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Marketing Analytics Report 4/26/2017
Philip Mok
Measure visits, views, impressions, clicks, and other interactions to gain insights into marketing efforts with goal of converting them to business development opportunities
Multiple platforms
Website
Purpose
Website (Google Analytics)
Insights
From installation of Google Analytics (Nov 2016) to Mar 24, ~1000 visits (see Mar 2017 Marketing Analytics Report), 200 visits/month
From March 24 to present, 411 visits
40+% increase in total traffic, 100% increase in monthly traffic
Only 8 website hits directed from social media, meaning increase in traffic directly attributable to Engineering News-Record advertisement placed in Mar 2017 Port Authority Special Edition
Website Hits from Social Media
Originally thought to be negligible marketing platform due to lack of followers (38, least of the 4)
Drove the most traffic to the website (4 sessions, 50%)
Employee Engagement
19 Tweets, 10 more than last month
1667 impressions, 12% increase over previous month
284 profile visits, 140% increase over previous month
What is an impression?
Tweet was seen on the Twitter stream of a particular account
4 more followers, including:
Insights
Directly tweeting @teaming partners and high-profile accounts can earn high exposure (hundreds of impressions)
Important to continue sharing engaging content to keep audience interested
Insights
Immediate increase in both reach (200 people) and engagement after strategic ad placement in ENR PANYNJ edition
Insights
Immediate increase in reach (75 people 4/25, 77 people 4/26) after sharing Martin Robins op-ed in NJ.com/Star-Ledger
Insights
Reached 109 targeted followers, passed Q2 goal. New goal: 150 by 2018
Insights
Followed by industry organizations, agencies, and teaming partners:
