closed
deals.
Data Quality Poor data quality is one of the key contributors
to marketing campaign effectiveness. Data quality management is not
only critical for the success of marketing automation, its also a
key for customer satisfaction.
Visitor Demographics Tells you the country, city, language and
other demographic information that pertains to your website
visitors. Visitor demographics can help you curate content specific
to a certain area or language if youre seeing high viewership
rates. Lets you understand whos reading your content from
where.
Marketing-Influenced Sales Pipeline Marketing-sourced measures
% of leads in pipeline uniquely created by marketing.
Marketing-influenced is % of leads touched at least once by
marketing during the sales process. How effective are marketing
campaigns at influencing pipeline.
Acquisition Rate The total participants who accepted an offer
on a marketing campaign divided by the total audience. How
effective was your offer or messaging?