Some indicators are easy to evaluate, the same traffic is enough to look at Google Analytics or Yandex. Metrica. Others are calculate using complex formulas, and to work with them, it will be necessary to improve the analytical system. For example, to get ROMI, end-to -end analytics is need. Which will link advertising spend data with sales data from CRM.
Which indicators to choose depends on the promotion goals. Online stores are usually intereste in conversion, information portals need traffic and engagement, and, for example, companies with a long sales cycle want warm leads.
Stages of performance marketing
performance marketing is a flexible service. Personal conditions are discusse with each client, depending on the needs and characteristics of his business. But there are a few key points, without which the work is impossible.
- Definition of goals. The client and the contractor Benin Email List formulate what result needs to be achieved and in what time frame. So the goal “I want more sales” turns into “Reduce the cost of customer acquisition by 25% by the end of the year” or “Increase the number of requests from organic search.” Audience growth can be tracked using Google Analytics, attracted leads will be displayed in CRM, and new mailing subscribers in the mailing service, etc. It is important to provide the contractor with access to analytical services so that he can determine the effectiveness of his actions.
Key Performance Indicators
- Analytics. The agency investigates the client’s business: gets acquainted with the product, studies the target audience, monitors competitors, and audits current activities.
After all these approvals, work begins. It, as a rule, goes iteratively – in small stages. The contractor starts an advertising campaign, measures the results and adjusts further actions based on them.
The basis of performance marketing is web analytics. Without knowing the indicators, it is impossible to improve them. It’s like playing hot-cold against a silent opponent. So those who want to order a performance need to be ready to open access to accounts in the analytics system and improve it.
Our partners from SODA digital agency told us what a client who wants a performance service should be prepared for.