Measuring Marketing Effectiveness

Need to know

• Effectiveness of different types of visit
• Effectiveness at converting visits to leads
• Effectiveness of budget and time investment

Lay a good foundation

• UTM Parameters: Add tracking data to as much traffic as possible
• Goals: Measure what matters to your business

UTM Parameters

• Codes go into the URLs we give out
• Accurately track individual campaigns and creatives

Analytics Demo

UTM Parameters

• Paste code into Ad Platforms https://totheend.co.uk/?utm_source=sessions&utm_medium=event&utm_campaign=m...
• To share in print or in person, make a redirect or shorten http://bit.ly/TrackingForAds
• Can use QR Codes where appropriate

Goals

• Specific events that are valuable to our business
• Think about commercial outcomes

Goals

• Sales
• Leads
• Intent
• Engagement

Goals

• Track Micro and Macro Goals
• Look for correlations
• Encourage Micro Goals that lead to Commercial Outcomes

Goals - Funnels

• Steps on the way to a goal
• Find and fix issues with the customer journey

Analytics Demo

Goals - Assigning Value

• For eCommerce, it's our sales value (usually)

Goals - Assigning Value

• For Leads, get an average value
• e.g. from 1000 leads we sell 200 products and make £100 per sale on average = £20,000.
• Each lead is worth £20

Goals - Assigning Value

• e.g. Monthly Newsletter signups
• 1% of my list buy a product each send, Average of 1 year before unsubscribe.
• Average order value is £50
• Newsletter signup is worth £50*1%*12 = £6

Goals - Assigning Value

• For micro goals, think about what makes sense
• What percentage of people who do x go on to do y
• £value(x) = y / x * £value(y)

Effectiveness of budget

• Should you spend more money on leads?
• If so where from?
• Or should you invest your budget on improving site?
• Or developing content?

Effectiveness of budget

• ROAS - Return on Ad Spend = Total Income / Ad Spend
• ROI - Return on Investment = Total Profit / Total Ad Costs

Analytics Demo

To get any value from using Analytics...
You MUST make decisions based on what you measure

Make easy changes first and gradually become more advanced