Measuring Crucial Marketing Metrics – Part 2

May 2, 2013

Leads generated from every offer

In ‘Measuring Crucial Marketing Metrics – Part 1’, we elaborated on measuring metrics under Campaign Goals and Progress and Effectiveness of Marketing Channels.

This second and final part looks into measuring metrics that come under Content Effectiveness and Marketing Qualified Leads (MQLs):

  • Leads generated from every offer

    The marketing content you generate is also a part of your brand’s product/service repertoire. For ease of measurement, treat every piece of collateral as an ‘offer’. You can generate leads by parking ‘offers’ (content pieces) behind Landing Pages (LPs) and asking visitors to fill forms.

    When you’ve taken the effort to create the content and LP, you’ll definitely want to know if it ... Read more...

Posted in Marketing | 1 Comment »

Troubleshooting Direct Traffic in Google Analytics

June 8, 2012

Organic Traffic
Often I find data analysts and online marketing folks ask questions on ‘Direct Traffic’ in Google Analytics. The primary problem is the confusion around its definition. I know some senior marketing folks who refer to someone typing a brand name or site name on a search engine as ‘direct visitors’. These are actually Organic or non-paid search traffic. The true definition of Direct Traffic is visitors who come to a website/page without any referral source. Note the term referral source is used broadly – includes any identified source from which a visitor was referred. It includes search engines links (paid and unpaid links), website links, tagged email links etc. There are multiple reasons for a visitor to not have a ... Read more...

Posted in Web Analytics | No Comments »

Evaluating B2B campaigns, Pinterest Tools, Competitive SEO Analysis and much more… | Best of the Week

April 6, 2012

Google Analytics Multi-Channel Funnels: Gaining insights into B2B campaigns

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Google Analytics Multi-Channel Funnels: Gaining insights into B2B campaigns

April 5, 2012

The excess of digital media channels today (with new ones popping up daily) poses a fresh challenge to marketers. How do you evaluate a campaign performance in a multi-channel environment? To do that, it’s essential to understand how multiple channels work together to drive conversions. Google Analytics Multi-Channel Funnel Reports provide you with insights on the entire path to conversion instead of focusing on the last touch point. Google Analytics introduced Multi-Channel Funnel (MCF) reports in August 2011. Lots of articles covered the release, but most didn’t venture beyond a description of the reports and associated metrics. The data has been available for six months now, yet only a handful of studies exist on the insights derived from these reports. We decided that ... Read more...

Posted in Web Analytics | No Comments »

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