This document discusses how to monitor and measure engagement across different stages of the customer journey: acquisition, activation, retention, referral, and revenue. It recommends defining both qualitative and quantitative goals and key performance indicators (KPIs) tailored to your business. Examples of qualitative metrics include loyalty, trust, and satisfaction, while quantitative metrics include sales, leads, and referrals. The document also provides examples of tools to measure engagement and a sample measurement scorecard to allocate budgets based on conversion rates and estimated customer lifetime value at each stage.

1. MONITORING + MEASURING
ENGAGEMENT
TJ Tee
Digital Marketing Evangelist, Integricity

2. forget all of this

3. First, a few things
• Figure out what you want to achieve
• Be prepared to measure
• Best way to fail – don’t measure
• Social media is easy to measure, just not with
conventional success metrics
• Keep It Simple, St*pid (KISS)
• Avoid temptation/pitfalls
• Too-good-to-be-true offers, free trials
• Over-enthusiastic marketing people without a plan

4. Acquisition Lots of stuff happens hereReferral
Activation Retention Revenue

5. Acquisition Activation Retention Referral Revenue
PR, campaigns, SEO/ Return visits, Sales, leads,
SEM, affiliate mkt, RSS, alerts/ subscriptions,
EDM, social media, reminders, time- affiliate revenue
banner ads, SMS/ based triggers
MMS, app installs
Home page, Retweets,
landing pages, affiliates,
location-based contests, EDM,
services refer-a-friend,
viral marketing

6. Know what you want to track
• Driving engaged traffic to a website/landing
page doesn’t guarantee any return
• Define metrics that are relevant for your
business:
• Targeted clicks, sign-ups, downloads
• New leads/sales/referrals
• Ignore low-value metrics like:
• Number of followers/fans/friends
• PageRank, Alexa rank

7. Goals & objectives
Qualitative Quantitative
• Loyalty • Sales
• Trust • Leads
• Passion • Qualified users
• Interaction • Sign-ups
• Satisfaction • Referrals
• Authority • Targeted clicks
• Feedback • Downloads
• Brand awareness • Video views/shares

8. Qualitative measures
Campaign – Build loyalty and trust
• Execution
• Engage with customers who mention your company or
product on Twitter or Google
• Success metrics
• +ve Comments sent to customers /week
• +ve Conversations that started from a comment
• Goals/KPIs
• x# +ve Conversations re: comp or prod /week
• x# +ve Blog posts re: comp or prod /month

11. Qualitative measures
Campaign – Increase customer satisfaction
• Execution
• Engage with customers/prospects and ask what they would
like from you
• Success metrics
• New useful/good suggestions
• Suggestions you implement
• Goals/KPIs
• x# Suggestions collected per month and # you actually
implement

15. Qualitative measures
Campaign – Increase authority
• Execution
• Blog about stuff you’re an expert on by writing
authoritative content (first) and promoting your company
• Success metrics
• Influential blogs linking to your content
• Organic visitor traffic per month
• Traffic that converts into sales
• Goals/KPIs
• x% of Organic referral traffic per month
• x$ Sales attributable to referrals from blog per month

18. Quantitative measures
Campaign – Increase offline sales
• Execution
• Promotion on a social media platform (e.g. Facebook)
Participants get a print-out voucher to redeem offline
• Success metrics
• Monthly sales
• Monthly store traffic (walk-in)
• Goals/KPIs
• x$ Monthly sales
• x% Increase in store traffic over pre-promotion period

20. Quantitative measures
Campaign – Increase online sales
• Execution
• Use Twitter to inform prospects about exclusive time-limited
promos
• Success metrics
• Monthly sales attributable directly to Twitter
• New customers attributable directly to Twitter
• Monthly revenue generated from customers originally from
Twitter
• Goals/KPIs
• x$ Monthly sales directly attributable to Twitter

22. Tools to use

23. Google Alerts
Google.com/alerts

24. GA: Advanced Segments

25. Peashoot
Peashootapp.com

26. Facebook Pages: Insights

27. Measurement scorecard (sample)
Stage Conversion Conv Est value
(%) (RM)
Acquisition Visitors to site/widget/landing page 60 0.10
Eg: 2+ pgs, 10+ sec, 1+ clicks, 0 bounce
Activation Happy 1st visit, use the site, sign-up 15 0.25
Eg: Clicks/time/pages, newsletter/profile
sign-up, feature usage
Retention Users come back, multiple visits 5 0.50
Eg: 1-3x visits/mth; email/feed open rate /
CTR
Referral Users refer others 1 1.00
Eg: Cust satisfaction >=8; viral K factor >
1;
Revenue Users Pay / Generate $$$ 2 5.00
Eg. Sale, affiliate revenue

28. Budgeting
How much to spend for online marketing?
30%
25%
18% 18%
10%
Acquisition Activation Retention Referral Revenue

29. Key takeaways
1. Driving targeted traffic from social media
sources is only half the challenge if you’re
trying to sell something.
2. Define quantitative + qualitative goals &
objectives, KISS.
3. Create a simple scorecard to measure KPIs,
allocate budgets accordingly.
4. Filter out channels and strategies that don’t get
good returns. Repeat.

30. Thank you.
Comments, questions, feedback, or want a copy of
this presentation to impress your boss?
tj.tee@integricity.com
facebook.com/tjtee
twitter.com/tjtee