Connecting the Dots. Making Sense.
Metrics for the Data-driven Marketing Era
Post-Impression to Post-Click World
In the last decade, Google forced the end of impression-based metrics replacing them with performance-based metrics. Marketers now focus on metrics such as cost-per-acquisition, cost-per-conversion, trial rates, take rates, and conversion rates. As we adopt ad suppression technologies, we will see yet another set of metrics.
Overwhelmed senior marketers frequently seek Elliance counsel on a daunting question: how do we divvy up our budget between so many marketing channels? The Elliance team has helped senior marketers answer this critical question based on industry benchmarks, cross industry experience, and a deep analysis of client stakeholders.
Democratized Analytics & Metrics
The interactive world with its amazing analytic tools has initiated a new arms race for marketing metrics. The expensive market research studies of the bygone era have been replaced with easy-to-assemble benchmarks for search engine rankings, brand strength, sentiment rankings, WOM rates, PageRank, and social engagement.
Recent Blog Posts
March 04, 2014
Visitors to a website can come multiple times using any combination of direct, online search, ads, emails, etc. as sources before they convert. In previous versions of Google Analytics reports only the last touch point for a conversion was reported … Continue reading
February 07, 2014
Taken the dive into “Big Data” yet? If not, take heart. It’s not the amount of data that you accumulate that’s important. It’s more important to collect the right information. That takes thoughtful planning. Our tendency is to review performance … Continue reading
January 17, 2014
Landing pages and vanity websites are an integral part of digital marketing. These are mostly single HTML pages and come in a variety of flavors from simple text to more complex media rich pages. The latter may contain any combinations … Continue reading
January 03, 2014
Since New Years is a traditionally a time to take stock, here are five thought-provoking thoughts on marketing ROI from a few of my favorite experts on the subject (not ranked in any particular order). 1. “Choose no more … Continue reading
December 15, 2013
Digital (i.e. web+search+social+mobile) has changed everything in the world of marketing. Digital is doing to marketing what quantum mechanics did to newtonian mechanics. Let me share five indicators of a tectonic shift taking place right under our feet: 1. Communications … Continue reading
September 09, 2013
I love ROI. You can probably tell from my Twitter handle: @LuvROI. Yet, we marketers don’t often push our metrics far enough to effectively measure ROI. I’m not talking about impressions, frequency, clicks and other traditional campaign measurements. Not at … Continue reading