Measuring is knowing, they say. Online marketing is by definition a profession where the numbers fly around your ears. Yet those numbers sometimes conceal the hard truth. Because what are those numbers actually worth?
There is no shortage of figures when it comes to website visits and results of online campaigns. As an online marketer, you can quickly satisfy clients by reporting back a large amount of them. If you give positive figures a green colour, everything quickly looks cheerful.
The other way around is also true. If the numbers are less good, lying with numbers is very easy. The most used trick is to compare the negative numbers with even more negative numbers in another period, another campaign… or another solar system.
And if that doesn’t work, there’s always something called ‘death by numbers’. In other words: crush the client with so many numbers that they drop out or can’t see the forest for the trees.
Not to be measured
However, numbers are not everything, because the results of many of the efforts we make as marketers are not actually that measurable.
For example, how much do you earn from branding?
How many (extra) store visits does a campaign generate?
How many of your leads are converted into deals by sales, and what is the average value of these?
What does a new customer bring to your client if they become a regular customer for a certain number of years?
For a client it can sometimes be very frustrating that he cannot expect an answer to these and other seemingly simple questions from the marketing department. Most clients will – for lack of anything better – fall back on their gut feeling: “I notice that new customers come in every now and then, so what they are doing there must be good.”
It can sometimes be very frustrating for a client not to be able to expect answers from the marketing department to seemingly simple questions.
But what I find striking is that marketers sometimes quickly accept a lack of insight. For example, it can be difficult to pin down a client on what a certain conversion is really peru email list 3 million contact leads worth. You quickly give up and leave it at that. But that is not right and also not in the interest of the client! As marketers, we could be a bit more principled in this.
people in a row
What should you measure as a marketer?
What activities should you always make measurable as a marketer? what is hubspot management? I share my personal top 7.
1. How many unique users do you have on your website?
Sounds simple, but it isn’t. Because what is a unique user? Ideally, you want to measure that cross-domain . After all, a unique user is someone who visits your website on multiple devices and from multiple IP america email list addresses at multiple times. You can only measure this properly if you give a user a unique ID. And cookieless browsing doesn’t exactly help you get a good picture of this…
2. How many of those users convert on average?
The conversion rate is perhaps the most underrated metric in online marketing. The number of conversions divided by the number of visitors.