SEO
What You Need To Know
How do you measure the effectiveness of your marketing campaigns?
Have you ever felt that some marketing channels’ data seems to be located in “a void” – meaning it’s hard to discover their actual impact?
Channels like connected TV, satellite radio, digital advertising, email, and social networks have made marketing campaign analysis a complex field for marketers.
But you can find valuable insights for your strategies – if you know where to look.
Luckily, you’ll uncover precisely where this hidden data lies, right now.
On September 28, I moderated a webinar by Shaubhik Ray, Senior Director of Digital Analytics at iQuanti.
Ray explained how you can improve your ability to predict the success of your marketing programs.
Here is a summary of the webinar.
To access the entire presentation, complete the form.
The What, Why & How Of Marketing Effectiveness
Marketing effectiveness goes hand-in-hand with efficiency. If your marketing is performing effectively, the cost of acquiring or executing a campaign is more efficient.
The underlying goal of all marketers is to understand the actual return on their investment in different channels.
It’s important to measure marketing effectiveness because you want to optimize:
- Marketing performance.
- Marketing budget.
- Business performance.
However, isn’t always easy to track due to external and internal factors.
[Learn Your Barriers Of Effectiveness] Instantly access the webinar →
Measurement Techniques To Use To Guage Success
First, create a KPI framework to identify your important business KPIs.
Next, design a solution to capture your company’s KPIs accurately.
Then, standardize your channel data collection.
Finally, develop a structured approach to identify what marketing KPIs should be collected for measuring business success.
Once you understand the different metrics you’re capturing, focus on standardizing how you capture this data.
These methods can include:
- Campaign tagging framework.
- Campaign naming conventions.
- Roll-out of a campaign tracker.
Advanced Techniques For Measuring Effectiveness
You can measure marketing campaign effectiveness by tracking:
- Attribution.
- Cause & Effect.
- Marketing Mix Modeling.
Digital Attribution
Digital Attribution is the science of assigning credit to each marketing touch point of the customer journey based on that touch point’s influence on their ultimate conversion decision.
Approaches include rule-based and algorithmic attribution.
[Learn What These Are & How They Help] Instantly access the webinar →
Incrementality: Proving Cause & Effect
Incrementality in marketing is the lift or increase in the desired business outcome (e.g., awareness, web visits, conversions, revenue) resulting from a marketing intervention.
You can approach this on a user level or geo-level.
[Learn More] Instantly access the webinar →
Marketing Mix Modeling
Marketing Mix Modeling (MMM) is a statistical technique used to identify and quantify the relationship between a pre-defined KPI like sales and the factors influencing them.
This approach is privacy friendly, holistic, and flexible.
[See it in action] Instantly access the webinar →
Metrics For Measuring Marketing Spend
By analyzing the spend metrics you’re tracking for the particular campaign, you can get a good understanding of how effective different campaigns are.
There are a lot of spend metrics, but the three cost metrics that help you understand how well each of your campaigns is performing are:
- Cost Per Acquisition (CPA).
- Cost Per Incremental Acquisition (CPIA).
- Marginal Cost Per Acquisition (MCPA).
[Take a closer look at each metric] Instantly access the webinar →
Now that you know the techniques and metrics, you can go on selection.
How To Select The Right Measurement Techniques
Consider the following factors while selecting the proper measurement techniques:
- Availability Of Data
- Is the data foundation in place?
- Availability of historical data and granularity of data.
- Availability Of Resources
- What’s the current tech stack for measurement?
- Access to skilled resources.
- The Use Case
- The primary objective of the analysis.
- Industry and customer journeys (path to conversion).
Knowing where to look allows you to find valuable insights for your strategies, gain clarity, and move in the right direction with your campaigns.
[Find Your Best Measurement Technique] Instantly access the webinar →
Measuring Marketing Effectiveness: What You Need To Know [Webinar]
Here’s the presentation:
Join Us For Our Next Webinar!
6 Keys Your Business Needs To Win With Your Marketing Agency
Building trust with your agency and establishing a strong marketing foundation is a sure-fire way to take your business to the next level. This webinar will walk you through ways to have a clear, transparent and trusting partnership with your agency and drive results.
Image Credits:
Featured Image: Paulo Bobita/Search Engine Journal
SEO
Executive Director Of WordPress Resigns
Josepha Haden Chomphosy, Executive Director of the WordPress Project, officially announced her resignation, ending a nine-year tenure. This comes just two weeks after Matt Mullenweg launched a controversial campaign against a managed WordPress host, which responded by filing a federal lawsuit against him and Automattic.
She posted an upbeat notice on her personal blog, reaffirming her belief in the open source community as positive economic force as well as the importance of strong opinions that are “loosely held.”
She wrote:
“This week marks my last as the Executive Director of the WordPress project. My time with WordPress has transformed me, both as a leader and an advocate. There’s still more to do in our shared quest to secure a self-sustaining future of the open source project that we all love, and my belief in our global community of contributors remains unchanged.
…I still believe that open source is an idea that can transform generations. I believe in the power of a good-hearted group of people. I believe in the importance of strong opinions, loosely held. And I believe the world will always need the more equitable opportunities that well-maintained open source can provide: access to knowledge and learning, easy-to-join peer and business networks, the amplification of unheard voices, and a chance to tap into economic opportunity for those who weren’t born into it.”
Turmoil At WordPress
The resignation comes amidst the backdrop of a conflict between WordPress co-founder Matt Mullenweg and the managed WordPress web host WP Engine, which has brought unprecedented turmoil within the WordPress community, including a federal lawsuit filed by WP Engine accusing Mullenweg of attempted extortion.
Resignation News Was Leaked
The news about the resignation was leaked on October 2nd by the founder of the WordPress news site WP Tavern (now owned by Matt Mullenweg), who tweeted that he had spoken with Josepha that evening, who announced her resignation.
He posted:
“I spoke with Josepha tonight. I can confirm that she’s no longer at Automattic.
She’s working on a statement for the community. She’s in good spirits despite the turmoil.”
Screenshot Of Deleted Tweet
Josepha tweeted the following response the next day:
“Ok, this is not how I expected that news to come to y’all. I apologize that this is the first many of you heard of it. Please don’t speculate about anything.”
Rocky Period For WordPress
While her resignation was somewhat of an open secret it’s still a significant event because of recent events at WordPress, including the resignations of 8.4% of Automattic employees as a result of an offer of a generous severance package to all employees who no longer wished to work there.
Read the official announcement:
Featured Image by Shutterstock/Wirestock Creators
SEO
8% Of Automattic Employees Choose To Resign
WordPress co-founder and Automattic CEO announced today that he offered Automattic employees the chance to resign with a severance pay and a total of 8.4 percent. Mullenweg offered $30,000 or six months of salary, whichever one is higher, with a total of 159 people taking his offer.
Reactions Of Automattic Employees
Given the recent controversies created by Mullenweg, one might be tempted to view the walkout as a vote of no-confidence in Mullenweg. But that would be a mistake because some of the employees announcing their resignations either praised Mullenweg or simply announced their resignation while many others tweeted how happy they are to stay at Automattic.
One former employee tweeted that he was sad about recent developments but also praised Mullenweg and Automattic as an employer.
He shared:
“Today was my last day at Automattic. I spent the last 2 years building large scale ML and generative AI infra and products, and a lot of time on robotics at night and on weekends.
I’m going to spend the next month taking a break, getting married, and visiting family in Australia.
I have some really fun ideas of things to build that I’ve been storing up for a while. Now I get to build them. Get in touch if you’d like to build AI products together.”
Another former employee, Naoko Takano, is a 14 year employee, an organizer of WordCamp conferences in Asia, a full-time WordPress contributor and Open Source Project Manager at Automattic announced on X (formerly Twitter) that today was her last day at Automattic with no additional comment.
She tweeted:
“Today was my last day at Automattic.
I’m actively exploring new career opportunities. If you know of any positions that align with my skills and experience!”
Naoko’s role at at WordPress was working with the global WordPress community to improve contributor experiences through the Five for the Future and Mentorship programs. Five for the Future is an important WordPress program that encourages organizations to donate 5% of their resources back into WordPress. Five for the Future is one of the issues Mullenweg had against WP Engine, asserting that they didn’t donate enough back into the community.
Mullenweg himself was bittersweet to see those employees go, writing in a blog post:
“It was an emotional roller coaster of a week. The day you hire someone you aren’t expecting them to resign or be fired, you’re hoping for a long and mutually beneficial relationship. Every resignation stings a bit.
However now, I feel much lighter. I’m grateful and thankful for all the people who took the offer, and even more excited to work with those who turned down $126M to stay. As the kids say, LFG!”
Read the entire announcement on Mullenweg’s blog:
Featured Image by Shutterstock/sdx15
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