Let’s talk Analytics & Metrics:
Earlier we had introduced all forms of social media
marketing, hopefully by now all should come together for you readers. The
content of social media and why we do it in the first place, also the how and
why we do it in the first instance. Now let us talk about measuring its
result-We need to know if it is working for us, how it is working and where it
is working. In so doing we will need to discuss the Return on your investment. There
are different ways to do it, those can also be done by Google forwarded calls
through Ad Words marketing. Easy stuff!
Basic Steps of Web Analytics Process
Most web analytics processes down to four essential stages
or steps, which are:
- Collection
of data: This stage is the collection of the basic, elementary data.
Usually, this data is counts of things. The objective of this stage is to
gather the data.
- Processing
of data into information: This stage usually take counts and make them
ratios, although there still may be some counts. The objective of this
stage is to take the data and conform it into information, specifically
metrics.
- Developing
KPI: This stage focuses on using the ratios (and counts) and infusing them
with business strategies, referred to as Key Performance Indicators (KPI).
Many times, KPIs deal with conversion aspects, but not always. It depends
on the organization.
- Formulating
online strategy: This stage is concerned with the online goals,
objectives, and standards for the organization or business. These
strategies are usually related to making money, saving money, or
increasing market share.
Each stage impacts or can impact (i.e., drives) the stage
preceding or following it. So, sometimes the data that is available for
collection impacts the online strategy. Other times, the online strategy
affects the data collected.
Measuring Digital-Marketing ROI
As you set out to plan your marketing strategy and budget,
an important first step is to calculate the ROI for each of the marketing
channels you currently use. Here are some quick tips for measuring ROI of the
following key digital-marketing channels:
- Email
marketing – This is the area to spend much of your waking
moments working on. And you’ll quickly realize how unbelievably measurable
email marketing is in terms of ROI. You can measure the value of your
list-building efforts and, ultimately, the value of the conversions you
drive from your emails – from opens to clicks to landing-page conversions.
- PPC advertising – PPC is so
incredibly grounded in data that you can measure just about every aspect
of it to determine exactly what you’re getting as a return. Some important
ways to measure ROI for your PPC marketing efforts include:
- Using
dedicated landing pages for your ads.
- Using
call tracking on those PPC ad pages and making sure your analytics are
solid. As a result, you’ll know exactly what you’re paying for the
traffic, how much is converting, and what level of revenue is coming in.
- Calculate
your cost of acquiring your leads, as well as the ROI from each of those
leads.
- Social-media
marketing – Measuring the ROI for social-media marketing can
be a lot more challenging since its results involve such intangibles as
engagement, audience reach, and “buzz.” There are ways to track
social-media success, however, including such measures as the number of
fans, followers, page likes, retweets, repins, web mentions, and sales
levels. The following are also some free tools that are available to help
measure your social-media ROI:
- Google
Analytics Campaign Tracking
- Google
link shortener
- Twitter Analytics
- TweetReach
- Facebook
Insights
- HootSuite
- Bitly link
shortener
- Keyhole (tracks
hashtags on Twitter, Facebook, and Instagram)
- Campaign URL Builder
Work Cited Page
How to Measure Digital –Marketing
ROI for 2014 and Beyond. Retrieved from https://fulcrumtech.net/resources/measure-digital-marketing-roi/
In Wikipedia. Retrieved July 3, 2017 from https://en.wikipedia.org/wiki
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