​​​Marketing Analysis

​and Metrics

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Analysis
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

is managed.


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:

Sends

Reads Read %

Bounce Rate

Unsubscribes

Clicks

Clickthroughs

Shares


Email Campaign Types

Drip

Newsletter

Bounce Backs

Welcome

Order Confirmation/Status

Thank You

Research

Status/Account Reminders

Product Sales and Promotions


Website Analysis and Google Analytics

The following are some key metrics and KPI's for websites and Google Analytics:
Sessions
Clicks
Click Through Rate
Session Duration
Page Ranking
Cost Per Engagement
Ad Conversion Rate
Bounce Rate
Key words/phrases
Traffic By Source/Medium

Audience Statistics KPI’s
Age
Gender
Affinity Categories
Geo
New VS Returning
Frequency VS Returning
Engagement
Device Category

All Traffic KPI’s
Channels
Source/Medium
Referrals

Search Engine KPI’s:
Queries (Top 25)
Landing Pages
Geo Summary

Reporting Goals and Tools for basic digital marketing plans:
Analyze/test all campaigns
Behavioral analysis
Trend reports/analysis
Micro and Macro Conversion Reports
Tagging Worksheet
Complete Advertising Campaign Analysis on a monthly basis
Email campaign schedule and analysis


AdWords Campaigns

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.


Campaigns

AdGroups

Bid Adjustments
Keywords
Destination URLs
Display Targeting

Facebook Analysis

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.  

Marketing Tools and

Analysis

Access Videos

    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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Excel Videos

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Analytics
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​Group
  • ​​Tables
    • Creating a table
  • Queries
    • Building a query
    • Building a query using multiple tables or queries
    • Other query settings
  • Forms
    • ​Building a form
  • Reports
    • Building a report