Measuring & Optimization
1. You may not think about measurement up front. Accordingly, you fail to create the right framework to measure results.
2. There is no alignment on what metrics matter. When you start to identify your metrics, you want to consider the audience and define what KPIs you’ll be measuring at what point in time.
With the right framework and timing in place, measuring results can help you demonstrate success. There are two sets of metrics that you want to consider: engagement metrics (tactical) and revenue metrics (strategic).
Engagement Metrics
Engagement metrics are the tactical metrics tied to your campaigns. You may want to track these relative to goals set at the beginning of a campaign and over time. Some of these metrics include:
Revenue Metrics
Revenue metrics or late-stage metrics are the strategic component because they are critical to your sales team, CMO and CEO. These can’t be measured immediately since it takes time to create opportunities, generate pipeline and close deals. Revenue metrics will show how your campaigns contribute to ROI and demonstrate marketing’s contribution and credibility, as well as drive budget decisions.
With a marketing automation platform in place, you can use web analytics to discover why prospects visit your site, which pages they visit and how often they come back - even if they aren't in your database. Get daily alerts sent to sales reps, and view a history of customers' web activity as part of their record and lead score. You can also monitor and track relevant keywords on major search engines and compare your overall performance to competitors.
Integration with your customer relationship management (CRM) system makes it easier to track ROI. You can gain insights from pre-built reports or custom reports and dashboards that measure leads by source/campaign/month, email performance, landing page performance, web activity and so on.
Email - Unsubscribe rate, bounce rate, open rate, click-through rate
Who's reading what? This can help you streamline future communications.
Webinar - Attendee rate, drop-off rate, engagement rate
Are certain topics better attended?
Event - Registration, attendee satisfaction
What you can improve for the next event?
Social media - Gross views, connections, mentions, activity engagement, conversions, sentiment
What are people talking about? Which platform is most used? Try to stay current and relevant.
Website - Views/visitors, unique views, backlinks, conversions
Who's coming and staying? Do they gravitate toward a certain page or topic?
Blog - Posts, subscribers, views/visitors, unique visitors, social shares
Which topics are most popular?
Online Ads - Impressions, cost per click (CPC), cost per thousand views (CPM), cost per conversion (CPCon), cost per action (CPA)
What's working well and paying off?
Digital Marketing Analytics Guide
Shared Analytics records a prospect’s Cisco.com pre-sales traffic, action on your website and engagement with marketing tactics and campaigns activated in Marketing Velocity Central.
With this simple embed code, you can identify and capture information such as the prospect’s name, topics of interest and timeline of engagement after the prospect clicks an email sent from Marketing Velocity Central or completes a form tied to a Marketing Velocity Central tactic. This service is available at no cost to Cisco partners.
Learn more about Shared Analytics, Contact Segmentation and overall analysis features of Marketing Velocity Central with these training infographics and videos.