Marketing Metrics: 3-in-1 Guide to Master Marketing Analytics, Key Performance Indicators (KPI's) & Marketing Automation

By Santino Spencer

Marketing Metrics - 3 Manuscripts in 1 Book, Including: Marketing Analytics, Digital Marketing and Marketing Strategy.

 

1)

MARKETING ANALYTICS:

7 Easy Steps to Master Marketing Metrics, Data Analysis, Consumer Insights & Forecasting Modeling.

 

YOU'LL LEARN:

• How to determine stakehold

• Language: English
• Publisher: Santino Spencer
• Release date: Jul 9, 2023
• ISBN: 9781088204887

Book preview

Marketing Metrics

3 Manuscripts in 1 Book, Including: Marketing Analytics, Digital Marketing and Marketing Strategy

Santino Spencer

More by Santino Spencer

Discover all books from the Marketing Management Series by Santino Spencer at:

bit.ly/santino-spencer

Book 1: Marketing Strategy

Book 2: Business Branding

Book 3: Digital Marketing

Book 4: Social Media Marketing

Book 5: Marketing Analytics

Book 6: Content Marketing

Book 7: Business Development

Book 8: Mobile Marketing

Themed book bundles available at discounted prices:

bit.ly/santino-spencer

Copyright

© Copyright by Santino Spencer. All rights reserved.

This document is geared towards providing exact and reliable information in regard to the topic and issue covered. The publication is sold with the idea that the publisher is not required to render accounting, officially permitted, or otherwise, qualified services. If advice is necessary, legal or professional, a practiced individual in the profession should be ordered.

From a Declaration of Principles which was accepted and approved equally by a Committee of the American Bar Association and a Committee of Publishers and Associations.

In no way is it legal to reproduce, duplicate, or transmit any part of this document in either electronic means or in printed format. Recording of this publication is strictly prohibited and any storage of this document is not allowed unless with written permission from the publisher. All rights reserved.

The information provided herein is stated to be truthful and consistent, in that any liability, in terms of inattention or otherwise, by any usage or abuse of any policies, processes, or directions contained within is the solitary and utter responsibility of the recipient reader. Under no circumstances will any legal responsibility or blame be held against the publisher for any reparation, damages, or monetary loss due to the information herein, either directly or indirectly.

Respective authors own all copyrights not held by the publisher.

The information herein is offered for informational purposes solely, and is universal as so. The presentation of the information is without contract or any type of guaranteed assurance.

The trademarks that are used are without any consent, and the publication of the trademark is without permission or backing by the trademark owner. All trademarks and brands within this book are for clarifying purposes only and are the owned by the owners themselves, not affiliated with this document.

Table of Contents

Marketing Metrics

More by Santino Spencer

Copyright

Table of Contents

Book 1: Marketing Analytics

Table of Contents

Book 2: Digital Marketing

Table of Contents

Book 3: Marketing Strategy

Table of Contents

More by Santino Spencer

Book 1: Marketing Analytics

7 Easy Steps to Master Marketing Metrics, Data Analysis, Consumer Insights & Forecasting Modeling

Santino Spencer

Table of Contents

Marketing Metrics

More by Santino Spencer

Copyright

Table of Contents

Book 1: Marketing Analytics

Table of Contents

Introduction

Chapter 1: Step 1 - Determining the Stakeholders

How to Identify Key Stakeholders

Mapping Stakeholders

Chapter 2: Step 2 - Integration of Data

Path to Purchase

Combine First- and Third-Party Data Sources

Building Bridges

Putting Insights into Action

Chapter 3: Step 3 - Setting Key Performance Indicators (KPIs)

Understanding Marketing KPIs

Sales Revenues

Cost Per Lead

Customer Lifetime Value

Inbound ROI

New Contact Rate

Lead-to-Customer Ratio

Conversion Rate for Landing Page

Organic Traffic

Social Media Conversion Rate / Traffic

Mobile Traffic

Chapter 4: Step 4 - Implementing Analytics

Dashboard Development

Five Second Rule

Logical Layout

Less Is More

Choosing Data Visualizations

Chapter 5: Step 5 - Data Hygiene and Data Governance

Culture and Resource Strains

Challenges

Data Hygiene

How Data Becomes Compromised

Data Audit

Maintaining Data Hygiene

Applying Data Governance

Data Governance Goals Defined

Processes

Chapter 6: Step 6 - Measuring Success

Marketing Analytic Paradox

Mistakes with Marketing Analytics

Chapter 7: Step 7 - Vendor Considerations

Marketing Analytics Software

Mixpanel

AdWords Performance Grader

Formisimo

CrazyEgg

BuzzSumo

Convertible

Crowdbooster

Open Site Explorer

Conclusion

Book 2: Digital Marketing

Table of Contents

Introduction

Chapter 1: Step 1 - Understanding Why Digital Marketing Is the Future of Your Business

The World Is Changing

What Is Digital Strategy?

The Apple Case Study

Chapter 2: Step 2 - How to Create the Right Kind of Content

Quality Content Is King

What Type of Content Qualifies As Great Content?

The Type of Content You Should Be Generating

Who Churns Out the Content?

Chapter 3: Step 3 - Preparing Your Digital Strategy

Step 1: Set Clear Objectives

Step 2: Understand the Audience You Are Trying to Target

Step 3: Figure Out Your Messaging

Step 4: Determine Your Channels

Step 5: Think About Your Content

Chapter 4: Step 4 - A Guide to Budgeting

What Is a Marketing Budget?

The Benefits of Going Digital

Steps to Begin Creating Your Budget

Chapter 5: Step 5 - Why Email Marketing Automation Is a Game Changer

What Is Email Marketing Automation?

How Email Marketing Automation Will Benefit You

Chapter 6: Step 6 - Tell A Digital Story That Sells

What Is Digital Storytelling?

Why Would You Create A Story?

The Process of Creating Your Story

Quick Tip About Attention Spans

Chapter 7: Step 7 - Tracking Your KPI and Metrics

What Are Digital Marketing KPIs?

How Do I Choose the Best KPIs for My Brand?

How Do I Track My KPIs?

Your Most Important Metrics

Conclusion

Book 3: Marketing Strategy

Table of Contents

Introduction

Chapter 1: Step 1 - Understating Customers

Know Your Customer

Why Knowing Your Customer Is Important

Standing Out

Creating Content

Customer Loyalty

Getting to Know the Customer

Pro Tip 1 – Buyer Persona

Pro Tip 2 – Social Media Listening

Pro Tip 3 – Surveying

Pro Tip 4 – Content Engagement

Chapter 2: Step 2 - Navigating Market Analyzation

Why is Market Analysis Important

Competitors

4Ps of Marketing

Product

Price

Place

Promotion

Primary Research Options

Chapter 3: Step 3 - Analyzing Competition

How to Assess Where a Brand Stands with Competition

Pro-Tip 1 – Who Is the Competition?

Pro-Tip 2 – Products of the Competition

Pro-Tip 3 – Understanding Competitor Sales Tactics

Pro-Tip 4 – How Competition Markets Products or Services

Pro-Tip 5 – Competition Content Strategy

Pro-Tip 6 – Engagement

Pro-Tip 7 – Promotion of Marketing Content

Pro-Tip 8 – Social Media Presence

Pro-Tip 9 – Strengths, Weaknesses, Opportunities, Threats (SWOT)

Chapter 4: Step 4 - Researching Distribution

Selecting Distribution Channels

Direct Selling

Wholesale

Mail Order

E-Commerce

Chapter 5: Step 5 - Defining the Right Marketing Mix

4 C’s of Marketing

Product/Customer Solution

Price/Cost

Promotion/Communication

Place/Convenience

Choosing the Right Marketing Mix

Chapter 6: Step 6 - Conducting a Financial Analysis

Financial Approach

Sales Projections

Break-Even Analysis

Fixed Cost

Variable Cost

Cash Flow Statement

Loan Activities

Product Viability

Chapter 7: Step 7 - Assessments and Revisions

Evaluating the Market

Market Reaction

Customer Response

Sales Performance

Cost-Per-Acquisition

Return-On-Investment

Knowing When to Make Revisions

Conclusion

More by Santino Spencer

Introduction

Welcome to Marketing Analytics, where you will become a more decisive strategist and gain insight into how to answer the hard marketing questions people ask. Marketing analytics encompasses technologies and processes that enable marketing strategists to evaluate the success of their initiatives. Strategists accomplish this by measuring performance in the various channels they are present in. A strategist uses marketing analytics to measure business metrics like marketing effectiveness, marking attribution, and return on investment (ROI).

These metrics help to identify which programs or tactics are really performing. The purpose of marketing analytics is to collect data from across all marketing channels and consolidate it into a market view. Within this view, strategists can extract analytical results that can assist in guiding the marketing direction in the future.

Marketing analytics is important because businesses have expanded into a wide range of marketing categories with new technologies that support them. As technology advanced, there became a jumble of disconnected data environments. Which meant that strategists could no longer make decisions based on an individual data channel; they needed to see the entire marketing picture. Looking in just a single channel like social media data was not enough; many of the tools they used only provided a snapshot within a specific channel, which is entirely inadequate to see the total picture. This is why marketing analytics is so crucial because it is combining all the marketing efforts from every channel over a time frame to make decisions that are efficient and effective for the program.

To be successful with marketing analytics, strategists must:

Use a balanced mix of analytical techniques

Review the analytical capabilities, and fill gaps as they appear

React-based on the information learned.

To receive the most significant benefit from the data, the analytic assortment must be balanced. It should use a combination of techniques like past reporting, present analysis, predictive influence. The use of past reporting helps marketing analysts see what campaign elements generated revenue, were successful and underperformed. Analysts use present analysis to see how things are going currently. To see how customers are engaging and which channels are driving profit and customers prefer. Let’s get started.

Chapter 1: Step 1 - Determining the Stakeholders

The first step in marketing analysis is to acknowledge who the stakeholders are. Brands must use a process to map out the stakeholders because this feeds every part of the strategy. These are the individuals who will be planning and executing marketing campaigns. Consider this you are meeting with staff and managers to determine who the key stakeholders are. This is very important because very few companies have unlimited resources and time to focus on everyone's needs. It does not take long for people to begin submitting ideas and the list of wants or needs becomes so large it is unmanageable. Yet, if you do not focus on the key relationships, the brand's direction will be chaotic and unable to achieve the brand's goals. To complete your brand's goals, you have to shortlist those who need to be involved as the key stakeholders.

How to Identify Key Stakeholders

The best way to start identifying is to begin by asking some questions. Questions help you guide your resources and energy to the correct relationships and activities.  The next part will go through a few fundamental questions that can help you identify stakeholders.

Question 1: Does the individual have a fundamental impact on performance?

Example: A company that builds trusses for houses decided that the planning commission for the state was not a key stakeholder. Though the planning commission sets regulations, they have little effect on profits or sales for the company.

Question 2: Can you identify clearly what it is the brand wants from the stakeholder?

Example: The strategic planning team of a small start-up knows they wanted revenue from clients, innovation from employees, and funding from a partner. However, they were unable to pinpoint what they wanted from their social community and deemed they were not crucial.

Question 3: How dynamic is the relationship – are you looking for the relationship to grow?

Example: A lawn service company serviced 17 residential communities and had a strategic and dynamic relationship with current and potential new homeowners. The company also had a relationship with the local university; however, in contrast, the university relationship was static. While there, the company did receive co-branding every year, which did grow its awareness. It decided that the university's fixed relationship did not yield it to have critical stakeholder status.

Question 4: How would the company or brand exist without the relationship of the stakeholder?

Example: A professional beauty service company initially took