Your Ultimate Measurement for your e-Campaigns

success

By Matthew Kwan © Copyright.  All rights reserved.  Principal Consultant, Adams Company Limited  (www.adamshk.com)

So what is the ultimate measurement for your e-Marketing campaigns?  The most important thing to remember is that we live in a business world and the most basic measurement unit is always down to dollar amount.  However, it is very difficult to always just measure by money for your success.  My proposal is to objectively measure the “Cost Per Action”, CPA.  By actions, we mean:

  • 1. no. of sales deals
  • 2. no. of subscriptions
  • 3. no. of enquiries (by phone, email, online form…etc)
  • 4. no. of forward to friends
  • 5. no of sharings to social networks
  • 6.  …etc

If by channel/media cost per action (CPA) can be broken down, that is perfect but the real world is not that simple as your results may come from different online sources or even from your traditional marketing media.    Marketing professionals have to be realistic and measure the overall spending versus the actions happened during the campaign period. This exercise is extremely important for your planning of the next e-Campaign.  It should serve as the basis for your channel/media selection.success

By Matthew Kwan © Copyright.  All rights reserved.  Principal Consultant, Adams Company Limited  (www.adamshk.com)

So what is the ultimate measurement for your e-Marketing campaigns?  The most important thing to remember is that we live in a business world and the most basic measurement unit is always down to dollar amount.  However, it is very difficult to always just measure by money for your success.  My proposal is to objectively measure the “Cost Per Action”, CPA.  By actions, we mean:

  • 1. no. of sales deals
  • 2. no. of subscriptions
  • 3. no. of enquiries (by phone, email, online form…etc)
  • 4. no. of forward to friends
  • 5. no of sharings to social networks
  • 6.  …etc

If by channel/media cost per action (CPA) can be broken down, that is perfect but the real world is not that simple as your results may come from different online sources or even from your traditional marketing media.    Marketing professionals have to be realistic and measure the overall spending versus the actions happened during the campaign period. This exercise is extremely important for your planning of the next e-Campaign.  It should serve as the basis for your channel/media selection.

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