MARKETING METRICS EVALUATION
STRATEGIC BASELINE TRACKING YOUR CURRENT
TOOL METRIC IMPROVEMENT ACTION STEPS
OBJECTIVE DATA PERFORMANCE PERFORMANCE
How do you track
What strategic What tool are What metric Do you this? If you do not
How do you How could you improve your
objective is this you are you currently currently collect this
currently perform? performance?
mapped to? evaluating? considering? track this? data, how could you
do so?
Use targeted Online adverts • Net reach ✓ Yes Online analytics service Previous targeted • Access historic data to estimate the
advertising to advertising conversion rate from net reach to sales
raise brand • Ad click campaigns have had
awareness through rate a limited positive • Set more appropriate advertising
impact on sales keywords
• Could the analytics service reports be
used more effectively to adjust
campaigns more quickly?
Use permission Permission • Open rate ⨉ No Email marketing service Unsure • Review these metrics at regular
marketing to marketing provider offers data intervals
encourage repeat (direct email) • Click reports including
purchases through rate unsubscribe rate, but • Review marketing messages sent in
this is not currently used emails to ensure they are relevant and
• Unsubscribe useful for target customers
rate
