MARKETING METRICS

DR. DUNG PHUONG HOANG

FALCULTY OF MARKETING
 Chapter 10
Online, Email and Mobile
Metrics
10.1 Pageviews, and Hits
Hits: A count of the number of files served to
visitors on the Web. Because Web pages often
contain multiple files, hits is a function not only of
pages visited, but also of the number of files on each
page.

Purpose: To assess Web site traffic and activity.

10.1 Pageviews, and Hits
Example:
A Web site served 5 files per page and generated
500,000 pageviews.
Hits = 5 * 500,000 = 2.500,000 (files)
10.1 Pageviews, and Hits
Pageviews: The number of times a specific page has
been displayed to users.

Purpose: To assess Web site traffic and activity.

10.1 Pageviews, and Hits
Example:
There are 500,000 hits on a Web site that serves five
files each time a page is accessed.
Pageviews = 500,000/5 = 100,000 (views)
10.2 Rich Media Display Time and
Interaction Rate
Rich media display is the metrics to monitor how long
their advertisements are holding the attention of potential
customers.

Purpose: To determine how an advertisement engages

viewers
10.2 Rich Media Display Time and
Interaction Rate
Rich media interaction rate to assess the
effectiveness of a single rich media advertisement in
generating engagement from its viewers.
10.3 Clickthrough Rates
Clickthrough rate is the percentage of impressions that
lead a user to click on an ad

Purpose: To capture customers’ initial response to Web

sites
 10.3 Clickthrough Rates
Example:
There are 1,000 clicks on a Web site that serves up 100,000 impressions. The
clickthrough rate is 1%.
Clickthrough Rate (%) = 1,000/100,000= 1%
If the same Web site had a clickthrough rate of 0.5%, then there would have
been 500 clicks:
Clickthrough Rate = 100,000 * 0.5% = 500
If a different Web site had a 1% clickthrough rate and served up 200,000
impressions, there would have been 2,000 clicks:
Number of Clicks = 1% * 200,000 = 2,000
10.4 Cost per Impression, Cost per Click,
and Cost per Order
10.4 Cost per Impression, Cost per Click,
and Cost per Order
10.5 Visits, Visitors, and Abandonment
Visits: measures the number of sessions on the Web site.
Visitors: measures the number of people making those visits.
Abandonment Rate: This measures the percentage of carts that were
abandoned before completion. The percentage of shopping carts that are
abandoned.
10.5 Visits, Visitors, and Abandonment
Exercise
HnM found that of the 10,000 customers who loaded
items into their electronic baskets, only 8,000
actually purchased. Calculate Abandonment Rate
10.5 Visits, Visitors, and Abandonment
10.5 Visits, Visitors, and Abandonment
10.6 Bounce Rate (Web Site)
Bounce Rate is a measure of the effectiveness of a Web site
in encouraging visitors to continue their visit. It is expressed
as a percentage and represents the proportion of visits that
end on the first page of the Web site that the visitor sees.
10.7 Social Media Metrics:
Friends/Followers/Supporters/Likes
Friends/Followers/Supporters is a very simple metric that measures the number of
individuals who join an organization’s social network.
 Friends (#) = Number of friends of the entity registered on a social network (#)
Likes is a similarly simple metric that measures the number of individuals who have
favored a post/page/organization using the “like” button.
 Likes (#) = Number of individuals favoring a social networking post/page (#)
10.7 Social Media Metrics:
Friends/Followers/Supporters/Likes
Cost per Friend (Like): The cost to the organization
per friend recruited or Like generated.
10.8 Downloads

Monitoring downloads is a way of tracking

engagement with the organization.
 Downloads (#) = Number of times that an
application or file is downloaded (#)
Downloads reflect the success of organizations at
getting their applications distributed to users.
10.9 Mobile Metrics

Average revenue per user (ARPU) is a widely used metric for

app marketers.
10.9 Mobile Metrics
Session Length: This is the length of time the user
spends on the app

Active Users (Monthly/Daily): This is the count of

users who use the app during a
given period; for example, a month or a day
10.9 Mobile Metrics
Store Visits: When you have the number of consumers going into a store
you can compare this to an online action, for instance the number who
downloaded a coupon, to assess how effectively the online strategy drives
offline actions, visits to stores.
10.10 Email Metrics

Email Open Rate: The percentage of email

delivered that gets opened.
10.10 Email Metrics
Email Clickthrough Rate: The percentage of email
delivered that gets clicked on.
10.10 Email Metrics
Email Unsubscribe Rate: The percentage of any list
of email subscribers that opt out of the list in any
given period.
10.10 Email Metrics
Email bounce rate relates to emails that can’t be read.
10.10 Email Metrics
Cost Per Engagement: Marketers often refer to “cost per
engagement” (CPE). An engagementis essentially whatever
the marketer decides based upon the goals of the campaign
(signups, open email, read email, subscribe..)