Metrics that influence brand engagement, brand perception, revenue and customer retention
Editor’s Note: This is part two of a three part series on digital marketing metrics. Part one can be found here.
Brand perception is different from brand engagement. Although brand engagement will tell you the number of individuals or the degree to which users engage with your brand and content, it is brand perception that tells you whether the views of your brand are positive, negative or neutral. This is an important point of distinction for brands to make. While awareness of a brand is crucial, it is equally important to consider metrics and methods that help build a positive sentiment among users.
Analytics that measure brand perception: sentiment and bounce race
Sentiment analysis is the process of determining and measuring the feelings, emotions and perceptions users have of a brand. When paired with other measurement tools, sentiment analysis can help marketers think strategically, appeal to motivations and interests, build better content and implement a more well-rounded digital marketing strategy. There are many ways to gauge sentiment, which range from a manual, self-analysis of social media mentions to free and paid analysis software. Improving sentiment requires utilizing customer service techniques and social media best practices, as well as search engine optimization and other digital marketing strategies.
Bounce rate is an indicator of the relevancy and quality of content across platforms, which includes content for advertisements, blog posts and landing pages. A high bounce rate may be an indication that your content isn’t engaging or that your advertisements are misleading. In order to reduce bounce rate, it’s important to set up users’ expectations through the content — whether that be the call to action in an ad or headlines that match blog content. Lower bounce rates indicate optimized and efficient marketing. Remember: it’s one thing to get a user to your site, it’s quite another to get them to engage with the content through a purchase or next step.
Ultimately, conversions and purchases are the ultimate goal of any ecommerce site. While dollars spent per visitor and overall sales are crucial, other metrics help influence the likelihood of conversion. Analyzing these data points helps in attribution modeling, allowing marketers to make real-time adjustments in their digital strategies. Marketers can learn a lot by answering the question: “What drove those consumers to buy?” If it’s an advertisement that was particularly successful, it’s worth repeating. If it was a blog post that was shared and then encouraged users to a site, then it’s worth trying to replicate that type of content again.
Analytics that measure revenue: visit rate and marketing channels (first touch, last touch)
Visit rate is one of the primary indicators that a brand is reaching online users, as it generally assures your targeting and messaging is compelling. However, it is a mistake to assume that visit rates will automatically lead to sales. Further attribution modeling is important because while visits to a website are important, not all visits are created equal. It’s important to learn more about consumer behavior and then target those who are more likely to buy. Visit rate, however, is the first metric to indicate how well your digital marketing efforts performing.
Marketing channels — first touch, last touch
This has become one of the most important metrics for marketers looking to assess campaigns from a comprehensive perspective. By looking at touch points, commonly referred to conversion attribution, marketers are able to understand not only which channel drove the conversion, but also which channels helped lead the customer to the final conversion point. For example, a channel like search may often be the final conversion point, but articles, or social referral first created awareness of the product or service. By looking at all channels and quantifying attribution, marketers can more effectively distribute their budgets to all critical stages of the purchase funnel.
Sara Flick is the director of content strategy and public relations at ZOG Digital, a leading independent digital marketing company. With more than 10 years of experience in marketing and communications, Flick has served as a strategist in the areas of traditional and digital marketing, public relations, executive and political speech writing, reputation management, and crisis communication across a broad range of industries. At ZOG Digital, Flick is responsible for brand positioning, messaging and content strategy.