MKT 315 Final Exam

Ensuring email deliverability (12)

- 21% of emails sent never reach the desired inbox - ISPs assume you are junk until you prove them otherwise - Monitor your reputation - Prove subscriber enagagment

Segmentation Email Campaigns (12)

- A segmentation campaign is a broadcast campaign sent as a promotion to segment subscribers by interest - follow-up can then take place based on actions previously

Retargeting (11)

- A tracking pixel is a piece of code placed on a site to trigger a cookie, which stores information about your user's visit to the site - the tracking pixel delivers the information to the server - the cookie store's the information in the user's browser so that the server can read it again later

Ascension Email Campaigns (12)

- An ascension email campaign is a triggered campaign following a purchase to start the value loop designed to turn ordinary buyers into repeat buyers - Helps build a long-term relationship - Overcome objections - Prescribe the next logical step - Increase the average value of customers by selling more to them, more often - Increase trust - Make customers ascend to fans

Spam score (12)

- Anti-spam software like SpamAssassin assign scores to emails: they analyze an email in its entirety and give each item they perceive as a spam risk a number of points - Always good practice to check the spam score of your messages

Social Mistakes (10)

DO NOT: - respond when angry - buy followers/connections - be a salesperson - automate conversations

Tracking Traffic (14)

Default sources of traffic as recorded by Google Analytics: - Email - Organic search - Direct - Paid search - Referral - Social

Prepare to Test (13)

Develop an optimization hypothesis - Come up with a plan and document statistics - Because we observed (A) and feedback (B), we believe that changing (C) for visitors (D) will make (E) happen. We'll know this when we see (F) and obtain (G). - Define key performance indicators (KPIs) based on page-level and campaign-level goals - Calculate your test timeline (aim for >1 week if possible)

Growing a following (10)

Keep content interesting - don't always direct to products/services you offer - discuss topics that your target audience finds interesting and conversation worthy - think about how your business can expand conversation beyond your products/services

Google parameters (11)

Keyword parameters: - exact match: [nursery decor], will match exactly - Phrase match: "nursery decor" will match when keywords are placed sequentially, thus boy decor would not match

Seeker Channels (10)

Seeker channels are social platforms that users go to when seeking specific content - Think of these as modified search engines - Users search for and discover content - YouTube and Pinterest - Great for social influencing - Strategically placing content on these sites provides a way to share valuable information with a target audience while building authority for a brand - Great for social selling - Optimizing videos or images with CTAs that serve to transform leads into customer - or at least consumer more content on your site

Hot

Sell more and more often. - people who have purchased from you-either first time or repeat - use paid traffic to sell more to the customers you already have - make profit maximizer offers to hot traffic

Invest in team education (10)

Social selling is a new field - Before investing in a social selling program, you should develop the core infrastructure to educate your team through guides, internal blog posts, webinars, and training sessions.

Categorizing Data by Type (15)

There is another way to categorize metrics, and that's by the type of information they provide. Key metrics dictate overall health . These metrics are like a thermometer for your business. - For a metric to be key, you need to be able to look at it and know immediately whether your business is doing well or not. Drill-down metrics answer big questions . These metrics are more granular and help you understand what's going on in specific areas of your business. Typically, you use both types of metrics together, not one or the other. If key metrics tell you things are going well, you use drill-down metrics to help you understand why.

BOFU (15)

converting prospects into customers Your key question when choosing metrics for this stage: Does this metric give me insight into how well prospects convert into customers? This stage is especially important because, once someone buys something from you, the likelihood that they'll buy again increases 10x, and their willingness to invest in the relationship significantly increases.

Build a promotional calendar (12)

• Catalog all your assets • Create an annual promotional plan • Develop a marketing plan • Create a monthly calendar • Consider a 90-day rolling calendar

Traffic Temperature (11)

- you move people toward a conversion by creating a relationship with them - where are we in our relationship? cold-hot

Choose the right tools (10)

- hootsuite - mention

Google Parameters cont (11)

- Broad match: nursery decor. Shows for similar phrases and relevant variations from the keyword, including: plurals, synonyms, misspellings, etc - Broad match modifier (BBM): +nursery +decor. shows close variations, such as misspellings (but not synonyms) in any order - more control than broad match but less than phrase match

Relational Emails (12)

- Deliver value by providing free content and information - May not sell a product or brand directly, but they build a relationship by adding value upfront

Broadcast emails

- Emails that are sent to your entire list at a given time - not in response to customer actions - Sent at a specific time for a specific purpose - Only user for three purposes: 1. Newsletters: As promised 2. Promotions: Only major promotions that deliver value to your entire customer base 3. Segmentation: Determine the specific interest of certain customers to segment your lists

Triggered emails (12)

- Fully automated after content has been honed - Sent after a specific customer action has taken place - Specific actions to trigger an email: - New subscriber - Gated offer - Registration confirmation - Receipts - Segmented promotion - Shopping cart abandonment - Reengagement after a subscriber has ignored your brand emails for a specific period

Outbound prospecting (10)

- Gathering intelligence and learning as much as possible about your customer base - Directly reaching out to them and introducing them to your company

YouTube (11)

- Great platform for building relationships and moving cold prospects to hot repeat buyers - People are conditioned to skip YouTube ads, so if you don't give them a reason to stay in 5 seconds, they will move on. To combat this: - call out your audience ie location/interest - ask a question they can relate to - speak to a pain point - entertain - immediately provide value

Twitter (11)

- Great platform to run traffic to cold audiences because people use it to consume content - introduce yourself - drive to content that provides value, establishes authority, and starts building a relationship - once there, then provide offer

Using Metrics to solve: 1. start by reviewing your key metrics (15)

- Identify the places where your performance is better than expected or, perhaps, trending downward. This blog post's traffic is double most other blog posts. - What made it perform better? We're getting new subscribers every day, but our total subscriptions are staying the same. - What's happening? Where are we losing subscribers? Why? Every time writerX writes a blog post, traffic and shares are higher than normal. - What makes her blog posts better than anyone else's?

Google Ads (11)

- Include a CTA: be specific as to what you want them to do - Use your Keywords: include the keywords you are bidding on, this helps your score- it also bolds the words - Ask a question: questions often capture attention more than a statement - Focus on benefits and pain points: how will we make the customers life better

Monitor your reputation (12)

- Monitor volume and complaint rates thru your email provider • Respond to complaints in a timely manner • Make sure you stop sending email to anyone who unsubscribes • Keep your message volume steady • Check your blacklist status on sites like Spamhaus and Spamcop

Email Campaign Metrics (12)

- Open rate - click thru rate - unique clicks and unique open rate - click to open rate - bounce rate - unsubscribe rate - opens by device - spam score

Promotional emails (12)

- Present leads and customers on your email list with an offer - Most common because 66% of consumers have made a purchase as a direct result of an email - Great for lead generation, retention, loyalty, engagement, nurturing, sales, and upsells - Be careful not to focus only on promotional emails, include other types in your campaign

Use Qualitative Data (13)

- Qualitative data is info that people can observe but not necessarily measure To gather information about user behavior, consider using: - Heat maps - Session recordings - Customer service questions

Transactional emails (12)

- Sent in response to an action that a customer has taken - Examples: order confirmations, receipts, coupon codes, shipping notifications, support tickets, etc. - Try and reengage the customer when they are already feeling good about their purchase or experience

Listening (10)

- Social listening involves strategically monitoring and responding to mentions - If you are just getting started, use listening as a base for a social strategy Popular tools: - Google Alerts - Mention - Hootsuite Listening goes beyond customer service and informs all aspects of the social success cycle - Influencing: by letting you know the type of content your audience finds most valuable - Networking: by paying attention to who is sharing influential information in your industry - Selling: by answering questions and offering insights until a prospect is ready to make a buying decision Before implementing a social listening campaign, you need to determine what keywords to listen for. - Brands: Company name, brands, sub-brands, products, etc. - Topics: industry related topics on which to build authority - Competitors: Who they are, what others say about them, and how they interact - Influencers: Who are they and what do they contribute - People: What do people say about high-profile, forward facing people within your company

Growing a following: splintering, visualizing, tagging, monitoring, scheduling (10)

- Splintering: breaking your content into pieces and posting them a la carte - Visualizing: Create a visual asset for every splinter - Even use verbiage to create an image - Tagging: Tag people and brands whenever it makes sense - Draws attention and traffic from other social influencers and their followers - Monitoring: Most social action occurs in the first 24 hours of a post - URL shorteners like Bitly - make this easy and save space - Scheduling: Long term automated distribution is necessary to combat the transient nature of social media

Click-thru rate (12)

- The number of clicks on the links contained in an email, divided by the number of emails delivered - The CTR is determined by the email's content - images, copy and especially calls-to-action

Inbound marketing (10)

- The process of building a pipeline of leads through content - Discovering, curating, and sharing content should be exhaustive.

Engagement Channels (10)

- Users primarily engage and connect with others - User-to-user conversations are commonplace where they share short-form content that links to long-form content elsewhere - Twitter, Facebook, LinkedIn - Best for social listening - Can monitor and respond to customers - Can evaluate competitive communication - Good for sharing content and networking

Instagram (11)

- Uses the Facebook advertising system: you can specify your target's location, demographics, interests, behaviors, etc - 60% of users say they learn about products/services, and 75% say they take action

Sending Emails (12)

- You should not send every email to every subscriber on your list - You can't manually send every email to every subscriber - Emails should be broken into two types: - Broadcast - Triggers

Email Marketing (12)

- email returns a 4300% ROI for business in the US - both cost and time effective, not to mention one of the first channels

Twitter Native ads (11)

- follow the form and function of the medium in which they are placed

Google (11)

- great traffic platform because you can present ads to people when they are actively looking - GoogleAdWords - Need a goal: test the market elsewhere (facebook) because google traffic can be more money - Pay based on clicks: select the manually set my bid for clicks option, which allows you to be In control of your budget; otherwise, AdWords automates your budget - Can target by location: big opportunity for geo-targetting - don't forget to research your keywords/phases

Opens by devices (12)

- knowing if users open your messages on their desktop, smartphone, or tablet

Social influencing (10)

- may not have a direct effect on revenue or cost, but it does have a tremendous effect on value - social influencing increases mind share - bounce people from one social channel to another in order to increase brand intimacy

Boomerang traffic (11)

- only 2% of web traffic converts on the first visit - retargeting brings people back to your site, getting them one step closer to conversion

LinkedIn (11)

- powerful platform for lead generation and running ads to cold traffic - can target demographics, job titles, skills, companies, etc - sponsoring content is an effective tool - expensive but has a very specific purpose

Split Testing (13)

- split testing is a method of conducting controlled, randomized experiments with the goal of improving a website metric, such as clicks, form completions, or purchases. - A/B testing - Multivariate testing • Test a control vs at least one other variable

Social Networking (10)

- tap into niche media rather than going for the big guns right out of the gate - network by topic and share your expertise in the field - use SEO for your content as media are more than ever using search engines to locate sources

Unique clicks and unique open rate (12)

- the amount of single users who have opened or clicked at least once - unique clicks or unique openings/emails delivered

Retargeting cont (11)

- the biggest mistake a digital marketer can make with retargeting is to assume all visitors are alike and show them all the same ad - make sure you are segmenting your visitors and content - retargeting and segmentation allows you to personalize a visitor's experience

Click to open rate (12)

- the number of clicks with respect to the number of openings - the most accurate metric for measuring the level of interaction

Unsubscribe rate (12)

- the number of users who unsubscribe - a healthy unsubscribe rate should stay <2% - the number of unsubscribers should always be lower than the number of new users

Bounce rate (12)

- the percentage of email addresses that returned an error after being sent - errors can be either permanent (hard bounces) or transient (soft bounces) -Hard bounce: non-existent or invalid email addresses that will never be delivered the message - Soft bounce: full inboxes or temporary server issues- in these cases, delivery will ensue if the issue is resolved - Hard bounce rates are one of the key elements used by (ISPs) to determine sender reputation: this is why you should always clean up your lists in real time

The Feedback Loop (10)

- the social listening feedback loop makes sure that prospects and customers feel valued and heard

Social Selling

- use a value-first strategy to generate leads and sales - the main goal is to move prospects and leads from channels that you do not own (twitter, instagram, etc) to channels that you do own. - website - email list

Choosing the Right platform (11)

- where is your audience spending time online? - use broad demographic information to start the selection process. Alexa can help you get site traffic and demographic info - thank about your customer avatar- where are they getting info

Pinterest (11)

- women make up 85% of pinterest users- 42% being adult women - pinterest users are in an open to buy mindset - a promoted pin allows you to target a market based on demographics, locations, interests, devices, and search queries - based on a cost per click (CPC) model - only allows 20 keywords, so be selective

Reengagement email campaign (12)

-A reengagement campaign is a triggered campaign sent to subscribers who have not opened/clicked on an email in a specific time period - Brings subscribers back to the customer journey - Protect your list by unsubscribing people if they don't take action for a long time

Engagement Email campaigns (12)

-An engagement campaign is an interest-based, triggered campaign sent immediately following a subscriber action - Makes a relevant offer and potentially a sale - The goal is to turn subscribers into converts What is the next step you want your subscriber to take? • Is the subscriber ready to take that next step? - Turn subscribers into converts - Consider what the subscriber is interested in now and what they'll be interested in next •Reference the previous positive action •Overcome objections •Ask for the next step

Top Traffic Platforms (11)

1. Facebook 2. Twitter 3. Google 4. YouTube 5. Pinterest 6. LinkedIn 7. Instagram - large volume of users - easy to use interfaces - excellent targeting options

Benefits of google analytics (14)

1. Free to use 2. Easy to setup, Maintained by Google 3. Know your visitors/customers 4. Understand traffic movement 5. Customized data/reports 6. Targeted campaigns 7. Automated emails 8. Goals - setting/monitoring 9. Campaign tracking 10. Know what people are searching for on your site 11. Find most relevant pages of your site 12. Feedback for content 13. Feedback for site 14. Exporting data in various formats 15. Compatibility with other tools and add-ons

Increasing clicks and opening

1. Get the timing right: - Find a time where your email are being opened - Often: 830-10am, 230-330pm, 8-12pm 2. Use names - First names in the subject boost opens by 20%+, but don't overuse this technique 3. Be positive in the morning and negative at night 4. Be controversial or relevant 5. Use odd or specific numbers - Example: 14 ways to increase productivity 6. Keep the subject line short - 6-10 words and ≈25 characters 7. Include symbols in the subject line 8. Press play - Instead of including a link, use a still image with a Play button superimposed on top 9. Ask customers for their thoughts - Oftentimes receives the highest click-thru rate 10. Don't be afraid to use video/gifs 11. Add a countdown - Increases urgency

3 Principles of Well-Executed Analytics (15)

1. Give Data a Job 2. Using Metrics to Solve Problems 3. Contextualizing Data to Account for the Unmeasurable

Monthly Calendar (12)

A 30-day calendar should have three goals: - Monetization • Making money or a sale - Activation • Moving your customer forward on the customer journey - Segmentation • Becoming more aware of customers' needs and desires so you can segment your list and deliver value • Set a promotional goal each week, but leave a week for a wildcard campaign

Analyze the Test (13)

1. Report all findings - Test title, URL, timeline, metrics measures - Hypothesis - Variants - Results - Showcase winning variant - Analysis - Recommendations 2. Report conversion range - Range between the lowest and highest possible conversion rate 3. Look at each variants heat map - Finds new things to optimize and test 4. Analyze key segments 5. Implement successful variation 6. If null test, pick your preferred variation 7. Create new hypotheses and plan future tests 8. Share findings

5 steps to social selling (10)

1. outbound prospecting, inbound marketing 2. Redefine sale goals 3. Invest in team education 4. Choose the right tools 5. Allow ample time and track feedback

Indoctrination email campaigns (12)

An indoctrination campaign is a triggered campaign sent immediately following an initial subscription - Teaches new subscribers about your brand and aims to convince them they made the right decision by joining • Customers don't sign up for email lists on a whim - Indoctrination campaigns reaffirm positive action • Increases open and click-thru rates • 1-3 emails introducing the brand on a deeper level - Welcome and introduce - Restate the benefits of being a subscriber - What to expect - What to do next - Introduce your brand voice/personality

Offline email campaign metrics (12)

Conversion rate - The metric that measures how effective your message is in relation to your objective - Conversions are intertwined with a call-to-action's quality Return on investment (ROI) - Measures the cost-effectiveness of email campaigns - Email is the channel with the absolute highest average ROI -(Value of sales from an email campaign - Campaign costs) Campaign costs

Warm (11)

Convert to leads and low dollar buyers. - people who have heard about you or engaged with your brand but have not purchased - they are evaluating whether they like what you have to say and whether they are interested in learning more - also evaluating competitors - make entry point and gated offers

Writing Body Copy (12)

Break your email into sections where each section contains a link - Introduction: Why cares? • Show customers that they should care and why - Body: Why should they care? • Explain proven benefits - Close: Why now? • Explain urgency - P.S.: Can you prove it? • Share social proof

Testing Technology (13)

Edit, test and track via: - Visual Website Optimizer - Unbounce - Optimizely • A test duration calculator will help you determine how long you need to run a split test in order to get a reliable result

Test Performance (13)

For some tests, data overwhelmingly concludes a specific option; however, if you are having trouble deciding, follow these guidelines: - Your variation indicates success and you should implement if: • Lift is statistically significant • 100+ conversion per variant -Your variation comes out null if: • No statistical difference • Numbers have normalized

Retention and Monetization (after conversion) (15)

Goal for this stage? Customer satisfaction. You want to increase membership, traffic ROI, retention, and customer lifetime value. The key question when looking at post-conversion metrics: Does this metric give me insight into how satisfied our customers are? You're looking for metrics that describe real results from using your product. This data isn't waiting for you on Google, so it's harder to come by, but satisfied customers are usually willing to share them. Keep in mind, these aren't vanity metrics. They help you know what it takes to keep people and encourage them tell their friends.

MOFU (15)

Goal: converting new visitors into leads The key question when deciding whether a metric is right for the middle of the funnel is this: Does this metric give me insight into how well I'm getting visitors to commit? - Subscribing - Filling out a webform - Following you in social media It's about people giving you permission to reach out to them and offer more value.

TOFU (15)

Goal: new visitors The key question when choosing metrics for this stage is this: Does this metric give me insight into brand-new visitors?

Segmenting your audience (14)

Google Analytics allows you to break down your audience into segments based on the following: - Channel - Traffic source - Completed actions - Conversion

Tracking Origins of Site Visitors (14)

Google Analytics default setting are great, but sometime you want to get more granular - To do so, use Urchin Tracking Module (UTM) parameters - Example: https://www.comparably.com/companies? utm_campaign=culture1 For every link you want to track that directs traffic to a landing page, consider adding a UTM

Writing and Designing effective emails (12)

Harvest proven email copy Answer the following to figure out why a customer would engage: - Why now? - Who cares? - Why should they care? - Can you prove it?

Split Test Guidelines (13)

How worthy is a page to test? - What NOT to test: •Your worst performing pages -Focus on opportunity pages -Don't test, implement •Pages that don't impact your long-term business goals -i.e. About Us •Pages that don't get a lot of traffic - Use the Google Analytics Behavior suite to analyze Unique Pageviews - Note pages with large dropoff, i.e. a product page to checkout 1. Does the page get enough Unique Visitors? 2. Does the page get enough conversion? 3. Does the page directly impact my goals? If indirect, how far away from the primary conversion action is the page? 4. What is the potential impact on your goal?

Troubleshooting Paid Traffic (11)

If after 3-5 days, you aren't meeting your goals, work to optimize in the following areas: - The offer: Are you solving a problem? Does a specific need exist? Are you offering value? -The targeting: Be as specific as possible, don't go too broad in fear of missing out on people - The ad copy and creative: Are you calling out your audience? Are you addressing a pain point? - The ad's congruency: Ensure congruency in: color scheme, layout, imagery, font, and message

Cold (11)

Introduce yourself. - people who have never heard of you and you have no prior relationship - must build trust, credibility, and authority - must prove your brand is a worthy investment of time or money - make ungated offers

Why bother with analytics? (14)

It can not be emphasized enough, how important data analytics is. Without data analytics, the businesses are deaf and blind, working in silos and without any real feedback; wandering on the web like a deer on the highway - waiting to die any moment. There is a plethora of data/information flow happening online on your website, that you can't keep track of and make any sense out of. There are users accessing it from multiple sources/ mediums, on various platforms, landing on various pages of your websites and interacting from different links and pages on your website. Some users bounce right away, some interact, some leave midway somewhere and a few get converted.

The Social Success Cycle (10)

Most business treat social as a single discipline, but it is actually composed of four equally important aspects: 1. Listening: Monitoring and responding to customer service and reputation management issues 2. Influencing: Establishing authority thru distributing and sharing valuable content 3. Networking: Finding and associating with authoritative and influential individuals and brands 4. Selling: Generating leads and sales from existing customers and prospects

Conversion Rate Optimization (15)

Only 20% of businesses are satisfied with their conversion rates. This is why smart businesses are making conversion rate optimization (CRO) an integral part of their digital marketing strategy. Remember: Conversion doesn't just mean a sale. It's whatever you definite it to be, and unless you define "conversion," you can't improve the experience. The main goal of optimization is to improve conversion rates of the traffic you already have, and generally, with the assets you already have Changing the Button Copy: - Only involves a few copy changes, which means it could be set up quickly. Not very scalable. Won't impact other tests in a significant w

Open Rate (12)

Open Rate (OR) - The number of emails opened compared to the total amount delivered - The elements that affect opening rates most are the subject and preheader

Why People Buy (12)

People generally buy for 4 reasons: 1. Personal gain: Helps reach personal goals or desires 2. Logic and research: Customers have researched and this seems like a logical fit to meet a particular need 3. Social proof or third-party influence: Nothing attracts a crowd like a crowd 4. Fear of missing out

Effective subject lines (12)

People spend 3-4 seconds deciding whether to open an email based on the subject line • There are three best practice type of subject lines: - Curiosity: Pique the interest - Benefit: Clearly states the reason why subscribers should open the email - Scarcity: Causes subscribers to feel like they might miss out on something

Google Analytics Suites (14)

Real Time: - Gives data and shows what is going on with your site that instant Audience: - Who is on your site and what are their characteristics Acquisition: - How people arrived at your site Behavior: - What are people doing once on your site Conversions: -Are users making purchases or completing the goals you have setup

Redefine Sale Goals (10)

Social selling means more than closing deals. - Referral traffic: Web visitors who come to your website through social media. This metric tells you that your content is generating awareness - Direct Traffic: Audiences who visit your website by typing your URL into your browser. This metric tells you that your brand is memorable - Net Promoter Score: This metric measures loyalty between brands and their customers. This metric is based on the direct question - "How likely is it that you would recommend our company/ product/service to a friend or colleague?" - Exposure to new audiences: Content will quickly become your brand's engine for growth. An advocacy marketing program can help your business uncover new customer acquisition and conversation channels

Facebook Ads (11)

Speak to your audience based on the pain point you are targeting and where you are in the relationship - Grab your target's attention by calling out to it • "Hey amateur wrestling fans!" - Provide a solution to the pain point via your offer - Eliminate doubt - Include a strong CTA • Make sure the image accompanying your copy portrays and backs up your message

Prove Subscriber Engagement (12)

Subscriber engagement rates prove to ISPs that you are not spam and are based on the following factors: - Open Rate - Lateral Scroll Rate • How far recipients scroll down on your emails - Hard and Soft Bounce Rate • Use BriteVerify to analyze your list - Unsubscribe and Complaint Rates

Key vs Drill down (15)

The Average Banner Click % is a key metric. It tells you, across your entire site, how likely it is for a visitor to click on a banner ad in one of your articles. To help us understand why the click rate is 3.25% and how we can improve that number, we need a drill-down metric: How likely is a visitor to click on a banner ad in one specific article? In this example, the key metric is New Visitors: How many first-time visitors are landing on your website? The drill-down metric would be Share of Search: What percentage of search traffic is owned by what person or brand? Here, you'd compare how much search traffic you're getting for a keyword to how much your competitors are getting from that same keyword. This would allow you to find areas where you can compete with much larger businesses because you own the keyword. Alternatively, it will tell you which keywords you need to put some work into.

UTM Types (14)

The UTMs that matter most: - Campaign source (utm_source) • Shows you the specific place where the referring link was shared - Campaign medium (utm_medium) • Identifies the medium or vehicle that the link was used on - Campaign content (utm_content) • Describes the specific ad, banner, or email used to share the link - Campaign name (utm_campaign) • Identifies a specific product or promotion campaign

Prepare to launch (13)

Use Google Analytics to define goals - Ensure measurability Ensure that all pages render correctly in all browsers (BrowserStack) - Avoids corrupted data Avoid testing conflicts - Never run multiple tests on the same page at any given time Double and triple check your links

#1 Give Data a Job (15)

Your brand marketing creates awareness and attracts new visitors to your website. Some of these new leads will be interested enough to evaluate your business and products, and a percentage of them will go on to become customers. Funnel: awareness, evaluation, conversion We need to measure what happens after someone becomes a customer So we add one more stage below conversion: - The post-conversion phase - Focuses on how customers can be turned into repeat customers, life-time subscribers, and advocates for your business This is how you give your data a job. You don't look at all your data at once. You assign different metrics to each stage of the funnel.

Dissecting a UTM (14)

find on 14.12 the link campaign source campaign medium campaign content campaign name

All ample time and track feedback (10)

know what your goals are and monitor: - leads - brand visibility - brand sentiment/lift - referrals - SEO

#2 Using Metrics to Solve Provlems (15)

turn raw data into active data

Google Analytics (14)

• Google Analytics is the most widely used web analytics service. It has both free and paid premium versions, and for smaller businesses/ entrepreneurs, the free version suffices. • Google Analytics is a web-based web-analytics-software. The user doesn't have to install any software on their hardware and just needs to have a Google account.

Facebook Ad Audience (11)

• Who are the figures, thought leaders, or big brand in your niche? • What books, magazines, newspapers do your ideal customers read? • What events do they attend? • What websites do they frequent? • Where do they live? • What tools do they use? • What is specifically unique about this audience?