Are you measuring and monitoring your marketing campaigns?

image of measuring you marketing campaignsThe best way to work out what to measure is to understand exactly what you can measure and what this can tell you about your marketing efforts. After all, you are spending your hard earned money so you should have some idea of what you are getting in return for that investment.

The easiest way to measure website activity is through a web analytics tool such as Google analytics. While there are numerous other tools you can use, Google has a comprehensive tool that is above industry standard and is free to use. Keep in mind Google analytics has limited functionality when it comes to measuring social media activity. If you are wanting to measure your social media return-on-investment there are numerous free tools you can use to measure the impact of your efforts.

Below is a quick guide to measuring social media activity.
Twitter: Tweet reach (http://tweetreach.com): provides detailed metrics on the impact of your Twitter conversations
Facebook: Facebook insights (available from within your account)
Linkedin: Follower and page insights from within your account.

What do you want to measure?

Be clear about where you are spending money. Are you trying to just work out your return-on-investment for this campain? If the spend is on pay-per-click or an email, and the objective is to drive prospects to your site, do you want to work out what profit or income the chosen media channel is generating? Over what time period are you doing the analysis? Remember that it may take several visits before a prospect actually buys anything.

How can you improve lead generation from website visitors?

image of visitor durationGo back to the basics. What is the primary objective from your website? Are you converting the available data from your analytics into marketing intelligence. Are you analysing where site visitors are going within your site, and how long they are staying there. Compare this data with the objectives of your marketing strategy.

What are visitors doing or not doing on your site?

For example, if you have a content-based site, is the number of pages accessed by visitors increasing or decreasing? What content is most effective at engaging and converting potential customers? How can you improve online self-service and assistance during the purchase process? Which value-added services are building loyalty and value to your customers?

Which media channels/partners are delivering your campaign's objective(s)?

image of marketing channelsGoogle analytics can determine which channels (search, banners, email, blogs, etc) have delivered most visitors to your site. Remember that the channel delivering the highest click-throughs doesn't always generate the highest returns. Has the integration of channels delivered a higher return-on-investment than each working separately?

Which search terms (paid or organic) work?

Google analytics can collect data on incoming traffic from different sources. Be clear not just about the amount of traffic generated by a keyword, but about whether it is generating a stated objective (such as using a contact us form).

Who are your key customer segments and what are they doing?

You won't be able to analyse individual visitors but the data gathered will better help you to understand the consequences of the actions of different segments. How can you better target campaigns to your most profitable segments. What segments are you most interested in?

What other methods can you use to measure the performance of your website?

image of visitors from different countries

Web analytics can tell you there's a problem, but it usually can't tell you why. So consider combining it with engaging pop-up surveys, questionnaires, focus groups and usability tests