Post-Campaign Evaluation Metrics
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Questions and Answers

What does Gross Margin represent?

  • Total revenue after subtracting net profit
  • The difference between revenue and cost of goods sold (correct)
  • The measure of effectiveness of an advertising campaign
  • Total costs incurred in producing the products sold

    • Which metric indicates how many users continue to engage with an app over time?

  • Downloads
  • Active Users
  • Retention Rate (correct)
  • Session Duration

    • How is Gross Rating Points (GRPs) calculated?

  • Percentage of active users × Session duration
  • Impressions × Frequency
  • Frequency × % reached (correct)
  • Cost per thousand × Audience reach

    • What does Cost per Thousand (CPM) measure?

    <p>The cost to reach 1,000 people or households via advertising</p> Signup and view all the answers

    What is the primary purpose of a balanced scorecard?

    <p>To align business activities with the organization’s vision and strategy</p> Signup and view all the answers

    What does Net Profit represent?

    <p>Gross profit minus total costs incurred</p> Signup and view all the answers

    What does the Return on Investment (ROI) formula indicate?

    <p>How well assets are being utilized</p> Signup and view all the answers

    Which of the following is a financial measure included in a balanced scorecard?

    <p>Market share</p> Signup and view all the answers

    Which of the following best describes Session Duration?

    <p>Average time a user spends engaged in the app per session</p> Signup and view all the answers

    Which measure would best reflect customer retention in a balanced scorecard?

    <p>Number of thanks</p> Signup and view all the answers

    What is the role of Active Users metric?

    <p>To track the number of users who regularly engage with the app</p> Signup and view all the answers

    What type of measures does the 'learning and growing' perspective in a balanced scorecard focus on?

    <p>The organization’s capacity to improve and innovate</p> Signup and view all the answers

    Which of the following is NOT a key learning that should inform future campaign development?

    <p>Customer feedback on the product itself</p> Signup and view all the answers

    What aspect is measured under 'cost management' in a balanced scorecard?

    <p>Revenue per employee</p> Signup and view all the answers

    Which measure would most likely indicate the effectiveness of an organization's internal processes?

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

    What is a key benefit of using a balanced scorecard framework?

    <p>Helps in monitoring organizational performance against strategic goals</p> Signup and view all the answers

    What does the share of voice (SOV) metric measure?

    <p>The percentage presence of a brand in a market relative to competitors.</p> Signup and view all the answers

    Which metric indicates the percentage of email recipients who clicked on links within the email?

    <p>Click-Through Rate (CTR)</p> Signup and view all the answers

    What is the purpose of measuring the bounce rate in website metrics?

    <p>To determine the percentage of users who navigate away after viewing only one page.</p> Signup and view all the answers

    Which metric provides insight into the average amount spent by customers per order in e-commerce?

    <p>Average Order Value (AOV)</p> Signup and view all the answers

    What does the term 'engagement' refer to in social media metrics?

    <p>The total interactions (likes, comments, shares) on a post.</p> Signup and view all the answers

    What is the Cart Abandonment Rate in e-commerce metrics?

    <p>Percentage of users who add items to their cart but do not complete the purchase.</p> Signup and view all the answers

    Which metric indicates the predicted revenue from a customer throughout their lifetime?

    <p>Customer Lifetime Value (CLTV)</p> Signup and view all the answers

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

    <p>Revenue generated for every dollar spent on advertising.</p> Signup and view all the answers

    What does the Conversion Rate indicate in digital metrics?

    <p>Percentage of visitors who complete a desired action</p> Signup and view all the answers

    Which metric helps understand the effectiveness of an ad based on actual revenue generated?

    <p>Return on Ad Spend (ROAS)</p> Signup and view all the answers

    What does the Bounce Rate measure regarding website visitors?

    <p>Percentage of visitors who leave after viewing only one page</p> Signup and view all the answers

    Which of the following is a measure to assess the growth of your following on social media?

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

    How is the Average Order Value (AOV) calculated in e-commerce metrics?

    <p>Total revenue divided by total number of orders</p> Signup and view all the answers

    Which metric reflects the overall reach of content to users on social media?

    <p>Impressions</p> Signup and view all the answers

    What does the Unsubscribe Rate indicate in email marketing?

    <p>Percentage of recipients who unsubscribe after receiving an email</p> Signup and view all the answers

    Which metric assesses the quality and quantity of links pointing to your website in SEO?

    <p>Backlinks</p> Signup and view all the answers

    What role does a feedback loop play in campaign development?

    <p>It facilitates continuous improvement based on past performance.</p> Signup and view all the answers

    Which aspect of a balanced scorecard focuses on the organization's capacity to achieve objectives?

    <p>Learning and growing measures</p> Signup and view all the answers

    What does Gross Margin specifically measure?

    <p>The difference between revenue and cost of goods sold.</p> Signup and view all the answers

    How do financial measures in a balanced scorecard help an organization?

    <p>They evaluate financial performance and profitability.</p> Signup and view all the answers

    Which metric reflects the average time users spend in the app during a session?

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

    What is a key outcome associated with customer measures in a balanced scorecard?

    <p>Increased market shares through pricing strategies.</p> Signup and view all the answers

    Which of the following best describes the 'internal business process' perspective of a balanced scorecard?

    <p>It relates to the efficiency and effectiveness of internal workflows.</p> Signup and view all the answers

    How can Gross Rating Points (GRPs) be calculated?

    <p>By multiplying audience reach percentage by the frequency of exposure.</p> Signup and view all the answers

    What does Cost per Thousand (CPM) represent?

    <p>Cost incurred for reaching 1,000 people via advertising.</p> Signup and view all the answers

    In the context of a balanced scorecard, what do 'customer profitability' measures indicate?

    <p>Net profit per customer and cost per transaction.</p> Signup and view all the answers

    What is used to measure the effectiveness of asset use?

    <p>Return on investment (ROI)</p> Signup and view all the answers

    What is a primary focus of the 'learning and growing' aspect of the balanced scorecard?

    <p>Developing employee skills and competencies.</p> Signup and view all the answers

    What type of measure could indicate the effectiveness of cost management in a balanced scorecard?

    <p>Cost per transaction and efficiency ratios.</p> Signup and view all the answers

    Which financial measure indicates revenue minus total costs?

    <p>Net profit</p> Signup and view all the answers

    Which metric indicates the percentage of users who engage with the app over time?

    <p>Retention Rate</p> Signup and view all the answers

    What does the formula for Return on Investment (ROI) yield?

    <p>Net profit expressed as a percentage of investment.</p> Signup and view all the answers

    Study Notes

    Post-Campaign Evaluation

    • Post-campaign evaluation is a crucial step to determine the effectiveness of marketing campaigns.
    • Key metrics for promotion include share of voice (SOV).
    • SOV is the percentage of voice or presence a brand or company has in a specific market or industry compared to competitors.
    • Share of voice can be measured using various metrics, including media mentions and brand mentions in online content.

    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 visitors spend on the site.
      • Pages per Session: average number of pages viewed per session.
      • Conversion Rate: percentage of visitors completing a desired action (e.g., purchase).
    • Email Marketing Metrics:
      • Open Rate: percentage of recipients who opened the email.
      • Click-Through Rate (CTR): percentage of recipients who clicked on links.
      • Bounce Rate: percentage of emails that couldn't be delivered.
      • Unsubscribe Rate: percentage of recipients who unsubscribed.
    • 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).
      • Followers/Subscriber Growth: increase in followers or subscribers.
      • Reach: number of unique users who saw the content.
      • Impressions: total times content was displayed.
      • Click-Through Rate (CTR) on posts or ads.

    B-Key Digital Metrics

    • ADS:
      • Cost Per Click (CPC): amount spent per click.
      • Return on Ad Spend (ROAS): revenue generated per ad dollar.
      • Conversion Rate: percentage of users taking a desired action.
    • App Metrics:
      • Downloads: number of app downloads.
      • Active Users: number of users engaging with the app.
      • Retention Rate: percentage of users continuing to use the app.
      • Session Duration: average session length.
    • E-commerce Metrics:
      • Average Order Value (AOV): average amount spent per order.
      • Cart Abandonment Rate: percentage of users abandoning carts.
      • Customer Lifetime Value (CLTV): predicted revenue from a customer.
      • Gross Margin: difference between revenue and cost of goods sold.
    • 1-share of voice (SOV) is a metric for promotion. It is determined by calculating the percentage of voice or presence your brand has in a given market compared to your competitors.

    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, times the frequency. (Frequency x % 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: Leading indicator of performance, total sales.
    • Gross Profit: Total revenue minus costs incurred in producing the products.
    • Net Profit: What's left after deducting all costs from total revenue.
    • Return on Investment (ROI): Measure of how well assets are used. ((Net Profit/Investment) x 100)

    Identify Key Learning

    • Learn → Build → Measure → Learn (1-Feedback loop) This iterative process is crucial for continuous campaign improvement.
    • Balanced Scorecard: Strategic planning and management system used for aligning business activities with organizational vision and strategy. Aligns business activities to the vision and strategy, improves internal and external communications, and monitors performance against strategic goals.

    Financial Measures

    • Revenue growth (sales and market share).
    • Cost management (revenue per employee and unit cost reductions).
    • Asset utilization (inventory levels and return on capital).

    Customer Measures

    • Market share.
    • Customer retention.
    • Customer acquisition.
    • Customer satisfaction (number of complaints, thanks, profitability per customer).

    Evaluation Reports for Stakeholders

    • Marketing dashboards are graphical descriptions of data, demonstrating performance and trends, to stakeholders.
    • They inform strategic and operational decision-making. Campaign dashboards present current information at three levels: Strategic, Operational, and Tactical. Strategic dashboards measure achievement toward business and marketing objectives. Operational ones track campaign delivery. Tactical ones monitor the delivery of campaign tactical elements.
    • The reports may include various metrics like the percentage of brand mentions in online content, sales, or new customers gained.

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    Related Documents

    Post-Campaign Evaluation PDF

    Description

    This quiz focuses on key metrics used in post-campaign evaluations, specifically highlighting digital marketing effectiveness. It covers website metrics such as page views, unique visitors, and conversion rates, as well as email marketing metrics like open rates and click-through rates.

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