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KPI’s Online

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Ranjit Dhillon

Ranjit’s simple guide to setting (KPI’s) Key Performance Indicators

Benjamin Franklin supposedly once said,
“If you fail to plan, you are planning to fail.”

 Sir Winston Churchill is credited with another, saying:
“Those who fail to learn from the past are doomed to repeat it.”

Ranjit_Dhillon_Tips_smallEmail Marketing

“Email marketing is a form of direct marketing that uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.”

Online KPI’s for Email

  • Delivery rate
  • Open rate
  • Click-through rate
  • Conversion
  • Unsubscribe rate
  • Spam complaint rate
  • Bounce rate
  • Site traffic

Ranjit_Dhillon_Tips_smallPPC/Pay Per Click

“PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.”

Online KPI’s for PPC

  • Spend
  • Click-Through Rate (CTR)
  • Cost Per Acquisition (CPA)
  • Conversion Rate
  • Cost Per Click (CPC)
  • Impressions
  • Bonus KPI: Quality Score
  • Ad position

Ranjit_Dhillon_Tips_smallSEO/Search Engine Optimisation

“SEO or Search Engine Optimisation is the name given to activity that attempts to improve search engine rankings. In search results Google™ displays links to pages it considers relevant and authoritative. Authority is mostly measured by analysing the number and quality of links from other web pages.”

Online KPI’s for SEO

  • Search ranking
  • Landing page conversion rate
  • Top next pages
  • Number of landing pages
  • List of landing pages
  • Most popular templates of landing pages
  • Average number of keywords per landing page
  • Conversion rate per keyword
  • Number of unique keywords that drive traffic
  • Total organic traffic
  • Number of unique branding keywords that generate traffic
  • Keywords used in first / last visit in the purchasing process
  • Top profitable / popular keywords in different search engines
  • ROI of the SEO process
  • Branded to non-branded traffic

Ranjit_Dhillon_Tips_smallDisplay

“Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message.”

Online KPI’s for Display

  • Impressions
  • Traffic Generation
  • Who Is Visiting?
  • Who Is Coming Back?
  • Where are, they Coming From?
  • Click-Thru Rate (engagement = those who hover/interact on-page only)
  • Conversion Rate
  • Cost Per Click
  • Cost Per Lead
  • Social Metrics
  • ROI of the Display campaign (Direct)

Ranjit_Dhillon_Tips_smallSocial Media

“Social media marketing (SMM) is a form of Internet marketing that utilises social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach.”

Online KPI’s for Social Media

  • Reach
  • Clicks
  • Likes
  • Shares (retweets)
  • Comments
  • Brand Mentions
  • Active Followers
  • Impressions/views
  • Referral Traffic Data
  • Leads generated
  • Customers
  • Number of social influencers
  • Engaged Users and Impressions
  • Recent Hashtags
  • Recent Mentions
  • Social media posts
  • Social media budget
  • Brand Sentiment (Positive vs. negative)

Ranjit_Dhillon_Tips_smallSMS/Short Message Service

“SMS marketing (short message service marketing) is a technique that uses permission-based text messaging to spread promotional messages. To receive text message specials, new product updates or more information, customers are usually required to opt in to an automated system by texting an initial short-code.”

Online KPI’s for SMS marketing

  • Delivery rate
  • Click rate
  • Opt-out rate
  • Click-Through Rate
  • Conversions
  • Delivered percentage 
  • List growth 
  • Opt-in source
  • Opt-in visual (photo taken)
  • Offers used

Ranjit_Dhillon_Tips_smallAffiliates/Aggregators

“Affiliate marketing is the process of earning a commission by promoting other people’s (or company’s) products. You find a product you like, promote it to others and earn a piece of the profit for each sale that you make.”

Online KPI’s for Affiliates/Aggregators

  • Size of Affiliate Network
  • Active Affiliate Percentage
  • ROAS (Return on add spend)
  • Clicks and Click Attribution
  • Average Order Value.
  • New vs. Returning.
  • Revenue Growth.
  • Percent of sales coming from the affiliate channel.

Ranjit_Dhillon_Tips_smallLead Generation

“In marketing, lead generation is the initiation of consumer interest or enquiry into products or services of a business. Leads can be created for purposes such as list building, e-newsletter list acquisition or for sales leads.”

Online KPI’s for Lead Generation

  • Cost per lead
  • Lead conversion rate
  • Bounce rate
  • Exit rate
  • Average session duration
  • Customer lifetime value
  • Conversion
  • New account signups
  • Conversion rate (# conversion / # visits)
  • Qualified visits ratio (# qualified visits / # visits)
  • Search traffic ratio (# visits from search / #visits)
  • Site abandonment by qualified visits (# qualified visits who didn’t convert / # visits)

Ranjit_Dhillon_Tips_smallApps

“Mobile app installs campaigns are geared specifically towards getting more people to download your app. AdWords can help to customise targeting, keywords and ads based on your app ID and other information.”

Online KPI’s for Apps

  • Downloads/Installs
  • Uninstall
  • Retention rate
  • Lifetime Engagement
  • Free-to-paid conversion rate
  • New User Referral rate 
  • ARPU
  • LTV 
  • DAU/MAU (av. No. of daily or monthly active app users)
  • CAC (customer acquisition cost)
  • Churn rate
  • Free-to-paid conversion rate

Ranjit_Dhillon_Tips_smallBehavioural Retargeting

“Behavioural retargeting (also known as behavioural remarketing, or simply, retargeting) is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions.”

Online KPI’s for Behavioural Retargeting

  • Lead Conversions/CPL
  • Nurture Touches
  • View Through Conversions
  • Site Visits
  • Email Open
  • Marketing Qualified Leads (MQLs)

Ranjit_Dhillon_Tips_smallWord of mouth

“Word-of-mouth marketing (WOMM, WOM marketing), also called word of mouth advertising, differs from naturally occurring word of mouth, in that it is actively influenced or encouraged by organizations (e.g. ‘seeding’ a message in a network, rewarding regular consumers to engage in WOM, employing WOM ‘agents’).”

Online KPI’s for Word of mouth

  • New referrals per month
  • Top referrers
  • New positive reviews per month / new negative reviews per month
  • Number of converted negative-to-positive reviews per month
  • Referral or review requests from all channels
  • Referral success rate (i.e. number of referrals made which converted into paying customer)
  • Monthly rewards costs
  • Retention rate of referral customers
  • Refer a Friend communications promoted/shared (e.g. Email welcome program))
  • Referrals & Recommendations Scaled (Tiered rewards)
  • Rewards given to customers for referrals & reviews
  • Experiences Worth Talking About created (Then Talked Back)
  • The no. and Power of Groups Drawn upon
  • No. of ‘Best Customers’ made Famous
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