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Marketing Analytics and Data
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Customer Segmentation
Customer segmentation is the practice of dividing a company's customers into groups. To apply this, customize marketing strategies for different segments to increase relevancy and response rates.
Cost Per Acquisition (CPA)
CPA refers to the total cost of acquiring a new customer. Lower the CPA by optimizing advertising campaigns and improving conversion rates.
Session Duration
Session duration is the time a user spends on your website during a single session. Use this data to assess content engagement and the user experience.
Lead Generation
Lead generation is the initiation of consumer interest into products or services. To apply this data, improve targeting and personalize campaigns to increase conversion from leads to customers.
Pageviews
Pageviews indicate the total number of times a page is viewed. They can be used to evaluate content popularity and website traffic.
Unique Visitors
Unique visitors refer to the number of distinct individuals visiting a website during a given period. This metric helps gauge the reach of your site and content.
Email Open Rate
The email open rate is the percentage of email recipients who open a given email. To improve open rates, optimize email subject lines and send at peak engagement times.
Engagement Rate
Engagement rate measures the level of interaction users have with your content. To utilize this data, create content that resonates with your audience to foster higher engagement.
Conversion Rate
The conversion rate is the percentage of users who take a desired action, such as making a purchase. Use this data to identify effectiveness of calls to action and landing pages, and to test different strategies for improving conversions.
Churn Rate
Churn rate is the percentage of customers who stop using a company's product or service over a particular period. Monitor and analyze this data to develop strategies to retain customers.
Net Promoter Score (NPS)
NPS gauges customer loyalty by asking how likely customers are to recommend a company to a friend. An NPS can identify brand evangelists and customers who may need additional support.
Brand Awareness
Brand awareness refers to the extent to which consumers recognize a brand. Improved brand awareness can lead to increased market share and customer loyalty.
Keyword Analysis
Keyword analysis involves researching and choosing the best keywords to drive traffic from search engines. Use this to optimize content and align with user search intent to improve SEO rankings.
Bounce Rate
Bounce rate is the percentage of visitors who navigate away from the site after viewing only one page. Analyze and reduce bounce rate to improve engagement and conversion opportunities.
Traffic Sources
Understanding where your website traffic comes from allows you to identify the most valuable channels. Refine strategies for underperforming channels and invest more in those bringing quality traffic.
Market Share
Market share is the percentage of an industry's sales that a particular company controls. Use this data to understand the competitive landscape and strategize for growth.
Attribution Modeling
Attribution modeling assigns credit to different marketing touchpoints in a customer’s journey. Use this information to understand which channels contribute most to conversions and allocate budget effectively.
Return on Investment (ROI)
ROI measures the profitability of an investment. Calculate marketing ROI to assess the effectiveness of marketing campaigns and adjust strategies for better returns.
Customer Lifetime Value (CLV)
CLV predicts the net profit attributed to the entire future relationship with a customer. To apply this data, focus on retaining high-CLV customers and improving the CLV of other segments.
Sales Funnel Analysis
Sales funnel analysis examines each stage of the sales process. Leverage this data to identify bottlenecks and optimize the conversion process.
Customer Satisfaction (CSAT)
CSAT measures how products and services supplied by a company meet or surpass customer expectation. Utilize surveys to gain insights and improve product quality and service.
Social Media Reach and Impressions
Reach measures how many unique users see content; impressions measures how often content is displayed. Use these metrics to gauge the visibility of your content and optimize posting strategies.
Click-through Rate (CTR)
CTR indicates the percentage of people who click on a link among the total who see the link. Use CTR data to gauge how well your keywords and ads are performing.
Average Order Value (AOV)
AOV tracks the average dollar amount spent each time a customer places an order over a defined period of time. To increase AOV, employ upselling and cross-selling techniques.
Share of Voice (SOV)
SOV is the market your brand owns compared to your competitors. It measures your brand's visibility in the marketplace. Utilize this to strategize on gaining a competitive edge and increasing SOV.
Cost Per Click (CPC)
CPC is the amount paid for each click in a pay-per-click marketing campaign. Manage CPC by optimizing ad quality and relevance to attract more clicks at a lower cost.
Abandoned Cart Rate
The abandoned cart rate is the percentage of online shopping carts that are added but not converted into a purchase. Reduce abandonment with reminders, incentives, and an optimized checkout process.
Email Click-through Rate (eCTR)
Email click-through rate is the percentage of email recipients who click on one or more links contained in an email. Use this metric to measure the effectiveness of email content.
Email Bounce Rate
The email bounce rate is the percentage of your total emails sent that could not be delivered to the recipient's inbox. Keep this rate low by maintaining a clean email list and following best sending practices.
Email Conversion Rate
Email conversion rate is the percentage of email recipients who click on a link within an email and complete a desired action. To improve this rate, ensure emails are targeted and contain a clear CTA.
Cost Per Thousand Impressions (CPM)
CPM represents the cost of one thousand advertisement impressions on one webpage. Use CPM to understand cost-efficiency of brand awareness campaigns and adjust as necessary for better exposure.
Influencer Marketing
Influencer marketing uses endorsements and product mentions from influencers—people who have a dedicated social following. Assess its effectiveness through brand lifts, engagements, and conversion rates.
Keyword Ranking
Keyword ranking refers to a website's position in search engine results pages for a specific keyword. Improve rankings via SEO strategies like on-page optimization and link building.
Average Revenue Per User (ARPU)
ARPU is the average revenue generated per user or unit over a specific period. Maximize ARPU through targeted upsells, cross-sells, and personalized marketing efforts.
Mobile Traffic
Mobile traffic looks at users who access your website from mobile devices. Optimize for mobile to ensure a seamless experience that encourages engagement and conversion.
Pay-Per-Click (PPC) Advertising
PPC is an online advertising model where advertisers pay a fee each time one of their ads is clicked. Carefully manage PPC campaigns to ensure they're cost-effective and meeting conversion goals.
Content Marketing
Content marketing involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. Apply it by sharing engaging material that solves problems and satisfies search intent.
Customer Journey Mapping
Customer journey mapping is a visualization of the process a customer goes through to achieve a goal with your company. Use it to identify key interactions and optimize the customer experience at each touchpoint.
Return on Ad Spend (ROAS)
ROAS measures the gross revenue generated for every dollar spent on advertising. Improve ROAS by optimizing campaigns for higher conversions and revising the targeting criteria.
Search Engine Optimization (SEO)
SEO involves optimizing a website to rank higher in search engine result pages for relevant searches. Apply SEO practices to increase organic traffic and improve visibility online.
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