Chapter 12: Marketing
Analytics Metrics | Study
Guide, Exam Review &
Practice Questions
|Guaranteed success|
, 5 metrics to track for Facebook video
1 2 What are marketing analytics metrics?
campaign metrics
3 Phase 2: Analyze the Metrics 4 Evaluation
Don't know?
Terms in this set (65)
What are marketing analytics metrics? -Metrics are measures of a data-driven project to maximize effectiveness.
-Marketing analytics metrics allow marketers to maximize marketing returns on
investment (ROI) and minimize marketing costs.
-Marketing analytics metrics assess a marketing analytics strategy.
Marketing Media Life Cycle The Process of creating and running a campaign through several stages:
-Design
-Implementation
-Evaluation
Design -Starts with exploratory research
-Social media analytics (likes, retweets, shares, etc.)
Implementation -Time to do everything to ensure success of campaign
-AB Tests are useful doing this stage
Evaluation Compare results to original goals
Design process -Often starts with exploratory research
-Coke→ custom built listening software
-Find out what is going on; likes, shares, comments
-Form hypotheses about which strategies work well and which do not
Implementation process -Ensure the success of the campaign
-Coke→ using their data, generated over 300 customizable responses
-Carefully and regularly monitor results and making adjustments when
necessary
Evaluation process -Evaluate whether a campaign has met its goals or not
Coke→ social reach, over 22-million, increase happiness exposure by 200%
-Determine how many resources should be spent in the future, if any
Analytics Metrics | Study
Guide, Exam Review &
Practice Questions
|Guaranteed success|
, 5 metrics to track for Facebook video
1 2 What are marketing analytics metrics?
campaign metrics
3 Phase 2: Analyze the Metrics 4 Evaluation
Don't know?
Terms in this set (65)
What are marketing analytics metrics? -Metrics are measures of a data-driven project to maximize effectiveness.
-Marketing analytics metrics allow marketers to maximize marketing returns on
investment (ROI) and minimize marketing costs.
-Marketing analytics metrics assess a marketing analytics strategy.
Marketing Media Life Cycle The Process of creating and running a campaign through several stages:
-Design
-Implementation
-Evaluation
Design -Starts with exploratory research
-Social media analytics (likes, retweets, shares, etc.)
Implementation -Time to do everything to ensure success of campaign
-AB Tests are useful doing this stage
Evaluation Compare results to original goals
Design process -Often starts with exploratory research
-Coke→ custom built listening software
-Find out what is going on; likes, shares, comments
-Form hypotheses about which strategies work well and which do not
Implementation process -Ensure the success of the campaign
-Coke→ using their data, generated over 300 customizable responses
-Carefully and regularly monitor results and making adjustments when
necessary
Evaluation process -Evaluate whether a campaign has met its goals or not
Coke→ social reach, over 22-million, increase happiness exposure by 200%
-Determine how many resources should be spent in the future, if any
