Marketing operators are often asked to objectively demonstrate the efficiency of their actions and decisions through KPI.

However, many marketing professionals are not sure which metrics to use and how to present them to the best.

The French start-up Toucan Toco, specialized in reporting and data visualization, identified the ten most valuable KPIs to improve marketing strategies.

After planning and implementing a marketing strategy, it is essential to measure its results. KPIs (Key Performance Indicators) are quantifiable measures used to assess the effectiveness of a marketing campaign. They are in fact valuable resources to make decisions and demonstrate the returns generated by the costs faced.

Kpi can be of various types and types. For this reason it is important to measure the right ones to evaluate the effectiveness of the marketing efforts of the company. And to consolidate the long-term strategy.

To choose efficient marketing KPIs, you first need to answer some questions. What is my company’s core business? What results do I have to achieve to grow my company? Do I want to spend on generating leads or registrations?

All this information will help you choose the KPI marketing indicators that most correspond to your company’s goals and business.

The 10 most important digital marketing KPIs to monitor

1. Romi (Return on Marketing Investment)

The purpose of measuring Romi is to assess how investments made in marketing actions contribute to profits. If you have a return on positive investment in marketing, it means that campaigns are bringing more money than they spent.

Knowing the Romi campaign also helps you to better understand where you need to allocate the marketing budget to get the best results. For example, if one of the campaigns generates a 15% return on marketing investment while the other generates 70%, it is easy to guess where to invest the future budget.

2. Lead conversion rate

Knowing the rate of conversion of the contacts (lead) is essential to understand how the sales channeling takes place and what marketing campaign has the best repercussions on the Roi of its company.

3. Conversion rate per marketing channel

In order to maximise the conversion rate of contacts, it is essential to identify which marketing channels bring the most qualified. DEM? Events? Inbound? The average conversion rate for each of these channels needs to be calculated to give priority to the most efficient in terms of investment and to improve those that bring less opportunities.

4. Cost per Lead

Knowing your cost per contact allows you to make more strategic marketing decisions. This metric allows you to evaluate the effectiveness of your marketing actions and to maintain control over your advertising budget.

5. Customer Lifetime Value (Ctv)

The Customer Lifetime Value is a forecast of the profits generated by a company based on its relationship with each customer. The increase in CTV will allow you to maintain a bond with your customers, stabilize the participation rate and improve their satisfaction. In addition, it will allow to estimate a reasonable cost per acquisition.

6. Organic traffic and generated by Sea

Organic traffic refers to traffic on the website generated by free search engines such as Google or Bing or Yahoo. It is a valuable resource that should usually represent more than half of the total traffic of the website.

Sea refers to the traffic generated by paid marketing, thanks to pay-per-click ads. On the one hand, Sea is a great tool because it allows complete control of online campaigns and shows instant traffic. On the other hand, Sea’s disadvantage is the monetary cost.

7. Traffic to the site to generate marketing leads

Traffic on the website is an essential metric, but it could be misleading in itself. For example, if you are receiving a lot of traffic, but visitors are not converting to lead, there is something wrong with strategy.

The key is to measure website traffic with other criteria. By measuring website traffic with marketing leads, you can evaluate the efficiency of marketing actions and their impact on your company’s Roi.

8 Roi generated by social media

Monitoring the Roi generated by social media is crucial to assess the performance of the online marketing strategy. All efforts made on social media should be traceable so that they are always able to demonstrate the value of a campaign.

As with data on website traffic, the scope of social media should be considered in view of its impact on conversion rates and Roi. In order to achieve an optimal marketing strategy that goes beyond a goal of awareness.

9. Open rate and click-through-rate email marketing (Ctr)

The other marketing KPIs that count to measure your marketing campaigns are the performance of the mailing campaigns. While the percentage of email opening allows you to assess the relevance of emails and highlight the quality and degree of involvement of the mailing list, the percentage of Ctr allows you to evaluate the efficiency of Call To Action.

10. Click-to-open-rate (Ctor)

The Ctor corresponds to the email report where the user clicked on a link, but in contrast to the number of unique openings. This measure allows you to evaluate the effectiveness of the content of the email sent.

Information about Toucan Toco’s activities are available on the company’s website at this link.

Leave a Reply

Your email address will not be published.

You May Also Like