{"id":20943,"date":"2023-08-29T12:48:16","date_gmt":"2023-08-29T12:48:16","guid":{"rendered":"https:\/\/c1mdev.com\/c1m.ai\/?p=20943"},"modified":"2024-09-13T06:38:26","modified_gmt":"2024-09-13T06:38:26","slug":"marketing-analytics-a-complete-guide","status":"publish","type":"post","link":"https:\/\/c1mdev.com\/c1m.ai\/marketing-analytics-a-complete-guide\/","title":{"rendered":"Marketing Analytics &#8211; A Complete Guide"},"content":{"rendered":"<p>There is one key difference between a successful <span id=\"urn:enhancement-7128fdf1-30cf-42ac-9552-b9f55932b5b8\" class=\"textannotation\">business<\/span> and one that never gets off the ground: <span id=\"urn:enhancement-1721df65-c99c-4580-bf90-34b9b1eda9e8\" class=\"textannotation\">Marketing<\/span>. Without attracting <span id=\"urn:enhancement-f9655b27-e786-4693-96db-a139c4c81e76\" class=\"textannotation\">customers<\/span>, your <span id=\"urn:enhancement-61b4120f-db7e-4296-9ff6-2d939a23091f\" class=\"textannotation\">digital<\/span> <span id=\"urn:enhancement-77215393-92d6-410e-b392-d144ae5ae141\" class=\"textannotation\">business<\/span> is dead in the water. But simply drawing <span id=\"urn:enhancement-b87c6fd3-50be-4aea-982a-0c90e09cc3c3\" class=\"textannotation\">new customers<\/span> in isn\u2019t enough; you <span id=\"urn:enhancement-e0bc03c2-ebc1-47f1-b4f7-32faaa93a3ee\" class=\"textannotation\">need<\/span> to understand what those <span id=\"urn:enhancement-312cf1a8-c8c0-42d5-8aa2-3efe0a51f88f\" class=\"textannotation\">customers<\/span> are thinking and how they\u2019re interacting with your <span id=\"urn:enhancement-7bc740c8-fb70-43c1-a67e-eb021bcadc85\" class=\"textannotation\">brand<\/span>. This is where analytics come into <span id=\"urn:enhancement-d6c94169-7f80-407f-99aa-ba1391c9f51a\" class=\"textannotation\">play<\/span>.<\/p>\n<h2>The Marketing Cycle<\/h2>\n<p><span id=\"urn:enhancement-8abb07cf-23c6-46f7-bda1-ef716c5c3411\" class=\"textannotation\">Marketing<\/span> is a constant <span id=\"urn:enhancement-037ae969-f9ae-40f4-ace4-47bacc4e2a17\" class=\"textannotation\">process<\/span>. It never stops. It does, however, <span id=\"urn:enhancement-e6a46db2-4d49-45b6-ad6c-04c4754a1490\" class=\"textannotation\">move<\/span> in a cyclical pattern, allowing you to learn from the <span id=\"urn:enhancement-db1e8df4-dd82-4d8e-87d7-327d0e44391e\" class=\"textannotation\">past<\/span> and apply it to the <span id=\"urn:enhancement-67f96ff5-f05d-4716-bc57-e510184c7fde\" class=\"textannotation\">future<\/span> as you come back around to the same <span id=\"urn:enhancement-1101bae0-2632-4102-bd4b-05529d739554\" class=\"textannotation\">process<\/span>:<\/p>\n<ul>\n<li>Begin by identifying the <span id=\"urn:enhancement-31afea9f-027a-49e8-893a-fd3ef8d54feb\" class=\"textannotation\">target audience<\/span> of your <span id=\"urn:enhancement-47f348e2-f32c-436e-9b2f-2a5e06de2442\" class=\"textannotation\">marketing campaign<\/span>.<\/li>\n<li>Look at your <span id=\"urn:enhancement-5c60aab6-78d3-44e0-bf2e-f4c4d85f4147\" class=\"textannotation\">competition<\/span> and <span id=\"urn:enhancement-650c800d-ef8e-41bb-972d-c9da03c4051e\" class=\"textannotation\">see<\/span> what they are doing so that you can compete.<\/li>\n<li><span id=\"urn:enhancement-51bfac5b-e1ab-489a-b626-81a84a0890e6\" class=\"textannotation\">Identify<\/span> where your <span id=\"urn:enhancement-13e55787-ea62-4ead-a561-51a6fe53986a\" class=\"textannotation\">audience<\/span> can be found, whether <span id=\"urn:enhancement-ce450a42-943a-46f3-8a89-6cc9983de476\" class=\"textannotation\">online<\/span> or off, so that you can target your <span id=\"urn:enhancement-94b2b8a6-fbd6-4125-9f09-625ab9141e34\" class=\"textannotation\">marketing<\/span> appropriately.<\/li>\n<li>Set measurable goals for your <span id=\"urn:enhancement-c16d207e-a84a-45b2-8cca-35fe10dbca0c\" class=\"textannotation\">campaign<\/span>.<\/li>\n<li>Develop a <span id=\"urn:enhancement-e00366df-f15d-4bbf-b2fe-49aaa12c30b2\" class=\"textannotation\">strategy<\/span> for meeting those goals.<\/li>\n<li>Put your <span id=\"urn:enhancement-c827f0f4-6dfe-41a5-811a-7518ce540621\" class=\"textannotation\">strategy<\/span> to work.<\/li>\n<li><span id=\"urn:enhancement-55a2034d-36b8-48bd-a7d6-b414148ffaa9\" class=\"textannotation\">Measure<\/span> your results.<\/li>\n<li>Analyze those results so that you can put that knowledge toward your next <span id=\"urn:enhancement-e2f24828-4ee5-4086-bf52-685273f6ed8d\" class=\"textannotation\">marketing campaign<\/span>.<\/li>\n<\/ul>\n<p>As you can <span id=\"urn:enhancement-c41fb2a0-a4a4-4760-9add-297c519dcdae\" class=\"textannotation\">see<\/span>, measuring and analyzing your results is a crucial part of the cycle. Without that analysis, you won\u2019t be able to make the changes to add <span id=\"urn:enhancement-29ce05da-fab6-42d5-9ef9-a0c63164c1ce\" class=\"textannotation\">value<\/span> to your <span id=\"urn:enhancement-00715543-056e-4cde-a582-5c898c535ba7\" class=\"textannotation\">marketing<\/span> endeavors, and your results <span id=\"urn:enhancement-d67189db-9768-416a-a970-ceae228a6c0f\" class=\"textannotation\">will<\/span> begin to stagnate. Only by learning from the <span id=\"urn:enhancement-65acbe59-afd7-49d7-956f-4cdaa46e0c58\" class=\"textannotation\">past<\/span> can you make <span id=\"urn:enhancement-23c337f4-ae27-407b-9a33-c85f28696439\" class=\"textannotation\">the right<\/span> changes to improve the <span id=\"urn:enhancement-de1d271f-dbe3-4db9-a4ae-553dbc469e90\" class=\"textannotation\">future<\/span>.<\/p>\n<h2>What Should You Measure?<\/h2>\n<p><span id=\"urn:enhancement-c88265b4-bdb2-411b-b1b2-9280516f5a1b\" class=\"textannotation\">Marketing<\/span> involves a <span id=\"urn:enhancement-474d6da7-923e-4bc4-8199-6ce212e0bbed\" class=\"textannotation\">lot<\/span> of moving pieces. In any given <span id=\"urn:enhancement-56d1adf4-74ce-4118-a2c0-363b7a318c41\" class=\"textannotation\">marketing campaign<\/span>, there could be a <span id=\"urn:enhancement-d033e91e-71c1-48ab-ac5c-e9e73a24ff3f\" class=\"textannotation\">lot<\/span> of variables affecting your end results. Below are some <span id=\"urn:enhancement-40e3ca9d-e2ba-4834-a79c-6f41b9259173\" class=\"textannotation\">common<\/span> <span id=\"urn:enhancement-16d81450-4845-486e-88d5-4319c9efed2b\" class=\"textannotation\">metrics<\/span> clustered by type. The more of these <span id=\"urn:enhancement-67d35aff-1249-4d8d-812f-57bba8e91397\" class=\"textannotation\">metrics<\/span> you can track, measure and analyze, the more thorough your results <span id=\"urn:enhancement-2875e441-3146-4d48-98a1-bfdf853ed5a9\" class=\"textannotation\">will<\/span> be. <span id=\"urn:enhancement-8e2aba3a-1bff-4913-98a8-becfdd2227c5\" class=\"textannotation\">Just<\/span> be aware that no <span id=\"urn:enhancement-e37e23fb-99e2-46cd-9157-a2e5486eef33\" class=\"textannotation\">single<\/span> <span id=\"urn:enhancement-f3223105-ff19-4830-b347-36848c45413e\" class=\"textannotation\">metric<\/span> <span id=\"urn:enhancement-185c16e4-a144-4ff4-813a-21321c52a9ed\" class=\"textannotation\">will<\/span> <span id=\"urn:enhancement-dec7674d-dc43-4075-b9ce-c1e5b42c67e1\" class=\"textannotation\">tell<\/span> the whole story. For a really accurate <span id=\"urn:enhancement-dbd73fbd-c356-4ee9-b266-39b70bc08607\" class=\"textannotation\">snapshot<\/span> of your <span id=\"urn:enhancement-d4a9c024-4be5-4c41-b28e-8d6a63aaf88a\" class=\"textannotation\">campaign<\/span>, you\u2019ll <span id=\"urn:enhancement-07fca509-0761-4544-8562-1bfc868bae0e\" class=\"textannotation\">need<\/span> to gather as much information as possible from each category below.<\/p>\n<h3>Organic Search and Property Performance<\/h3>\n<p>These <span id=\"urn:enhancement-698dd3c0-83a4-4124-af9e-2d84e56d8c7e\" class=\"textannotation\">metrics<\/span> all look at the <span id=\"urn:enhancement-ce297d65-59a7-4e64-8ffe-f87c7f73704b\" class=\"textannotation\">quality<\/span> of your <span id=\"urn:enhancement-b8c90142-c847-4398-aaa7-d34624429010\" class=\"textannotation\">website<\/span> in terms of <span id=\"urn:enhancement-d284c843-bb1d-4f80-b069-fb43736050cb\" class=\"textannotation\">organic search results<\/span> and the site\u2019s <span id=\"urn:enhancement-593d110e-213e-4129-a99a-7a9cbd3519e9\" class=\"textannotation\">overall<\/span> strength. <span id=\"urn:enhancement-8f6acba0-fc41-4732-b006-47395256d0c8\" class=\"textannotation\">Organic<\/span> results are especially important to track because they give you insight into how <span id=\"urn:enhancement-415bf50b-133d-4d3d-8fb4-f966f4bc5cea\" class=\"textannotation\">well<\/span> your <span id=\"urn:enhancement-eacaed9f-7bdf-4509-a919-1768d9d84206\" class=\"textannotation\">search engine optimization<\/span> is working: If you\u2019re getting a <span id=\"urn:enhancement-0e845333-36db-4be2-b621-fc8b5caf4bbf\" class=\"textannotation\">lot<\/span> of unique <span id=\"urn:enhancement-fde2ccee-01fe-48d3-8362-542b5b8ff26f\" class=\"textannotation\">visitors<\/span>, that\u2019s a sign that you\u2019re <span id=\"urn:enhancement-f8077083-c118-4007-ba42-4a7fd9466f61\" class=\"textannotation\">ranking<\/span> <span id=\"urn:enhancement-a22ba5b2-d760-41ff-9b81-7407aaac8885\" class=\"textannotation\">well<\/span> for <span id=\"urn:enhancement-53ea260c-746d-458f-8a14-4dc7646f99e7\" class=\"textannotation\">keywords<\/span> that <span id=\"urn:enhancement-e6dbf9a5-b82d-4f6a-a044-d94c5e4e5c56\" class=\"textannotation\">people<\/span> are searching for.<\/p>\n<h4><strong>Unique <span id=\"urn:enhancement-7acda1b4-9942-430d-9775-702cf4133e33\" class=\"textannotation\">Visitors<\/span><\/strong><\/h4>\n<p>This is one of the simplest <span id=\"urn:enhancement-4812ea43-5b9a-433b-b340-9cbbeb2e70b2\" class=\"textannotation\">things<\/span> to measure: How many new <span id=\"urn:enhancement-cd9f86fc-4909-4a69-a914-e3f9950923fb\" class=\"textannotation\">people<\/span> are coming to your site each day?<\/p>\n<h4><strong>Unique Visitors Seven Day Trend<\/strong><\/h4>\n<p>This builds on the above. By looking at your trend over the duration of a week, you can <span id=\"urn:enhancement-6c3327a5-6c70-475f-af08-3d04ba450b55\" class=\"textannotation\">see<\/span> whether your <span id=\"urn:enhancement-ebfcacde-186d-4343-a59a-c46ad926cead\" class=\"textannotation\">traffic<\/span> is growing, dropping or maintaining consistent levels. This also helps you <span id=\"urn:enhancement-6b87b54e-83cb-4398-b86a-e113bbbc3da5\" class=\"textannotation\">see<\/span> how your <span id=\"urn:enhancement-4bc4d319-5754-4f90-b2d3-54242d5e56a3\" class=\"textannotation\">traffic<\/span> might spike when you add new <span id=\"urn:enhancement-beaa5061-decc-4f0d-b46d-0eff3acaba37\" class=\"textannotation\">content<\/span> to a site, giving you an <span id=\"urn:enhancement-4fc40194-723b-4b75-8c09-6c80ba92e7f5\" class=\"textannotation\">idea<\/span> of how <span id=\"urn:enhancement-2c256432-7fe0-4e6f-b5c5-c6e97640e900\" class=\"textannotation\">well<\/span> a new <span id=\"urn:enhancement-6e69c1d2-f62d-4d48-a846-f680ce0dcca8\" class=\"textannotation\">blog post<\/span> or <span id=\"urn:enhancement-96ae4066-d70c-4125-952d-4a77f5f73a0d\" class=\"textannotation\">page<\/span> is working.<\/p>\n<h4><strong>Bounce Rate<\/strong><\/h4>\n<p>The <span id=\"urn:enhancement-0ba2a881-edca-4105-b0c3-1aec77960032\" class=\"textannotation\">visitors<\/span> you attract aren\u2019t helpful if they don\u2019t stick around <span id=\"urn:enhancement-0284043f-03ce-4977-a727-64eca22530ce\" class=\"textannotation\">long<\/span> enough to offer any helpful or even constructive suggestions. <span id=\"urn:enhancement-79d7521d-34bd-44f5-93d3-e798023f726b\" class=\"textannotation\">Bounce rate<\/span> <span id=\"urn:enhancement-90f72584-d913-4fc7-8d94-4c9b100f2609\" class=\"textannotation\">measures<\/span> how frequently someone lands on your <span id=\"urn:enhancement-1b48c371-027f-4377-8cdb-2de7459cdf8c\" class=\"textannotation\">page<\/span> only to navigate away from it. A bounce can be caused by many <span id=\"urn:enhancement-ec69e279-6d67-4b08-b4f3-8d1261f8f344\" class=\"textannotation\">things<\/span>, but there are two <span id=\"urn:enhancement-e2a7cabc-56b0-458f-ab12-e38206f27a26\" class=\"textannotation\">common<\/span> contenders. First, the site may fail to deliver what the visitor is looking for. This can happen if the <span id=\"urn:enhancement-2be5fe99-b236-43f4-8eeb-fe9ffb401e65\" class=\"textannotation\">keywords<\/span> you\u2019re <span id=\"urn:enhancement-db2882e3-5869-4b9b-a370-6cc6388c6486\" class=\"textannotation\">targeting<\/span> with your <span id=\"urn:enhancement-3129ef3f-dc06-47eb-aed8-5bba02bb03ad\" class=\"textannotation\">SEO<\/span> are not a good match for the rest of your <span id=\"urn:enhancement-16ec55c9-2602-4af1-b2cb-36010bf4ba54\" class=\"textannotation\">content<\/span>: A reader looking for how to cook steak is not going to <span id=\"urn:enhancement-ce9ac70b-3f29-4387-a530-5880caab1897\" class=\"textannotation\">stay<\/span> on a site that\u2019s predominately about classic cars. The other <span id=\"urn:enhancement-b7320c22-8f45-413d-ad0b-a436dc721f3d\" class=\"textannotation\">reason<\/span> a reader <span id=\"urn:enhancement-b44819c6-c526-4ccc-bd6b-9d03d763c33d\" class=\"textannotation\">will<\/span> bounce is if the site is poorly designed, difficult to navigate or just doesn\u2019t seem to offer <span id=\"urn:enhancement-e1d40e3d-34ab-488e-bc25-0a4244c853e7\" class=\"textannotation\">quality<\/span> <span id=\"urn:enhancement-8adc0cce-0949-4a75-87eb-1fb1f479cde7\" class=\"textannotation\">content<\/span>. If you have a high <span id=\"urn:enhancement-be5fff5f-66b2-48e4-9b21-98b8d741dbac\" class=\"textannotation\">bounce rate<\/span>, it\u2019s a sign that something about the <span id=\"urn:enhancement-bc5b1d66-81a4-480b-89cc-7234190d0ab0\" class=\"textannotation\">design<\/span> or <span id=\"urn:enhancement-338a4eba-a263-4bc3-bee8-fe6f8b07f892\" class=\"textannotation\">SEO<\/span> of your site needs to be changed.<\/p>\n<h4><strong>Average Time on Site<\/strong><\/h4>\n<p>When a reader stays on your site, that\u2019s a sign that he is engaging with the <span id=\"urn:enhancement-6eae28c1-d2d7-4571-8323-20fc622f5187\" class=\"textannotation\">content<\/span>. You <span id=\"urn:enhancement-ff65deed-c519-40ac-84b9-b6275becc020\" class=\"textannotation\">want<\/span> a <span id=\"urn:enhancement-47ef2524-0770-4bee-aff8-615a5c53ee52\" class=\"textannotation\">long<\/span> <span id=\"urn:enhancement-e916be10-91ac-4ccd-963b-2f84673b9b44\" class=\"textannotation\">stay<\/span>. The more time your reader spends looking at your <span id=\"urn:enhancement-a95d11a8-9fa6-418a-af01-2c76bcd43102\" class=\"textannotation\">pages<\/span>, <span id=\"urn:enhancement-f6430492-9bd0-4f1e-84da-03fff66cc4e0\" class=\"textannotation\">reading<\/span> <span id=\"urn:enhancement-dbf96640-ee25-4fee-beaa-cf0de36ed333\" class=\"textannotation\">blog posts<\/span> or watching videos, the more of a connection he <span id=\"urn:enhancement-5bd647e3-e29f-455b-ba82-ad30076bc8aa\" class=\"textannotation\">will<\/span> have with your <span id=\"urn:enhancement-7867fb81-03e3-4b6c-aa53-d6a7e472fb66\" class=\"textannotation\">brand<\/span>. This <span id=\"urn:enhancement-7a95b56a-dd7f-4938-a53b-413feae38f92\" class=\"textannotation\">means<\/span> that he\u2019ll be much more likely to become a <span id=\"urn:enhancement-b053d326-a69b-4b36-b645-0b2f6e687903\" class=\"textannotation\">conversion<\/span> later. If you have a low <span id=\"urn:enhancement-35954032-f286-412b-847e-af97647947cf\" class=\"textannotation\">bounce rate<\/span> but viewers aren\u2019t spending much time on the site, it\u2019s probably a sign that you\u2019re not offering enough <span id=\"urn:enhancement-346a43a6-dd7a-411b-ad9a-14aebf779a36\" class=\"textannotation\">content<\/span> to keep the reader <span id=\"urn:enhancement-1481fa5e-fe11-4d35-b362-19ea4267641b\" class=\"textannotation\">engaged<\/span>.<\/p>\n<h4><strong>30-Day Change in Google Rank for Target\u00a0<\/strong>Key phrase<\/h4>\n<p><span id=\"urn:enhancement-d5f2b1ad-b889-4a60-9c8d-ef6cb97aad50\" class=\"textannotation\">Keyword<\/span> searches can fluctuate hugely from day to day, and a <span id=\"urn:enhancement-ee85dc38-1dd6-415c-b13e-583b0010bd80\" class=\"textannotation\">single<\/span>-day <span id=\"urn:enhancement-f19115aa-ae97-441b-894d-3729a2c464ba\" class=\"textannotation\">snapshot<\/span> of your <span id=\"urn:enhancement-e3669003-a5f9-40ec-bb2d-4287cdb871fa\" class=\"textannotation\">Google<\/span> rank won\u2019t <span id=\"urn:enhancement-2da307bf-057a-4374-95e6-008b6225657a\" class=\"textannotation\">tell<\/span> you much. To <span id=\"urn:enhancement-1cfed0b1-6d78-4751-a3d7-1c44b467bdf4\" class=\"textannotation\">see<\/span> how you\u2019re really doing for a specific <span id=\"urn:enhancement-0afd8ad2-0e42-406c-aeb4-208c18ea8f5d\" class=\"textannotation\">keyword<\/span>, you\u2019ll <span id=\"urn:enhancement-01111456-3f46-4de8-a2ec-c1b98e3752e6\" class=\"textannotation\">need<\/span> to look at the <span id=\"urn:enhancement-1ebb3309-a54e-4e27-b4a6-1f3b126983dd\" class=\"textannotation\">overall<\/span> picture for the month. A 30-day glimpse at your <span id=\"urn:enhancement-ff3ac427-e4ec-400a-88cd-4a4edb3e0170\" class=\"textannotation\">Google<\/span> rank <span id=\"urn:enhancement-9ad41050-2706-4467-bfcb-f8712d108f0e\" class=\"textannotation\">will<\/span> <span id=\"urn:enhancement-e9eebebd-7a2d-467c-9d60-d311e8f85aab\" class=\"textannotation\">tell<\/span> you how you\u2019re doing for your <span id=\"urn:enhancement-2d8fc325-6b55-4c7d-9c96-cb4837695de3\" class=\"textannotation\">keywords<\/span> and phrases and <span id=\"urn:enhancement-1edaa13d-7dba-460f-89d7-8b53426fd93a\" class=\"textannotation\">let<\/span> you <span id=\"urn:enhancement-f9372b18-13f9-4328-b132-53bed917b3a9\" class=\"textannotation\">know<\/span> if there\u2019s a problem with your <span id=\"urn:enhancement-4033e5cc-1351-4e55-843f-d14b1b09f5b8\" class=\"textannotation\">SEO strategy<\/span>.<\/p>\n<h4><strong>Domain Authority<\/strong><\/h4>\n<p><span id=\"urn:enhancement-9cd14a6c-a37e-42c0-bcd5-368b2ebd58f4\" class=\"textannotation\">Domain authority<\/span> is actually a combination of other <span id=\"urn:enhancement-3872f066-43d1-4dab-993d-c32e1d78787f\" class=\"textannotation\">metrics<\/span> compiled to determine how <span id=\"urn:enhancement-e9a43ea5-017f-415d-b25e-a5385e9d5a21\" class=\"textannotation\">well<\/span> your domain <span id=\"urn:enhancement-183370bd-2ab6-48d9-ac8c-420028c63c71\" class=\"textannotation\">will<\/span> likely place within <span id=\"urn:enhancement-9285127d-e627-4152-aef3-abecc7254cf8\" class=\"textannotation\">Google<\/span> searches. High-<span id=\"urn:enhancement-bf60baf0-852d-47b8-865d-1d2834de0f4d\" class=\"textannotation\">authority<\/span> sites are those that rank highly in <span id=\"urn:enhancement-63c29b8b-cd4f-4e87-9455-4bf881d92d99\" class=\"textannotation\">search engines<\/span>. Each <span id=\"urn:enhancement-1ab6cca6-99b9-44e7-9105-839371b803d7\" class=\"textannotation\">individual<\/span> <span id=\"urn:enhancement-ff01e504-1aaa-4d39-bc09-4511d8aab588\" class=\"textannotation\">page<\/span> in your site has a <span id=\"urn:enhancement-49f128b0-4d49-428f-907b-1e624450de7b\" class=\"textannotation\">page<\/span> <span id=\"urn:enhancement-18d3a4ff-2c63-46d3-b71e-0788d88f0dfe\" class=\"textannotation\">authority<\/span> as <span id=\"urn:enhancement-d17ab27b-8232-4ee2-8f6f-4b1a2484f19f\" class=\"textannotation\">well<\/span>, separate from your <span id=\"urn:enhancement-cd791ee6-a52a-481c-9e36-95bf587e9cb7\" class=\"textannotation\">domain authority<\/span>.<\/p>\n<p>Of <span id=\"urn:enhancement-43e5406c-7919-467f-8966-7a17ab1bae68\" class=\"textannotation\">course<\/span>, just because your site gets a <span id=\"urn:enhancement-c60c28c5-e292-4b41-a9c7-7f90a1da0b15\" class=\"textannotation\">lot<\/span> of <span id=\"urn:enhancement-8bda674d-c01f-4fb5-ba10-48075fcd65c0\" class=\"textannotation\">traffic<\/span> doesn\u2019t mean that it\u2019s going to be successful at <span id=\"urn:enhancement-f96dc861-0477-4bf5-a78e-59fdf592c403\" class=\"textannotation\">converting<\/span> that <span id=\"urn:enhancement-b3efab4e-d33e-4bef-86f3-c294cd855456\" class=\"textannotation\">traffic<\/span> into profit. You\u2019ll <span id=\"urn:enhancement-7b62ddd2-899d-4ad7-9ddf-8860076c0efb\" class=\"textannotation\">need<\/span> other <span id=\"urn:enhancement-1baf37c2-2d9a-4c27-a62a-bab1c29be8c6\" class=\"textannotation\">metrics<\/span> to <span id=\"urn:enhancement-a2588bff-b5e4-408d-93e0-058a6a98798c\" class=\"textannotation\">let<\/span> you <span id=\"urn:enhancement-282105cd-b90e-48a7-b254-4f41b3e89dcf\" class=\"textannotation\">know<\/span> whether the <span id=\"urn:enhancement-6a82e752-55da-47ea-8008-e4ea48a442fc\" class=\"textannotation\">audience<\/span> you\u2019ve attracted is really <span id=\"urn:enhancement-d05f418a-aad3-4256-873d-abd3e995662d\" class=\"textannotation\">the right<\/span> target for your <span id=\"urn:enhancement-59e9914a-61a5-441e-a866-270ac7bfc99f\" class=\"textannotation\">marketing<\/span>.<\/p>\n<h3>Advertisement Performance<\/h3>\n<p><span id=\"urn:enhancement-90533ee6-03c0-443a-833b-a2d016b63ac7\" class=\"textannotation\">Organic search results<\/span> are golden, but they\u2019re often not enough to drive the <span id=\"urn:enhancement-d10b0cd5-2ff4-44d4-9945-82c37bc1545b\" class=\"textannotation\">traffic<\/span> and results you <span id=\"urn:enhancement-dfbf41a1-37da-4f84-9dbc-7ee4bf17ae00\" class=\"textannotation\">need<\/span>. This is where advertising budgets come into <span id=\"urn:enhancement-a01ee227-8221-43f8-a6fc-1dd9fb8b5f24\" class=\"textannotation\">play<\/span>. If you\u2019re placing ads on <span id=\"urn:enhancement-d5018641-ace3-4596-9713-40c5aa626109\" class=\"textannotation\">Facebook<\/span>, <span id=\"urn:enhancement-f347e473-93ab-4485-a37f-2b643569bc5e\" class=\"textannotation\">Google<\/span>, <span id=\"urn:enhancement-9abbb294-0a62-4421-87a8-c92c9e557ae3\" class=\"textannotation\">Bing<\/span> or any other venue, though, you <span id=\"urn:enhancement-28c48d66-c486-44be-8742-fe90ff26d8d5\" class=\"textannotation\">need<\/span> to <span id=\"urn:enhancement-3a3bc799-55ac-4eaf-9b3b-e37381c23f2f\" class=\"textannotation\">know<\/span> that your <span id=\"urn:enhancement-e6277761-cc80-4fcf-bc7c-ec560900ede7\" class=\"textannotation\">marketing<\/span> dollars are <span id=\"urn:enhancement-21414d96-847b-4767-894b-7f74cdd0525b\" class=\"textannotation\">well<\/span>&#8211;<span id=\"urn:enhancement-ec77c2e8-9ed1-4ee7-99aa-a5768f30ad0e\" class=\"textannotation\">spent<\/span>. Here are a few <span id=\"urn:enhancement-4f974cee-5633-4a6c-838b-a3b290a811fd\" class=\"textannotation\">metrics<\/span> you should keep in mind when designing and monitoring your <span id=\"urn:enhancement-323ec13e-3e0f-4112-b49c-3b9f6f26ec37\" class=\"textannotation\">ad<\/span> <span id=\"urn:enhancement-31ebb3c4-852e-442f-95a0-6cd311b7199e\" class=\"textannotation\">campaign<\/span>:<\/p>\n<h4><strong><span id=\"urn:enhancement-77a7fa78-0e9d-4c7d-8fa7-5c42c97057f8\" class=\"textannotation\">Total<\/span> Reach<\/strong><\/h4>\n<p>The total reach of your <span id=\"urn:enhancement-1e3a617a-ba72-4585-ab77-802cfedf8c89\" class=\"textannotation\">ad<\/span> is, quite simply, how many <span id=\"urn:enhancement-2b3bebc9-9912-4685-8551-7d5563d7b7fb\" class=\"textannotation\">people<\/span> had the opportunity to <span id=\"urn:enhancement-48e0fd4f-6e63-4b2e-b20e-e3cde9370446\" class=\"textannotation\">see<\/span> it. Your reach is often determined by the amount of money you spend, but being careful with your choice of <span id=\"urn:enhancement-01f88b21-eab0-46f9-951e-5800918618a0\" class=\"textannotation\">targeting<\/span> can help you boost your reach by pinpointing a receptive <span id=\"urn:enhancement-f3530991-dd41-42d7-b9c1-a85cd12d0044\" class=\"textannotation\">audience<\/span> that may not have as high of <span id=\"urn:enhancement-69d9d813-6e99-43d3-8002-79732fce323f\" class=\"textannotation\">competition<\/span>.<\/p>\n<h4><strong><span id=\"urn:enhancement-ecbf2bfd-62bf-42e3-bd9b-f76056da6565\" class=\"textannotation\">Click Through Rate<\/span> (<span id=\"urn:enhancement-23ae50ae-8690-49b1-ac11-6390de1da64f\" class=\"textannotation\">CTR<\/span>)<\/strong><\/h4>\n<p>The <span id=\"urn:enhancement-9b385284-b6a3-4db7-a4ea-7e8e53c127fe\" class=\"textannotation\">click-through rate<\/span>, or <span id=\"urn:enhancement-ff73f567-3f7f-4417-8a1c-9331732f6438\" class=\"textannotation\">CTR<\/span>, is a record of how many <span id=\"urn:enhancement-592b20ba-04ba-4d29-8c84-502473efdd83\" class=\"textannotation\">people<\/span> clicked on your <span id=\"urn:enhancement-cb09e203-6a20-4817-91d9-9203bb05c56e\" class=\"textannotation\">ad<\/span> after viewing it. If you have a high reach but a low <span id=\"urn:enhancement-fecba917-f257-4ff6-9cd2-81cc9442a959\" class=\"textannotation\">CTR<\/span>, it\u2019s a sign that either the <span id=\"urn:enhancement-ec0b561e-71af-4c50-8780-aa2f1ed59a1c\" class=\"textannotation\">ad<\/span> itself is not working or the <span id=\"urn:enhancement-fc5531ab-19b8-4f4e-9b2b-b9dcf88b565f\" class=\"textannotation\">product<\/span> you\u2019re offering is not enticing enough to capture a viewer\u2019s attention.<\/p>\n<h4><strong><span id=\"urn:enhancement-883dc7f4-c648-43e7-82e8-1467f7d6a1a2\" class=\"textannotation\">Cost<\/span> Per <span id=\"urn:enhancement-557c5ad1-318c-4e11-bbd5-306aa5cdeaea\" class=\"textannotation\">Lead<\/span><\/strong><\/h4>\n<p>This is one way to track the efficiency of your <span id=\"urn:enhancement-8b46ade4-fe5a-4673-9256-ecc87f0479c1\" class=\"textannotation\">advertising strategy<\/span>. To get your cost per <span id=\"urn:enhancement-59d45854-6ea9-4194-b77f-eed7b5f51f1a\" class=\"textannotation\">lead<\/span> <span id=\"urn:enhancement-5cfc19fe-79b4-42fe-b01a-72f2a0953c81\" class=\"textannotation\">figure<\/span>, you\u2019ll <span id=\"urn:enhancement-9bb81f67-7657-45b4-ac4f-12b555c9b900\" class=\"textannotation\">need<\/span> to take the amount you\u2019ve <span id=\"urn:enhancement-bfdfc13d-fa68-46f6-b88c-bcbbb5f3368d\" class=\"textannotation\">spent<\/span> on a <span id=\"urn:enhancement-51e09168-ab88-4a08-87b7-17f900ca62f8\" class=\"textannotation\">campaign<\/span> and divide it by the number of <span id=\"urn:enhancement-bee4e0d4-cf05-4ce1-bcbc-e0b313cdf50a\" class=\"textannotation\">leads<\/span> it generated. You\u2019ll ideally <span id=\"urn:enhancement-ffbc388f-5324-41bd-9e9a-729dca54e4e8\" class=\"textannotation\">want<\/span> to target this in such a way that only <span id=\"urn:enhancement-42696b1f-a97f-41e7-a372-f7c82e2617a8\" class=\"textannotation\">leads<\/span> from that <span id=\"urn:enhancement-660f640a-8a2f-4269-96e7-961f02322c3d\" class=\"textannotation\">campaign<\/span> are measured. This <span id=\"urn:enhancement-d40dcd8b-7bb1-4219-9231-1501da974b70\" class=\"textannotation\">will<\/span> give you a good <span id=\"urn:enhancement-5f75c33a-af33-41fd-9fb6-7bb13abd3746\" class=\"textannotation\">idea<\/span> of whether your ads are <span id=\"urn:enhancement-f7e05403-c1e5-450a-8d9e-c8d56ed10a9b\" class=\"textannotation\">converting<\/span> <span id=\"urn:enhancement-a11f9afb-32d3-41ec-af79-a301068ea999\" class=\"textannotation\">customers<\/span> or not.<\/p>\n<h4><strong><span id=\"urn:enhancement-7a899bdc-1e5e-43e9-8fc4-298115eb74c5\" class=\"textannotation\">Cost<\/span> Per Sale<\/strong><\/h4>\n<p>This is similar to the <span id=\"urn:enhancement-e2c808c3-c1f7-414e-af3b-ea8b78cbb4d8\" class=\"textannotation\">metric<\/span> above, except you\u2019re <span id=\"urn:enhancement-a2f010ef-7b09-408f-9c6b-ce40e93b4d65\" class=\"textannotation\">tracking<\/span> actual <span id=\"urn:enhancement-ecd3648e-e8e7-4139-9aea-a02f1c5b0f2a\" class=\"textannotation\">sales<\/span> rather than <span id=\"urn:enhancement-78709bdb-948b-484a-b728-2fd170a90cd5\" class=\"textannotation\">leads<\/span>. In <span id=\"urn:enhancement-d8bf7e2c-a49f-4fb6-aa61-abdfc5175bac\" class=\"textannotation\">businesses<\/span> that are built on <span id=\"urn:enhancement-901d7110-3ece-4243-bcbe-b8a216a1e969\" class=\"textannotation\">long<\/span> relationships and communication, <span id=\"urn:enhancement-2127dd2e-bc0c-4c6b-9e0b-deac30dd505c\" class=\"textannotation\">leads<\/span> are very <span id=\"urn:enhancement-ae1e0af2-d3c5-4184-8259-e0f9c4ce66d1\" class=\"textannotation\">valuable<\/span>. For other <span id=\"urn:enhancement-33d348b1-7d98-490f-b030-de2506ba3d55\" class=\"textannotation\">businesses<\/span>, focusing purely on <span id=\"urn:enhancement-45e492fb-15ad-464e-a139-9571893e2a24\" class=\"textannotation\">sales<\/span> is a better indicator of how profitable a <span id=\"urn:enhancement-25f810f5-2bb2-4851-ac27-1217edbf1461\" class=\"textannotation\">campaign<\/span> actually was. In either <span id=\"urn:enhancement-8be0c900-38e3-4b8b-b6da-65f2c9ea2b4f\" class=\"textannotation\">case<\/span>, <span id=\"urn:enhancement-e3a0b8ad-1a54-4c41-b164-cb2781a83570\" class=\"textannotation\">tracking<\/span> the <span id=\"urn:enhancement-58aae99b-e0bb-4da0-a75e-26c586c0627d\" class=\"textannotation\">cost per sale<\/span> or <span id=\"urn:enhancement-f3f119d7-ec9c-4f20-b2de-5e55067c4c17\" class=\"textannotation\">lead<\/span> <span id=\"urn:enhancement-7303b6b5-6837-4cdf-8738-a1815c2cb765\" class=\"textannotation\">will<\/span> give you an <span id=\"urn:enhancement-79e42086-89eb-4f22-bcab-33209f9e958a\" class=\"textannotation\">idea<\/span> of whether your advertising costs were worth the results.<\/p>\n<h3>Email<\/h3>\n<p><span id=\"urn:enhancement-caae3fb6-6154-41b1-9475-f078cb6832d9\" class=\"textannotation\">Email<\/span> is one of the most powerful tools at your disposal for connecting with your <span id=\"urn:enhancement-7d1c2b63-2cc2-4352-9dc8-6562a5bd213a\" class=\"textannotation\">prospects<\/span>. If a prospect has gone so far as signing up for your <span id=\"urn:enhancement-8f2a3f38-8b9b-4a30-8abb-50b05f240aa4\" class=\"textannotation\">mailing list<\/span>, you <span id=\"urn:enhancement-76a95330-c297-4d8b-8698-f9eb8fcabcb0\" class=\"textannotation\">know<\/span> that he\u2019s interested in your <span id=\"urn:enhancement-9ae7e1e2-4488-492c-900c-30958aa09b5a\" class=\"textannotation\">message<\/span>. This is why it\u2019s important to monitor the <span id=\"urn:enhancement-fa033fbf-7680-45f7-b718-1ee9a4b3a17a\" class=\"textannotation\">performance<\/span> of your <span id=\"urn:enhancement-09f96f10-b87a-4f4b-8549-11d32247155e\" class=\"textannotation\">email campaigns<\/span> to ensure you\u2019re getting the results you <span id=\"urn:enhancement-394c2759-92d7-4e72-9415-8e3dea6262bd\" class=\"textannotation\">want<\/span>.<\/p>\n<h4><strong><span id=\"urn:enhancement-36191485-6512-4315-93c2-6643df4ccdef\" class=\"textannotation\">Open Rate<\/span><\/strong><\/h4>\n<p>This <span id=\"urn:enhancement-d7c01a03-dbe9-4155-9064-7a03ac8a05bb\" class=\"textannotation\">measures<\/span> how many of your emails are actually opened rather than sitting discarded in a reader\u2019s inbox. If you have a low <span id=\"urn:enhancement-550950e9-f9f1-4fa2-8dd1-59efbec4e1d9\" class=\"textannotation\">open rate<\/span>, it\u2019s probably either because your <span id=\"urn:enhancement-a8ea6838-dd53-4902-a45a-23c306bb6d4c\" class=\"textannotation\">subject line<\/span> failed to intrigue the reader or the <span id=\"urn:enhancement-628b2df4-ddd9-4ab3-8d66-be23eac8e3ee\" class=\"textannotation\">email<\/span> landed in a <span id=\"urn:enhancement-63057351-2b74-444f-ad07-dcf8dac628b4\" class=\"textannotation\">spam<\/span> filter rather than the recipient\u2019s inbox. A low <span id=\"urn:enhancement-4ebb139a-efa2-430d-ac6a-a090e8a00fc1\" class=\"textannotation\">open rate<\/span> is a sign that you <span id=\"urn:enhancement-a78b2c5e-c3d9-450d-80fc-8cf25bf8057b\" class=\"textannotation\">need<\/span> to pay more attention to your <span id=\"urn:enhancement-1a1d888d-2e75-4856-8fca-a4996cd574a2\" class=\"textannotation\">subject lines<\/span><\/p>\n<h4><strong><span id=\"urn:enhancement-d8a56de9-ce09-464e-89af-9bec574bafe1\" class=\"textannotation\">CTR<\/span><\/strong><\/h4>\n<p>Emails, like ads, can have a <span id=\"urn:enhancement-cc8552e9-866b-459b-bf7b-ece64469d99e\" class=\"textannotation\">click-through rate<\/span>. This applies in any <span id=\"urn:enhancement-b6b0cec8-7963-47b8-a4f5-af370933e0da\" class=\"textannotation\">case<\/span> where your <span id=\"urn:enhancement-bc2e1ff6-f014-4c70-a2ae-3ae77b04229c\" class=\"textannotation\">email<\/span> nudges a reader toward <span id=\"urn:enhancement-d363db29-c1b9-46ef-b071-385516d6cbe3\" class=\"textannotation\">taking<\/span> an <span id=\"urn:enhancement-6cfcef87-2b06-4bbb-9e3c-2b43c7c34a95\" class=\"textannotation\">action<\/span>, whether it\u2019s visiting your <span id=\"urn:enhancement-dc222761-67bf-4ce8-af77-aef97218f88d\" class=\"textannotation\">website<\/span>, watching a <span id=\"urn:enhancement-a4b26ada-0d8b-43a5-92d9-06d7f0be2fa4\" class=\"textannotation\">video<\/span> or going to your <span id=\"urn:enhancement-5b510053-4374-4183-8fe2-6a6b3fcde728\" class=\"textannotation\">sales<\/span> <span id=\"urn:enhancement-813537de-4b79-4361-a202-4678df1a4775\" class=\"textannotation\">page<\/span>. If you have a low <span id=\"urn:enhancement-481f27cb-d63a-4f77-aa4e-3ec040e80fae\" class=\"textannotation\">CTR<\/span> for your emails, it may be because your <span id=\"urn:enhancement-1565222c-91b2-4181-9b07-425e66bd483d\" class=\"textannotation\">call to action<\/span> is not compelling enough.<\/p>\n<h4><strong><span id=\"urn:enhancement-2b30eccb-3317-4b76-b434-6ebb72b95b8c\" class=\"textannotation\">Engagement<\/span> Rate<\/strong><\/h4>\n<p><span id=\"urn:enhancement-aad3ddf1-bc1f-427a-a826-9a05f9b34ff8\" class=\"textannotation\">Engagement<\/span> is a tricky <span id=\"urn:enhancement-306beacc-729f-4259-8c05-00f3fee78bd5\" class=\"textannotation\">thing<\/span> to pin down. When it comes to your emails, engagement mostly <span id=\"urn:enhancement-ccea4cc7-c384-4680-bee3-9a39f2914b6f\" class=\"textannotation\">means<\/span> that a person opens and reads the <span id=\"urn:enhancement-216dcfca-eff0-4829-9302-80503fb44f30\" class=\"textannotation\">message<\/span>. Therefore, your engagement <span id=\"urn:enhancement-bf296760-b381-4de2-9252-5dad8f69810e\" class=\"textannotation\">rate<\/span> <span id=\"urn:enhancement-097d0c85-127e-4705-b7cd-138c5615001e\" class=\"textannotation\">will<\/span> be closely tied to your <span id=\"urn:enhancement-9b35fca7-7805-4f8f-953e-eb2375a5147e\" class=\"textannotation\">open rate<\/span>. <span id=\"urn:enhancement-17b9da86-1136-4878-8569-640672f313fd\" class=\"textannotation\">The difference<\/span> between opening and engagement is that engagement happens <span id=\"urn:enhancement-2fca3205-769b-4d7d-9b5d-060c00f266ff\" class=\"textannotation\">over time<\/span> whereas <span id=\"urn:enhancement-2741ea4a-d0b2-422c-a47b-eee33f58a465\" class=\"textannotation\">open rates<\/span> look at each <span id=\"urn:enhancement-3efcb49b-a325-424e-b8c4-0024c691ebdd\" class=\"textannotation\">individual<\/span> <span id=\"urn:enhancement-b6cd6e3f-2b4e-466f-b8f9-f5544e6462c1\" class=\"textannotation\">email<\/span>. So an engagement rating allows you to look at the behavior of readers over a span of time to <span id=\"urn:enhancement-572f2f66-e833-4f28-b099-331aaca49114\" class=\"textannotation\">see<\/span> whether the same <span id=\"urn:enhancement-068bfb2c-ba69-431b-8fcf-72c411e8dde7\" class=\"textannotation\">people<\/span> are continuing to open and read emails. If you\u2019re reaching new audiences or losing old ones, you\u2019ll spot it in your engagement statistics.<\/p>\n<h3>Social Media<\/h3>\n<p><span id=\"urn:enhancement-f024a766-4c03-4057-b360-ab2125564fbc\" class=\"textannotation\">Social media<\/span> is a relatively new channel for connecting with your <span id=\"urn:enhancement-7ae42da0-03dc-4809-b012-566eec5bd3d0\" class=\"textannotation\">audience<\/span>, and it can be hard to <span id=\"urn:enhancement-85c7003e-8d64-440c-8510-03e8ad048395\" class=\"textannotation\">see<\/span> exactly how it fits into your <span id=\"urn:enhancement-c3b1eaab-865b-477f-b01b-087894cb3171\" class=\"textannotation\">overall<\/span> <span id=\"urn:enhancement-9e70f836-6375-4a46-a75b-bb611d8d59e8\" class=\"textannotation\">marketing<\/span> picture. <span id=\"urn:enhancement-4edac2e7-6c44-48aa-84f0-771d39fff221\" class=\"textannotation\">Just<\/span> as print and <span id=\"urn:enhancement-5daf60bd-c161-45d0-9797-7c97cbadd834\" class=\"textannotation\">digital marketing<\/span> can sometimes target different audiences, you might find that the <span id=\"urn:enhancement-186bda7a-e68a-445f-b588-3f8589c587dc\" class=\"textannotation\">people<\/span> interacting with your <span id=\"urn:enhancement-701e7403-d68f-4ef6-a002-2cfab23288a4\" class=\"textannotation\">Facebook<\/span> feed are not the same as those on your <span id=\"urn:enhancement-4ca66a65-1c1a-46c0-8078-e9cba5786879\" class=\"textannotation\">blog<\/span>. This makes <span id=\"urn:enhancement-45f12c7a-5144-406a-b71d-bb0cf6b695ed\" class=\"textannotation\">tracking<\/span> your <span id=\"urn:enhancement-e3623a4f-a7b1-4f45-90cc-2c60d6d9f591\" class=\"textannotation\">social media<\/span> activity all the more important.<\/p>\n<h4><strong><span id=\"urn:enhancement-05e56081-799f-4193-b6db-7fe16c70c956\" class=\"textannotation\">Engagement<\/span> Rate<\/strong><\/h4>\n<p><span id=\"urn:enhancement-4bc5c993-1342-475a-8113-30fe3dcb07d4\" class=\"textannotation\">Engagement<\/span> on <span id=\"urn:enhancement-9b57b4fb-1889-4523-ba7c-1c9aa2e5b218\" class=\"textannotation\">social media<\/span> is easier to track than in other areas because it\u2019s much more active. Instead of passively <span id=\"urn:enhancement-e85c3a4f-91b8-43d0-9902-8f0edbc22e4f\" class=\"textannotation\">reading<\/span>, <span id=\"urn:enhancement-52114ecd-471c-4d3c-9768-39ae853ed6c3\" class=\"textannotation\">social media followers<\/span> can like, share or <span id=\"urn:enhancement-b9869ef5-0b3e-4f84-90f2-199190e0fe7d\" class=\"textannotation\">comment<\/span> on any piece of <span id=\"urn:enhancement-2988ebf9-cf7b-46b2-b500-96ee74ad55b7\" class=\"textannotation\">content<\/span>. Keeping track of all of this activity can help give you an <span id=\"urn:enhancement-024e060f-bf2d-420c-9d62-302d6227126c\" class=\"textannotation\">overall<\/span> picture of how active your fans are. <span id=\"urn:enhancement-f7b13172-f1e6-4974-8f6c-0d038117c343\" class=\"textannotation\">Just<\/span> don\u2019t get too <span id=\"urn:enhancement-6252f5bd-be19-4317-9fd8-9066069fbfe9\" class=\"textannotation\">hung<\/span> up on this <span id=\"urn:enhancement-d10f4c99-c367-4af8-87fd-63153c2501e1\" class=\"textannotation\">figure<\/span>: An active, <span id=\"urn:enhancement-dd680150-4c27-47c1-b657-4c0bd725a71e\" class=\"textannotation\">engaged<\/span> group of <span id=\"urn:enhancement-ca40dfa5-14ff-4fc0-9fa0-d31fe2635369\" class=\"textannotation\">followers<\/span> is great, but it doesn\u2019t translate directly to a successful <span id=\"urn:enhancement-3e3f9763-e037-4b23-9d17-950943012e40\" class=\"textannotation\">business<\/span>.<\/p>\n<h4><strong>Virality Score<\/strong><\/h4>\n<p>Virality is one of the most sought-after qualities of <span id=\"urn:enhancement-0a7bd66e-aca0-4056-8eb1-e75bc9583af8\" class=\"textannotation\">online<\/span> <span id=\"urn:enhancement-3a80e662-d7d3-46a0-8840-0f1392f7f0ec\" class=\"textannotation\">content<\/span>. It\u2019s also the hardest to measure or even define. Basically, <span id=\"urn:enhancement-6d36f28f-b11d-4a8d-9d03-90649082a8e0\" class=\"textannotation\">viral<\/span> <span id=\"urn:enhancement-31eb8d03-ab36-422b-99a1-cc5c007d462f\" class=\"textannotation\">content<\/span> is <span id=\"urn:enhancement-078d211b-f956-42c5-9dbf-b304d6abc610\" class=\"textannotation\">content<\/span> that takes a life of its own; it\u2019s a <span id=\"urn:enhancement-b2c18ec7-9b26-435a-8aec-938fb254fea8\" class=\"textannotation\">message<\/span> that your readers pass along for you. For example, consider a <span id=\"urn:enhancement-be27b603-8e0a-4908-9e44-8824130838e9\" class=\"textannotation\">commercial<\/span>. A standard <span id=\"urn:enhancement-af7705ac-800d-4031-be52-3d4d69c6a8c3\" class=\"textannotation\">commercial<\/span> is played on a network to the <span id=\"urn:enhancement-7fe2a014-9eb6-46e4-adfe-03b954b99c22\" class=\"textannotation\">audience<\/span>. A <span id=\"urn:enhancement-fae1ad22-466d-44ed-a7e1-28a638ea1e6d\" class=\"textannotation\">viral<\/span> <span id=\"urn:enhancement-d5f6b698-cf6d-4fce-8f13-a4a10738aa57\" class=\"textannotation\">commercial<\/span> is one whose <span id=\"urn:enhancement-035fd196-5b93-4661-9088-bd10f1761b29\" class=\"textannotation\">audience<\/span> shares the <span id=\"urn:enhancement-b84f67be-dd44-4414-b168-9d5bcf2c21c7\" class=\"textannotation\">ad<\/span> with all of their friends. You <span id=\"urn:enhancement-8d5c992f-b665-45f4-9fb2-25efdf12d8ff\" class=\"textannotation\">want<\/span> to go <span id=\"urn:enhancement-65066d3b-da34-4460-a3a5-296f5f50b2f0\" class=\"textannotation\">viral<\/span> because it <span id=\"urn:enhancement-b6e543c7-0ba8-4eb7-96ad-e31265d46cb2\" class=\"textannotation\">means<\/span> your <span id=\"urn:enhancement-f86614ba-a892-43f9-bfc6-35a7bc58d10b\" class=\"textannotation\">message<\/span> <span id=\"urn:enhancement-86edb77f-0471-4916-8450-ed67c630ea24\" class=\"textannotation\">will<\/span> be spread far wider than it otherwise could.<\/p>\n<p>To measure virality, most <span id=\"urn:enhancement-0599b7d9-1695-4199-a0d0-a3a23eeb99bb\" class=\"textannotation\">people<\/span> rely on the k-factor. Your k-factor is the way to track exponential <span id=\"urn:enhancement-e2fdfcc4-d7db-4b1e-bc1a-e16c5bb74645\" class=\"textannotation\">growth<\/span>: How many extra <span id=\"urn:enhancement-e3f1910d-4ec7-4ea4-a59b-d44eec201472\" class=\"textannotation\">people<\/span> <span id=\"urn:enhancement-d5e66ede-e862-40cf-872d-71b96a5697e3\" class=\"textannotation\">will<\/span> you get for each person you attract on your own? Some <span id=\"urn:enhancement-98bf7dbc-cbe0-45d2-a0f2-d81ec016c431\" class=\"textannotation\">people<\/span> debate the effectiveness of k-factors and others suggest that it\u2019s impossible to really measure virality at all, but keeping an eye on these <span id=\"urn:enhancement-12ac4d29-bc42-49ad-81cb-43854e3c84b7\" class=\"textannotation\">metrics<\/span> can at least help you get some <span id=\"urn:enhancement-aed83b94-bd2d-4b14-a94d-caa97fb57031\" class=\"textannotation\">idea<\/span> of whether your <span id=\"urn:enhancement-7aa74546-7ead-468c-b33e-3eb8d0bae080\" class=\"textannotation\">content<\/span> is going <span id=\"urn:enhancement-c3d6dcc3-bf14-4c22-bb24-8b6b65d742de\" class=\"textannotation\">viral<\/span>.<\/p>\n<h3>Conversions<\/h3>\n<p>A <span id=\"urn:enhancement-0bd8a624-3c15-47ff-9e77-ee554d4cc6a6\" class=\"textannotation\">conversion<\/span> occurs whenever a person takes an <span id=\"urn:enhancement-ec778c43-4d8b-462d-8dc1-8b53f91d4f20\" class=\"textannotation\">action<\/span>. This <span id=\"urn:enhancement-c58b0e25-5dce-482f-90cb-9b822f226aec\" class=\"textannotation\">means<\/span> that a <span id=\"urn:enhancement-701980ab-e0c3-4870-ba83-5a1457cd2833\" class=\"textannotation\">conversion<\/span> could be a sale, but it could also be a <span id=\"urn:enhancement-9f73b679-9d1c-4c9f-aeb8-8d61689b6870\" class=\"textannotation\">phone call<\/span>, <span id=\"urn:enhancement-029aabd2-c471-44e2-8fca-acdd80ac8068\" class=\"textannotation\">blog<\/span> <span id=\"urn:enhancement-0125c4b6-6593-4d11-899b-c2cf273795c0\" class=\"textannotation\">comment<\/span> or <span id=\"urn:enhancement-0cbf7a2c-0b47-4dc9-a1d9-00416a35efb4\" class=\"textannotation\">email<\/span> address submission. Any time a person visits your <span id=\"urn:enhancement-c80c3e21-c86b-4d48-99ba-221607231993\" class=\"textannotation\">page<\/span> and takes <span id=\"urn:enhancement-51ac97e2-1404-4d9b-8467-8956006baa70\" class=\"textannotation\">action<\/span> based on what he sees there, it counts as a <span id=\"urn:enhancement-f9a731c5-09c2-43e0-97c1-b8ad32bcbebc\" class=\"textannotation\">conversion<\/span>. Since <span id=\"urn:enhancement-61e0c2bb-34ae-426d-b7de-163208425f32\" class=\"textannotation\">conversions<\/span> are ultimately at the heart of your profits, your <a href=\"https:\/\/c1mdev.com\/c1m.ai\/elevate-your-websites-performance-with-conversion-rate-optimization\/\" target=\"_blank\" rel=\"noopener\"><span id=\"urn:enhancement-c7518f72-ed6c-4277-9b11-5c34f507b808\" class=\"textannotation\">conversion rate<\/span><\/a> is a very important <span id=\"urn:enhancement-d09c5083-0a58-46e2-bdb9-4cae79f780ba\" class=\"textannotation\">metric<\/span> to monitor.<\/p>\n<h4><strong>Landing\/Sale <span id=\"urn:enhancement-a95a7c20-e4f2-4286-a76c-98891fdce345\" class=\"textannotation\">Page<\/span> <span id=\"urn:enhancement-71d522cc-43c9-4574-a1d0-325cbfff98df\" class=\"textannotation\">Conversion Rate<\/span><\/strong><\/h4>\n<p>You\u2019ll have separate <span id=\"urn:enhancement-aab42c28-a86b-4847-a894-0b4afe98c831\" class=\"textannotation\">conversion rates<\/span> for every sale <span id=\"urn:enhancement-113e8d5b-401b-4a34-83ed-d80a5ba03025\" class=\"textannotation\">page<\/span> and <span id=\"urn:enhancement-b570d2f1-6677-4ed3-957e-d4c5671fbfea\" class=\"textannotation\">landing page<\/span> you own, because each of these <span id=\"urn:enhancement-2967e71c-24b8-4cbd-808f-aa45dc2a8d2f\" class=\"textannotation\">pages<\/span> <span id=\"urn:enhancement-11b3249c-513e-40d9-a17d-0f36fea4f3e7\" class=\"textannotation\">will<\/span> have its own <span id=\"urn:enhancement-9d7cc7c5-8da4-4f2e-89fc-c177e3fabf0e\" class=\"textannotation\">call to action<\/span>. Tracking <span id=\"urn:enhancement-24d58b46-41f9-43d5-9ac4-b394a6573d36\" class=\"textannotation\">conversions<\/span> is as simple as dividing the number of visits a <span id=\"urn:enhancement-2dfe9bc7-5f18-438f-8e4a-ca3f34f43ec9\" class=\"textannotation\">page<\/span> makes by the number of <span id=\"urn:enhancement-32204d16-084a-481e-9a26-774adbb864eb\" class=\"textannotation\">people<\/span> who opted into the offer on that <span id=\"urn:enhancement-9dd6d4e5-47c2-47d9-9c8f-6a49d21b6fab\" class=\"textannotation\">page<\/span>. This <span id=\"urn:enhancement-26b88153-ea63-4c7a-9cfb-8d21c820a905\" class=\"textannotation\">will<\/span> show you how effective a <span id=\"urn:enhancement-9445094d-aa2f-4ad4-8f0a-0c3b99467780\" class=\"textannotation\">page<\/span> is at <span id=\"urn:enhancement-12374540-99be-4dc5-843e-692eb27cbc30\" class=\"textannotation\">converting<\/span> <span id=\"urn:enhancement-c99b1c97-d2f6-494c-a6af-478a795ae61d\" class=\"textannotation\">visitors<\/span> into <span id=\"urn:enhancement-749b0c52-30fb-4ce0-b843-9eea19ab97bc\" class=\"textannotation\">prospects<\/span> or <span id=\"urn:enhancement-4b301e45-7fa4-4e4d-833e-61e8967cb2a6\" class=\"textannotation\">prospects<\/span> into <span id=\"urn:enhancement-0e7134a4-85da-4571-a0e2-29f4eb9a2312\" class=\"textannotation\">sales<\/span>.<\/p>\n<h4><strong><span id=\"urn:enhancement-824aa138-eb3f-4efd-a50d-060d6d5eb691\" class=\"textannotation\">Total<\/span> <span id=\"urn:enhancement-5ab10316-a3ef-41ca-b0a1-5263da8c1c32\" class=\"textannotation\">Cost<\/span> Per <span id=\"urn:enhancement-a2601e85-f515-4925-828b-8d2d056e5ac7\" class=\"textannotation\">Lead<\/span><\/strong><\/h4>\n<p>Earlier, we talked about <span id=\"urn:enhancement-81e93f2d-bf55-46f1-909d-c65e72316ce5\" class=\"textannotation\">cost per sale<\/span> as it relates to advertising. Your cost per <span id=\"urn:enhancement-12aa63ea-5a08-4e20-afdc-32b93e092120\" class=\"textannotation\">lead<\/span> is a more all-encompassing <span id=\"urn:enhancement-0fa0622c-b6b6-456b-9eb7-dc27aafcaa79\" class=\"textannotation\">figure<\/span>. It takes into <span id=\"urn:enhancement-67b9ed8f-4009-40e1-8254-955f63ef6cba\" class=\"textannotation\">account<\/span> every <span id=\"urn:enhancement-c90c7a5d-3a4d-46e7-8b1e-779f1d52f091\" class=\"textannotation\">marketing<\/span> dollar <span id=\"urn:enhancement-99e5a124-93be-4f70-b5e8-38619f76f1ec\" class=\"textannotation\">spent<\/span> across all of your activities, divided by every <span id=\"urn:enhancement-128467c7-aa96-4646-b29e-657e0eed3686\" class=\"textannotation\">lead<\/span> you\u2019ve converted. This gives you an <span id=\"urn:enhancement-d10d018f-a825-438c-be4a-2140e5fc428e\" class=\"textannotation\">idea<\/span> of how efficient your <span id=\"urn:enhancement-220ad05d-13c7-4f53-aab3-b996fb0d74bd\" class=\"textannotation\">marketing<\/span> activities are.<\/p>\n<h2>Analyzing Your Data<\/h2>\n<p>Of <span id=\"urn:enhancement-a536fbd1-bce1-46c0-ab45-45a2861ec6ec\" class=\"textannotation\">course<\/span>, simply gathering <span id=\"urn:enhancement-8b42f685-eebb-4193-b6d8-cc4e07534193\" class=\"textannotation\">data<\/span> isn\u2019t enough. You also have to put what you\u2019ve learned to good <span id=\"urn:enhancement-5db2e2b0-c18e-48c2-bbb5-4aed389de2ad\" class=\"textannotation\">use<\/span>. After all, information is useless if it\u2019s not analyzed. So once you\u2019ve gathered some <span id=\"urn:enhancement-29bc45ba-2532-4e57-8fb4-cd7909bc4499\" class=\"textannotation\">data<\/span>, it\u2019s time to sit down with your information and pay attention to the big picture. Don\u2019t get too <span id=\"urn:enhancement-bd886d01-36c1-444c-8e10-dddcaa22d178\" class=\"textannotation\">hung<\/span> up on the details of any <span id=\"urn:enhancement-acd0f948-8603-421f-873f-5e6296454d65\" class=\"textannotation\">single<\/span> <span id=\"urn:enhancement-66eea4b1-36bc-4bd9-9777-29ee5ba23b4d\" class=\"textannotation\">metric<\/span> or any particular day. Look instead at trends, and <span id=\"urn:enhancement-9ba3a88c-4f69-4c34-bf44-46b41aa9d355\" class=\"textannotation\">see<\/span> what you can glean from that information. Here are some examples of <span id=\"urn:enhancement-104b4c12-3d4c-420f-91c8-b43d59b20265\" class=\"textannotation\">things<\/span> to look for:<\/p>\n<ul>\n<li><span id=\"urn:enhancement-8f5005d7-8a52-494e-a403-065310010a49\" class=\"textannotation\">Bounce rate &#8211;<\/span>\u00a0Are <span id=\"urn:enhancement-0b651c52-d839-4111-b236-23e74639835e\" class=\"textannotation\">people<\/span> leaving your site because the <span id=\"urn:enhancement-e0174b11-938b-4f90-9662-165f1c7a95bc\" class=\"textannotation\">content<\/span> isn\u2019t what they\u2019re looking for? Or are they leaving because it\u2019s displayed poorly or the <span id=\"urn:enhancement-43cb7c70-fe15-4b0e-a560-6e4a683bc813\" class=\"textannotation\">layout<\/span> is hard to navigate?<\/li>\n<li><span id=\"urn:enhancement-d7c9b33f-a1a9-436d-981d-906bcb28a16c\" class=\"textannotation\">Conversion rate &#8211;<\/span>\u00a0Are you getting plenty of <span id=\"urn:enhancement-bc6f12b7-b59f-4687-b4a8-1982839fe903\" class=\"textannotation\">conversions<\/span>? Could you get better <span id=\"urn:enhancement-cc160905-097c-4d71-b89f-a9e88aad6767\" class=\"textannotation\">conversions<\/span> by changing your <span id=\"urn:enhancement-8c491e42-ec32-45d7-b9e8-985dc891b68a\" class=\"textannotation\">incentive<\/span>, <span id=\"urn:enhancement-7bd799cc-70e3-4d74-9a99-c9b6153cff94\" class=\"textannotation\">tweaking<\/span> the wording of your <span id=\"urn:enhancement-48035a1c-70a3-4356-a931-553a5b344742\" class=\"textannotation\">call-to-action<\/span>, redesigning your <span id=\"urn:enhancement-592893de-0740-4518-a781-059ad1ec6486\" class=\"textannotation\">page<\/span> or anything else?<\/li>\n<li>Ads &#8211;\u00a0 Are you reaching <span id=\"urn:enhancement-30e0ce51-283f-416d-ac9e-37a5f5042910\" class=\"textannotation\">the right<\/span> <span id=\"urn:enhancement-0a7b1de9-1ef8-41e7-aa08-bdfe7ddd009d\" class=\"textannotation\">audience<\/span>? Would you get a better <span id=\"urn:enhancement-8feec75a-d765-4b4a-9037-0e138d268a22\" class=\"textannotation\">click-through rate<\/span> if the <span id=\"urn:enhancement-f71ef7c4-c38b-4cb7-aa8c-237bd55c2f1a\" class=\"textannotation\">ad<\/span> were reworded or targeted to a different <span id=\"urn:enhancement-91c8b49c-f64b-4285-8250-e149383f9320\" class=\"textannotation\">demographic<\/span>? Is the cost of the <span id=\"urn:enhancement-2b70f97a-7d2c-4098-94d8-aff747773d44\" class=\"textannotation\">ad<\/span> worth the <span id=\"urn:enhancement-e22dfba3-ba1b-4138-b0fa-29366e76b721\" class=\"textannotation\">value<\/span> of the <span id=\"urn:enhancement-4d28de58-dc68-4f42-8380-4432ae470304\" class=\"textannotation\">lead<\/span>?<\/li>\n<li><span id=\"urn:enhancement-522531b4-7b8e-43ad-8eee-dee33afcdad7\" class=\"textannotation\">Engagement &#8211;<\/span>\u00a0Once you attract <span id=\"urn:enhancement-11f923a6-dc80-48ab-9090-8a26592b7376\" class=\"textannotation\">visitors<\/span>, what are they doing? Are they sharing your <span id=\"urn:enhancement-20c07586-2a62-4b0e-8232-9a1413e46896\" class=\"textannotation\">content<\/span>? Are they sticking around to read more information? Are they signing up for your <span id=\"urn:enhancement-27c747b5-9304-4d88-8a70-8d220bde8a4a\" class=\"textannotation\">newsletter<\/span>? If not, how can you encourage them to do those <span id=\"urn:enhancement-af56c9f2-a2c2-4312-b4db-69fd4ad6e977\" class=\"textannotation\">things<\/span>?<\/li>\n<\/ul>\n<h3>Split Testing: The Scientific Method for Markets<\/h3>\n<p>There\u2019s a simple <span id=\"urn:enhancement-67a89cc1-7db1-4336-ba71-dd5b1a034436\" class=\"textannotation\">reason<\/span> why your <span id=\"urn:enhancement-d898751e-0a30-4e1f-8bad-7e4fad2a5faa\" class=\"textannotation\">marketing goals<\/span> <span id=\"urn:enhancement-79237a0b-168c-44fb-a41c-8fa9446e3def\" class=\"textannotation\">need<\/span> to measurable: You <span id=\"urn:enhancement-4438ba02-5350-4442-a1c6-a44479eb84ee\" class=\"textannotation\">need<\/span> to be able to <span id=\"urn:enhancement-1a917187-cc08-4b1f-99b6-bf5192d9bb98\" class=\"textannotation\">test<\/span> them. If you choose <span id=\"urn:enhancement-3a50dbc4-b8eb-488d-b22a-10dacd6a12d5\" class=\"textannotation\">metrics<\/span> that are easily measured, you\u2019ll be able to run several <span id=\"urn:enhancement-7809e602-f2f8-4e3d-8935-d648a98c3468\" class=\"textannotation\">versions<\/span> of a <span id=\"urn:enhancement-9cf96f0e-6dcc-412e-9c00-464cf7709401\" class=\"textannotation\">campaign<\/span> and <span id=\"urn:enhancement-aa685450-2cf1-4f83-8c23-357d5ef5fc4f\" class=\"textannotation\">test<\/span> them against each other to <span id=\"urn:enhancement-61c1df01-22e6-468f-ba2d-c27f0da60244\" class=\"textannotation\">see<\/span> which one works the best. When you do this, your original <span id=\"urn:enhancement-d5a7903c-c0ad-4c7e-b1f2-0fd4f151807c\" class=\"textannotation\">data<\/span> <span id=\"urn:enhancement-3efb9611-8495-40a4-a309-2750cfae90b6\" class=\"textannotation\">will<\/span> serve as the \u201ccontrol\u201d of the <span id=\"urn:enhancement-19671138-9ca8-4042-b368-98c98de83ced\" class=\"textannotation\">test<\/span> you\u2019re running; all of the new <span id=\"urn:enhancement-449d0ae2-570b-48f1-bca6-cdc0289d1e36\" class=\"textannotation\">versions<\/span> are variables.<\/p>\n<p>Split-testing can be performed on anything. For example, you might decide to run two different ads on the same channel to <span id=\"urn:enhancement-33fedceb-7b86-49ab-bb7b-4e302a15fbad\" class=\"textannotation\">see<\/span> if one is more effective than the other, or you might run the same <span id=\"urn:enhancement-c7aace79-286a-4dc3-9596-529b24491451\" class=\"textannotation\">ad<\/span> on two different channels. These two <span id=\"urn:enhancement-64da69f8-67ac-4a3f-89a0-329d17fe1cc0\" class=\"textannotation\">tests<\/span> <span id=\"urn:enhancement-0d029f2c-9b0e-4957-8e45-32185df6edd7\" class=\"textannotation\">will<\/span> help you <span id=\"urn:enhancement-7886b00c-af78-4767-9f11-8bf8be0e83da\" class=\"textannotation\">see<\/span> whether it\u2019s your <span id=\"urn:enhancement-0896c759-6c7c-426b-9563-1cd41bf56bbb\" class=\"textannotation\">ad<\/span> itself or your <span id=\"urn:enhancement-2896c6d4-f04d-4124-8dd1-5c1d30f91233\" class=\"textannotation\">target demographic<\/span> that\u2019s affecting your results, which you can then <span id=\"urn:enhancement-cc275d65-83aa-4d56-aaa3-0ab06a8bca35\" class=\"textannotation\">use<\/span> to modify your approach in the <span id=\"urn:enhancement-7667a3a0-94a9-4c5d-a702-3a95191e3243\" class=\"textannotation\">future<\/span>. When testing, pick a <span id=\"urn:enhancement-38b0ce17-c413-49c6-a506-115a617648ce\" class=\"textannotation\">single<\/span> variable to <span id=\"urn:enhancement-b18fd4ea-379d-4814-8efb-42b4b855362f\" class=\"textannotation\">test<\/span> at a time. Otherwise, you won\u2019t <span id=\"urn:enhancement-ca09a69d-554e-4e39-8213-8e9606395c9c\" class=\"textannotation\">know<\/span> for sure which of your changes was effective.<\/p>\n<p><strong>Here are a few types of <span id=\"urn:enhancement-9e772fca-4ab5-414f-9214-625e8fcb2944\" class=\"textannotation\">split<\/span> <span id=\"urn:enhancement-9f047ae7-4c0e-470b-a5eb-c94877847003\" class=\"textannotation\">tests<\/span> you can run:<\/strong><\/p>\n<ul>\n<li>Develop two <span id=\"urn:enhancement-22673bca-2ac9-498f-8c01-c13bbe6be5b0\" class=\"textannotation\">versions<\/span> of your <span id=\"urn:enhancement-f2c7a851-71e1-4704-b408-b43e052f6c13\" class=\"textannotation\">landing page<\/span> and set it up so that <span id=\"urn:enhancement-87632cb1-f43f-4337-a8b4-9a11da739fa6\" class=\"textannotation\">visitors<\/span> <span id=\"urn:enhancement-6934cfe7-543d-4b75-98d7-91e74fe360ee\" class=\"textannotation\">will<\/span> randomly land on one or the other. This <span id=\"urn:enhancement-01a23fe6-6c06-47de-b82e-40b3ecbb821b\" class=\"textannotation\">will<\/span> <span id=\"urn:enhancement-27c7a91a-f806-4b34-9f86-dfccf99d2dc2\" class=\"textannotation\">let<\/span> you <span id=\"urn:enhancement-c368100c-6b48-46db-af60-36e07133d135\" class=\"textannotation\">know<\/span> if your <span id=\"urn:enhancement-ebb96b19-68b3-4379-ad45-c779bd4c69db\" class=\"textannotation\">landing page<\/span> itself is the issue behind your <span id=\"urn:enhancement-470799e1-d4fa-4662-b320-6cfa0c48d265\" class=\"textannotation\">conversion rate<\/span>, or if there\u2019s another problem. After you\u2019ve tried a few <span id=\"urn:enhancement-f86cb73c-be30-4464-a845-f703a79237b5\" class=\"textannotation\">landing pages<\/span>, try two <span id=\"urn:enhancement-c4850496-c5d7-4702-ae24-fa636ad2f94b\" class=\"textannotation\">versions<\/span> of the same <span id=\"urn:enhancement-f254e82e-b50c-4cff-ab30-72599d2a5853\" class=\"textannotation\">page<\/span> with different incentives. If more <span id=\"urn:enhancement-6bdff355-8cbc-4b77-af0a-0fe1704e958a\" class=\"textannotation\">people<\/span> sign up for a free <span id=\"urn:enhancement-97116ff2-e905-4338-99c9-3fa5c2b7cfe9\" class=\"textannotation\">video<\/span> than an <span id=\"urn:enhancement-43d82092-5808-47e4-8354-1d5f328e44c7\" class=\"textannotation\">eBook<\/span>, you <span id=\"urn:enhancement-75997677-7c29-4124-a747-270d85d2cc21\" class=\"textannotation\">know<\/span> which <span id=\"urn:enhancement-58aadc73-7f86-459b-959d-8f611d27d1af\" class=\"textannotation\">incentive<\/span> your <span id=\"urn:enhancement-b91e07a5-e321-4c0e-bad8-b2e026486afe\" class=\"textannotation\">demographic<\/span> prefers.<\/li>\n<li>If you\u2019re having trouble with your <span id=\"urn:enhancement-f2f47206-2e64-48b5-bc86-ea105873503f\" class=\"textannotation\">bounce rate<\/span>, consider <span id=\"urn:enhancement-febb5d2d-cae7-4712-8f3d-2daf9dd96cdd\" class=\"textannotation\">tweaking<\/span> your <span id=\"urn:enhancement-6c783059-cfd3-4b6b-9473-28300da4bab4\" class=\"textannotation\">SEO strategy<\/span> and testing the new version of the site.<\/li>\n<li>Run the same ads across multiple channels to <span id=\"urn:enhancement-8aa4b3c8-c382-4ac9-aae1-53d7fea12b32\" class=\"textannotation\">see<\/span> which areas attract the most attention from your <span id=\"urn:enhancement-fd72f906-41e6-4e65-8cf2-3d923e3d5dd5\" class=\"textannotation\">target market<\/span>.<\/li>\n<li><span id=\"urn:enhancement-93781f54-eb42-48a3-964e-017731561784\" class=\"textannotation\">Try<\/span> sending different emails to different sections of your list. You can divide up your <span id=\"urn:enhancement-c76a9ee8-0e4a-4945-931b-5b00bff5cefe\" class=\"textannotation\">mailing list<\/span> according to various criteria from within your mail management program, and this <span id=\"urn:enhancement-dcbf6198-9604-4d6f-afaf-43a1a2c43d85\" class=\"textannotation\">will<\/span> <span id=\"urn:enhancement-9def2db6-6e7a-4833-8cb4-d3d37ea16142\" class=\"textannotation\">let<\/span> you <span id=\"urn:enhancement-fbad12da-8f2a-4f32-b499-8b0946c9ab78\" class=\"textannotation\">test<\/span> out new <span id=\"urn:enhancement-47d07349-4f81-427b-9853-28446f6bb70b\" class=\"textannotation\">headlines<\/span>, <span id=\"urn:enhancement-e4136117-82ad-4795-a905-2ffd685340ac\" class=\"textannotation\">message<\/span> types and more.<\/li>\n<\/ul>\n<p>As you can <span id=\"urn:enhancement-5b8ceeef-7647-4844-ac65-aaab00510dc8\" class=\"textannotation\">see<\/span>, nearly any <span id=\"urn:enhancement-eba92f0c-6f26-44ff-aa09-b81fa776837f\" class=\"textannotation\">metric<\/span> imaginable can be isolated and tested. Once you\u2019ve gotten some practice with <span id=\"urn:enhancement-a47850a8-28d6-42e9-b586-a4a69630b9a8\" class=\"textannotation\">split<\/span>-testing, you\u2019ll realize that it\u2019s often possible to pinpoint the exact variables affecting your results. While making the changes needed to improve those results isn\u2019t always simple, the <span id=\"urn:enhancement-38a1c5da-fa7e-4464-87ce-272174c9809b\" class=\"textannotation\">metrics<\/span> make it a whole <span id=\"urn:enhancement-ebce4dd6-c5f1-40c0-bbf3-f40cb6fd0e92\" class=\"textannotation\">lot<\/span> easier to get started.<\/p>\n<h2>Discover Marketing Analytics &#8211; Putting the Information to Use<\/h2>\n<p>There\u2019s a <span id=\"urn:enhancement-3a8d7b82-b08a-479b-a8c6-71dc67513e4d\" class=\"textannotation\">popular<\/span> saying among marketers: \u201cIf it can be measured, it can be improved.\u201d Your job as a marketer is never complete because there are always ways to improve your results. Even if you\u2019re happy with your current <span id=\"urn:enhancement-5cc09138-417d-4f6c-a758-2747d685b02d\" class=\"textannotation\">sales<\/span> numbers, you can always find ways to grow <span id=\"urn:enhancement-14cb325a-b7e7-40bc-8f9f-95c0d2b11a2e\" class=\"textannotation\">your company<\/span>, and seeking <span id=\"urn:enhancement-f71efbc5-2ebc-490c-a77a-57cf4ae5bc84\" class=\"textannotation\">growth<\/span> is a good <span id=\"urn:enhancement-477e28b6-1fe5-4f92-b12a-feb2542ce75d\" class=\"textannotation\">thing<\/span>. This <span id=\"urn:enhancement-963c583a-082b-470e-ab31-7d800493658c\" class=\"textannotation\">growth<\/span> is what <span id=\"urn:enhancement-2791c6bd-5b1d-4f76-bd0a-b1364200100a\" class=\"textannotation\">will<\/span> allow your <span id=\"urn:enhancement-495dce1c-0ef6-48bd-b58f-f4d1ef06d85a\" class=\"textannotation\">business<\/span> to <span id=\"urn:enhancement-843a9ea2-20a6-492b-985c-7d1216ec1eaf\" class=\"textannotation\">stay<\/span> competitive and continue adapting to the challenges thrown its way.<\/p>\n<p>Once you\u2019ve identified your areas for <span id=\"urn:enhancement-acc6e46f-9024-4889-9f68-189c18bec8c0\" class=\"textannotation\">growth<\/span> and tested some solutions, you should be able to draw <span id=\"urn:enhancement-1fc6b5b5-47bd-4c53-8ce4-fb3f33d92448\" class=\"textannotation\">valuable<\/span> conclusions from those results. You might realize that you\u2019ve been <span id=\"urn:enhancement-719f23f8-7eaf-415e-a5d7-e0d8bae69bd1\" class=\"textannotation\">targeting<\/span> the wrong <span id=\"urn:enhancement-c708438b-856f-4dd6-a6f0-9c4f922b98da\" class=\"textannotation\">demographic<\/span>, or maybe some part of your <span id=\"urn:enhancement-08cd14a6-4ea8-4d56-b56a-14cbf1e9101c\" class=\"textannotation\">message<\/span> wasn\u2019t being communicated clearly. Once you isolate and solve this problem, you should be able to set new goals and start the cycle again.<\/p>\n<p>One of the most <span id=\"urn:enhancement-5da68d17-8921-45f4-b2dc-7c5d09506848\" class=\"textannotation\">valuable<\/span> uses of <span id=\"urn:enhancement-81dfb8a4-6dcd-4a3a-81f0-92c46fe97ced\" class=\"textannotation\">marketing<\/span> <span id=\"urn:enhancement-da8f25ef-13dc-47b8-9633-a4d9f5155a17\" class=\"textannotation\">metrics<\/span> is determining the <span id=\"urn:enhancement-f642e29b-d996-40b0-87a9-357c2ec44b89\" class=\"textannotation\">cost-benefit analysis<\/span> of your <span id=\"urn:enhancement-2701284a-c18c-4626-8f4d-26cbf1a5e53b\" class=\"textannotation\">marketing<\/span> activities. Without a clear <span id=\"urn:enhancement-6491eb88-baec-464e-a7a3-c1fe0cec6502\" class=\"textannotation\">image<\/span> of which parts of your <span id=\"urn:enhancement-1160a0f8-cf22-475e-93f2-0088ef05e042\" class=\"textannotation\">marketing<\/span> are effective and how much each <span id=\"urn:enhancement-77abe016-40c6-4e9c-b208-ee4d86adfa7d\" class=\"textannotation\">lead<\/span> or <span id=\"urn:enhancement-c8ebb81c-5e74-4a73-8ce6-0fa0a6ae6284\" class=\"textannotation\">conversion<\/span> is really costing you, you have no <span id=\"urn:enhancement-a01a6d77-7f82-4ca3-ada0-686297e065d4\" class=\"textannotation\">idea<\/span> whether your <span id=\"urn:enhancement-78b8892d-60d9-459e-b733-50dc956db9e3\" class=\"textannotation\">marketing budget<\/span> is sufficient. Having <span id=\"urn:enhancement-34cd3005-e659-4135-a74f-ce512686d0f4\" class=\"textannotation\">metrics<\/span> on your side makes it easier to <span id=\"urn:enhancement-0d15eb6f-3060-4eb4-ab43-0c301094e50a\" class=\"textannotation\">tell<\/span> whether you <span id=\"urn:enhancement-3ec79188-a278-4cff-824f-7cfc11225d68\" class=\"textannotation\">need<\/span> to spend more on advertising, hire better talent or trim a bloated <span id=\"urn:enhancement-4364d933-a3c3-4d4e-a4b6-a7f4fbd8c2f2\" class=\"textannotation\">budget<\/span> to widen your profit margins.<\/p>\n<p>Ultimately, <span id=\"urn:enhancement-036bf435-8dcf-4763-a281-595f69a681e9\" class=\"textannotation\">taking<\/span> a shot in the dark is never <span id=\"urn:enhancement-6cbdcf5f-c61b-4b6b-b5ad-19e6cb647f77\" class=\"textannotation\">the right<\/span> <span id=\"urn:enhancement-b771fe19-a428-48e6-b698-5a1f9df58f40\" class=\"textannotation\">move<\/span> when it comes to <span id=\"urn:enhancement-3bd0db3e-271a-49dc-8e21-7358b2bff64c\" class=\"textannotation\">marketing<\/span>. A successful <span id=\"urn:enhancement-3187f1d0-bd48-437b-bd43-2a68cbf2c6d8\" class=\"textannotation\">campaign<\/span> requires a <span id=\"urn:enhancement-5e90e1c7-7b3c-4a82-a206-3d6a495491a8\" class=\"textannotation\">well<\/span> thought-out approach. Take the time to develop a <span id=\"urn:enhancement-369645b3-435a-49c0-93c3-e33fd8adb4b9\" class=\"textannotation\">strategy<\/span>, set some measurable goals and build an <span id=\"urn:enhancement-917259de-1e61-417b-bb79-dc84e4823b77\" class=\"textannotation\">action<\/span> plan for achieving them. By monitoring your results, isolating variables and testing your solutions, you can ensure the best possible results.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There is one key difference between a successful business and one that never gets off the ground: Marketing. Without attracting customers, your digital business is&#8230;<\/p>\n","protected":false},"author":1,"featured_media":20945,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[22,1192],"class_list":["post-20943","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing","tag-marketing-analytics"],"_links":{"self":[{"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/posts\/20943","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/comments?post=20943"}],"version-history":[{"count":5,"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/posts\/20943\/revisions"}],"predecessor-version":[{"id":23481,"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/posts\/20943\/revisions\/23481"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/media\/20945"}],"wp:attachment":[{"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/media?parent=20943"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/categories?post=20943"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/c1mdev.com\/c1m.ai\/wp-json\/wp\/v2\/tags?post=20943"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}