We are going to breakdown the most important KPIs for digital marketing. I will teach you how to evaluate marketing performance for each individual channel and of your overall business & marketing funnel. Template & dashboards included.
Part 2: Performance Marketing (Conversion-Based Marketing):
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In this video, we will learn how to understand the performance of each marketing channel as well as the performance of our overall marketing funnel using digital marketing KPIs.
We will build simple marketing dashboards that can be used in real life, as well as look at some case studies and talk about common pitfalls.
I’ve seen many times battles within companies to cut marketing spend from one channel to add to another, only to have these re-allocations backfire and the performance end up being worse than before. Why?
Because digital marketing performance is hard to understand if you aren’t using the right KPIs, focusing on overall blended CAC, and thinking about the overall marketing funnel.
It is very easy to oversimplify marketing performance and make poor decisions about what is working and what is not.
We will cover all of this using real life examples and discussions.
SECTIONS:
0:27 goals for evaluating digital marketing performance: CAC vs. LTV
1:20 who this video is for
1:49 explanation of the marketing funnel (top, mid, bottom)
5:20 what is customer acquisition cost (CAC) & why is it important
6:37 differences in CAC between parts of the funnel
7:46 case study e-commerce: common pitfalls when allocating ad spend
9:07 paid digital marketing dashboard
14:43 paid vs. organic vs. blended customers
15:13 overall digital marketing dashboard (blended)
17:53 recommendation for budget allocation to top vs. bottom of funnel
18:58 what is a good CAC & how much can we afford to spend on marketing?
19:34 customer lifetime value example – LTV vs. CAC case study
By the end of this video you will understand the most important KPIs for evaluating digital marketing in real life situations.
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KPIs for Digital Marketing | How to Evaluate Your Marketing Performance
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KPIs for Digital Marketing | How to Evaluate Your Marketing Performance
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