1. MARKETING METRICS
THAT MATTER
Presented By - Tom Marx
© 2013 The Marx Group

2. WHAT ARE
MARKETING
METRICS?
Data and statistics that help
determine the effectiveness
of a marketing program
© 2013 The Marx Group 2

3. WHAT ARE WE
MEASURING?
• Brand awareness
• Engagement
• Conversion
© 2013 The Marx Group 3

4. WHY ARE
METRICS
IMPORTANT?
• Accountability
• Establishes goals
• Gauges success
• Provides focus
• Allows opportunity to learn
and improve
• Proves value of the specific
marketing tactic…
© 2013 The Marx Group 4

5. WHY DO METRICS
MATTER?
ROI
© 2013 The Marx Group 5

6. The RIGHT metrics need
to be made available to
the RIGHT people.
© 2013 The Marx Group 6

7. WHO NEEDS
METRICS?
• Marketing team
• Sales team
• Management
© 2013 The Marx Group 7

8. WHAT MAY
BE
HAPPENING
• Lack of accountability
• No review of analytics
• Sales and Marketing are
in silos
• Paralysis by Analysis
• Confusion, lack of focus
© 2013 The Marx Group 8

9. What is REALLY important?
© 2013 The Marx Group 9

10. WHAT IS REALLY
IMPORTANT
Focus your efforts on key
metrics that will provide
the greatest impact
© 2013 The Marx Group 10

11. MARKETING
CONVERSION
FUNNEL
© 2013 The Marx Group 11
Brand Awareness
Engagement
& Interest
Conversion
&
Loyalty

12. METHOD
© 2013 The Marx Group 12

13. © 2013 The Marx Group 13
Ready
• Define your goal
• Make one person accountable

14. © 2013 The Marx Group 14
Aim
• Design your program
• Make sure it’s measurable

15. © 2013 The Marx Group 15
Fire!

16. © 2013 The Marx Group 16
Evaluate
• Measure your progress

17. © 2013 The Marx Group 17
Adjust

18. © 2013 The Marx Group 18

19. Do digital,
and do it well
© 2013 The Marx Group 19

20. TOP 5
METRICS
THAT
MATTER
1. ADVERTISING & PR
2. WEB TRAFFIC &
CONVERSIONS
3. SEO
4. EMAIL MARKETING
5. SOCIAL MEDIA
© 2013 The Marx Group 20

21. EMBRACE YOUR
TOOLS
• Google Analytics
• Constant Contact
• HootSuite
© 2013 The Marx Group 21

22. #1
ADVERTISING
& PR
© 2013 The Marx Group 22

23. (print!)
ADVERTISING
“I can’t measure ROI on
print advertising.”
FALSE!
Yes you can, if you
define what you want to
measure, and build your
ad accordingly
© 2013 The Marx Group 23

24. You CAN measure ROI
on print advertising.
CALL TO ACTION >>> CONVERSION
(print!)
ADVERTISING
© 2013 The Marx Group 24

25. “Digital advertising is all
about impressions.”
FALSE!
If you are sales focused,
it’s about click thru and
conversion
(digital!)
ADVERTISING
© 2013 The Marx Group 25

26. You can have
100,000,000
impressions, but if you
aren’t getting the
conversion rates you
need, it doesn’t
matter
(digital!)
ADVERTISING
© 2013 The Marx Group 26

27. ADVERTISING
EXAMPLE!
Your April ad campaign has a
call to action of “buy 2 sets
of engine bearings and
get 2 free”
What metrics do you track?
• Increase in sales
• Number of clicks from digital
ads - and clicks that lead to
a purchase
© 2013 The Marx Group 27

28. PUBLIC
RELATIONS
“There is no value in PR.”
FALSE!
There is great value in PR
once you
define your expectations
© 2013 The Marx Group 28

29. PUBLIC
RELATIONS
Set expectations.
Measure your pickups.
Drives brand awareness.
Delivers credibility.
© 2013 The Marx Group 29

30. PUBLIC
RELATIONS
EXAMPLE!
During your new product launch
you distribute a press release.
What do you track?
• Number of times your release was
published
• Number of editorial opportunities
created
• During product sales over the next
6 months – ask how they heard of
the new product
• Track click thrus to a dedicated
landing page
© 2013 The Marx Group 30

31. #2
WEB TRAFFIC
&
CONVERSIONS
© 2013 The Marx Group 31

32. WEBSITE
TRAFFIC
“My business isn’t driven by
E-commerce, so my
website isn’t a priority.”
FALSE!
Your website is your most
important piece of owned
media.
© 2013 The Marx Group 32

33. • Build your site with
goals in mind
• Content
• Engagement
• Traffic Analytics
WEBSITE
TRAFFIC
© 2013 The Marx Group 33

34. Analytics:
What you should
be tracking.
– Traffic sources
– Repeat visitors
– Page views
– Conversion rates
WEBSITE
TRAFFIC
© 2013 The Marx Group 34

35. WEBSITE TRAFFIC:
Unique & Repeat Visitors
© 2013 The Marx Group 35

36. WEBSITE TRAFFIC:
Page Views
© 2013 The Marx Group 36

37. WEBSITE TRAFFIC:
Traffic Sources
© 2013 The Marx Group 37

38. WEBSITE TRAFFIC:
Traffic Sources
© 2013 The Marx Group 38

39. WEBSITE
TRAFFIC:
© 2013 The Marx Group 39
First, define WHAT a conversion is for your
website.
• When a banner ad drives customer to purchase
a product
• PR that drives a user to view your white paper
Conversion

40. WEBSITE TRAFFIC:
Conversion Rates
Conversion Rate =
# of Conversions
Visits
© 2013 The Marx Group 40

41. EXAMPLE!
© 2013 The Marx Group 41
Increase online sales.
What do you track?
• new banner ad conversion
• $ amount of sales that came from that ad
5% =
1000
20,000

42. #3
SEO
© 2013 The Marx Group 42

43. SEO
“I have a website. If people search for
widgets, they’ll find me.”
FALSE!
You need high rankings to be visible to your
audience…you do this with
Organic and paid SEO.
© 2013 The Marx Group 43

44. WHAT IS SEO?
Search Engine Optimization:
The process of making a site and its
content highly relevant for both
search engines and searchers
© 2013 The Marx Group 44

45. TWO WAYS
TO
APPROACH
SEO
Organic & Paid
© 2013 The Marx Group 45

46. SEO
Search Engine
Optimization
provides:
• Rankings
• Traffic
• Conversions
© 2013 The Marx Group 46

47. SEO
“Own your
digital shelf
space.”
PAIDORGANIC
Danielle Russell,
Automotive Industry
Director at Google
© 2013 The Marx Group 47

48. EXAMPLE!
Be the leader in online
performance cylinder head
sales.
What do you track?
• organic search engine
ranking/position
• Pay-per-click sales, from your
paid SEO efforts
• Key words
© 2013 The Marx Group 48

49. #4
EMAIL
MARKETING
© 2013 The Marx Group 49

50. EMAIL
MARKETING
“I can just use Outlook to email my customers. I don’t
need another program to do that.”
FALSE!
Using an email marketing program allows
you to learn what is (or isn’t) working…and
automates list management
© 2013 The Marx Group 50

51. EMAIL
MARKETING
Stay focused on:
• Content
• Open Rates
• Click thrus & forwards
© 2013 The Marx Group 51

52. Click-thru / Forwards >>> Cost per lead
EMAIL
MARKETING
© 2013 The Marx Group 52

53. EMAIL
MARKETING
© 2013 The Marx Group 53

54. EXAMPLE!
You want your customers to be
aware of your new product.
What do you track?
• Click –thrus to a landing page
containing information on your
new product
• Sales – did the click-thrus lead
to sales?
© 2013 The Marx Group 54

55. #5
SOCIAL
MEDIA
© 2013 The Marx Group 55

56. SOCIAL
MEDIA
“My customers don’t
care about social
media.”
FALSE!
They do. So do their
friends, their kids and
your competitors.
© 2013 The Marx Group 56

57. • Choose PLATFORMS that
are relevant to your
audience
• It is all about
ENGAGEMENT
• REFERRALS – generate a
call to action
SOCIAL
MEDIA
© 2013 The Marx Group 57

58. SOCIAL MEDIA
ENGAGEMENT
© 2013 The Marx Group 58

59. While Facebook offers its own
analytics, HootSuite allows
you to track analytics across
multiple platforms.
• Manage multiple social networks
• Schedule posts
• Track brand mentions
• Analyze social media traffic
SOCIAL
MEDIA
© 2013 The Marx Group 59

60. EXAMPLE!
Your company’s Facebook
page is holding an anniversary
promotion.
What do you track?
• Participants and engagement
- # of people who comment
and share your post
- # of people who sign up for
your promotion
© 2013 The Marx Group 60

61. MARKETING
CONVERSION
FUNNEL
© 2013 The Marx Group 61
Brand Awareness
Engagement
& Interest
Conversion
&
Loyalty

62. METHOD
1. READY
2. AIM
3. FIRE
4. EVALUATE
5. ADJUST
© 2013 The Marx Group 62

63. TOP 5
METRICS
THAT
MATTER:
1. ADVERTISING & PR
2. WEB TRAFFIC &
CONVERSIONS
3. SEO
4. EMAIL MARKETING
5. SOCIAL MEDIA
© 2013 The Marx Group 63

64. WHAT IS REALLY
IMPORTANT
Focus your efforts on key
metrics that will provide
the greatest impact
© 2013 The Marx Group 64

65. © 2013 The Marx Group 65
Let’s Connect:
tmarx@themarxgrp.com - (415) 453-0844, x106
facebook.com/themarxgroup
linkedin.com/company/the-marx-group
twitter.com/themarxgroup