Mailing Campaign Analysis

Exploring Your Report Data

Like any campaign you are tracking, online or offline, analysis is the most meaningful part to improve your ROI. To save wasting time, start by looking at what is important to you … your goals. Key performance indicators for each goal you have should be determined. In this post I will share an explanation of key performance indicators and how to apply them to your campaigns.

Meaningful reports will come from the most important components to each campaign, your goals. Once you have goals configured there are KPIs (key performance indicators) that you can look at right away. Our report data is highly focused on your key metrics.

Example Key Performance Indicators

• Revenue – Take a close look at the total revenue, what traffic sources bring the revenue and the highest converting keywords? What are your most popular selling items?
• Pathways to Purchase – What are the most popular paths a visitor takes to purchase (goal funnel)?
• Abandonment Rate – What are the highest abandonment pages in the goal funnel.
• Per Visit Value – This is the value of each visit as they relate to goal fulfillment. You can stack this metric up against the costs of each visitor to estimate whether you are coming out a winner or loser.
• Visits to purchase – Learn about the buying cycles of your website visitors.
• ROI – Comparing AdWords spend to Analytics Ecom data will give you an idea for your return on investment.
• CPA (Cost per Acquisition) – Google Analytics does not have a metric for this. We can use the AdWords conversion tracker to give us all the information needed to determine the precise revenue required for each sale.

Performance

• Find the Good and Bad

What people do on your site (or don’t do) will give us the information required to make changes that matter. For example if one of the goals is to sell products the first area to look at is how many purchases were made (goal funnel).

This is just one example of focusing on KPIs. Depending on your objectives different key metrics can be examined.

Make Improvements

• Making Data Driven Decisions

Let the Data Guide You

Effective data collection and reporting go hand in hand. Rock solid reporting comes from a good Google Analytics set up and experienced reporting. Client reports can be prepared and sent from with the Google Analytics interface.

Analyzing and creating actions from your analysis requires expertise that comes from knowledge and experience. The best way to learn is by doing. Log you changes into a spreadsheet and compare the key metrics over time. With repetition I have no doubt you will become a pro!