Hier erfahren Sie, wie Sie wichtige Leistungsindikatoren auswählen können, um den Erfolg der Marketinganalysestrategie zu messen.

1. KPIs should align with business goals, covering the entire customer journey from awareness to conversion to retention (most brands miss this) is the key. 2. Just like every business requires a different set of KPIs to measure its marketing analytics efficiency, it needs to be regularly updated as your business evolves. It allows for continuous improvement in strategy and outcomes.

From my experience, effective KPI selection requires a strategic approach. It's essential to align KPIs with the overarching marketing objectives, ensuring they're quantifiable, actionable, and directly linked to business outcomes. This data-driven approach allows for continuous monitoring and optimization, ultimately leading to a more successful and impactful marketing strategy.

Selecting key performance indicators (KPIs) for measuring marketing analytics strategy success involves identifying metrics that align with your business objectives and provide actionable insights. Here’s a structured approach: -Focus on Relevance: Pick metrics that provide meaningful insights (e.g. CPL, conversion rate). -Cover Customer Journey: Include KPIs for engagement (click-through rate), conversion, and retention. -Monitor ROI: Track return on ad spend (ROAS) and customer acquisition cost (CAC). -Review Frequency: Measure KPIs with the needed frequency (daily, weekly, monthly). -Benchmark: Compare KPIs to industry standards or historical data. -Adapt and Refine: Regularly update KPIs based on goals and performance.

Key Performance Indicators (KPIs) are critical measures for evaluating the performance of a marketing analytics plan. They act as quantifiable milestones for measuring progress towards specified goals. When choosing KPIs, prioritise those that accurately reflect the performance of your marketing efforts. The correct KPIs should be relevant and measurable and indicate how well your approach is doing.

I work with local service businesses, and really the only thing that matters is making their phone ring. I've seen a ton of ad agencies send their clients "progress reports" with CTR, website visitors (yuck) and other garbage. All that matters at the end of the day is measuring results that tie directly to your client's underlying business goals.

Your KPIs should be closely related to your primary business and marketing objectives. Whether your goal is to raise brand awareness, promote conversions, or improve customer interaction, your KPIs must reflect these aims. Aligning KPIs with your goals ensures that your marketing analytics approach stays focused on what is most important to your company's success.

I do a ton of audits on local businesses and the results are ATROCIOUS. Half of the time, they don't have a Facebook pixel installed. Worse than that, I'll find companies who worked with an ad agency that RAN GOOGLE ADS and didn't put a Google Tag on the client's site. I think these two alone account for 90% of measurement in digital marketing, besides the CRM you link them to.

When picking KPIs, it is crucial to use reliable and consistent data sources. The accuracy of your KPIs depends on the quality of the data you collect. Please ensure the data sources you choose are trustworthy and give the information you need to measure your chosen KPIs effectively. Integrating data from numerous sources can provide a more complete picture of your marketing performance.

When selecting KPIs, applying the SMART criteria—Specific, Measurable, Achievable, Relevant, and Time-bound—ensures that your metrics are well-defined, strategically aligned, and actionable. SMART KPIs transform vague objectives into precise, targeted metrics that drive measurable progress. Example: "Increase monthly sales revenue by 20% over the next six months by improving the lead conversion rate by 5%." Specific: Increase monthly sales revenue. Measurable: By 20%. Achievable: improving lead conversion. Relevant: Directly contributes to overall business growth objectives. Time-bound: Within the next six months. This approach provides clarity, enhances focus, and ensures that your KPIs directly contribute to your overall business goals.

When choosing KPIs, using the SMART criteria-Specific, Measurable, Achievable, Relevant, and Time-bound—can significantly improve their effectiveness. SMART KPIs guarantee that your metrics are clear, reasonable, and aligned with your strategic objectives. Instead of a general aim like "increase website traffic," a SMART KPI would say "increase website traffic by 15% over the next three months."

Not connected to the algorithm, but a very "smart" thing to do when selecting KPIs to focus on is to make sure that you're measuring performance across the entire customer journey. It can be very tempting to focus on KPIs around traffic acquisition and (obviously) conversions. However, given that most visitors don't buy on the first visit, it's important to look at behaviour and engagement metrics to see what interests them and how they interact with you. Equally, if you want repeat business, you need some idea of whether visitors are coming back with the frequency that you'd be looking for.

I like to take a daily look at clients' ad accounts to make sure things are running smoothly. If you don't let the platform decide changes (which I would recommend most of the time, since they want you to spend more), looking at the data and making changes at least once a week is ideal. If you let a terrible ad, landing page, copy, etc run long enough, you're burning money on something that could've been fixed with just a quick glance over the ad account.

Once you have selected and implemented your KPIs, it’s essential to regularly analyze the data they generate and be prepared to adapt your strategy based on the insights gained. KPIs are not static; they should evolve as your marketing goals and business environment change. Continuous monitoring and adaptation ensure that your marketing analytics strategy remains effective and responsive to new challenges and opportunities.