There is the very real danger of option paralysis when measuring social media. The sheer amount of data that is available from the platforms for organic posts and paid advertising can be overwhelming. As the number of social platforms increases and alternative metrics are created for newer content formats and ad formats, this problem is […]
After measuring the performance of a campaign, it is time to report the results to the rest of the business. Reporting allows advertisers to take stock of their performance and share that information with relevant stakeholders. This chapter outlines best practice for reporting, including how to present campaign information and with what frequency. Reporting basics […]
Measurement is the best way of determining whether social media advertising is performing as expected and is delivering the desired results. Whether it is a brand or direct response campaign, it is important to analyse whether the activity has been a success. Measuring campaigns There are two key factors to remember when reviewing campaign performance: […]
This webinar looks at the strategic and commercial benefits of neurodiversity and offers guidance on creating inclusive experiences for customers and empoyees.
Reports are summations of email performance issued at different time intervals. These can include post-campaign reports, weekly, quarterly or annual reports, or reports created to support budget requests or evaluate the effectiveness of an overall email marketing programme. This chapter discusses the benefits and requirements of regular reporting. The benefits of effective reporting Email service […]
Knowing how to use key performance indicators (KPIs) and metrics effectively is critical to a good measurement strategy. This chapter explores some of the factors that should guide the selection of metrics, and other aspects of campaign measurement. Measuring email campaigns Conversions are often referred to as ‘goals’ to include the breadth of different outcomes […]
When selecting a panel of metrics that will provide granular detail on key performance indicators (KPIs), it is important to understand the range and scope of available measures. This chapter lists the metrics and KPIs organisations should consider for measuring email campaigns. Email marketing KPIs and metrics When selecting KPIs and metrics, it is important […]
Businesses should be clear about what they want their email marketing programmes to achieve and how it ties into broader business goals. The strategy should be based on clear objectives that can be measured in fine detail with KPIs and metrics. This chapter looks at what is meant by these terms, and the roles they […]
With the measurement landscape in flux as the deprecation of third-party cookies heads towards completion, this webinar looks at the strategies being adopted to measure campaign performance and drive effectiveness.
Being able to measure how well a company’s marketing is performing towards meeting goals and driving growth is essential. This best practice report looks at the impact that the end of third-party cookies and increasing regulation is having on marketing measurement.
The role of data has become increasingly central to ecommerce capability, challenging businesses to adapt systems, workflows and practices to capitalise on the opportunity that rich data and understanding can bring. As machine learning becomes ever more integrated into systems, new ways of enhancing customer experience, gaining deep insights and applying personalisation at scale are […]
Testing should be used throughout the customer journey to optimise against key goals and measures. This chapter provides an overview of the testing process. It includes an experimental framework to allow for continuous optimisation and outlines models for attribution – another important consideration for teams seeking to understand how much each channel contributes to ecommerce […]