iWant internship8/20 Marketing Metrics and ROI
What is metrics• 好的Metrics是為了決策⽽而設計,⽽而不是為了測量數據⽽而做的。
• Qualitative: Usability Testing/Session Monitoring.
• Quantitative: Traffic Analysis/User Engagement.
• Comparative: A/B, Multivariate Testing.
• Competitive: Monitoring & Tracking Competitors.
Traditional marketing• 電視
• 收⾳音機
• 平⾯面(報紙、雜誌)
• ⼾戶外(⼤大型看板、公⾞車或捷運海報張貼)
這些傳統的⾏行銷⽅方式該如何設定Metrics
今天你是公司⾏行銷⼈人員,你該如何跟⽼老闆報告這個廣告成果?
看看CoCa Cola怎麼將傳統與⾏行動連接! 你覺得該看哪些Metrics
數位⾏行銷常⾒見⽤用語
補充資料:Inbound Journals - 臉書廣告要⽤用CPC還是CPM
• CPC = Cost per click
• CTR = Click through rate
• CPA = Cost per acquisition
• CR = Conversion rate
• CPI = Cost per Install
• CPM = Cost per 1000 impression
• LTV = Life time value
• ARPU = Average revenue per user
• ARPPU = Average revenue per paying user
• Page View
• Session(Visit)= ⼯工作⾴頁⾯面(Google analytics)
Before you begin…
Pirate metrics = AARRR
DATA progress
• Defining: Defining the GOAL that you want to promote.
• Assessing: Assessing the dollar values of these potential results.
• Tracking: Setup the metrics and tracking data.
• Adjusting: Based on the tracking and improve your program.
Setup the goal
• Awareness: Let TA knows something about you.
• Perception: Let TA Thinks about you.
• Behavior: Let TA does something.
Measure Dollar Value
Return of investment(ROI)=
(Return - Investment) Investment
How to estimate ROI• 評估選擇管道預期得到的曝光數(over 50M impression/day,
YAHOO! Taiwan)
• Estimate channel CTR.
• Estimate conversion rate
• how many people reach your goal.
• Optimization and Test.
Pirate metrics reference
Dropbox• ⺫⽬目前約⼀一億⽤用⼾戶 • 剛開始推廣初期,利⽤用傳統⽅方式「打廣告」
結果
Acquisition: 1000⼈人 Activation: 300⼈人 Retention: 100⼈人 Revenue: ?? Referral: ??
發現要讓⼀一個使⽤用者試⽤用 就需要$7,但是⽉月費才$5.99
CPA < LTV or
CPA > LTV
Which one is better ?
Digital tool for analysis
• Google analytic(Web, mobile)- FREE
• KISSmetrics(Customer intelligence, web)
• Mixpanel(mobile)
• Flurry(mobile)- FREE