Media Intelligence: How to Measure Marketing KPIs? Part-2

 
SEO Expert

• Traffic from organic search

Organic search traffic refers to the number of visitors to a website from a search engine such as Google or Bing during a given period.

• PageRank

PageRank is a Google metric that employs an algorithm to assess the value of a webpage based on the number and quality of inbound links pointing to it.

• Domain authority

On a logarithmic, 100-point scale, domain authority is a metric devised by SEO software business Moz to forecast how well a website will rank on search engines.

• Rank increase to target keywords

Increase in search engine result page rank for target keywords: over time, for certain search queries determined in advance, an increase in search engine result page rank for target keywords.

• Organic search conversions

Advanced setups can follow prospects through the marketing funnel, including those that converted via organic search.

Acquisition Manager

• Number of A/B tests run

Set a baseline for the number of A/B tests done during the quarter to incentivize continual improvement.

• Test success rate

The percentage of tests that resulted in a good result—an increase in whatever parameter you were tracking—is known as the test success rate.

• Traffic increase from testing

Increased traffic due to testing: the increase in traffic in the month following a test compared to before the test.

• Conversion increase from testing

Track the increase in conversions from the successful variation since tests are supposed to boost conversions.

• Bookings increase from testing.

Bookings rise as a result of testing: tracking bookings, in the same way, demonstrates that you’re not only growing lead quantity but also lead quality—marketing Key Performance Indicators (KPIs) for Customer Marketing.

• Marketing KPIs for Customer Marketing

This group’s marketing KPIs may be the most intriguing of all. The customer marketing team is usually only focused on expanding the existing customer base. In addition to the KPIs given below, the customer marketer may want to include case studies and customer quotes, brand advocates, and average customer lifetime value in their targets.

Manager of Customer Marketing

• Net Promoter Score

A measure based on survey responses that use a ten-point scale to determine the chance of a consumer referring business to you: net promoter score

0–6 = Detractor

7–8 = Neutral

9–10 = Promoter

To get the net promoter score, subtract the percentage of critics from the percentage of promoters.

• UpSell

When a consumer with a licence to Product A purchases extra features of that Product, this is known as an up-sell, when a consumer who already owns a licence for product A purchases a licence for product B.

• Gross Churn

Gross churn is calculated in one of two ways: the first is by taking the percentage of customers up for renewal who do not renew, and the second is by dividing the money received from renewals by the entire amount of money that renewals may generate in the month (renewal base).

• Net Churn

Net churn is the same as gross churn, except it excludes up-sells, which reduces the amount dramatically, occasionally to the negative.

To track and visualize these KPIs, you’ll need the necessary tools for tracking and displaying data. Analytics dashboards allow you to observe and track your earned, owned, and paid media performance indicators.

Read more: How to Measure Marketing KPIs? Part-1