Podcast
Questions and Answers
What does 'share of voice' (SOV) measure?
What does 'share of voice' (SOV) measure?
Which metric would you use to measure visitor engagement on a webpage?
Which metric would you use to measure visitor engagement on a webpage?
What does the 'conversion rate' indicate in digital marketing?
What does the 'conversion rate' indicate in digital marketing?
Which of the following metrics tracks the effectiveness of SEO efforts?
Which of the following metrics tracks the effectiveness of SEO efforts?
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What does the bounce rate represent in website metrics?
What does the bounce rate represent in website metrics?
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Which metric is used to measure the growth in social media followers?
Which metric is used to measure the growth in social media followers?
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What does the Customer Lifetime Value (CLTV) predict?
What does the Customer Lifetime Value (CLTV) predict?
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Which metric indicates the percentage of emails that were successfully delivered?
Which metric indicates the percentage of emails that were successfully delivered?
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What is defined as the difference between revenue and cost of goods sold?
What is defined as the difference between revenue and cost of goods sold?
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Which metric measures the average length of a session within the app?
Which metric measures the average length of a session within the app?
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How is Gross Rating Points (GRPs) calculated?
How is Gross Rating Points (GRPs) calculated?
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What does Cost per Thousand (CPM) indicate?
What does Cost per Thousand (CPM) indicate?
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What does Net Profit represent?
What does Net Profit represent?
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What formula is used to calculate Return on Investment (ROI)?
What formula is used to calculate Return on Investment (ROI)?
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Which of the following best describes Active Users?
Which of the following best describes Active Users?
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Which component is not typically included in calculating Gross Profit?
Which component is not typically included in calculating Gross Profit?
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What is the purpose of the balanced scorecard in an organization?
What is the purpose of the balanced scorecard in an organization?
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Which of the following is NOT considered a customer measure in the balanced scorecard?
Which of the following is NOT considered a customer measure in the balanced scorecard?
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What does the financial measure of 'revenue per employee' assess?
What does the financial measure of 'revenue per employee' assess?
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Which of the following would be a goal under the 'learning and growing' category of the balanced scorecard?
Which of the following would be a goal under the 'learning and growing' category of the balanced scorecard?
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What aspect does the 'internal business process' measure focus on?
What aspect does the 'internal business process' measure focus on?
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Customer retention is closely related to which financial measure?
Customer retention is closely related to which financial measure?
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Which element of the balanced scorecard focuses on reducing complaints and increasing customer satisfaction?
Which element of the balanced scorecard focuses on reducing complaints and increasing customer satisfaction?
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What is a key aspect of the feedback loop in campaign development?
What is a key aspect of the feedback loop in campaign development?
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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.
2-Link to business goals/objectives
- 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.
2-Link to business goals/objectives
-
Financial measures: Revenue growth, sales strategies, cost management, revenue per employee, unit cost reduction, asset utilization.
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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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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.
