Q2 Content drives lots of signals. How to define which metrics to include in your ROI calculations? #vcbuzz
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#VCBuzz A2. I work backwards, starting with the Business Metrics, then walk through Site, Channel to Source. * Profit * Revenue * Conversions values (Mn./Md. Avgs) * Conversion rate(s) * Conversion types (order/lead/signup etc.) * Campaign performance * Campaign value >>>
#VCBuzz A2.2
Cont.
* Campaign cost
* Campaign variant (if app.)
* Channel performance
* Channel value
* Channel cost
* Source/Origin
Ideally, things have been set for tracking (custom Domain, SubDomain, Landing URL, Parameters etc.)...
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#VCBuzz A2.3 ... even replacing phone numbers, custom email addresses etc. Anything and everything to aid in attribution. Then there's comparative monitoring. Conversions/traffic pre/during/post campaign. >>> -
#VCBuzz A2,4 Depending on the nature of the campaign/channel, other metrics may be applicable - such as Rankings, Traffic, Email open/click rates etc. Costs may vary from "content cost" through to "promotion costs" (ads, affiliates etc.). >>> - Antwoorden weergeven
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