Get electric with marketing metrics
measure what really matters
“Not everything that can be counted counts”, said Einstein. With a world of endless data and demands on marketing effectiveness, what metrics should you focus on?
Here are some key metrics that Boards like to see. And which help you.
These are split into more operational metrics and customer led ones.
Website – bounce rates, sessions, time on site, traffic and traffic sources, users (new and repeat), document downloads
Email – unsubscribes, open rates and click to open rates
Advertising – look at recall measures (prompted and unprompted) as well as measuring the effectiveness of your headlines and copy to ensure consideration scores are high
Sales figures – ensure you have a grasp of sales by product and customer type
Market share – growth is irrelevant if competitors are growing faster
PR/Social – explore engagement and share of voice metrics