Post-Campaign Evaluation
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Questions and Answers

What does 'share of voice' (SOV) measure?

  • The total number of visitors to a website
  • The percentage of brand presence in a market compared to competitors (correct)
  • The number of items added to a shopping cart
  • The average time spent by visitors on a site

    • Which metric would you use to measure visitor engagement on a webpage?

  • Unique Visitors
  • Bounce Rate
  • Session Duration (correct)
  • Page Views

    • What does the 'conversion rate' indicate in digital marketing?

  • The percentage of visitors completing a desired action (correct)
  • The average order value per customer
  • The percentage of recipients who open emails
  • The amount spent for each click on an ad

    • Which of the following metrics tracks the effectiveness of SEO efforts?

    <p>Organic Search Traffic (A)</p> Signup and view all the answers

    What does the bounce rate represent in website metrics?

    <p>The percentage of visitors who leave after viewing only one page (C)</p> Signup and view all the answers

    Which metric is used to measure the growth in social media followers?

    <p>Followers/Subscriber Growth (B)</p> Signup and view all the answers

    What does the Customer Lifetime Value (CLTV) predict?

    <p>The predicted revenue from a customer over their lifetime (C)</p> Signup and view all the answers

    Which metric indicates the percentage of emails that were successfully delivered?

    <p>Bounce Rate (A)</p> Signup and view all the answers

    What is defined as the difference between revenue and cost of goods sold?

    <p>Gross Margin (C)</p> Signup and view all the answers

    Which metric measures the average length of a session within the app?

    <p>Session Duration (C)</p> Signup and view all the answers

    How is Gross Rating Points (GRPs) calculated?

    <p>Frequency × % reached (C)</p> Signup and view all the answers

    What does Cost per Thousand (CPM) indicate?

    <p>Cost to reach 1,000 people (B)</p> Signup and view all the answers

    What does Net Profit represent?

    <p>Total Revenue minus total costs (C)</p> Signup and view all the answers

    What formula is used to calculate Return on Investment (ROI)?

    <p>(Net Profit / Investment) × 100 (B)</p> Signup and view all the answers

    Which of the following best describes Active Users?

    <p>Users who open and engage with the app (D)</p> Signup and view all the answers

    Which component is not typically included in calculating Gross Profit?

    <p>Operating Expenses (D)</p> Signup and view all the answers

    What is the purpose of the balanced scorecard in an organization?

    <p>To align business activities with the organization's vision and strategy (D)</p> Signup and view all the answers

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

    <p>Time to market (B)</p> Signup and view all the answers

    What does the financial measure of 'revenue per employee' assess?

    <p>Staff productivity and overall efficiency (C)</p> Signup and view all the answers

    Which of the following would be a goal under the 'learning and growing' category of the balanced scorecard?

    <p>Enhance employee capabilities (A)</p> Signup and view all the answers

    What aspect does the 'internal business process' measure focus on?

    <p>The efficiency of operational processes (D)</p> Signup and view all the answers

    Customer retention is closely related to which financial measure?

    <p>Revenue growth (B)</p> Signup and view all the answers

    Which element of the balanced scorecard focuses on reducing complaints and increasing customer satisfaction?

    <p>Customer measures (A)</p> Signup and view all the answers

    What is a key aspect of the feedback loop in campaign development?

    <p>A continuous cycle of measuring and learning (A)</p> Signup and view all the answers

    Flashcards

    Share of Voice (SOV)

    The percentage of online conversations, mentions, or discussions about your brand compared to your competitors.

    Page Views

    The number of times your website pages are viewed, giving an overall picture of website traffic.

    Bounce Rate

    The percentage of visitors who leave your website after viewing only one page. It suggests visitors found what they wanted or did not find what they were looking for.

    Session Duration

    The average time visitors spend on your website during each session. A higher session duration indicates visitors are engaged with your content.

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    Unique Visitors

    Number of unique individuals who visit your website. It eliminates potential duplicate counts from the same visitor.

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    Conversion Rate

    The percentage of visitors who complete a desired action on your website, like making a purchase or signing up for a newsletter.

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    Organic Search Traffic

    The number of visitors who come to your website from search engines. It represents how well your website is optimized for SEO.

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    Backlinks

    The number and quality of external websites that link to your website. They indicate credibility and trust in your content.

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    Gross Margin

    The difference between the total revenue generated and the cost of producing goods sold.

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    Downloads (App Metric)

    The number of times a mobile app is downloaded by users.

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    Active Users (App Metric)

    The number of unique users who actively open and interact with the app within a specific time frame.

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    Retention Rate (App Metric)

    The percentage of users who continue to use the app over a defined period, signifying app stickiness.

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    Session Duration (App Metric)

    The average duration of a user's session within the app.

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    Gross Rating Points (GRPs)

    A measure of advertising effectiveness, calculated by multiplying the percentage of the target audience reached by the frequency of advertisement exposures.

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    Cost per Thousand (CPM)

    The cost associated with reaching 1,000 people or households through a specific advertising channel.

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    Gross Profit

    The profit earned by a business before deducting all expenses, including taxes and interest.

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    Feedback Loop

    A cycle that involves collecting data, analyzing it, making decisions based on the analysis, implementing those decisions, and then repeating the process to see how the decisions impacted the results.

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    Linking to Business Goals

    The process of connecting your marketing campaign efforts to specific business goals and objectives.

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    Balanced Scorecard

    A strategic planning framework that helps businesses align their activities with their overall vision and strategy. This framework helps monitor performance against objectives across four key perspectives: financial, customer, internal processes, and learning & growth.

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    Financial Measures

    Metrics related to financial performance, such as revenue growth, cost management, and asset utilization.

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    Customer Measures

    Metrics related to customer satisfaction, retention, acquisition, and profitability.

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    Internal Process Measures

    Metrics related to the internal processes that support the organization's operations, such as time to market, process time, and number of defects.

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    Learning and Growth Measures

    Metrics related to the organization's ability to learn and grow, such as employee capabilities, staff turnover, and productivity.

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    Study Notes

    Topic 6: Post-Campaign Evaluation

    • Post-campaign evaluation is a crucial step in assessing the effectiveness of marketing campaigns.
    • Key metrics for promotion include Share of Voice (SOV).
    • Share of Voice (SOV) calculates the percentage of voice or presence a brand or company has in a given market or industry compared to competitors.

    A-Key metrics for promotion

    • 1-Share of voice (SOV)
    • Determine the percentage of voice or presence a brand or company has in a given market or industry compared to competitors.

    B-Key digital metrics

    Website Metrics

    • 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., making a purchase)

    Email Marketing Metrics

    • Open Rate: Percentage of recipients opening the email
    • Click-Through Rate (CTR): Percentage of recipients clicking on links within the email
    • Bounce Rate: Percentage of emails that could not be delivered
    • Unsubscribe Rate: Percentage of recipients unsubscribing after receiving the email

    SEO Metrics

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

    Social Media Metrics

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

    B-Key digital metrics

    • ADS

      • Cost Per Click (CPC): Amount spent per click
      • Return on Ad Spend (ROAS): Revenue generated per dollar spent on ads
      • Conversion Rate: Percentage of users taking desired actions after clicking an ad

    • App Metrics

      • Downloads: Number of app downloads
      • Active Users: Number of users opening and engaging with the app
      • Retention Rate: Percentage of users continuing to use the app
      • Session Duration: Average length of app sessions

    • E-commerce Metrics

      • Average Order Value (AOV): Average amount spent per order
      • Cart Abandonment Rate: Percentage of users adding items to cart but not completing the purchase
      • Customer Lifetime Value (CLTV): Predicted revenue from a customer throughout their lifetime
      • Gross Margin: Difference between revenue and cost of goods sold

    B-Media effectiveness evaluation

    • Frequency: Average number of times a promotion or media activity is shown to the target audience.
    • Impressions: Number of exposures of a promotion
    • Gross rating points (GRPs): Product of the percentage of the audience reached by an advertisement and the frequency of seeing it in a given campaign (frequency * % reached)
    • Cost per thousand (CPM): Cost to reach 1,000 people or households via a given advertising outlet or medium.

    C-Financial analysis evaluation

    • Revenue: Total sales generated.
    • Gross Profit: Total revenue minus the costs of producing the products.
    • Net Profit: Remaining amount after subtracting all costs from total revenue.
    • Return on Investment (ROI): Measure of how efficiently assets are used ((net profit/investment) * 100).

    Identify Key Learning to Inform Future Campaign Development

    • 1-Feedback loop: A continuous cycle involving analysis, learning, building, and measuring to refine future campaign development.
    • Balanced scorecard: A strategic planning tool used to align business activities with the organization's vision and strategy; improve internal and external communications; and monitor performance against strategic goals.

    • Financial measures: Revenue growth, sales strategies, cost management, revenue per employee, unit cost reduction, asset utilization.

    • Customer measures: Market share, customer retention, customer acquisition, customer satisfaction, number of complaints, customer profitability.

    • Learning and growing: Relates to organizational infrastructure needed to achieve objectives, includes employee capabilities, staff turnover, productivity, and qualified numbers, along with information technology, customer information availability, and return on data.

    Evaluation reports for stakeholders

    • Marketing dashboards are graphical representations of data and information, demonstrating performance and trends to inform strategic and operational decision-making.
    • A campaign dashboard provides vital information for three levels: strategic (measuring achievement against business and marketing objectives), operational (tracking campaign delivery), and tactical (monitoring delivery of tactical campaign elements).

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    Post-Campaign Evaluation PDF

    Description

    This quiz covers the essential elements of post-campaign evaluation in marketing. It highlights key metrics used to assess marketing effectiveness, including Share of Voice (SOV) and digital metrics related to website performance. Understand how these metrics play a crucial role in evaluating a brand's presence compared to competitors.

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