Measure what matters


Metrics for the Data-driven Marketing Era

  • Campaign Metrics

    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.

  • Marketing 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.

  • Reputation Metrics

    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

  • Plugging the Leaky Bucket

    May 20, 2016

    When it comes to higher education and small and midsize business (SMB) lead harvesting, it is not uncommon to see many sub-domains working in tandem with main marketing websites to generate traffic and inquiries. Add in third party landing page(s), social … Continue reading

  • Surviving The Move

    January 29, 2016

    In an earlier post on preserving session state for analytics sake, I described a challenging technical hurdle, and mentioned the importance of thinking outside the box when researching possible solutions. Recently, a similar challenge presented itself. We were moving a client’s blogs from their … Continue reading

  • You Can Get There From Here

    December 10, 2015

    There is an old saying here in Pittsburgh: you can’t get there from here, which refers to the difficulty in getting around due to all of the rivers and streams in the area. I don’t think it’s said to be discouraging, … Continue reading

  • Measure and keep track of your website goals

    November 09, 2015

    Businesses spend money on marketing channels to attract right-fit prospects and take a desired action on their website, e.g. make a purchase, request information, download a pdf, sign-up for newsletter, etc… Each of these actions when completed is counted as … Continue reading