Gathering and analyzing data should be at the heart of all your marketing plans and drive your decision
making. Often times you have to know what you want to look for and analyze because the vast amount of
data that is available can be overwhelming. This is why it is important to assign an individual or agency to be
responsible for this project. Analyzing data is simply too important not to assign resources to ensure that it
Analysis is not something that can be accomplished in an hour or even a few hours a week. One person,
and in some cases teams or departments, spend all of their time in this area. These individuals or teams
spend all of their time extracting, formatting and analyzing data. Formatting or organizing is crucial in
preparing an effective analysis. It is one of the most important responsibilities of your analysis team.
There is a lot to consider and look for in your data and it depends on the area or platform as well. The
information on this page are just some of the methods and metrics that a company should be using to
make sound business decisions. Each metric tells a story and should be used to make adjustments to
your business and marketing model.
This same data can be used for predictive modeling and behavioral analysis. With more complex
formatting and algorithms, grouping data for predicting behavior is possible. This data can be used to
determine what the most successful campaign will be to drive visits to your website, offer the best possibility
of a conversation, or increase you direct mail response percentage.
Direct Mail Analysis
When analyzing direct mail campaigns include all aspects expenses included in the campaign. Data should
include number of pieces, cost to produce each piece, postage, redemption estimates, and cost of
promotional offer to be redeemed. The following is an example of a direct mail campaign analysis created
in Microsoft Excel.
Another helpful direct mail tool is creating and managing a change log. Every time a change is made to your
direct mail piece, the change should be recorded in your change log. Small changes that you make to your
creative, segmentation or data can have impacts on your redemption. Additionally, some direct mail
campaigns can have several segments that might be based on zones, geo, theoretical value, or other variable.
It is important to record any changes to your mail matrices because you can match the changes up to
changes in redemption levels.
Email Analysis and Metrics
The following are some key metrics for email campaigns:
Reads Read %
Email Campaign Types
Product Sales and Promotions
Website Analysis and Google Analytics
The following are some key metrics and KPI's for websites and Google Analytics:
Click Through Rate
Cost Per Engagement
Ad Conversion Rate
Traffic By Source/Medium
Audience Statistics KPI’s
New VS Returning
Frequency VS Returning
All Traffic KPI’s
Search Engine KPI’s:
Queries (Top 25)
Reporting Goals and Tools for basic digital marketing plans:
Analyze/test all campaigns
Micro and Macro Conversion Reports
Complete Advertising Campaign Analysis on a monthly basis
Email campaign schedule and analysis
AdWord campaigns can be highly effective, but the campaigns need to be set up properly in order to
maximize results. The type of campaign, id structure and ad copy are important. Regular testing should
be completed to analyze variations in campaigns.
Measure daily page links, reach, reactions, highest videos, and highest posts.
CRM Programs and Analysis
A Customer Relationship Management (CRM) system is basically a database for your sales team. A CRM stores customer information and allows your sales team to log activities, add preferences, register clients for events, add follow-ups, send emails, and much more. These CRM solutions are absolutely key in keeping your sales team producing at the highest level possible. There are several Customer Relationship Management (CRM) systems that are available on the market for you to deploy for your business. Depending on the talent at your place of business, your team may be able to build a custom solution, CRM program, which your team can utilize. One of the advantages of a custom program is that it is easily customized, but you will also need the resources to maintain the CRM, like storage, equipment, software, and human resources to manage upgrades and maintenance.
A Few Key Marketing Metrics
A Few Key Digital Marketing Metrics
Building a pro forma
Building a media program plan/chart
Building a digital marketing plan/chart
Test and Measuring Marketing Efforts
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