Post by account_disabled on Feb 28, 2024 9:58:13 GMT
Entrepreneurs obsessed with the number of likes on Facebook. Marketing managers and consultants measuring sessions and pageviews. Social Media Specialists committed to measuring their performance in terms of comments and shares... The scenarios connected with web analytics, with the science (and a bit of art, let's face it) of analyzing performance and results over time of one's work they are multiple. The amount of data and metrics available is impressive, as is the possibility of cross-referencing this data with each other in a creative way and generating new ones. Today we can explore with obsessive wisdom detail after detail upon detail , from micro to macro conversions, from attribution models to multi-channel funnels, in the search for ever new ways of optimizing our business. Is this a correct attitude? My passion for economic and statistical analysis tells me yes, obviously. My managerial attitude, however, tells me: not always.
The problem is very simple, and many people have already pointed it Paraguay Phone Number out before me, from John D. Rockefeller to Scrooge McDuck: time is money. Translated: the time spent analyzing the statistical and economic data associated with one's marketing activity is a cost for the company or for the freelancer who wants to try their hand at it . A cost, which does not always correspond to the generation of an equal value - partly because the skills are often lacking and the wrong data are taken as important, partly because evidently even in the best of cases, chiseling the data requires a equally meticulous attitude to the most rigorous marketing. [Tweet “Web Analytics: here are the right metrics for SMEs and freelancers”] The question to ask then is: what are the right metrics to always keep in mind for SMEs and freelancers? What is the best way to analyze the performance of your web marketing activity, if this is ultimately aimed - as it should - at brand awareness, sales and the economic growth of the company? What to look for, including bounce rate, page views, sessions and geographic location? The most important KPI: the CAC, or Acquisition Cost I have a very clear idea.
For me, the first KPI to analyze for any SME or professional who carries out marketing activities, on the web or in any other form, must be the Cost of Acquisition . The reason is easily explainable. If you are an SME or a professional, you have to compete in a market where the presence and competition of the "big players" is felt at all times. Furthermore, in an SME the resources available for marketing and market promotion are normally limited, especially in times of crisis. Only constant monitoring of the acquisition cost (i.e. the unit cost necessary to achieve a conversion objective, whatever it may be) can make us immediately understand how the conversion funnel is working and the outcome of the improvements made from time to time to the own marketing activities . From CAC to CTR Afterwards, and only after having looked at the acquisition cost for each channel that affects our marketing activity (from Facebook to Google Ads, from organic search to DEMs), we will be able to start looking at the CTR .
The problem is very simple, and many people have already pointed it Paraguay Phone Number out before me, from John D. Rockefeller to Scrooge McDuck: time is money. Translated: the time spent analyzing the statistical and economic data associated with one's marketing activity is a cost for the company or for the freelancer who wants to try their hand at it . A cost, which does not always correspond to the generation of an equal value - partly because the skills are often lacking and the wrong data are taken as important, partly because evidently even in the best of cases, chiseling the data requires a equally meticulous attitude to the most rigorous marketing. [Tweet “Web Analytics: here are the right metrics for SMEs and freelancers”] The question to ask then is: what are the right metrics to always keep in mind for SMEs and freelancers? What is the best way to analyze the performance of your web marketing activity, if this is ultimately aimed - as it should - at brand awareness, sales and the economic growth of the company? What to look for, including bounce rate, page views, sessions and geographic location? The most important KPI: the CAC, or Acquisition Cost I have a very clear idea.
For me, the first KPI to analyze for any SME or professional who carries out marketing activities, on the web or in any other form, must be the Cost of Acquisition . The reason is easily explainable. If you are an SME or a professional, you have to compete in a market where the presence and competition of the "big players" is felt at all times. Furthermore, in an SME the resources available for marketing and market promotion are normally limited, especially in times of crisis. Only constant monitoring of the acquisition cost (i.e. the unit cost necessary to achieve a conversion objective, whatever it may be) can make us immediately understand how the conversion funnel is working and the outcome of the improvements made from time to time to the own marketing activities . From CAC to CTR Afterwards, and only after having looked at the acquisition cost for each channel that affects our marketing activity (from Facebook to Google Ads, from organic search to DEMs), we will be able to start looking at the CTR .