A good plan must include the expected answers from a test and also metrics such as interactions per region of the screen, app downloads, motives for abandonment and others that may be relevant.
Digital marketing is responsible for creating a 100% measurable reality for the culture of marketing investment in companies. Little by little, many customers have been changing their perceptions about the actions being developed. This is only possible with the right metrics for each type of business, with the commitment to understanding the customer.
Of course the final number at the end of the presentation is still the star of the board meeting. But, how can you choose the best metrics for the business? How can you accompany investment performance?
Think about people
Understanding about the consumer and his behavior makes you comprehend and have empathy with his buying journey. This is the only way possible to know how to impact the customer, attract him and conquer him. The first metrics that has to be analyzed is CRM: who are your customers? What is his buying journey? How can you improve your service/product and innovate his experience throughout this journey? One more goal.
Do not think only about the CPC’s and CPA’s of the individual channels, but also remember the general metrics of the business.
What are the KPIs of your business?
For those who own a business, selling more is like breathing. Running away from the obvious and building metrics that can lead you to the final revenue results you desire is essential to making any company grow. Digital channels made many fall into the temptation of counting clicks and costs per acquisition. But, many forget to create indicators that can test out new strategies and boost the business as a whole.
Investing in long-term metrics focused on the customer, such as CVL (Customer Lifetime Value) is a good start for improving the analysis of results and allocating your resources more intelligently.
Better and quicker decisions can be made if you implement models that connect real time media indicators (number of visits, CPA) and business goals (CLV, profit, revenue).
Experiment more
Many marketing professionals have a hard time investing resources on brand new strategies. However, it is strategic testing that can make metrics evolve.
The current time is all about total focus onto the consumer. Incorporating metrics to your business while worrying about optimization is important, but you cannot forget about experimentation. This is going to place your business on a pathway to innovation.
Thinking about the customer journey, developing evolution and improvement goals for every multichannel step of the way must be a priority. Stop having the never-ending meetings about monthly profit and start having meetings about who your public is, how to impact them and how to conquer them better than your competitors. Try to listen to what your team has to say (using Design Thinking processes, for example) and create goals to improve each touchpoint.
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