Is your marketing department drowning in a sea of metrics that still don’t track meaningful end results analytics?
As channels continue to proliferate, you need analytics that measure how reliably channels, campaigns, and traffic sources are bringing in new and repeat business.
Today, marketers face the same problems online as they did at the turn of the century when one of America’s great business innovators, John Wanamaker, made the oft-repeated statement: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
This is of course highly peculiar since in the digital world everything is measurable in the most excruciating detail. So what is wrong?
First, we should be measuring quality, not just quantity. But current web analytic tools aim to measure and increase the quantity of people coming to a website or other channel on which they’re engaging.
Web analytics is all about measuring aggregate average quantities; for instance, number of visits, percentage of new visitors, page views, bounce rates, top assets downloaded, most popular entry pages, most visited pages, and so on. Second, we are not connecting the dots. Third, we are comparing apples with oranges with bananas, and none of the quantitative measures say anything about how each “piece of fruit” is delivering against business goals.
Lead score vs. Engagement Value
Lead score, as known in B2B nurture flows, is very different from Engagement Value. Lead score is what you use to identify customers you believe are showing signs of wanting to commit, but not yet having committed. Lead score is commonly only of interest in B2B settings and is used to surface prospects to the sales force in combination with GeoIP information. While Sitecore can capture lead scores, they are not related to Engagement Value points. Lead scoring indicates propensity to commit, whereas Engagement Value is a measure of which outcomes are most effective at delivering against business goals.
Download this report to learn how to take control of what matters with Experience Analytics – Experience Analytics measures quantity, quality, and the relationship between the two. Quantity is everything you know from web analytics today. Quality is the level of commitment achieved by your customers – a parameter you might not be in control of today.