Analyze, Measure and Improve in Online Marketing
Posted: Tue Dec 03, 2024 8:32 am
Analyze, Measure and Improve in Online Marketing
The objective of any Marketing Plan is to find the balance between the investments made and the profitability obtained, that is, the ROI ( Return On Investment ). In the case of a Marketing Department, it should be measured by ROMI (Return On Marketing Investment = Incremental Revenue Attrib. to Marketing/ Marketing Spend) and the increase in profit generated by the action (mROMI= ROMI * Contribution Margin %) .
The main feature and advantage of Online Marketing is that it gives us ivory coast phone number list the possibility of instantly identifying which campaign, medium, creative piece, landing page, form or web page each click, registration, information request and LEAD comes from. This allows us to modify our plan and actions based on the results obtained through A/B tests, tests and metric analysis. But what metrics do we use?
It is essential to define metrics that allow:
Sharpening the target: understanding behaviors and reactions to online campaigns.
Understand what is happening with marketing efforts and their impact on the organization.
Monitor how fast a business or organization is growing.
Defend a marketing plan and its allocated budget.
Generate knowledge and actions.
Knowing your customers.
In order to properly monitor the Online Marketing Plan , in addition to having tools that provide the necessary data, the main thing is to be clear about what the objectives are , since this is the biggest challenge for the use of metrics among others:
How to control the large amount of information.
Lack of perspective; seeing, measuring and controlling trends.
Go beyond the campaign photo and consolidate the information.
Lack of time or budget.
It is really crucial to have clear, concrete and concise objectives defined from the beginning, since there are different tools and various online channels. The information obtained from Social Networks, Blogs, Websites, E-mail Marketing, SEO/SEM helps to build metrics and interpret them in terms of brand effectiveness and return on investment.
KPIs (Key Performance Indicators) must be defined to take into account and evaluate this data, or key metrics to evaluate the effectiveness of an online campaign. Among the many objectives that we can find, the most common are:
Brand branding. The objective is to measure the coverage, affinity and frequency with which the contact visits us and becomes loyal. The main variables when analysing the campaign are the number of Unique Users achieved and the Net Cost per Unique User (also useful for comparing results between media).
The objective of any Marketing Plan is to find the balance between the investments made and the profitability obtained, that is, the ROI ( Return On Investment ). In the case of a Marketing Department, it should be measured by ROMI (Return On Marketing Investment = Incremental Revenue Attrib. to Marketing/ Marketing Spend) and the increase in profit generated by the action (mROMI= ROMI * Contribution Margin %) .
The main feature and advantage of Online Marketing is that it gives us ivory coast phone number list the possibility of instantly identifying which campaign, medium, creative piece, landing page, form or web page each click, registration, information request and LEAD comes from. This allows us to modify our plan and actions based on the results obtained through A/B tests, tests and metric analysis. But what metrics do we use?
It is essential to define metrics that allow:
Sharpening the target: understanding behaviors and reactions to online campaigns.
Understand what is happening with marketing efforts and their impact on the organization.
Monitor how fast a business or organization is growing.
Defend a marketing plan and its allocated budget.
Generate knowledge and actions.
Knowing your customers.
In order to properly monitor the Online Marketing Plan , in addition to having tools that provide the necessary data, the main thing is to be clear about what the objectives are , since this is the biggest challenge for the use of metrics among others:
How to control the large amount of information.
Lack of perspective; seeing, measuring and controlling trends.
Go beyond the campaign photo and consolidate the information.
Lack of time or budget.
It is really crucial to have clear, concrete and concise objectives defined from the beginning, since there are different tools and various online channels. The information obtained from Social Networks, Blogs, Websites, E-mail Marketing, SEO/SEM helps to build metrics and interpret them in terms of brand effectiveness and return on investment.
KPIs (Key Performance Indicators) must be defined to take into account and evaluate this data, or key metrics to evaluate the effectiveness of an online campaign. Among the many objectives that we can find, the most common are:
Brand branding. The objective is to measure the coverage, affinity and frequency with which the contact visits us and becomes loyal. The main variables when analysing the campaign are the number of Unique Users achieved and the Net Cost per Unique User (also useful for comparing results between media).