Media Intelligence: How to Measure Marketing KPIs? Part-1

We identified marketing KPIs and categorised them into three broadly defined job functions—comms, digital, and customer marketing—to help home in on the correct marketing KPIs for each team member, due to the multiplicity of tasks in the marketing department compared to PR and advertising.

KPIs for Communication

Content, PR, and social media are all part of this category. These roles’ objectives are most likely to revolve around eyeballs. Here are the marketing KPIs that tell communications professionals whether they’re effectively reaching their target audience and where they should focus their efforts to boost engagement.

• For blog postings, the average time spent on the page.

For blog posts, average time on a page is a Google Analytics indicator that measures how long the average person stays. The average time measure is critical in assessing a person’s engagement with interest in a piece of content. Of course, the measurement must be intelligent; it should not monitor idle time — how many times have you started a browser, clicked away, and then forgotten about it till later? When presenting data to the consumer, several other aspects should be considered, such as how long someone spent on a particular page section.

• Unique blog visitors

The number of persons who accessed your content in a specific time frame.

• Social Shares

The number of times a blog post was shared on Facebook, Twitter, LinkedIn, and other social media platforms.

• Average Page Scroll

When it comes to page scroll tracking, the average page scroll is very crucial when evaluating engagement. The time spent on the page and the speed with which it was scrolled are far more valuable to a customer than presuming that someone was interested because they scrolled 75 per cent of the page. What was the spee   d at which they scrolled through 75% of the page? Is it possible that they read and/or watched the content within that time?

 

• Blog traffic as a percentage of site traffic

The percentage of individuals who visit a website that land on a blog page is known as blog traffic as a percentage of total site traffic.

• Return Visitors

Return visitors to the blog are those who have previously been identified as having visited the site.

PR Specialist

• PR Specialist Active Coverage

Coverage secured by the PR team.

• Share of Voice

In comparison to competitors, the share of voice is a proportion of coverage.

• Potential Reach

The total number of people who see your story in the newspapers and websites where it appears.

• Sentiment

The tone of the articles that have been published.

• Advertising Value Equivalency

The cost of generating the same amount of impressions through adverts.

Marketer for Social Media

• Managed audience size

The number of followers, both per channel and overall, is controlled.

• Total engagement

Shares, comments, likes, retweets, replies, direct messages, and other forms of involvement

• Engagement rate

The number of people that actively engaged with your posts (RTs, likes, etc.) divided by the total number of followers on each channel is your engagement rate.

• Sentiment

Sentiment refers to the tone of publications and social media messages.

• Average post engagement

The average number of times a random post is shared.

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