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A single place which evaluates the performance of each of your channels. Often this is an analytics tool placed on your website, product or campaign pages. That provides a view of how customer are engaging from each of the sources. This enables the team to make better decisions on where to prioritize and focus attention.
Comparing the relative quality of each channel, can yield great insight into how each is working for you. When doing this, 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 people take the desired action.
- Bounce rate, are people staying, but use a bounce rate that captures if people leave even without clicking a link. Like Nudge does.
And backing this into the relative investment if takes on each channel. Between time, money, and ongoing maintenance costs that channel. Its important to look at it holistically to best see how it is driving performance.
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