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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
When it comes to analytics on your content hub, some metrics to consider: Reach, how many people are we getting in front of Attention, how long people are engaging for each click. Average Scroll, how are customers consuming the page and content. Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc. Conversion rate, rate at which… Continue reading
There are often two types of metrics, quantity and quality metrics. Quantity measures quantify how many people completed an action. Quality metrics, look to see the rate at which people take an action. For performance, more people generally are needed. But you also need to make sure they are competing the actions at an acceptable rate. Otherwise you are wasting your money. Which is why marketers consider both types of metrics.ย … Continue reading
Metric and analytics are used in marketing to enable marketers to improve performance. They act as a feedback loop, informing marketers, of how customers are engaging with their marketing efforts. Without these, marketers would be operating in the dark and without accountability. Not a great situation for driving results.ย … Continue reading
The reason marketers measure marketing metrics is to provide feedback on how effective marketing is performing. This then enables marketers to take action, find areas of improvement, allocate resources more effectively, whilst keeping the customer front and centre.ย It is a vital feedback loop. The role of marketing metrics in that feedback loop is to give context and color to the feedback. They help inform different actions which took place, and different types of analysis, all with the express… Continue reading
Marketing metrics enable marketers to see how customers are engaging with their marketing. They act as a feedback loop, which then can be used to understand performance, set KPIs, scale marketing efforts and link back to how marketing is driving results for the business. Continue reading
Marketing metrics strategy is ensuring that the metrics you are collecting, are a helpful measure of progress and successful delivery of your overall strategy. Without an understanding of this, it is hard to be sure that you are being effective with your marketing strategy.ย For example, letโs say your strategy was to educate customers of a new product offering. You might select metrics, that help you understand how many customers you reached, and then how effective you were ad… Continue reading
Digital marketing metrics are measures of marketing performance. They can often be grouped into two categories, quantity and quality. Quantity measures quantify how many people completed an action. Quality metrics, look to see the rate at which people take an action. For performance, more people generally are needed. But you also need to make sure they are competing the actions at an acceptable rate. Otherwise you are wasting your money. Which is why marketers consider both types of metrics. The… Continue reading
At the start of a campaign, metrics you may consider are: Reach, how many people are we getting in front of Attention, how long people are engaging for each click. Average Scroll, how are customers consuming the page and content. Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc. Conversion rate, rate at which people take… Continue reading
Marketers should consider some of these common metrics to understand performance: Reach, how many people are we getting in front of Attention, how long people are engaging for each click. Average Scroll, how are customers consuming the page and content. Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc. Conversion rate, rate at which people take… Continue reading
What do others spend on their content marketing tools? High performing brands spend up to 25% of their budget on measurement. So the answer is less, would you spend, more of, how much performance do you want? As the top performers invest in their measurement and analytics. It gives them more intelligence on the areas to improve, so they can lift the quality of their content programs. Read more in our piece onย How much should you spend on measurement?… Continue reading