Evaluation of Digital Marketing Methods
- Created by: Sess
- Created on: 12-05-15 17:25
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- Digital Marketing Evaluation
- Consumption Metrics
- 1) Page Views (Blog/Site)
- Help identify what content is being consumed
- 2) Unique Views (Blog/site)
- Overall size of audience and how much traffic is repeat visits
- 3) Average time on page (Blog/site)
- 4) Email opens (Email)
- How many, at what time so you can plan what subject lines/when to send
- 1) Page Views (Blog/Site)
- Retention Metrics
- 1) Return Rate (Blog/site)
- Whos revisiting the site
- 2) Bounce Rate (Blog/site)
- Calculated via exit/entry time. If both are same, theres a chance its a bounce
- 3) Pages per visit (Blog/ site)
- Quantifies who clicks around
- 4) Follower count (Social Media)
- No. of people who want more of your content
- 1) Return Rate (Blog/site)
- Sharing Metrics
- 1) No. of Shares
- What shares well
- 2) No. of likes
- What is liked?
- 3) Email forwards
- 1) No. of Shares
- Engagement Metrics
- 1) Comments
- To gauge engagement level
- 2) Session Duration
- 3) Page Depth
- How many pages viewed per session?
- 1) Comments
- Lead metrics
- 1) New Leads generated on our database
- 2) Existing leads touched from database
- 3) Funnel Conversion Rate
- The Marketing Funnel
- 1) Discover
- Displays are targeted towards direct response goals
- 2) Learn
- Pay-per-click
- Database builder leads
- 3) Purchase
- Marketing ready leads,buyers fill surveys with full contact info
- Sales ready leads (connecting to decision makers)
- 1) Discover
- E-Service Quality
- The extent to which a website facilitates effective shopping
- Customers evaluate based on...
- Info availability + content
- Privacy/ Security
- Graphic Style
- Fufilment
- Ease of Use
- 1) Start by looking at measurement metrics
- 2) Review social media campaigns
- 3) Map your campaign
- 4) Choose criteria + tools of measurement e.g. google analytiks
- 5) Establish a benchmark
- 6) Undertake a campaign, analyse the outcomes, propose possible changes
- 7) Continue to measure frequently
- 6) Undertake a campaign, analyse the outcomes, propose possible changes
- 5) Establish a benchmark
- 4) Choose criteria + tools of measurement e.g. google analytiks
- 3) Map your campaign
- 2) Review social media campaigns
- Consumption Metrics
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