Topic 9 - Measurement and Analytics

Question 1

Name the channel specific metrics for
1. Social Media
2. Email
3. Search

Answer 1

1. Social Media
   - Likes
   - Comments
   - Reactions (Angry, sad…)
2. Email
   - CTO (Click to open rate)
   - Deliverability (People receiving the email)
   - Unsubscribe Rate
3. Search
   - Keyword rankings
   - Search Lost %
   - Backlinks (Number of websites linking to sites)

Question 2

What is Google Analytics and what are it’s 5 metrics to measure web traffic?

Answer 2

Google analytics is a free website tool provided by Google to help measure web traffic based on these 5 core metrics

1. Realtime - Live data of web traffic
2. Audience - demographic and geographic and device insights
3. Acquisition - Information about source of traffic
4. Behaviour - Pages your audience visits and actions they take
5. Conversions - transaction results

Question 3

Illustrate the testing framework for digital marketing and describe how each step helps digital marketers.

Answer 3

The testing framework follows a 4 step process

1. Goals and KPIs
   1.1 Things to test
   - Audiences
   - Time of posting
   - Content
2. Forecast based on
   2.1 Form a hypothesis (prevent random findings but instead targeted ideas/solutions)
   - past campaign results
   - industry trends
   - other channels marketing performance
   2.2 Testing Metrics
   - Ad effectiveness (CTR/CPC)
   - Audience Targeting Effectiveness (CPA)
   - Landing Page (Conversion Rate)
3. Analyse
   3.1 A/B or Multi-Variate Testing (Useful when combining colours, texts, images)
4. Respond
   4.1 Actionable Insights
   - Alignment (goals and KPI)
   - Context (numbers and figures)
   - Specificity (as detailed as possible)
   E.g. The 12% drop in our email newsletter sub rate coincides with the introduction of our additional step in the newsletter sign-up flow

Question 4

What is CTR, CPC and CPA and how are they calculated?

Answer 4

CTR - The rate that users make an action after an impression. (Clicks / Impressions x 100)

CPC - The cost it takes to generate each click. (Total amount spend on campaign/Clicks)

CPA - The cost it takes per acquisition of a conversion (Total amount spent on campaign/Acquisition)