Step one is to force us to identify the business objectives upfront and set the broadest parameters for the work we are doing. Sr. Executives play a key role in this step.

Step two is to identify crisp goals for each business objective. Executives lead the discussion, you’ll play a contributing role.

Step three is to write down the key performance indicators. You’ll lead the work in this step, in partnership with a “data person” if you have one.

Step four is to set the parameters for success upfront by identifying targets for each KPI. Organization leaders play a key role here, with input from Marketing and Finance.

Step five, finally, is to identify the segments of people / behavior / outcomes that we’ll analyze to understand why we succeed or failed.

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Campaign Data
campaign must be tagged correctly

Website Data
website pages must be tagged completely

Company Cross-channel Outcomes Data:
Think of the Primary key you need to pass into your back-end database

Clicks

Total of Email sent

Opens

Bounces

Delivery Rate
(# of emails sent – # of bounce backs) / # of emails sent

Open Rate:
Number of emails opened / number of emails delivered

Click-to-deliver Rate (CTDR):
Number of clicks / number of emails delivered

Subscriber Retention Rate:
Number of subscribers - Bounce back - unsubscribes / number of subscribers

Bounce Rate
number of email campaign visits with a single page view /
number of email campaign visits

Depth of Visit
Percent of email campaign visits that last longer than XX pages

Actions Completed
percent of email campaign visits that (took and expected action)
watched a video, reached the Technical Aspects Page, Purchased something, submitted

One Big Thing could be ecommerce sales orders, the number of leads received, downloads of your product, sign up for trials, people volunteering to protest, donations to your church,

Average Ravenue per email sent
total revenue / number of email sent

Many Small Things are other things your campaign traffic can accomplish on your website. Write product reviews, follow you on Twitter / Facebook / Flavor of the Month, download your Android app, sign up for an email newsletter

Average Economic Value per email
total economic value / number of emails sent

Profitability
(revenue generated – campaign cost – cost of goods sold) / # of emails sent

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