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Digital marketing measurement - Key metrics

Oprettet af  Kia Aagaard |  Redigeret 21 Aug 15:30

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Tags

Metrics
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Life cycle
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B2b
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E-commerce
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Affiliate
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Measurements
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Beskrivelse

Web usage metrics
  • Impressions (Page Views)
  • User Sessions (Visits)
  • Unique Visitors
  • Visit Frequency (Visits per Month)
  • Visit Duration (Minutes per Visit)
  • Visit Depth (Page Views per Visit)
Interaction metrics
  • Site Path (compared to Optimal Site Path)
  • Contacts (Emails, Chat sessions, Form submissions)
  • Product Configurator Usage (Frequency, Features selected)
Engagement metrics
  • Stickiness (Frequency x Duration x Total Site Reach)
  • Frequency (Number of Visits in Time Period T ÷ Number of Unique Users who Visited in T)
  • Duration (Total Amount of Time Spent Viewing All Pages ÷ Number of Unique Users who Visited in T)
  • Total Site Reach (Number of Unique Users who Visited in T ÷ Total Number of Unique Users)
  • Slipperiness (Low stickiness)
  • Calculated same way as stickiness
  • Appropriate for customer support area of web site, for example.
  • Focus (Average Number of Pages Visited in a Given Section ÷ Total Number of Pages in the Section)
  • Velocity (how quickly a user moves from one stage of the customer life cycle to the next)
E-commerce metrics
  • Purchases per Visit
  • Number of Items Purchased per Visit
  • Total Revenue of Purchases per Visit
  • Profitability of Purchases per Month
  • First Purchase Momentum (Required Clicks to First Purchase ÷ Actual Clicks)
  • Repeat Purchase Momentum (Required Clicks to Repeat Purchase ÷ Actual Clicks)
Personalisation metrics
  • Personalisation Index (Total Number of Profile Elements Used in Customer Interaction ÷ Total Number of Customer Profile Elements Collected)
  • A “PI” of less than 0.30 means that you are collecting too much data that you are not using; that data will quickly become stale.
Life cycle failure metrics
  • Ratio of abandoned carts to completed purchases per day
  • Number of items per abandoned cart vs. completed transactions
  • Profile of items abandoned versus purchased
  • Profile of a shopper versus a buyer
  • Attrition Rate – the number of customers who have ceased buying from you and have gone elsewhere during a given time period ÷ total number of existing, converted customers during that time period
  • Churn Rate – the number of customers who attrite during a given time period ÷ total number of customers at the end of the time period
Promotion metrics
  • Acquisition Cost (Advertising and Promotional Costs ÷ Number of Click-Throughs)
  • Cost Per Conversion (Advertising and Promotional Costs ÷ Number of Sales)
  • Net Yield (Total Promotion Cost ÷ Total Promotion Results) Connect Rate (Promotional Page Views ÷ Promotion Click-Throughs)
Affiliate metrics
  • Number of Referrals per Month
  • Value of Referrals per Month
  • Questionnaire Participation
  • Contest Participation
  • Reward Points Program Participation
B2B metrics
  • Visit Frequency (look for consistency)
  • Visit Duration
  • Visit Depth
  • Visit Tenure (time since first visit)
  • Purchase Tenure (time since first purchase)
  • Purchase Frequency (Purchases per Month)
  • Total Lifetime Spending
  • Visit Recency
  • Purchase Recency
  • Required Clicks to First Purchase
  • Required Clicks to Repeat Purchase
  • Actual Clicks to First Purchase
  • Actual Clicks to Repeat Purchase
Freshness metrics
  • Freshness Factor (Average Content Area Refresh Rate ÷ Average Section Visit Frequency)
  • Generally, 1 to 1.5 is optimal
  • But consider the content’s Timeliness, Rotation Schedule, Intended Use, & Target Audience
  • Analyze by customer segments, not just averaged over all visitors.