Marketing Foundations Performance Analytics & Reporting

Marketing Planning and Strategy is a continually evolving process – there’s no point having a plan if you never review it to see how you are performing against expectations. To review performance effectively, it’s important to establish marketing metrics against which success can be measured.

At FIG we prioritise performance analytics and reporting to ensure we focus on the channels and activities that offer the greatest return on marketing investment for our clients. We work within a set budget, and we continually test and improve what we’re doing to ensure we deliver tangible results.

Depending on what your specific campaign or strategy objectives are, the performance metrics we use might include:

• Sales revenue
• Total number of conversions
• Conversion rates per channel
• Cost per lead
• Reach and engagement levels
• Website traffic-to-lead ratio
• Bounce rates
• Organic traffic

These enable you to track performance and understand the effectiveness of a specific marketing campaign or strategy so that you can replicate what works well and disregard what doesn’t. It needn’t be complicated; promotional codes and dedicated landing pages and specific phone numbers are a really simple way to measure success.

We work with Customer Relationship Management software including Salesforce and Hubspot to better understand customer behaviour, tailoring marketing activities for every stage in the buying journey.

Measuring PR performance

The function of PR is to generate brand awareness and build credibility for your business. But while it is difficult to measure any direct impact on leads, its ability to reach and engage with potential customers can be assessed.  Our experienced PR managers review the number of media outlets engaged and the size of their readership, tracking referrals to client websites using Google Analytics.

Digital performance  

Online marketing can be assessed using a wide range of metrics from impressions, social reach and social engagement, through to email open rates, click through rates, cost per click, cost per acquisition and cost per conversion ratios.

At FIG our senior marketers provide our Marketing Partner clients with complete campaign metrics across all channels as well as tailored quarterly reviews to ensure we are accountable, transparent and consistently deliver value for their businesses.