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Métricas e
KPIs Marketing (E-mail Marketing (Acquisition (Basic (Clicks,…
Métricas e
KPIs Marketing
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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E-mail Marketing
Sources
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Company Cross-channel Outcomes Data:
Think of the Primary key you need to pass into your back-end database
Acquisition
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Subscriber Retention Rate:
Number of subscribers - Bounce back - unsubscribes / number of subscribers
Behavior
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Actions Completed
percent of email campaign visits that (took and expected action)
watched a video, reached the Technical Aspects Page, Purchased something, submitted
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