measure twice, cut once - use analytics to improve roi in marketing to matures
DESCRIPTION
"Bonus" handout for attendees of the International Builders Show 2014, with advice and resources for using analytics to improve ROI in marketing to matures. Covers best practices (and beautiful next steps) for measuring and mining analytics related to –Web – Email – Mobile – Social Media – Video – Local Search – Online MarketingTRANSCRIPT
Rule #6“Measure Twice - Cut Once”
BONUS MATERIALUse Analytics to Improve ROI
Copyright 2014 – Creating Results, LLC www.creatingresults.com www.maturemarketingmatters.com
Are You Measuring & Mining Analytics?
–Web – Email –Mobile – Social Media
TrendsVideo
– Local Search–Online Marketing
Copyright 2014 – Creating Results, LLC www.creatingresults.com www.maturemarketingmatters.com
Web Metrics: Best practicesThe Basics:
Visitors
Page views
Bounce rate
Top referrers
The Beautiful:
Path through site before conversion
Visits with conversions by referral source
Visits which failed to convert
Unique URLs for landing pages, unique phone #s
Copyright 2014 – Creating Results, LLC www.creatingresults.com www.maturemarketingmatters.com
Email Metrics: Best practices
The Basics:
List growth (subscribes / unsubscribes)
Open rates
Click thru rates
The Beautiful:
Conversions
“Hot” opens
Repeated opens
A/B split tests
Email forwards
Traffic driven to website
Copyright 2014 – Creating Results, LLC www.creatingresults.com www.maturemarketingmatters.com
• Multiple, trackable points of engagement / interaction
• Introductory email, so not a hard sell
Email Metrics: Best practices
Copyright 2014 – Creating Results, LLC www.creatingresults.com www.maturemarketingmatters.com
• Single topic and single call to action
• Measurable soft offer
• Two weeks into relationship, so content nurtures / educates
Copyright 2014 – Creating Results, LLC www.creatingresults.com www.maturemarketingmatters.com
Video Metrics: Best practicesThe Basics:
Views
Total mins watched / Avg time watched
Subscribers
Engagement
The Beautiful:
Avg view duration (did they watch it all the way through?)
Video SEO
ConversionUse unique phone #s,
landing pages
Copyright 2014 – Creating Results, LLC www.creatingresults.com www.maturemarketingmatters.com
Copyright 2014 – Creating Results, LLC www.creatingresults.com www.maturemarketingmatters.com
Copyright 2014 – Creating Results, LLC www.creatingresults.com www.maturemarketingmatters.com
Local Search Metrics: Best practicesThe Basics:
Visitor demographics
Behavior of local vs. far-flung visitors
Inventory local listings
The Beautiful:
Segment local search traffic and look at quantity, behavior, best referral sites
Copyright 2014 – Creating Results, LLC www.creatingresults.com www.maturemarketingmatters.com
Copyright 2014 – Creating Results, LLC www.creatingresults.com www.maturemarketingmatters.com
Mobile Metrics: Best practicesThe Basics:
Unique visitors
Page views / top content
Time on site
Devices used
Screen size
Conversions
The Beautiful:
Segment mobile traffic
Mobile shares
QR usage
SMS usage, response rates
App downloads & usage
Copyright 2014 – Creating Results, LLC www.creatingresults.com www.maturemarketingmatters.com
Todd HarffCreating Results – Strategic Marketing
[email protected] ext 701314000 Crown CourtSuite 211Woodbridge, VA 22193
Speaker Contact:
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