This session on Marketing Metrics was presented to the Southeast Wisconsin Chapter of HCPRMS (the HealthCare Public Relations and Marketing Society) on April 16, 2009.
3. Agenda
• Why Measure Marketing?
• Marketing Measurement Hierarchy
• What is Marketing ROI?
• Marketing Metrics in Action - Examples:
• Email Marketing Campaign Metrics
• Social Media Metrics
• Why Now?
• Resources
• Questions
4. The Problem
“I know half of my advertising doesn’t work. The problem is,
I don’t know which half.”
John Wanamaker
5. If You Remember One Thing …
Every time you start a marketing initiative, ask yourself:
1. What am I trying to accomplish?
2. How will I know whether I’ve accomplished it?
17. Examples of Specific Metrics
• Ad Awareness
• Gross Ratings Points (GRPs)
• Web Page Unique Visitors
• Clickthrough Rate
• # Blog Posts about your Brand
• Sales / Purchases
22. Example: Social Media Metrics
Fundamental Metric Source
Influence Time on Site Web Analytics: Google,
Omniture, Web Trends
Engagement Comments/Posts Google, Omniture
Diggs, bookmarks DoubleClick, Digg
Podcast Listens Feedburner
Loyalty Blog Posts on Brand BlogPulse
Recommendations Cymfony, Techrigy
Tweets, etc. Cymfony, Techrigy
24. The time is now …
This is the time for marketing metrics:
1. Easier
2. Less expensive
3. More accurate
25. If You Remember One Thing …
Every time you start a marketing initiative, ask yourself:
1. What am I trying to accomplish?
2. How will I know whether I’ve accomplished it?
26. Resources
• Marketing Metrics, Paul W. Farris et. al., 2008
• Marketing Calculator, Guy R. Powell, 2008
• Marketing ROI, James D. Lenskold, 2003