How to Measure the RIGHT MARKETING Metrics

PRESENTED BY: MICHAEL REYNOLDS

Michael ReynoldsAbout Michael: • President / CEO of SpinWeb • Cellist • Sushi connoisseur • Tennis player • Marketing/tech nerd • www.spinweb.net

Measuring Marketing Success Doesn’t Have to Be Hard

Agenda

We’ll Cover: • What metrics matter • How to measure • How to report • Q&A

“Shiny” Metrics?

“Although our quarterly earnings dropped by twenty five percent, I feel compelled to point out that our Facebook likes have doubled.”

What Metrics Matter?

Attract = Website Traffic

Website Traffic

Organic Search Traffic (SEO)

Social Media Traffic

Social Media Traffic

Direct Traffic + Mobile Search

Keyword Movement

Keyword Movement

Convert

Leads or Contacts

Database Growth

Landing Page Conversions

Close

Nurturing Metrics

Email Performance

New Sales

Delight

Social Performance

Social Performance

Social Performance

Measure What Matters

ToolsAnalytics tools:

• HubSpot (preferred) • Rival IQ • Google Analytics • Google Webmaster Tools • ExactTarget • Marketo • Eloqua

Reporting to Boss/Board

Monthly Report Structure: • What got done last month • What projects are coming up • Performance metrics • Discussion/todo items

How to Measure the RIGHT MARKETING Metrics

PRESENTED BY: MICHAEL REYNOLDS