Posts tagged with Kpis

Analytics demystified, part II: Metrics, PIs and KPIs

Measuring marketing performance is fundamental to digital marketing analytics.

In fact, our ability to measure results accurately is a distinguishing feature of digital marketing.

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fishing net

11 quotes from brands on multichannel data capture

'Omnichannel customer experience' and 'single customer view'; two terms that cause many a marketers' eyes to roll.

There's no doubt that these two concepts have been realised by a select few, bleeding edge brands, but they can be trotted out as best practice without much pragmatism.

Econsultancy's Multichannel Customer Intelligence report in partnership with Station10 looks at how brands have tackled the issue of integrating data into their organisations across multiple channels.

I thought I'd treat you to some choice quotes.

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16 most important email marketing KPIs for your business

Email is one of the most effective marketing channels, consistently able to drive high levels of traffic and conversion.

However if you’ve been running various campaigns, with different content, subject line variations and goals how do you know whether they’re successful or not? Can you be sure that any uplift is directly attributable to your last ‘brilliant’ email? Do you even know what you should be looking out for?

When planning any campaign, on any marketing channel, it’s vital that specific goals are outlined right from the start. As stated in our own Email Marketing Best Practice Guide marketing efforts can only be improved upon if results are compared with your intended goals.

So any areas where you can clearly see improvement can be highlighted and paraded around your office as a massive win. Areas that have underperformed can then be looked at and improved upon next time.

To help you figure what you should be measuring, here’s a list of key performance indicators (KPIs) for email marketing.

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How to help your digital marketing strategy to succeed

Earlier this year I wrote about how to start formulating a digital marketing strategy.

Getting the strategy right is of course paramount. But even when the strategy is right, if it’s not understood, supported, and turned into action then it’s barely more than an academic exercise.

Ella Fitzgerald was on the money when she sang "tain’t what you do, it’s the way that you do it… that’s what gets results".

Here are some actions to take when creating your digital marketing strategy that will also help to build the foundation for its success.

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What KPIs are you using to measure the impact of content marketing?

Engagement or revenue? Conversion or visits?

To help answer the  above question, I’ll be taking a look at our latest report Where Content and Commerce Collide written by James Gurd and commissioned by EPiServer.

The report provides insight and recommendations for how content can be combined with ecommerce as well as examples of what ecommerce practitioners are currently doing and the role they are setting for content marketing within the overall digital strategy. 

Interviews were conducted with leading ecommerce professionals in B2B and B2C organisations, both UK and international. The aim of the interviews was to explore how leading brands are integrating content into ecommerce journeys and what the future strategy of the business looks like, with the output being qualitative data and indicative charts based on the responses of interviewees.

10 key questions were asked, including “who has ownership of your content?” “What tools do you use to help plan and deliver?” and “Do you produce content guidelines?”

These questions and more are answered in the report, but for now we’ll be looking at content marketing KPIs.

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Twitter co-founder reveals his dream metric

For brand marketers looking to figure out whether or not their Twitter investments are paying off, metrics are a big challenge.

Arguably the most prominent Twitter metric, followers, is of limited use in practice, particularly since it's so easy to game. Other metrics, such as retweets, may be slightly more meaningful, but they're often difficult to connect to the most important business KPIs as well.

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How DirectGov should measure success

Two months ago Martha Lane Fox published her review of DirectGov proposing that it was currently failing at its job of providing the best resources to the UK population. One of the reasons that it is failing is that it doesn't understand what its purpose is and has no measures of success.

One of the recommendations that Martha Lane Fox gave in her review was that there should be a CEO of Digital. Now that Chris Chant has been appointed as an interim, the first job he should do is work out how to measure success and imprint this across all stakeholders.

Here I am giving him a hand by making some recommendations...

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How to measure the success of a Government website

Measuring a government website is very much different from measuring a commercial one, since a government website’s job isn’t to make money for the Government (well not directly).

This lack of a bottom line often makes it difficult to justify changes to the website because of the lack of direct profit for the owner. One way to get over this is to ensure you have a robust measuring process for the website to monitor the changes over time and attribute them correctly.

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Do walled gardens really make analytics more challenging?

Analytics isn't easy, but just about every marketer knows how important it is. That's why so many companies have invested significant sums in their analytics strategies.

Unfortunately, the rise of popular consumer hangouts that are walled gardens, namely Facebook, has created multiple 'internets', and according to AdAge, that poses a number of challenges for companies and their analytics strategies.

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Making multichannel marketing meaningful

A friend of mine who is a marketer once remarked that multichannel marketing is a lot like sex: just about everybody wants to do it, but until you really know what you're doing, it can be a bit of a disappointment once it happens.

One of the most disappointing things about multichannel marketing campaigns is that, in retrospect, they turn out to be meaningless exercises. A lot of excitement gives way to confusion and the reality that what you expected isn't what you got. And that's assuming you expected something in the first place.

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35 social media KPIs to help measure engagement

36 interaction KPIs to help measure engagement  Social media measurement is something that I think should be undertaken with a sense of perspective, by standing back and looking at the big picture. 

A widescreen approach to social media measurement ultimately looks at the things that really matter: sales, profits, customer satisfaction and loyalty. Besides, honing in on the detail might not be the best use of your time, given the obvious difficulties that arise, particularly with attribution.

But standing back and looking at the bigger picture is not going to be enough for your data-mad boss, is it? It’s a bit too soft focus, right? He or she is going to want to see proof that all this social optimisation is actually working. 

If that’s the case, then don’t worry: there are lots of things you can measure...

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