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The configuration and implementation of metrics is the optimization of platforms and reporting tools so that both the MarTech agency and the client can easily see all the data that will help them improve their digital marketing strategy and thus increase the profitability of the projects.
When configuring and implementing the metrics of a project, it is necessary to perform an analysis that allows us to contemplate the objectives, so that, once the data has been extracted, we can compare them and measure the impact of the implemented strategy.
Depending on the type of project, a different configuration of metrics would be developed, it is not the same to create a B2C marketing strategy, in which in the case of an ecommerce the objective will be to increase sales, than if it is a B2B marketing strategy, much more focused on the generation of leads or brand recognition.
After that we can define the digital analytics strategy, so what kind of metrics should we configure and implement?
Metrics are very important when planning a strategy, as they are the link between the objectives that have been set at the beginning and the collection and interpretation of data. These analyses of the digital strategy will guide us in making decisions for future campaigns. Due to the wide variety of metrics that we find in the various tools, it is crucial to choose the ones that best fit our objectives.
Once real and viable objectives have been set for the brand and the appropriate metrics have been selected, it is time to collect the necessary data for subsequent analysis. To create the Data and Reporting project and thus be able to increase the productivity and profitability of the project, specific tools adapted to each selected metric must be used:
This point depends on the client. Normally, once the metrics and platforms are configured, this part of the project can be considered as finished. But, in many other cases the client wants the update of the platforms or monthly metrics reports in case of publishing new products, campaigns, landings… to see how the new campaign has worked.
ROI UP Group’s digital analytics team has extensive experience configuring different metrics platforms. In addition, the person in charge of managing the project will contact those responsible for each area to create a report or configure a metrics platform that meets the client’s needs and that in a single document you can see all those metrics of great importance for your digital strategy.
Marketing metrics are data provided by various tools or platforms regarding web performance, user performance… that help us to see the evolution of a digital marketing campaign.
Establishing metrics consists of conducting a preliminary study in which criteria are defined and objectives are set. In this way, after obtaining metric data, the results are obtained and evaluated, and the effectiveness of the actions carried out is determined with a view to future campaigns with the objective of increasing the productivity and performance of the project.
A KPI is a campaign objective. Before starting a project, target metrics are established to be reached in a period of time, such as, for example, number of followers in social networks, users to the website, number of clicks…
KPIs, as well as metrics, vary greatly depending on what we are trying to achieve with our objective.
These are some of the most common KPIs:
The frequency of review depends on the needs and nature of the project, but we recommend regular weekly monitoring to be able to see evolution trends. On a monthly or quarterly basis, a more exhaustive analysis should be made to identify areas for improvement and adapt the strategy according to the results.
We help you define a metrics strategy that will help us to optimize measurement in order to improve the overall marketing strategy.
Measurement Model ConsultingWe study in depth the state of the metrics to improve the strategy and increase profitability.
Measurement auditOnce the objectives have been set, we will assist you in the configuration and implementation of the appropriate metrics.
Metrics configuration and measurementWe collect and analyze the data obtained thanks to the Tracking websites to continuously optimize the campaigns.
Tracking websites for advertising platformsWe create the dashboards that fit your needs and analyze the data with a comprehensive approach.
DashboardingWe implement and analyze BI tools to help improve the efficiency and profitability of your business.
Business IntelligenceTOP 10 by Marketing 4 eccomerce
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