Measure for Success

Using insight & data to boost your marketing


Web and Social media measurement

Measure for success: Using the right insight and data to boost your marketing ROI

Our mantra as a business is simple – MEASURE, MEASURE, MEASURE. What you don’t measure you can’t understand, control or improve. But what does that mean? It certainly doesn’t mean measure everything but instead measure the right things so you can combine relevant data and insight to understand and if required amend your marketing activity.

However, before you consider measurement, you must be clear as to what your business goal is and how your marketing efforts will help achieve it. Depending on whether that is an increase in sales, lead generation or simply driving brand awareness, the marketing strategy and thus the approach you take to data capture, monitoring and measurement could differ enormously.

The revolution in digital marketing has meant that we as marketers now have access to more data and insight than ever. We however still meet companies that tell us they have no data but that is rarely the case. For many we go on a journey of discovery, helping them to think about and identify what data they have, how it is captured and where it’s stored – and yes at times that includes uncovering all the data and insight stored in numerous note books, diaries, excel spreadsheets, business card holders and even their own heads.

For some others they find themselves overwhelmed by the volume of data they have to hand. From website performance via Google Analytics, effectiveness of emails and digital advertising campaigns through to data and insight captured in CRM systems and market research. The focus here is to think about and map relevant data and insights to business goal so you can spend your time and efforts on monitoring the correct metrics whilst discarding the rest.

For example do you know what you spend on gaining new customers compared to keeping the customers that you already have? How effective are you at keeping your current customers? With all of the time, resources, and money put into acquiring customers it is important to know that your efforts aren’t wasted when customers don’t remain loyal.

Customer retention rate is a great way to measure how successfully you are maintaining customer relationships. On a more granular level, you also need to know which types of customer you are remaining loyal and at which point in the relationship a customer leaves, so that you can make the necessary adjustments.
According to a study by social media marketing software provider, Flowtown, they found that maintaining existing customers costs six to seven times less than acquiring new customers. A further study by Bain and Company reported that increasing your customer retention rates by just five percent led to an increase in profits between 25 and 95 percent.

Monitor others

Don’t forget to monitor the performance of other organisations be they competitors or great businesses you are aware of. For example social media engagement that your competitors are gaining can provide a useful benchmark over your social posts performance. Don’t just look at the posts but aim to delve deeper by for example splitting the monitoring of both organic and paid posts. If your competitors out perform you on their organic posts then it would suggest that their content resonates better with their audiences thus boosts their reach for ‘free’ and how a modification in your approach could provide real benefits.

And finally

Senior Managers don’t want numbers thrown in their faces, so marketers need to use data to tell a story. An endless stream of data, numbers and metrics are tough to digest and carries less meaning than visual methods of presenting data.

When telling your story, make clear, data-grounded recommendations. For example you may say “You’ve noticed that your business spends 20% of the marketing budget on social media, but you’re not seeing great results. I recommend cutting back and allocating money elsewhere.”

Efficient marketing requires data, but senior managers aren’t concerned with every scrap of it. They want a clear view of how your customers behave and how marketing projects impact the business. To keep your senior managers in the loop without wasting his time, present them with these metrics.



Social media: Let’s focus on engagement

social media
How important is fan growth to you and your organisation. Is it still the top priority, the right priority and the key metric you report back on?

If you want your followers or like count to increase you can if you wish pretty much buy them. But you’re likely buying bulk likes from people who don’t even have any interest in your brand or product. So why bother?

We believe that fan growth doesn’t matter if your audience isn’t engaging with your content. You can have as many followers as you like but if what you post gets no engagement, your followers have very little value for you, your organisation or your brand.

Focus on engagement rather than the number of followers

Whatever your social media objective, engagement is a far more important and useful metric. For example the level of engagement influences the probability of and the numbers of your audience who will see (referred to as reach) your content in their news feeds.

One important example of engagement is shares. Shares influence how many people see your posts.  Recent changes to Facebook News Feeds prioritise content that comes from family and friends over content posted by fan pages. Therefore it is essential to create content that your audiences will want to share with their own networks.

Another critical but currently often neglected component is reactions. Facebook has updated its news feed algorithm again, this time with an emphasis on your audiences use of ‘reactions’. The social network now prioritises reactions over “likes” when ranking your News Feed. According to the company, a reaction is a stronger indicator that you want to see similar posts to ones you like.

Monitor others

Don’t forget to monitor the social media engagement that your competitors are gaining as this can provide a useful benchmark over your social posts performance. Don’t just look at the posts but aim to delve deeper by splitting the monitoring of both organic and paid posts. If your competitors out perform you on their organic posts then it would suggest that their content resonates well with their audiences thus boosting their reach for ‘free’.

Email bounce rates

email dreamstimefree_3027666

When an email can’t be delivered to an email address, it’s called a bounce. To calculate your bounce rate divide the total number of e-mails that bounced by the total number of e-mails sent. This gives you the total number of bounces per e-mail. If you multiply your bounce per e-mail rate by 100 you’ll get your bounce rate as a percentage.  You want this to be as low as possible.

If you experience high bounce rates in your campaigns there may be a number of reasons why this may be happening and ways to address it. These include:

Your list contains bad data

If you have a brand new list and the campaign linked to it is showing high bounce rates there may be a problem with the list itself. Check where it came from and how it was put together so you can decide if you still want to use it or if it needs amending.  I’m sure we’ve all seen human error with typed lists when the compilers have forgotten the @ in the email address.

Errors in your imported list

Sounds simple but check how the data has been imported and that for example only the email address is in the email address field.

You have an old list

If you see high bounce rates it may include stale or inactive addresses. Every mailing list can contain stale or invalid email addresses if you haven’t used it in a while. Lists with a lot of stale or invalid addresses can not only lead to high rates of bounces but also spam complaints and unsubscribes. If you are seeing high bounce rates and think your list might include stale addresses then put actions in place to reconfirm your subscribers.


Image from Bodya Grinovetskyi | Dreamstime Stock Photos

Scroll depth – why it’s important

Scroll Depth is a small Google Analytics plugin that lets you measure how far users are scrolling on a page. It monitors the 25%, 50%, 75%, and 100% scroll points, sending a Google Analytics event for each one.

Why’s it important?

Page Scroll Depth can be a good indicator for engagement: the further visitors scroll down a page the more content they wanted/ will have consumed and engaged with. Also knowing how far people scroll can help you determine what to do with the page and the content.

Web Conversion Rate

Web conversion rate is one of the most important indicators of whether your digital efforts are paying off. High levels of traffic to a website without completion of your key goals or calls to action is pointless, as these are a company’s route to growth.

If the conversion rate of your website is stubbornly low, two things could be wrong. First, consider what percentage of your site traffic is qualified. If it’s in the single digits, your target audience probably isn’t hearing you. Next, consider users’ online experience. If the checkout is cumbersome or your site is confusing, visitors are unlikely to convert.

Complicated forms are a common stumbling block in the user experience and can damage conversion rates. Consider giving users a guest checkout option. If visitors must register before checking out, make the process as simple as possible. If a longer form is absolutely necessary, try prepopulating data fields to minimise the hassle.

A website that lacks responsive design can also sap conversions. Most of your users are probably on mobile devices so ensure your website can adjust to small screens.

Based on an article from Deren Baker – Five Key Marketing Metrics CEOs want to see.

Landing page conversion rate

To fully optimise your website for conversions, it’s important to know which landing pages are performing well and which need improvement. One page may appear less often but have a higher clickthrough rate while another may generate traffic with low conversions.

Using Google Analytics, you can check your website’s keyword and landing page traffic, as well as follow user interactions from there.

A landing page is the first impression your brand makes on a new visitor, so it’s important that the format and layout be intuitive and easy to view.

Website Performance Metrics – benchmark against your competitor

You can track the performance of competitor websites by gathering data from sites such as SEMRush, Pingdom, Similarweb, and Alexa. Some important metrics to consider include:

  • Website visits: The average number of visitors per month can easily size up how popular you and your competitors are.
  • Bounce rate and site speed: Correlate these two metrics. That’s how you can determine whether you need to make changes to your own website.
  • Geographic sources of traffic: Look at what percentage of visitors comes from what regions. That’s critical if your company plans to expand beyond its current geographical presence. It will also allow you to spot global opportunities by finding gaps in distribution when looking at all competitors.
  • Website traffic by channel: See where your competitors choose to spend their time and money. For example, a company that has a higher percentage of visitors from email probably has a large prospect database. If you look at their website, you can examine how they collect data for their email marketing programs. Are they getting website visitors to sign up for newsletters or special offers? If not, they may be purchasing prospect data from a data provider. You can adjust your own strategy to ramp up marketing campaigns in areas where your competitors are not actively engaging prospects, or to increase spending in areas where they are outperforming you.Based on an article from Anna Kayfitz Read the full article at:

Measure what can be measured, and make measurable what cannot be measured.  Galileo Galilei


Key metric – Abandonment rate

Abandonment rate is a term associated with the use of virtual shopping carts. Also known as “shopping cart abandonment”. Although shoppers in brick and mortar stores rarely abandon their carts, abandonment of virtual shopping carts is quite common.

Marketers can count how many of the shopping carts used in a specified period result in completed sales versus how many are abandoned. The abandonment rate is the ratio of the number of abandoned shopping carts to the number of initiated transactions or to the number of completed transactions.

Abandonment rate as a marketing metric helps marketers to understand website user behaviour.  Specifically, abandonment rate is defined as “the percentage of shopping carts that are abandoned” prior to the completion of the purchase.

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