Marketing Metrics

Analytics

• Analytics = interpretation of the results to inform decisions:
  – what acquisition channel gives the lowest cost per click
  – which pages gets the most traffic
  – what the profile is of the campaign responders.

Metrics

• Metrics measure the performance (current) or progress (improvement over time) of the marketing campaigns
  – the cost per click (CPC)
  – response rate
  – brand awareness score

TOP-11 Metrics

KPIs

• KPIs = most important metrics (report on 5 or 6 KPIs to your management team).