YOUR GUIDE TO MEASURED MARKETING

BUSINESS INTELLIGENCE™

DIGITAL MARKETING METRICS MADE SIMPLEHuebner Marketing’s Business Intelligence™ is a measured marketing platform that aggregates more than 750 data sources into one robust monitoring system to help manufacturers evaluate the success of their sales and marketing efforts. PPC, SEO, DSPs, CRMs, social media and call tracking data can be aggregated into the system for real-time reporting. Finally! Digital marketing metrics made simple!

This guide highlights SOME of the digital marketing metrics that Huebner Marketing’s Business Intelligence™ platform measures, helping manufacturers close the sales loop and monitor the company’s return-on-investment.

INTEGRATED MARKETING

KEY SEO METRICS FOR LANDING PAGES + BRAND WEBSITES

The only way to truly understand if your marketing campaigns and company website are achieving the results you need to grow business is to continually measure site performance. These results provide the business intelligence you need to move the needle.

✔ Position tracking Position tracking monitors how a website (and its pages) rank on targeted keywords, creating insights to guide future adjustments to better rank in search.

✔ Users “Users” reflect the total number of unique visitors to the website. A user can visit your website multiple times but only counts as one user.

✔ Sessions “Sessions” are counted each time a user visits a website. If a user is inactive on the site for 30+ minutes, the future activity is attributed to a new session.

✔ Pageviews Pageviews reflect the number of times a page is viewed; a reloaded page counts as an additional pageview. Pageviews reflect a measure of interest and relevance.

✔ Avg. session duration This metric shows how much time users are spending on the website. This data can show seasonal trends and inform content strategy.

✔ Bounce rate The bounce rate reflects the percentage of website visitors who leave the site after viewing only one page, signifying potential content issues.

✔ Top referrals Referrals, or “backlinks” from other websites, are valuable in SEO, giving the website more authority. This metric analyzes the top referring sites and traffic.

✔ Device performance Device performance reporting tracks desktop, tablet and mobile traffic to the website. These metrics can aid in better targeted user devices.

✔ Goals The best analytics should be tied to the overall business objective of the landing page and/or website (ie., sales, signups, downloads, etc.).

The average session duration for organic search traffic is 53 seconds. Meanwhile, the average for direct traffic is 1 minute and 50 seconds.

An excellent rate = 26-40%An alarming rate = 70-plus%

Note: But a landing

page that acts alone

may naturally have

a high bounce rate.

✔ Position tracking Position tracking monitors how a website (and its pages) rank on targeted keywords, creating insights to guide future adjustments to better rank in search.

✔ Users “Users” reflect the total number of unique visitors to the website. A user can visit your website multiple times but only counts as one user.

✔ Sessions “Sessions” are counted each time a user visits a website. If a user is inactive on the site for 30+ minutes, the future activity is attributed to a new session.

✔ Pageviews Pageviews reflect the number of times a page is viewed; a reloaded page counts as an additional pageview. Pageviews reflect a measure of interest and relevance.

✔ Avg. session duration This metric shows how much time users are spending on the website. This data can show seasonal trends and inform content strategy.

✔ Bounce rate The bounce rate reflects the percentage of website visitors who leave the site after viewing only one page, signifying potential content issues.

✔ Top referrals Referrals, or “backlinks” from other websites, are valuable in SEO, giving the website more authority. This metric analyzes the top referring sites and traffic.

✔ Device performance Device performance reporting tracks desktop, tablet and mobile traffic to the website. These metrics can aid in better targeted user devices.

✔ Goals The best analytics should be tied to the overall business objective of the landing page and/or website (ie., sales, signups, downloads, etc.).

SAMPLE REPORTS FROM B.I.’S SEO REPORTING SOFTWARE

DRILLED-DOWN METRICSThe dashboard can drill down further, providing insights down to the hour, location and more.

THE KEY SEO METRICSThe dashboard provides a wealth of website analytics, like pageviews, sesssions and channel.

POSITION TRACKINGThe Business Intelligence™ platform can monitor the website’s top ranking keywords.

KEY PPC METRICS FOR PAID SEARCH, DISPLAY + REMARKETING

Most marketing directors have to constantly justify the dollars they spend. Fortunately, paid online marketing mediums provide a wealth of data, allowing manufacturing marketers to make informed campaign decisions to produce better results and ROI.

✔ Impressions Impressions, or an ad view, are counted when an ad is displayed. Impressions are a measure of exposure and promote top-of-mind awareness.

✔ Clicks Clicks are counted when a user clicks on the ad. A measure of interest and relevance, clicks drive website traffic and possible action.

✔ Click-thru-rate (CTR) Clicks ÷ Impressions

CTR is the percentage of users who saw the ad and then clicked on it — an indicator of campaign quality. A 2+% CTR is considered above average.

✔ Conversions A conversion is counted when a user clicks on an ad and takes a valuable action. Conversions help establish the potential number of leads from the PPC campaign.

✔ Conversion rate Conversions ÷ Tot. # of Ad Clicks

The conversion rate, shown as a percentage, is the average number of people who clicked on an ad and took action, indicating campaign quality.

✔ Avg. cost-per-click (CPC) Tot. Cost of Clicks ÷ Tot. # of Clicks

This term refers to the average price paid for each ad click. The CPC varies based on keyword competitiveness. This metric helps measure campaign revenue impact.

✔ Avg. cost-per-acquisition (or CPA)

Also known as cost-per-action, the Avg. CPA reflects the average price paid for a specific action (ie., an online sale, form submission, etc.).

✔ Top keywords Keyword reporting provides analysis of keyword selections, ad groups, position tracking and overall campaign effectiveness.

✔ Top ads Like keyword reporting, this analysis provides insight on bidding strategy, monetary expenditures and ad impact, including elements of the ad, like copy.

✔ Device performance Device performance reporting tracks ad expenditure in relation to traffic from desktop, tablet and mobile devices to help you further target the ad dollars.

A 2.35% conversion rate

is the norm across all

industries.

In the U.S., more searches take

place on mobile devices than on

computers (Google, 2015).

SAMPLE PPC REPORTS

BUDGET SPENDSManage multiple brands? Monitor your campaign budget in one location.

CLICKS VS. IMPRESSIONSThis dashboard monitors Clicks vs. Impressions for trending click-thru rate analysis.

DAILY REPORTINGThe Business Intelligence™ platform provides a daily dashboard for real-time reporting.

EMAIL MARKETING METRICS

Email marketing offers a direct line of communication to your customers; however, if it’s not done effectively, it can quickly lose impact and even be detrimental to your brand’s mar-keting efforts, especially if your emails are perceived as spam. Monitoring these metrics will help ensure youre emails stay relevant and achieve the results you desire.

✔ Delivered/bounced Delivered = Total Sent - Bounced

These two metrics document the emails accepted by the e-mail server and those marked as undeliverable. These metrics provide insight on the email list quality.

✔ Open rate Opened Emails ÷ Delivered Emails

The open rate reflects the percentage of delievered emails that were opened, tracked when the email serv-er displays a tracking pixel (a tiny, invisible image).

✔ Clicks or click-thru rate Unique Clicks ÷ Delievered Emails

This metric captures the percentage of delivered emails WITH a clicked link. A higher CTR often is a sign of relevant content or a quality campaign.

✔ Unsubscribe rate Unsubscribes ÷ Delievered Emails

The unsubscribe rate represents the percentage of delivered emails that resulted in an unsubscription, a sign your emails may be viewed as spam.

✔ Unsubscribe-to-opens This captures the percentage of opened emails that resulted in an unsubscription, analyzing what hap-pened after the first objective was achieved.

SAMPLE EMAIL REPORT

Marketers can be blacklisted from some email distribution platforms

if this rate is too high. (A unsubscribe rate of 2% or less is normal.)

SOCIAL MEDIA KPIS

Social media can be time intensive, especially as you begin monitoring every conversation. Business Intelligence™ aggregates all of your metrics into one place, alongside your website data, campaign metrics, email analytics and other data for a comprehensive picture.

✔ Volume Volume measures the size of your audience and their conversations, like Followers, Page Likes and “People Talking About This.” Volume is a metric of interest.

✔ Reach Reach measures the number of people your post was served to (or the potential audience size, a valuable metric for determining a post’s engagement rate.

✔ Engagement

Measurable engagement varies based on platform, but it’s any user interaction, like clicks, retweets, or replies that help achive your post’s goals.

✔ Engagement rate (Engagement ÷ Reach)

This metric analyzes the potential audience (how many users engaged with your post), which helps contextual-ize the post’s engagement success.

✔ Placement In some social platforms, posts can be displayed in different areas of the page. This metric measures engagement based on placement of the message.

✔ Influencers Aside from monitoring the brand’s social activity, it’s beneficial to analyze influencers, users with a large audience and what they’re saying about your brand.

Engagement rates vary based on audience, content and industry, so it’s important to set a weekly baseline for the page itself, then strive to exceed and move that baseline. Statistically, anything more than 1% is considered a good Facebook engagement rate.

INCLUDES PAID SOCIAL MEDIA REPORTS

CONTENT MARKETING METRICS FOR BLOGS + CONTENT-CENTRIC PAGES

It’s been said, “Content is king.” But how do you know, unless you measure it? Metrics can help you determine what type of content is driving customers through the buyers’ journey process to create actionable results.

✔ Pageviews Pageviews reflect the number of times a page is viewed; a reloaded page counts as an additional pageview. Pageviews reflect a measure of interest and relevance.

✔ Average time on page Time on page ÷ (Pageviews-Exits)

This metric shows how much time users are spending on the blog page. This data can show seasonal trends and inform content strategy.

This metric varies based on the length of the blog, but anything over a minute is usually a good average.

✔ On-page analytics On-page analysis looks at user engagement, like clicks to other pages. This analysis helps determine if the blog is driving readers to actionable pages.

✔ Bounce and/or exit rate The bounce rate of a blog reflects the percentage of visitors who entered the site via the blog link, then left after reading it. An exit rate represents the percentage of people who came to the blog from other other pages on the site, then left after reading the article.

SAMPLE REPORT

What does this mean? In either scenario,

to reduce the high rates, consider adding

a related article rail, body copy links

and other content teasers.

BONUS REPORT — CALL TRACKING

CALL TRACKINGThe Business Intelligence™ platform can integrate any third-party call tracking providers, like Marchex, CallRail, Tru Measure and CallTrackingMetrics.