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MARKETING METRICS

Choose the key metrics that are vital to your organisation’s success

By our News Team | 2022

You can’t monitor and analyse every digital marketing metric out there. So, it’s important to identify what’s relevant to you.

There are a huge number of metrics a business can track, but not all are vital to driving organisational growth and success. So, what digital marketing metrics should be on a marketer’s list?

Writing in Entrepreneur magazine, Auria Moore, CEO of CLEVR AI in California and an advisor to several intelligence companies, names some of the key metrics on her list. Among them:

Marketing Metrics

Photo by Burak The Weekender from Pexels

Traffic sources

You need to know where your website visitors are coming from. Did they visit your website after searching for you? Was it after clicking on a referral partner’s link? Was it after seeing a social media post? Knowing how many people visit your website every month is essential, but it’s equally valuable to identify how they’re finding you.

Time on site

When visitors browse your website, it’s meaningful to discover how long they’re browsing. This valuable metric reveals how interested visitors are in your content and if you are attracting exemplary visitors.

If you see that visitors are only browsing on your website for a few seconds, it could be an indicator that they either didn’t end up on the site they were looking for, or quickly realised they’re disinterested in what you’re offering. On the flip side, if you see that visitors are on your website for multiple minutes, it can signal that you have content the market is interested in. 

Engagement

When posting on social media, sending promotional emails, or displaying ads, it’s only natural for a marketer to measure engagement rates. For example, are there some of your Instagram posts that have more ‘likes’ than others? Are there specific days that get better post response, open rate, or click rate than others? Knowing audience-engagement preferences and habits will help you communicate with them better.

Customer acquisition cost (CAC)

There is a cost associated with every customer — acquiring customers for free is a marketing fairytale. Businesses need to measure how much it costs to acquire customers throughout their buying journey.

This metric will help you understand whether or not a campaign was indeed successful, if your investment was well spent, how to maximise the marketing budget, and will affirm whether or not you’re targeting the right buyers.

Customer lifetime value (CLV)

Loyalty is hard to come by, but it’s easy to measure. How much customers are likely to spend on your brand during their lifetime is an essential metric when you are evaluating how much to invest in marketing to them. This is an important metric that indicates the total financial value a customer brings.

“When thinking about what to measure, start here: ‘What questions do I need answers to about my brand and customers?’ Then look to data to find the answers,” advises Moore.

You can read the full article here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.