As marketing and advertising efforts move increasingly to online channels, it seems that data related to marketing grows exponentially. Data from Google Analytics is great but we also have marketing data flying at us from AdWords, banner advertising and every social media platform known to humankind. At times it gets overwhelming. The problem isn't having data, the problem is finding the right data that can be used to make sound decisions. Jeff Nelson will present a Marketing Metrics Model that he and Joanne O'Connell have develop as part of a course they are teaching at the University of Calgary. The model mirrors the marketing process and presents a structured way to collect measures, calculate metrics and manage KPIs related to marketing activities. Jeff will also outline some valuable sources of data for social media channels. But not everything about marketing metrics is easy. Jeff will also outline some of the issues that marketers have and possible solutions.

1. Marketing Metrics and Analysis
June 10th, 2014

2. Outline
2
 Marketing Funnel Models
 Marketing Metrics Model
 Measures – Data Sources
 Metrics – Ratios
 KPIs
 Brand Strength
 Social Media Measures

3. Marketing Funnel
3
 Banner ads
 Facebook Ads
 Google Display
 Blog
 Facebook/LinkedIn Page
 Twitter Feed
 eNewsletters
 Google AdWords
 SEO
 Website Pages (BOBs)
http://media.bizo.com/www/marketing/WP/Bizo_WP-MetricsThatMatter.pdf

4. Marketing Funnel
4
www.b2bmarketinginsider.com/content-marketing/the-3-goals-for-your-content-marketing

5. Marketing Funnel
5
www.convinceandconvert.com/content-marketing/the-4-types-of-content-metrics-that-matter

6. Team
6
Jeff Nelson
-M.B.A.
-Website Analytics
-Metrics Consultant
-Data Architect
-Online Strategist
Joanne O’Connell
-M.A.
-Market Research
-Metrics Consultant
-Data Architect
Bill Bergh
-Brand Consultant
-Relationship Builder
-Marketing Executive
Mx3Metrics.com

7. Marketing Metrics Model
7

8. Acquisition and Retention
Acquisition Funnel
Retention Diamond

9. Acquisition and RetentionAcquisition

10. Acquisition and RetentionAcquisition Funnel

11. KPIs
11
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Jan-14 Feb-14 Mar-14 Apr-14
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Jan-14 Feb-14 Mar-14 Apr-14
SEO
AdWords
Facebook
eNewsletter
$0.00
$0.02
$0.04
$0.06
$0.08
$0.10
$0.12
Jan-14 Feb-14 Mar-14 Apr-14
$0.0
$0.2
$0.4
$0.6
$0.8
$1.0
Jan-14 Feb-14 Mar-14 Apr-14
$ / Visit (Cost
per click):
SEO
$ / Visit (Cost
per click):
AdWords
$ / Visit (Cost
per click):
Facebook
$ / Visit (Cost
per click):
eNewsletter
Visits
$ / Visits

12. Measures
12
 Google Analytics
Visits, Duration, % New Visits, Bounce Rates, Goals
 Google AdWords
Impressions, Clicks, Conversions, Costs
 3rd Party Measures
Marketing Grader, Google PR, Alexa, SEMRush
 Company Marketing Investment
Direct, Organic, Paid, Referrals, eNewsletters, Traditional
 Company Survey Data
Satisfaction, Awareness, Competitive Intelligence
 Company Sales Data
Prospects, Offers, Sales Volumes
 Company Financial Data
Revenues, COGS, Gross Margin, Net Income

13. Brand Strength
 Traffic Rank: www.Alexa.com
 Estimated Visits: www.SimilarWeb.com
 # backlinks: www.OpenSiteExplorer.org
 PageRank: www.PRChecker.info
 % Score: http://marketing.grader.com
 Moz Bar – download from Chrome Store
13

14. Alexa.com

15. SimilarWeb

16. SimilarWeb

17. OpenSiteExplorer.org

18. PRChecker.info

19. Marketing.Grader.com

20. Moz Bar

21. Social Media Measures
 http://www.google.com/analytics
 http://bufferapp.com
 http://tweetadder.com – impossible to download
 http://tweetreach.com
 http://twittercounter.com
 http://www.justunfollow.com
 http://www.fanpagekarma.com
 http://simplymeasured.com/free-social-media-tools
 http://sproutsocial.com
 http://www.similarweb.com

22. Google Analytics

23. Buffer App

24. TwitterReach

25. TwitterCounter

26. JustUnFollow

27. FanPageKarma

28. SimplyMeasured

29. SproutSocial
http://www.johnsocial.com/social-media/sprout-social-review-management-tool-2013/

30. 30
Jeff Nelson, MBA
(403) 410-3803
jeff.nelson@anduro.com
@JeffxNelson
Questions?