Workshop slides prior to demo, IP Business Centre at Central LIbrary, 24 September 2019

1. Marketing Measurement
for startups & SMEs
Simone Castello @simonecas

2. Holistic Digital Marketing
Website
Email
newsletter
Social
Media
SEO
Blog
“Gartner found that only 1/3 of CMOs say ROI of total marketing spend is a
strategic key performance indicator, and 77% of global B2B marketing
decision makers cite their use of data and analytics to guide marketing
decisions as one of their department's top five weaknesses, according to
Forrester.” Source: Marketo Report (Adobe, 2019)

3. Measurement – sales funnel
Popular options
• Google Analytics (website)
• Channel analytics (inbuilt in
social media platforms)
• Automation platforms like
Hootsuite & Buffer
• CRMs (Customer relation
management tools) like Hubspot,
Marketo, Salesforce, etc.
@simonecas

4. Google Analytics
Audience Overview
1 Nov 2018 – 28 February 2019
• Reach (audience)
• Acquisition & Referral
• Engagement (behaviour)

5. Social Media Measurement – channel analytics
Twitter Analytics - example Facebook Insights for Page - example

6. Drill time!
• Measure ROI at regular intervals:
whether it’s every month, every 3,
every 6 months or once a year
• Integrate GA with analytics from
social media to get the full picture
• Only do the analytics you need,
don’t get sucked in! If you are short
of time, do the basics, it’s better
than nothing!
• If you are into e-commerce,
consider learning how to set up
conversion reports in GA
• Free training:
@simonecas
https://learndigital.withgoogle.com
/digitalgarage
https://analytics.google.com/analyti
cs/academy/

7. Q&A
@simonecas
ROIpic:MarcoVerch