Category: Metrics
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You Ask, I Answer: What are CAC and CLV?
Fiona asks, “What are CAC and CLV / LTV and why are they important?” CAC is customer acquisition cost. CLTV, LTV, and CLV are customer lifetime value. These two numbers are the underpinnings of all marketing analytics. Watch this video to learn more about them, how to calculate them, how to use them, and how…
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You Ask, I Answer: Spotting Trends in Analytics?
Julie asks, “What trends should I be looking for in my analytics?” The answer to this question is going to require some math, so pour a coffee and let’s tuck in. In this video we’ll review simple and exponential moving averages, the moving average convergence divergence indicator, and the application of the stock alerting technique…
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You Ask, I Answer: Qualitative Data Analysis
Dave asks, “How do you interpret the “why”, i.e. if you see data that says actions were taken (or not) how do you determine WHY those actions were taken so you can replicate or avoid those specific marketing tactics moving forward?” No analytics tool focused on gathering “what” data – meaning, what happened – is…
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You Ask, I Answer: How Analytics Indicates When To Change Tactics?
Jennifer asks, “How do I know, based on my analytics, when it’s time to change tactics?” For questions like this, we look outside of marketing to a discipline that is supremely well-practiced in changing tactics as soon as indicators go sour: financial trading. There are hundreds, if not thousands, of techniques for quickly spotting trends…
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You Ask, I Answer: Best Practices for Google Analytics UTM Tracking Codes?
Julie asks, “What are the best practices for managing Google Analytics UTM tracking codes?” UTM tracking codes – named after their original product, Urchin (the Urchin Tracking Module)- are a mainstay of Google Analytics. UTM codes come in five flavors – source, medium, campaign, term, and content. Each code serves a particular function, a way…
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You Ask, I Answer: What’s the Right Marketing Budget?
Julie asks, “What’s the right marketing budget?” I hear this question a lot during this time of year, when marketers are facing new strategies, new plans, and of course, new budgets. The answer to this question is more complex than it sounds, and requires a fair amount of research at your firm. Asking this straight…
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You Ask, I Answer: Balancing Creation and Promotion in Content Marketing?
Michael asks, “How do you find the balance between creation and promotion in content marketing?” Great question – the answer is going to depend on which is more broken. Generally speaking, I’m a fan of mitigating the weakest point in any operational funnel until you hit diminishing returns. The question is, how do you know…
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You Ask, I Answer: Analytics Reports Tools?
Julie asks, “How do you put your analytics reports together? Excel, powerpoint, or something else?” As with any questions about tools, the answer is contingent on many factors. – What does the person have? Excel and Powerpoint are nearly ubiquitous, as is a web browser – What has the customer asked for? – What are…
