Metric Madness and Marketing!

number of "hits"...

Metrics are Easy to Collect!

Some terminology...

  • Hits
  • Leads
  • Conversions
  • Attribution Reports
  • Bounce Rate
  • Return on Investment (ROI)
  • Google Adwords
  • Ad Impressions
  • Ad Blockers
  • Pay Per Click (PPC)
  • Click Through Rate (CTR)
  • Cost Per Click (CPC)
  • Quality Score (QS)

Engagement Rates

  • bounce rate, average time on site
    • time between visit and purchase?
      • note that different IP addresses make it hard!
  • likes, comments, re-shares (amplifiers) on social media

CTR and CPC: Inversely Related!

  • categorize visitors based on interest
    • visits to different blog post
  • target the advertisements accordingly!

(slide 71)  paying for more clicks, but the clicks are cheaper...

Mapping a Blog view to a Conversion... 

  • often low (single digits!)
  • can definitely have an indirect impact!
    • picked up by influencers (aka "super-connectors")
  • challenge is the "wide funnel"
    • mapping Stage 1 to Stage 4 
  • content remarketing (Wordstream & Moz presentation)
    • create content and share on social media
    • amplify top content on (paid?) social media
    • tag site visitors with "cookies" or local storage in browser
    • filter the audience based on demographics to target
    • advertise to the target audience
    • convert qualified leads

Demographics?

  • age
  • income
  • gender
  • interests
  • location
  • device
  • time
  • parental status...

 

  • might want to measure increases in
    • repeat visitors
    • time on site (content engagement!)
    • direct traffic (brand awareness!)
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