Measuring Crucial Marketing Metrics – Part 2

May 2, 2013 | By

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): MEASURING CONTENT EFFECTIVENESS 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 is effective. You can easily find out by tracking the number of visitors who fill your LP form. Compare this lead data with data from other LPs and know the most effective types of content for your brand. New contacts from LPs You track form fills on your content offering LP. However, it is crucial that you separate new contacts from repeated ones. Analytical tools like Google Analytics (GA), Omniture (now part of Adobe Marketing Cloud) and Coremetrics help monitor new contacts by showing them separately when …

Posted in Marketing

Troubleshooting Direct Traffic in Google Analytics

June 8, 2012 | By

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 referral source. They range from missing tags to inaccurate tags to situations where referral information is not passed such as mobile applications. Please refer the list at the end for other possible reasons affecting direct traffic (note – this list is not exhaustive). The purpose of this article is to highlight some unique situations which can cause inaccurate direct traffic. Google Website Optimizer Codes For one of our clients, direct traffic increased by 200% in one week compared to previous …

Posted in Web Analytics

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

April 6, 2012 | By

This week’s hot news, events and videos from the online marketing and social media world. From the Position² Blog This Week:Evaluating B2B campaigns in a multi-channel environmentThe excess of digital media channels today poses a fresh challenge to marketers. How do you evaluate a campaign performance in a multi-channel environment? Position²’s Analytics Team probed Google Analytics Multi-Channel Funnel Reports for insights. This is what we found. Social Media Analytics: How to Track Social Media Traffic With Google Analytics. LinkedIn Tips: Four Ways LinkedIn Can Help Your Business Grow. Inbound Marketing Works: A Copywriter’s Success Story. Social Video Marketing: A New Competitive Advantage. 7 Useful Pinterest Tools to Supercharge Your Pinfluence. Website ROI: 8 Frequently Missed Lead Gen Opportunities for Your Homepage. Competitive SEO Analysis: Data, Creativity & Understanding the Competitive Landscape. Real-Time Bidding: The real time world of display advertising. Google Speaks Up About Links and Penalties: Link Building News Update. SEO Tips: Key Tips on Measuring SEO and Keyword Performance. Video of the Week The New On-Page Optimization – Whiteboard FridayJoanna is Director of Customer Acquisition & Engagement at SEOmoz. In this video, Joanna covers some advanced techniques that you can use to optimize your landing pages. By taking …

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

April 5, 2012 | By

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 it was time to do our own probe. We researched the conversion paths for select clients in the B2B-Technology space. We chose campaigns that had received more than 400 conversions, where at least 200 of these were from Paid Search in a month. This was to ensure that the percentages were not skewed by low volumes. B2B Campaign Insights At the research phase, customers use paid and organic search simultaneously. Of the conversions that involved a Paid …

Posted in Web Analytics

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