The Art of Marketing: Relationships and Metrics
If you provide value, customers can't help but give you money. Data enables this strategy. We have tons of data. Clicks, impressions and page views are all garbage. But that is how people make decisions. Followers, fans and likes are all crap. Same for "engagement." HITS = How Idiots Track Success. You should expect more.
We should measure bounce rate: I came, I puked, I left.
If you know how much you suck every day, you might be able to improve. For every one second it takes to load on a site, there is a 7% reduction in conversion.
The home page for the New York Daily news has 347 links. Newspapers are trying to compete with each other for longer pages because this gets more page views and enables them to sell more ads at a higher price. Instead, they should be tracking visitor loyalty.
The average checkout abandonment rate is 70%. This is something that should be tracked by companies.
Change the lens through which you see and look at the context of total traffic, your percentage and that of competitors.
Measure share of search: XXX/290 million
Some companies measure voice of the customer with a 40-question form. All you need to ask is two questions: why are you here and were you able to complete that task? The measurement is task completion rate.
Other strong measurements are: loyalty, recency, conversion rates, days and visits, unaided brand recall, etc. The goal of analytics and data is to help us to make decisions faster. Instead of default reports, use custom ones in Google analytics. Every report should have three things: acquisition, behavior and outcomes.
Owned, earned and paid media should be in balance.
Ultimately, you should not data puke.