Check out the main topics covered in the live session about marketing metrics with marketing consultant and info-producer Camila Renaux.
In an incredible chat, our CMO Renan Caixeiro and marketing consultant and info-producer Camila Renaux exchanged various interesting insights on a topic that still raises many questions among professionals in the field: the analysis of the most important metrics in digital marketing campaigns.
The live session held on Tuesday, April 19, also had intense audience participation on how to analyze specific results and communicate them to clients.
But if you missed this great meeting, don’t worry. You can check the full recording in the video below (in brazilian portuguese) and the main points discussed in this article. Let’s dive in.
How to start defining the most important marketing metrics for the project.
The first key point addressed by Camila and Renan in the live session was the difficulty in interpreting marketing metrics in a project.
Even though we have ease of access and capturing these data in digital campaigns, there is still an obstacle in defining what is really important, generating a conversation with the client, and planning the next strategies.
In reality, many professionals even encounter decision-makers who already have an indicator they want to track, a goal, or an overly broad objective.
Thus, according to Camila, the first step to define and analyze the marketing metrics correctly is to have good objectives that are direct,, simple, and measurable.
Even if the client wants something very broad, for example, to become famous on Instagram, you should break it down with them into smaller, clearer, and quantifiable goals, such as audience growth and engagement level in the above example.
That way, it is possible to determine what the key performance indicators (KPIs) are. Camila advises that there should be a maximum of three the so-called guiding stars, to not spread too thin while also having a less limited view of the results.
Thus, the client has a well-defined direction on the project, ceasing to limit their vision with a specific indicator or broad objective they consider relevant.
Understanding the client’s business
It is also important to highlight that this whole process involves much more than numbers; it is essential to understand about the client’s business and each stage of the buyers’ journey of their consumers.
For example, let’s say the project has a cost per acquisition (CPA) result that the decision-maker or even you find high. This can create noise in the report meeting, right?
But reflect on the following questions:
- What is the average ticket of the product they sell?
- What return does each sale bring to them?
- And what about the Lifetime Value (LTV)?
From these points alone, we can already see that all main marketing metrics must take into account the client’s business and its market.
Without this context, it is much more difficult to explain changes in results to clients and the interference from external factors like seasonality periods.
The CPA, for example, could be more expensive because it was during a highly competitive period and consequently, the ads had higher prices.
In other words, when there is a 360º view, the client doesn’t fall into the traps of indicators that limit their interpretation of results and they also manage to see more value in what is being presented.
Marketing metrics reports should be quantitative and qualitative.
As we mentioned earlier, Camila and Renan highlighted that accessing digital marketing metrics can be simple but interpreting them isn’t always easy.
That’s why it’s so important to make analyses that consider the context of that result and the historical data with comparisons between similar periods to help identify seasonality and other external influences. This is combining quantity with quality.
Let’s say you present an RD Station report and your main indicator is the opportunities generated. You can present the total result and even an impressive growth rate compared to the previous month.
But when evaluating the quality of these contacts with your client’s commercial team, were they really valid? Were they good business opportunities or not?
Furthermore, compared to the same period last year, did you really achieve a good growth rate? Or are you comparing months that would naturally have a discrepancy due to seasonality?
All this generates productive conversations with your client and shows that you really have a grasp of the information you are presenting to them. Furthermore, it also guides the planning of strategies better aligned with the business needs.
Tips for more strategic analyses of digital marketing metrics.
Considering all these great lessons brought by Camila and Renan in the live about digital metrics, it’s time to gather here three insights they presented for common campaign situations, some of which came from participants. So jot this down:
| Result | What to do |
| The campaign’s reach was high but the conversion was low. | Test new audiences and broader audiences. Check the CTR. If it’s low, the ad may not be communicating properly. Therefore, new creatives should be tested. |
| The CTR is high but conversions are low. | Analyze if the ad’s destination convinces the visitor to make a conversion. This means that improvements should be sought on the page concerning content, design, CTA, among other factors. |
| Not all posts have been performing well as ads. | Golden tip: use organic as a test to see what is engaging and then make more effective ads. That way, funds won’t be wasted on content that doesn’t generate interaction with your audience. |
Overall, Camila and Renan also emphasized that testing and failing are common actions and consequences in digital marketing. It’s necessary to take risks to understand if the budget makes sense for the client and how the campaign will generate better results for the company.
Moreover, our guest also reinforced that it is necessary to sell your work well. In other words, deliver value to the client, go beyond the data and think about the quality of the metrics report that will be presented to them.
Did you enjoy checking out the main tips discussed in the live with Camila Renaux and Renan Caixeiro? Then stay tuned to the Reportei profile on Instagram to participate in upcoming events and clear all your doubts about digital marketing.
