Marketing Metrics Evaluation

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Questions and Answers

What does Gross Margin represent?

Total expenses incurred in production

Revenue minus cost of goods sold (correct)

Average user engagement time with the app

Net profit from total revenue

Which metric indicates the percentage of users who continue to use the app over time?

Session Duration

Retention Rate (correct)

Downloads

Active Users

How are Gross Rating Points (GRPs) calculated?

Frequency × % reached (correct)

Frequency × Impressions

Impressions ÷ Audience size

Total revenue ÷ audience reach

What is Cost per Thousand (CPM) a measure of?

The cost to reach 1,000 people via a medium Signup and view all the answers

What is the formula for calculating Return on Investment (ROI)?

(net profit / investment) x 100 Signup and view all the answers

What does Net Profit refer to?

Revenue minus all expenses Signup and view all the answers

Which of the following is NOT a direct metric for app usage?

Average revenue per user Signup and view all the answers

What does the Retention Rate measure in app analytics?

Percentage of users remaining active over time Signup and view all the answers

What is the primary purpose of a balanced scorecard in organizations?

To align business activities to the vision and strategy of the organization. Signup and view all the answers

What does the term 'share of voice' (SOV) measure in marketing?

The percentage of presence a brand has in a market compared to competitors Signup and view all the answers

Which of the following is NOT a customer measure in the balanced scorecard?

Employee turnover Signup and view all the answers

Which key SEO metric indicates the number of visitors coming from search engines?

Organic Search Traffic Signup and view all the answers

What aspect is included in the 'learning and growing' category of the balanced scorecard?

Employee capabilities Signup and view all the answers

Which of the following best describes the 'internal business process' measures?

They relate to the infrastructure required to meet objectives. Signup and view all the answers

What does a high bounce rate typically indicate about a website's performance?

Visitors are leaving the site after viewing only one page Signup and view all the answers

What is a key component of cost management measures in a balanced scorecard?

Numbers of defects Signup and view all the answers

What is measured by the click-through rate (CTR) in email marketing?

The percentage of recipients who clicked on links within the email Signup and view all the answers

Which metric shows the average amount spent by customers per order in e-commerce?

Average Order Value (AOV) Signup and view all the answers

Which measure assesses the effectiveness of pricing strategies?

Revenue growth Signup and view all the answers

What does a high conversion rate indicate in a website's performance?

A significant percentage of visitors are completing a desired action Signup and view all the answers

Which aspect is related to asset utilization in the balanced scorecard?

Inventory levels Signup and view all the answers

What does the 'learning and growing' perspective of the balanced scorecard emphasize?

Infrastructure and employee development. Signup and view all the answers

Which of the following metrics measures the predicted revenue from a customer over their lifetime?

Customer Lifetime Value (CLTV) Signup and view all the answers

What does the term 'Return on Ad Spend' (ROAS) measure?

Revenue generated for every dollar spent on advertising Signup and view all the answers

Study Notes

Post-Campaign Evaluation

Post-campaign evaluation is crucial for future campaign development.
A key metric for promotion is Share of Voice (SOV) - the percentage of brand or company voice in a market/industry compared to competitors.

Key Metrics for Promotion

Share of Voice (SOV): Percentage of voice/presence your brand/company has in a given market or industry compared to competitors.
Example data shown: 2020 - 38%; 2050- 60%

Key Digital Metrics (Website)

Page Views: Total number of pages viewed.
Unique Visitors: Number of distinct individuals visiting the site.
Bounce Rate: Percentage of visitors leaving after viewing only one page.
Session Duration: Average time spent by a visitor on the site.
Pages per Session: Average number of pages viewed during a session.
Conversion Rate: Percentage of visitors completing a desired action (e.g., purchase, signup).

Key Digital Metrics (Email)

Open Rate: Percentage of recipients who opened the email.
Click-Through Rate (CTR): Percentage of recipients who clicked on links within the email.
Bounce Rate: Percentage of emails that couldn't be delivered.
Unsubscribe Rate: Percentage of recipients who unsubscribed after receiving the email.

Key Digital Metrics (SEO)

Organic Search Traffic: Number of visitors from search engines.
Backlinks: Number and quality of external links to the site.

Engagement: Total interactions (likes, comments, shares) on a post.
Followers/Subscriber Growth: Increase in followers/subscribers over time.
Reach: Number of unique users who viewed the content.
Impressions: Total times content was displayed, regardless of clicks.
Click-Through Rate (CTR) (social): Percentage of users who clicked on a post or ad link.

Key Digital Metrics (ADS)

Cost Per Click (CPC): Amount spent for each click on an ad.
Return on Ad Spend (ROAS): Revenue generated for each dollar spent on ads.
Conversion Rate: Percentage of users completing a desired action after clicking on an ad.

Key Digital Metrics (App)

Downloads: Number of times the app was downloaded.
Active Users: Number of users who opened and engaged with the app.
Retention Rate: Percentage of users who continued using the app over time.
Session Duration: Average length of a session within the app.

Key Digital Metrics (E-commerce)

Average Order Value (AOV): Average amount spent per order.
Cart Abandonment Rate: Percentage of users who added items to their cart but didn't complete the purchase.
Customer Lifetime Value (CLTV): Predicted revenue from a customer over their lifetime.
Gross Margin: Difference between revenue and cost of goods sold.

B-Media Effectiveness Evaluation

Frequency: Average number of times a promotion is shown to the target audience.
Impressions: Number of exposures to a promotion.
Gross Rating Points (GRPs): Product of percentage of audience reached and frequency of exposure.
Cost Per Thousand (CPM): Cost to reach 1,000 people or households via a specific medium/outlet.

C-Financial Analysis Evaluation

Revenue: Total sales generated.
Gross Profit: Revenue minus costs of producing the products.
Net Profit: Revenue minus all costs (including gross profit).
Return on Investment (ROI): Measure of how well assets are used.

Identify Key Learning to Inform Future Campaign Development

1-Feedback Loop: Analyze, learn, build, and measure to improve future campaigns.

Link to Business Goals/Objectives

Balanced Scorecard: Strategic planning and management system aligning business activities with the organization's vision, strategy, enhancing internal/external communications and monitoring performance.

Evaluation Reports for Stakeholders

Marketing Dashboards: Graphical representations of data and information; demonstrate performance and trends, informing stakeholders' strategic and operational decisions.
Campaign Dashboard Content: Information on strategic, operational, and tactical elements to present campaign performance at different levels.

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Description

This quiz covers essential metrics for evaluating post-campaign performance in marketing, including Share of Voice and key digital metrics such as page views, unique visitors, and conversion rates. Understanding these metrics is vital for developing effective future campaigns.