Live Webinar: Crash Course in Metrics & Analytics
Transcript of Live Webinar: Crash Course in Metrics & Analytics
30 minute
today’s
Introduction
90%
metrics & analytics
what’s the difference
from
moneyball
moneyball
the impact of
marketing
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REACH
NURTURE
marketing
REACH
upper funnel
Email Marketing
Display Ads
Search Marketing
Organic Social Media
PR
Paid Social Media
Free Written content
Rich Media content
TACTICS METRICS
NURTURE
Email Marketing
Search Marketing
Display Ads
Paid Social Media
PR
Gated Long-form Content
Webinars
Demos / Trials
TACTICS METRICS
lower funnel
REACH
NURTURE
• Awareness
• Branded search
• Brand recall and lift
• Website and referral traffic
• Page views, pages per visit,
time spent on site lift
• Subscriber/opt-in lift
• Engagement (open rate,
shares, likes, comments)
• Bounce rate decline
• Unique visitor lift
• Inbound links lift
• Leads (organic vs paid)
• MQLs/SAOs
• SQOs
• Cost per lead
• Qualified lead velocity rate
(i.e., growth in qualified leads)
• Form fills
• Revenue
• Returning visitors
• Close rate
• Retention rate, customer
lifetime value, upsell/cross-sell
across the funnel
marketing
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REACH
NURTURE
success lies in
how measures on
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your
stay