Metric Madness and Marketing!

image from

Nurturing Customers Along the Sales Funnel with Email

number of "hits"...

Metrics are Easy to Collect!

• goes beyond marketing for sure!
  • http://childyouthhealth.org/index-of-connectedness/

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
  • discounts for quality!

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!)