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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
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Connect the Dots…Align Your Metrics and Boost Your Marketing ROI

Connect the Dots…Align Your Metrics and Boost Your Marketing ROI | Beyond Marketing | Scoop.it


As marketers, we are increasingly focused on measuring marketing initiatives toConnect the Dots…Align Your Metrics and Boost Your Marketing ROI image Measuring Marketing ROI to find Success 300x211 guide our efforts and assess our Marketing ROI. We are reading about Big Data and how we need to embrace it. We read blogs, articles, and research data to catch the next big trend. And often, we can miss the important data on our laptops that shows how and where we are limiting our own marketing effectiveness.

While many marketing departments are now measuring their programs, they are often too busy to make sure their digital marketing initiatives are aligned and their metrics are set up to report progress toward top strategic goals.

Denis Failly's insight:

"One of the reasons many companies do not truly understand their marketing effectiveness is that the top and bottom of their funnel are managed in two different departments "(Marketing for the TOFU and Sales for the BOFU)

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The 5 Social Media Metrics Your CEO Actually Cares About

Social media vanity metrics abound, we can all agree. Here are the metrics your CEO actually wants to see.
Denis Failly's insight:

5 metrics, 5 questions


1) Channel Reports: Are we spending our time and money in the right places?
2) ROI Data: Is social media generating leads and customers for us?
3) Customer Response Rates: Are we responding to customers in social media?
4) Opportunity Response Rates: Is our sales team finding and responding to opportunities in social media?
5) Reach and Virality: Has social media helped us grow our reach?

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53 Actionable Content Marketing Metrics

53 Actionable Content Marketing Metrics | Beyond Marketing | Scoop.it
Content marketing is about attracting the right target audience and getting them to take appropriate action as a result of engaging with your content. Content marketing metrics is about measuring the results.
Denis Failly's insight:

Use it as a Memo

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The Lean Analytics Cycle: Metrics > Hypothesis > Experiment

The Lean Analytics Cycle: Metrics > Hypothesis > Experiment | Beyond Marketing | Scoop.it

We are far too enamored with data collection and reporting the standard metrics we love because others love them because someone else said they were nice so many years ago. Sometimes, we escape the clutches of this sub optimal existence and do pick good metrics or engage in simple A/B testing.

But it is not routine.

So, how do we fix this problem?

 

 

Denis Failly's insight:

4 steps, 3 cases

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Vanity metrics in social media and content marketing

We’re all supposed to reject so-called ‘vanity metrics’ in social media and content marketing — but that’s short-sighted. A little vanity can go a long way (if you know how to use it). Here are four good things vanity metrics can do for you.
Denis Failly's insight:

Even "vanity metrics" don't reflect the reality of your Social Media performance, they can be usefull...

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4 Disasters with Social Media Metrics

4 Disasters with Social Media Metrics | Beyond Marketing | Scoop.it

Social Media Metrics In a recent series of posts, I’ve discussed the importance of Social Media Metrics for helping you run your business. But, in the wrong hands, those social media metrics can prove disastrous. Here are a few of my favorite social media metrics disasters and some suggestions for how to avoid them:

 

Denis Failly's insight:

Savvy advice

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The 5 Key Marketing Metrics You Should Be Watching

What are the most important metrics that should be on every smart B2B marketer’s wish list? Find out in today's blog post.
Denis Failly's insight:

- Lead Volume
- Close rate
- Time to close
- Cost per close
- Revenue per new customer

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Meaningful SEO Metrics

Meaningful SEO Metrics | Beyond Marketing | Scoop.it
As marketers, we spend plenty of time and energy tracking the metrics that will push our business forward. In today's post, Will Critchlow walks us through what makes good metrics and how to build the right reports for any situation.
Denis Failly's insight:

A vision of Web metrics and KPI

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Email Marketing Metrics: Open Rate and CTR DON’T Matter! - Savvy B2B Marketing

Email Marketing Metrics: Open Rate and CTR DON’T Matter! - Savvy B2B Marketing | Beyond Marketing | Scoop.it

There are numerous email marketing metrics which you will need to look at to run an effective campaign, such as list size, subscribes, unsubscribes, and bounce rate, amongst others.  Of all the email marketing metrics though, novice marketers tend to put too much focus on just two of them: open rate and click through rate.  

 

While these two metrics are important, don’t make the mistake of just looking at them by themselves

 

 

Denis Failly's insight:

A fresh point of view about Open rate and CTR

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On-going tracking content marketing metrics

On-going tracking content marketing metrics | Beyond Marketing | Scoop.it

These are the content marketing metrics that can be monitored using existing tracking systems. They fall into five basic metrics categories.

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How to Measure the Social Success of Content Marketing

How to Measure the Social Success of Content Marketing | Beyond Marketing | Scoop.it
Regardless of if you measure using a manual process or with an automated tool, the key is to make sure you are measuring results as accurately as possible. Here's how to justify – with data – the impact that social media has on content marketing.
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Four Layers of Marketing Measurements

There are days when all the advice about the metrics marketing should use feels overwhelming.  I’m reminded of a quote from Lewis Carroll’s Alice in Wonderland – “If you set to work to believe everything, you will tire out the believing muscles of your mind, and then you’ll be so weak you won’t be able to believe the simplest true things.”

Much has been written about how to measure the effectiveness of marketing, but most of the current literature and research focus on measuring the success of tactical marketing activities or of individual marketing groups. Literally hundreds of measurements are available, but categorizing them in a way that’s meaningful to different stakeholders – that’s the hard part.  The metrics that are most often leveraged by marketing managers to track the health of their programs or campaigns will appear irrelevant to the CEO and executive management. That may not be fair, but it is realistic.

Denis Failly's insight:
The first layer is your contribution to strategic planning and impact on offering development.The second layer is your brand promise, image and reputation.The third layer is your sales campaigns.The fourth layer is activities included in the marketing mix, either at a program or an individual activity level. For example, many providers have adopted a series of metrics targeted specifically to each marketing communications media or method in layer four.
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Evan Ranum's curator insight, August 21, 2013 11:37 PM

Aiming to be a marketing professional myself, i really enjoyed reading this article as it touched on things that I have often wondered. Such as how do CEO's measure the effectiveness and contributions of their marketing team to the success of their brand or sales of product. I will definitly keep in mind "the four layer of marketing measurement" through my career in marketing.

Dave Everitt's comment, August 22, 2013 5:10 PM
Evan, I think this article gives some good guidance as to the aspects marketers must pay attention to when they are looking at a marketing investment. The key layer for me is the fourth. Ensuring the marketing mix is right will go a long way to determining the success (or not) of your campaign.
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The 6 Metrics That Determine Your Success On Facebook

The 6 Metrics That Determine Your Success On Facebook | Beyond Marketing | Scoop.it

What can be measured can be managed (and improved).

 

 

Denis Failly's insight:

6 simple metrics to begin and understand the perforance of your FB Marketing

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Six ways you can fail at data driven marketing

You’ve heard the buzzword, and you probably think you’re doing data driven marketing as we speak. But the reality of the situation is that most marketers aren’t actually data driven.

Taking Peter Drucker’s “What gets measured, gets managed” at face value is dangerous. Mere measurement isn’t actually enough. Data driven marketers measure for the right reasons.

And so, with that in mind, here are six reasons you (might) fail at data driven marketing.

 

 

Denis Failly's insight:

The secret to success with big data doesn’t lie in your KPIs. It lies in hidden correlations and careful testing. It’s about understanding exactly what influences your KPIs and why

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18 Marketing Performance Metrics that Matter

18 Marketing Performance Metrics that Matter | Beyond Marketing | Scoop.it
Overview of 18 marketing performance factors, which, to varying degrees, affect your organization’s bottom line. And, why they matter.
Denis Failly's insight:

"Growing your marketing team, program and results starts with the benchmark of where you are now. As you rate your marketing performance, consider strengths and challenges throughout the factors above. It’s a great conversation starter within the marketing department, between marketing and sales departments, and among an organization’s leadership team that proves marketing performance impacts bottom line results."

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The 10 Things Wrong with Quantitative Research: things your insights department and academics won’t tell you about your metrics and suggestions on resolving them!

It infuriates me the way organisations love their metrics. It’s not that I am anti-measurement, it’s more of a cultural thing; the way companies behave is similar to the farmer who constantly weighs a pig in the hope that the mere act of measurement will change its weight! Now I certainly get the appeal of metrics but it seems to me that the ‘real deal’ with many metric processes is not about executing change but more about creating an infrastructure to keep someone’s job. As one wag in patient experience said, the point about Customer Satisfaction is to give that guy in marketing his bonus.

Denis Failly's insight:

A post which proves how in Quantitative Research, (it's valid for other fields) our linear mental schemes are obsolete face to complexity paradigm

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Which Marketing Metrics Matter?

Which Marketing Metrics Matter? | Beyond Marketing | Scoop.it
What defines marketing success? A simple Google search will turn up thousands of articles explaining how marketers can identify, monitor and report on
Denis Failly's insight:

it comes to settle the relevant metrics and not to measure all you could among your data; according to your objectives and the criterion of success that you defined.

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Measure What’s Important, Not What’s Convenient

Business owners and their marketingteams are holding themselves back from success. That’s right; it’s them and no one else. That’s because they’re holding fast to easy-to-obtain convenience metrics. So what is a convenience metric? It’s a number that “conveniently” grows and gives the appearance of a successful campaign. On social platforms, convenience metrics are things like number of followers or fans and post likes. Sure, these metrics can give us an idea if our content is share-able or popular, but it doesn’t paint the entire picture of your social success. After all, why is your business on social? To show how much people like your photos? Probably not.

 

 

Denis Failly's insight:

A tutorial video you uploaded to YouTube got 60,000 views in a week. Great, right? Well, not necessarily. How many of these views resulted in a visit to your website? Of these visits, how many performed an action, whether it was filling out a lead form or purchasing your software? Of the people who purchased, how many shared their purchase with friends or wrote a recommendation/review? These are all much more telling metrics than your 60,000 views. And chances are, the numbers that answer these questions are much, much smaller.

  
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15 Metrics Every Marketing Manager Should Be Tracking

15 Metrics Every Marketing Manager Should Be Tracking | Beyond Marketing | Scoop.it

"A marketer who is skilled at using data -- whether you're entry-level or a CMO -- is a powerful force. Having data at your side will help you make smart decisions, suggest fast changes when necessary, and find opportunities for different marketing channels and teams to work together. Who doesn't want that?

Take a look at the marketing metrics you should be tracking, but many marketer aren't..."

Denis Failly's insight:

Various field of metrics

- Goal Setting and Progress Tracking
- Channel Effectiveness
- Content Effectiveness
- Marketing Qualified Leads

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The Dangers of Marketing Metrics Dependency

The Dangers of Marketing Metrics Dependency | Beyond Marketing | Scoop.it
Learn about the dangers of becoming too attached to marketing metrics.
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65 Metrics To Track Blog Success | Heidi Cohen

65 Metrics To Track Blog Success | Heidi Cohen | Beyond Marketing | Scoop.it
To measure your blog’s success, start by setting your blog’s goals and determining which metrics are most effective to track your progress against these objectives. This holds whether your blog is B2C, B2B, not-for-profit (NFP), or solorpreneur.
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Einstein’s advice about email marketing metrics

Einstein’s advice about email marketing metrics | Beyond Marketing | Scoop.it
Einstein may have pre-dated email marketing by many years but when he said “Not everything that can be counted counts and not everything that counts can be counted” he could have well been thinking about email marketing metrics.
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