Performance Marketing Review: Marketing Data, Metrics, and KPIs

Jan 30, 2017
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There’s no doubt that marketing has become more data and metrics-oriented over time. While “affiliate marketing” has evolved into partner marketing, performance is still the bedrock of the new kinds of traditional and non-traditional relationships that advertisers are forging with both online and offline marketing partners.

In today’s roundup of online and partner marketing news and opinion, we look at some interesting recent posts that touch on marketing data, metrics and KPIs.

App Success Is Shifting From Downloads To Engagement

The app market is all about is lifetime value, engagement and reengagement, because that’s when the monetization happens. As reported by AdExchanger, a year-end analysis released by App Annie earlier this month found that time spent in apps was up by 25%, and that in 2016, publishers made more than $35 billion across the App Store and Google Play – a 40% yearly uptick. China and India drove most of that growth. And there’s little to indicate that global growth will slacken, at least for the moment. But not all engagement is created equal, says Charles Manning, CEO of mobile attribution company Kochava, and the metrics necessary to track engagement are nuanced. Read the full piece here.

Metrics and KPIs Used Most to Measure Marketing Performance

Which metrics and KPIs are most often reported to CMOs and other top marketers? Do high-performing brands pay closer attention to certain types of metrics or KPIs? To find out, Allocadia surveyed 200 people who work for companies with $20 million to $2.5 billion in annual revenue. The brands included in the survey were in 13 verticals (B2B and B2C) and based primarily in North America, though some European organizations were included. Activity-based metrics/KPIs (clicks, visits, likes, etc) are the most reported to CMOs/top marketers (57% receive such metrics). Check out additional results as reported by Marketing Profs.

Why Only 21% Of Marketers Can Measure Revenue Contribution

The marketer’s place in today’s world can be overwhelming — there are more channels, more technologies, more data, and higher customer expectations than ever before. With greater scrutiny over marketing investments than ever before, marketers have a constant need to understand what is working, what is not, and how their actions are driving business impact. Unfortunately, only 21% of companies are able to point all measurements to Marketing’s contribution to revenue, according to Allocadia’s 2017 Marketing Performance Maturity Benchmark Survey. Read some of the reasons uncovered as reported by Customer Think.

The Top Four User Experience KPIs That Travel Brands Should Be Tracking

Simple metrics like conversion rates, bounce rates, session duration or page views are essential information points in any marketer’s arsenal, and they are generating KPIs that are similarly, important baselines of website performance. However, marketers should not stop there. While these metrics give marketers a good idea of what’s going on on the site, they give far less understanding of how and why users are behaving the way they are online. Tnooz shares four new KPIs designed with UX in mind which should help you have a deeper understanding of how your customers are shopping for travel.

KPIs and Business Intelligence: What and Why to Me

‘Key Performance Indicators’ or KPIs as we say, are very important to the enterprise and nearly every company is talking about them, these days. But, there are still a lot of businesses that don’t know how to define the right KPIs to get a good picture of success. Let’s consider the KPIs for an internet marketing program. We can’t just say that we want to increase sales. We have to decide how we will determine success. Will we include site visits, visits per page, the click to conversion ratio, the number of email and newsletter ‘unsubscribe’ requests, the click through rates for visitors coming to the website from a social media site, etc.? Read more considerations on Business Zone.

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