2. monique@boxcarmarketing.com
twitter: @boxcarmarketing
• Measuring goals should be at the core of your
marketing strategy.
• Tracking, analyzing and responding to the numbers
is key to successful online marketing.
• Don’t just record your web stats but analyze them
and respond according to what they tell you. It’s
about action.
3. monique@boxcarmarketing.com
twitter: @boxcarmarketing
• Start by defining your key performance indicators (KPIs)
• Look at your marketing goals, what is measurable?
• Goals can include selling a product, creating awareness, attracting
new customers. What actions lead to these goals?
• For example, if your goal is to sell your product, the action that leads
to this goal is visiting all of the webpages in your checkout process.
How many people land on your final thank-you page is measurable
and tells you that they’ve completed a sale.
• Goal + Measurable Action = KPI
5. monique@boxcarmarketing.com
twitter: @boxcarmarketing
• One of BookShelf’s primary goals is to get traffic to the site.
• This can be measure using Google Analytics and tracking the # of
unique visitors and new and repeat visitors to the site. Can also track
the level of engagement by looking at time spent on the site, bounce
rate and exit pages (which pages visitors are leaving from).
• One of Bookshelf’s secondary goals is to build it’s reputation.
• This can be measured by tracking mentions of Bookshelf with
Google Alerts and Twitter keyword searches.
• Can track Twitter followers and Facebook fans.
• Can also track retweets with Hootsuite and Facebook engagement
(likes, comments, # of fans) with Facebook Insights.
Bookshelf
6. monique@boxcarmarketing.com
twitter: @boxcarmarketing
My Mini Club
• My Mini Club’s primary goal is to sell cameras.
• This can be tracked by how many people click on the buy buttons on
the product tab in Facebook.
• My Mini Club’s secondary goal is to engage a new audience.
• This can measured by tracking Facebook fans, comments and likes
using Facebook Insights.
7. monique@boxcarmarketing.com
twitter: @boxcarmarketing
• So Nice’s primary goal is to get entrants to the contest.
• This can be tracked by simply contest contest entries.
• So Nice’s secondary goal is to have people engage with the
contest.
• This can be measured by tracking the number of total votes we
have for entries and also by tracking number of fans, comments
and likes on Facebook using Facebook Insights.
So Nice
9. monique@boxcarmarketing.com
twitter: @boxcarmarketing
Scion
• Scion’s primary goal is to sell tickets to their event.
Measure ticket sales, rate of ticket sales. Number of
mentions of the event prior to the date, after the
date.
• Secondary goals include content generation by
fans. Measure the number of photos taken. Number
of tweets.
