09/05/2016
AdWords how it works??
Which AdWords campaign type is right for me?
Learn about the main types of AdWords campaigns and discover which campaign type is most suitable to help you reach your business goals. Learn more about all...
03/05/2016
What is it? Co-branding or co-marketing
02/05/2016
What Is Affiliate Marketing!!!!
09/04/2016
Analytics and marketing performance
Analytics is the discipline of using data to turn information into insight and
insight into initiative.
The discipline itself tends to be considered from three perspectives:
1. Digital analytics
Within digital analytics, online data is used to identify key insights
concerning consumer behaviour related to email, navigation around a
web site, as well as social media.
Examples of this discipline would include evaluation of email
campaigns, profiling to determine the key clickstream behaviours
around a given web site, and key consumer behaviours that determine
success within a given social media campaign.
2. Marketing analytics
Marketing analytics is used to optimise marketing spend by measuring
the impact of marketing activities, competitive effects, and the market
environment on the sales of a product.
3. Predictive analytics.
Predictive analytics is the practice of using prior information to predict
some event or activity in the future.
The use of advanced statistics and predictive models represent the key
tools that allow marketers to target the right person with the right offer
and at the right time.
Examples of this include acquisition models to help acquire new
customers, retention models to reduce defection, and upsell/cross sell
models to help increase the value of that customer to the organization.
Both digital and predictive analytics are considered components within
marketing analytics, while marketing analytics is considered separately due to
its overriding focus on marketing measurement and ROI.
2
The ability to effectively measure marketing ROI within a multi-channel
environment is perhaps the single biggest challenge within marketing today
08/04/2016
Measuring digital marketing campaigns Part 3
Digital evaluation tools for campaign
Some of the tools and procedures used for measuring digital campaigns:
1. Web analytics
2. Onsite (e.g. Logfiles and Tagging)
3. Offsite (e.g. panels)
4. Experimentation (e.g. A/B Tests, Usability studies)
5. Tracking studies
6. Conversion funnels
07/04/2016
Continue
Measuring digital marketing campaigns Part 2
The following six metrics can be used to measure performance/the achievement of your objectives across digital channels.
4. Brand perception lift
This metric is calculated by determining the change in brand perception among defined audiences, with the results compared to those of a control group that was not exposed to the messaging.
5. End Action Rate
End Actions represent the action taken by a user. It is often also referred to as a conversion activity.
An End Action can be a sale, a lead generated, a download, a video view, a form completion, and so on.
It is the end goal of the content or advertisement and is a critical metric for determining the effectiveness of the campaign.
6. Return on investment (ROI)
ROI is a critical financial metric representing the value created by your marketing.
All marketing, whether it is offline or online, should be measured to determine an incremental improvement in some critical consumer activity, such as acquisition, retention, loyalty, key perceptions or sales.
To be continued
06/04/2016
we will talk about Measuring digital marketing campaigns
six metrics can be used to measure performance/the achievement of your objectives across digital channels.
1. Efficiency metrics
Examples include cost per click/impression/lead/order and so on.
These metrics represent the efficiency of a marketing program and show whether your objectives are being achieved in a cost-effective manner.
2. Qualified reach, or qualified visits
With qualified reach the emphasis is on actual behavior. It captures two important dimensions:
• Quantity (number of individuals) and
• Quality (the users have performed a desired interaction, which in turn suggests a degree of interest or intention on the part of the consumer).
3. Click-through rates
Click-through rates (CTR) should not be used as a primary metric.
This metric is still relied on too heavily by online advertisers. It can though be used successfully as a diagnostic metric for direct response initiatives.
to be continued
