Campaign Analytics, Campaign Scorecard, Campaign KPI(s)

Digital/Online/Web/Internet Marketing Campaign Management will look lucrative and fascinating but the analytics of the same can be a challenging task. Reason being - you have to fetch data from various ad network tools such as Google AdWords, Yahoo Advertising, Microsit AdCenter, Zemanta, Outbrain & any other digital/email marketing tools.

Basically, every campaign scorecard should constitute of the below the KPI(s):

1) Campaign names in the form of the tag used in the web analytics tool
2) Campaign tactics whether it was a SEM, Banner Ad, Video Ad & more
3) Campaign statistics such as impressions, clicks, cpc/e/a
4) Campaign traffic such as visits, page views,
5) Campaign engagement such as avg.time spent, downloads, video play & more
6) Campaign conversions such as enquiries, ecommerce purchase & more
7) Campaign ROI which can be pulled from the CRM(if you are a offline & online business) or directly from the web analytics tool if you are online business only

Below is the snapshot of 1 of the campaign scorecard alongside KPI(s):

SEO Analytics, SEO Scorecard, SEO KPI(s)

SEO Analytics or a SEO Scorecard alongside SEO KPI(s) can be configured for major search engines such as Google, Yahoo, Bing & more.

How to pull data for individual row?

1) SERP stands for Search Engine Ranking Page and the data associated for every keyword in row 3 & 4(i.e. SERP 1 for target keywords & SERP 1, 2 & 3 for target keywords ) can be pulled from tools such as Rank Checker, Moz & more
2) For row 3, 4, 5 & 6 (i.e. SEO traffic to URLs section, Dowloads or Revenue from SEO, SEM traffic for target keywords, Downloads or Revenue from SEM) can be pulled from Google Analytics, Adobe SiteCatalyst, IBM Coremetrics or any other web analytics tool
3) Finally for row 7 (i.e. Total monthly global search volume) can be pulled from Keyword Planner in Google AdWords for Google Scorecard. And for Yahoo & Bing - you can use Keyword discovery or other paid keyword marketing tools.

Social Media Analytics, Social Media Scorecard, Social Media Tools & KPIs

Social Media Analytics can be a cumbersome task unless you start using few paid social media analytics tool such as HootSuite, Radian6, Clarabridge & more. The interesting element will be integrating the web analytics tools such as as Google Analytics, IBM Coremetrics, Adobe SiteCatalyst with any of the social media analytics tools such as HootSuite, Radian6, Clarabridge & more.

Social Media Marketing Analytics can be categorized into 3 forms:

1) Organic(Free) Social Media Marketing Analytics
2) Paid Social Media Marketing Analytics
3) Combined Social Media Marketing Analytics - where you will combine stats from both organic & paid social media marketing efforts

Social Media Marketing Analytics consists of below elements & KPI(s):

1) Onpage KPI(s) such as number of posts, number of comments, number of comments/shares, number of clicks/likes/+1
2) Offpage KPI(s) such as social listening i.e. how many users are talking positive/negative/neutral about the products, services, business, company & more
3) Offpage KPI(s) such as social web analytics i.e. how many users reached the website in the form of social visits, social pageviews, social conversions in the form of lead generations & ecommerce transactions

Now, lets look at the KPIs alongside Sample Scorecard which are showcased below:

1) Organic Social Media Marketing Scorecard alongside KPI(s):

 

2) Paid Social Media Marketing Scorecard alongside KPI(s): 

3) Detailed Social Media Marketing Scorecard alongside KPI(s): 

Free Digital Marketing or Organic Digital Marketing

Free Digital Marketing, Organic Digital Marketing, Free Web Marketing, Organic Web Marketing, Free Online Marketing & Organic Organic Marketing

If you have budget constraints and you'd still like to promote your business online then you can opt for the below free engines:

1) Web Merchandising

• Promotion within website & cross promotional activities

2) Organic Social Media Marketing

• Facebook

• Twitter

• Pinterest

• Google+ 

• YouTube

3) Blogs

• 1 Blog a day

4) Video Marketing

• Upload a video on YouTube & promote it on your social channels

5) Emailers & Newsletters

6) Interact with your users on various communities online such as forums, groups, blogs & more

7) You can even measure this using Google Analytics by building the below scorecard:

Organic Digital Marketing	Oct-14	Nov-14	% Change
Facebook
Likes
Interactions (Likes, Comments, Wall Posts)
Posts
Clicks
Action (Registration etc)
Linkedin
Discussions (Started by others)
Interactions (Comments, Likes etc)
Discussions (Self Started)
Clicks
Actions (Registration etc)
Twitter
Followers
Listed
Mentions
Re-Tweets
Clicks
Actions (Registration etc)
Blog
Followers
Comments
Articles
Clicks
Unique Visitors
Visits
PageViews
Actions (Registration etc)