marketing metrics matter: beyond essentials - magento metrics... · marketing metrics matter:...

Marketing metrics matter:

beyond essentials

Tink TaylorFounder & President, dotmailer

@TinkTaylor @dotmailer

“Half of the money spent on

advertising is wasted;

the trouble is I don’t know

which half.”

The holy grail

What can be taken as the ultimate measure?

Click thru Rate

• Delivered / Unique Clicks

Direct Marketing

• Volume Mailing / Interactions

Challenges

Opens or clicks?

Campaign A

Check out our new

British film of the month

Emails delivered: 10,000

Unique opens: 2,000

Open rate: 20%

Campaign B

Check out Benedict Cumberbatch’s

brand new film!


Unique opens: 1,500

Open rate: 10%

Opens or clicks?

Campaign A

Check out our new

British film of the month


Unique opens: 2,000

Open rate: 20%

Unique clicks 200

Click through rate 2%

Click to open rate 10%

Campaign B

Check out Benedict Cumberbatch’s

brand new film!


Unique opens: 1,500

Open rate: 10%

Unique clicks 300

Click through rate 3%

Click to open rate 20%

Challenges

Process Metrics ie

• Opens

• Clicks

• Click Thru Rate

The alternative metrics

1. Device usage

Reading email is the most

popular activity for 78% of

smartphone users

Reading email is the most

popular activity for 78% of

smartphone users - Forrester

Mobile is not a channel it’s a device!

150-200

time per day

2. Time of action

3. Site conversion funnel

Source: Ometria

Browse abandonment

Cart abandonment

Home page

View category

View product

Add to cart

Checkout

$$$

4. Engagement

• Dwell time

• 0-2 sec = Skimmed

• 2-8 sec = Glanced / read

• Click & open – reach

– Customer interaction

– Over time

– Across the whole

customer database

4. Engagement

How does my open rate compare… ?

4. Engagement

Camp 1Open rate 25%

Camp 2Open rate 25%

Camp 1Open rate 25%

Camp 2Open rate 25%

Rates alone can steer us in the wrong direction

4. Engagement

Camp 1Open rate 25%

Camp 2Open rate 25%

Camp 1Open rate 25%

Camp 2Open rate 25%

Rates alone can steer us in the wrong direction

Open Reach 55%

5. The ‘halo’ effect

of in-store purchase

started followed an

online activity

- Google

of email recipients

visit a store after

reading an email

- Wandful Media

Do you want to know which

channels perform the best at

any given time?


channels perform the best at

any given time?


channels drive the most value

to the business over time?

6. Customer value analysis

This analysis will show you:

• How each channel is performing

• Channel performance relative to the others

• The value of customer engagement across

multiple channels

• How much you should spend to acquire

customers across each channel

• How much you should spend to get

customers engaged across multiple channels

What does this tell us?

Spend no more than:

• $1.50 to acquire an email

• $0.10 to acquire a FB fan

• $0.90 for an email recipient to

become a FB fan

• $1.30 to capture the email for a

FB fan

Spend limit to convert:

• $13.50 for email subscribers

• $9.90 for FB fans

• $17.60 for Both email

subscribers & FB fans

Average

Purchaser Value

Average

Value

Email only $15.00 $1.50

Facebook only $10.00 $0.10

Both $20.00 $ 2.40

Ave Value: Db size / Total Rev

Ave Purchaser Value: Total Rev / No of purchasers

Conclusion

These are the metrics that matter

1. Device usage

2. Time to action

3. Site conversion funnel

4. Engagement

5. The ‘halo’ effect

6. Customer value analysis

Thank youTink Taylor

Founder & President, dotmailer

@TinkTaylor @dotmailer

Customer value example

Purchasers Revenue

Average

Purchaser

Value

Average

Value

Email 100,000 10,200 159,000 $15.59 $1.59

Facebook 30,000 1,400 26,000 $18.57 $0.87

Purchasers Revenue

Average

Purchaser

Value

Average

Value

Email only 90,000 9,000 $135,000.00 £15.00 $1.50

Facebook only 20,000 200 $2,000.00 £10.00 $0.10

Both 10,000 1,200 $24,000.00 £20.00 $2.40

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