Digital Marketing
New Unique Web Visitors
New Users in Google Analytics, or the number of first-time users during the selected date range.
Total Web Sessions
Total number of sessions in Google Analytics within the selected date range. These are visits to the web site that may include multiple pages.
Website Traffic
Analyzing the volume and origin of web traffic to your company's site is a valuable method for comprehending the composition of your site's visitors. This insight allows you to assess whether your site is attracting new visitors while retaining repeat ones. Additionally, it aids in identifying the demographics you are appealing to, providing a metric to evaluate the success of your targeted marketing efforts.
Search engine rankings
SEO rankings are a key performance indicator for a website's online presence, reflecting its visibility in search engine results. The strategic incorporation of targeted keywords in website content is instrumental in optimizing these rankings, leading to improved visibility and organic traffic. This nuanced approach enhances the website's overall marketing effectiveness.
Content Marketing & PR
Number of Assets by Category Published
This metric quantifies the content output of a marketing team, indicating the quantity of assets produced across different content categories. This includes materials such as blog posts, ebooks, whitepapers, videos, and more. Tracking this metric provides insights into content diversity and helps in evaluating the effectiveness of content strategies. It allows marketing teams to understand which categories resonate most with their audience, enabling informed decisions for future content creation and alignment with overall marketing goals.
Total Number of Assets Downloaded
This metric measures the level of audience engagement with the produced content. It represents the cumulative count of downloads across all published assets, reflecting the extent to which the audience finds the content valuable or relevant. This metric is pivotal in assessing the impact and reach of content marketing efforts, helping to identify high-performing assets and areas for improvement. The total number of downloads serves as a key indicator of audience interest and informs strategies to optimize content for enhanced audience engagement.
Number of MQLs Generated Through Content Assets
This metric evaluates the effectiveness of content marketing in lead generation. It signifies the quantity of Marketing Qualified Leads (MQLs) directly attributable to the consumption of content assets. MQLs in this context represent leads that have exhibited a certain level of interest in the content, showcasing potential readiness for further engagement. Monitoring this metric aids in gauging the impact of content on the lead qualification process, allowing marketing teams to refine their content strategies to attract and nurture leads effectively.
Share of Voice (SOV) Count - Number of Media Mentions
This metric quantifies the prominence and visibility of a brand or entity in the media landscape. Tracked through media service solutions like TrendKite, this metric involves tallying the number of times a brand is mentioned across various media channels. It provides a quantitative measure of a brand's reach and influence in the market, indicating the extent to which it commands attention and is a subject of discussion within the media. A higher SOV Count suggests a stronger presence and greater impact on public perception, serving as a valuable indicator for public relations and brand awareness strategies.
Comparative SOV - Comparison of SOV Percentage to Competitors
Comparative Share of Voice (SOV) extends the understanding of a brand's media presence by assessing it in relation to competitors. This metric involves comparing a brand's SOV percentage, derived from its media mentions, to the SOV percentage of its most published competitors. By gauging how a brand's share of media attention stacks up against industry rivals, companies can identify competitive strengths and weaknesses. A higher Comparative SOV signifies a more dominant position in the market conversation, while a lower one may prompt a reevaluation of communication strategies. This metric aids businesses in refining their media tactics to ensure they remain competitive and influential within their industry.
Lead Quality
Conversion rate
Conversion rate evaluates the success of sales and marketing efforts by providing insights into visitor behavior. Expressed as a percentage, it gauges the portion of website visitors completing specific actions e.g.:
Making a purchase
Submitting information
Issuing a business call
Creating an account
Downloading a digital asset
Engaging with the site
Marketing Qualified Lead (MQL)
An MQL, or Marketing Qualified Lead, represents a lead expressing initial interest in a product or service. While not yet ready to make a purchase, MQLs engage in activities like downloading an ebook, signing up for a newsletter, or attending a webinar. These leads reside at the top of the sales funnel, existing in the awareness or consideration stage. The marketing team nurtures MQLs with additional content and offers until they advance to the next stage of readiness.
Sales Accepted Lead (SAL)
SAL, or Sales Accepted Lead, is a lead qualified by the marketing team and passed on to the sales team for further action. Meeting specific criteria set by the sales team, such as budget, authority, need, timeline, and location, SALs represent potential opportunities that require more nurturing and follow-up. It's essential to note that while an SAL is not yet a Sales Qualified Lead (SQL) with a high probability of conversion, it is a lead deemed worthy of attention by the sales team.
Sales Qualified Lead (SQL)
SQL, or Sales Qualified Lead, signifies a lead that has demonstrated a clear intent to purchase a product or service. These leads, positioned further down the sales funnel, have met specific criteria, such as requesting a demo, filling out a contact form, or asking for a quote. SQLs are in the decision stage, and the primary goal of the sales team is to convert them into customers, ultimately driving revenue for the company.
Cost Effectiveness
Cost per Lead
The cost per lead (CPL) metric is used to optimize marketing campaigns for cost-efficiency. It allows you to monitor the cost of acquiring leads in individual campaigns or across your entire marketing plan. Knowing your cost per lead is crucial for setting an advertising or marketing budget, providing essential data for calculating marketing campaign return on investment (ROI).
Understanding the ratio between how much the company spends and how many leads it acquires
Determining your marketing return on investment
Identifying which marketing tactics are effective, which to implement and which cost the most
Customer acquisition cost
Customer acquisition cost, similar to the cost per lead, evaluates the money spent by a business to engage new customers but focuses specifically on those who make a purchase. Examining this metric assists in deciding the appropriate budget allocation for targeting prospects. It enables you to assess whether the acquisition costs contribute to the company's revenue growth.
Customer Lifetime Value
Customer Lifetime Value (CLV or CLTV) represents actual or projected revenue from a customer over the duration of their engagement with the company.
The calculation for CLV involves assessing the average value a customer contributes in terms of purchases or services and multiplying it by the expected duration of their relationship with the business.
CLV = Average Purchase Value × Purchase Frequency × Customer Lifespan
Average purchase value - typical amount spent by a customer per transaction
Purchase frequency considers how often a customer makes a purchase during a specific timeframe
The customer lifespan is an estimate of the duration a customer is expected to remain engaged with the business.
Striking the right balance in these values is crucial for an accurate CLV calculation, as it directly influences strategic decisions regarding customer acquisition costs, marketing budget allocation, and customer retention strategies. A higher CLV suggests a greater return on investment for efforts aimed at acquiring and retaining customers, underscoring the significance of cultivating long-term customer relationships for sustained business success.
Closed-Won Attribution (CWA)/Spend
CWA/Spend is a metric that evaluates the business impact of marketing efforts by analyzing the spending associated with successfully closed deals. It provides insights into the amount of resources invested in converting leads into customers who completed a purchase. Understanding CWA/Spend is crucial for businesses to assess the effectiveness of their marketing strategies, helping them allocate resources wisely. By correlating spending with closed-won deals, companies can make informed decisions on budget allocation for optimal business outcomes.