You have learned the potential of marketing automation for your business and you have begun some deployment.

What’s next to use the intelligence from the data?

Know how-to review your marketing automation data periodically, because :

  • Make the right corrections as you go along;
  • Learn more about your clients’ needs;
  • Optimize each marketing experiment with what you have learned from the previous one;

Audit marketing results

When and how often to evaluate marketing campaigns is a balancing practice.

  • Often enough to identify trends and adjust your strategy  before wasting time and money;
  • Too often will mislead into identifying the wrong pattern;

A good rule of thumb to review your marketing results when :

  • Switching to a new software tool. Because if you won’t be able to access the data from the previous marketing system.
  • Trying a new strategy. Because you can compare your current marketing strategy to your previous marketing strategy to put your money in the one that works best.
  • Doing quarterly reviews. The end of the quarter is a good enough reason to review marketing results.

What to look for in a marketing audit?

Return on investment

Return on investment is the mount of money you make after spending money. It is expressed as a percentage.

  • Spend 500.00 $ on ads and make 3000.00 $ in sales as a direct source of sales from the ads, you ROi is :
    • (3000- 500) / 3000 = 0,83 or 83 %

All you need is your marketing spend and your marketing results.

You may want to account for labor costs when calculating ROi. Something that is free but time-consuming may wind up being more expansive than something that costs money and runs on autopilot while doing so. After all, your time or your employees time is the only non-renewable ressource.

ROi by campaign and channel

Campaign-based ROi for multiple campaigns running at the same time. Tracking the ROi of those individual campaigns lets you know which was the most profitable.

Channel-based ROi for knowing which channels perform the best will help you to create more effective strategy in the future.

Marketing KPIs and metrics

KPIs are “key performance indicators’ or any other specific metrics of success, which will depend on your goals and priorities. At any given point, you will be tracking between 3 to 10 KPIs that are tailored to your current goals and activities.

Track broader metrics to give you a benchmark and help see overall growth or decline.

  • Conversion rate refer to 2 types of conversion : from visitors to leads , and then from leads to sales. It is a percentage;
  • Cost per lead is the average amount of money spent to acquire a new lead;
  • Cost per Customer or customer acquisition cost is the average amount of money spent to acquire a client. The simple way would be to calculate the amount of money pent on marketing during a month/quarter/etc. and dividing it by how many new clients were acquired in that time.
  • Customer lifetime value is the average amount of revenue from a client over time.

Channel-specific metrics

Most channels can be evaluated using the common metrics, you will, also, want to look at some channel-specific metrics to make a distinction.
Examples of Channels that have their own that metrics are email and PPC ads:
  •  For e-mail, the most commonly mentioned metrics are open rate, click-through rate, bounce rate, and list the growth rate;
  •  For PPC ads,  the common metrics include both CPC or CPL also include click-through rate and Cost per Mille or the cost per 1000 views of the ad.
Track success by giving customers coming from marketing channels a specific URL to go to a specific discount page or both you can calculate how well the ads performed by looking at how the visitors on the landing page behave or how many people use the discount code.
You can also look at the broader metrics of conversion rate and cost per segment from a specific channel to connect with people from certain channels and know where are the most loyal customers coming from what channels draw in customers by keeping track of these metrics you can focus your effort on the channels that get the best results.
Trends and correlations in the data
After you’ve collected all the data you can start to look for trends and be specific on the metrics tracked over time to see if they’re increasing decreasing or holding steady.
Metrics you’ll want to look at this way include :
  • Sales
  • Traffic
  • Leads
  • Conversions
 For all these, you can look at the total number as well as the metric segmented by campaign or by source.
Correlation isn’t causation
When you’re comparing and notice a correlation. You might notice that spike in traffic from Facebook coincides with a spike in sales. It’s tempting to immediately assume those 2 things are related. Correlation doesn’t equal causation.
Not jumping to conclusion means recognizing that Facebook traffic may not necessarily the reason for the sales and that you need to investigate further before you propose and blanket theories.
If your marketing information software tracks all visitor and their activity at every stage in the funnel then you’ll already know whether those things are linked or not if you’re not at the stage of using marketing automation software or don’t have access to those feature you just made sure to test your marketing assumptions before spending too much money.
Checking your assumptions
Once you’ve collected all of this data and compared it to previous marketing audits you can review your assumptions and theories to see how the lineup with data :
  1. Create a hypothesis
  2. Tested the hypothesis
  3. Think about what you want to optimize
 The great thing about marketing automation is that over time you will always collect more data and by looking at the data you have available you can create theories based on that data and then testing each theory constantly move towards a more successful precise marketing strategy.
Reviewing and updating goals
Now that you’ve looked at all the data in at your previous assumption of fury’s it’s time to look at your goals for your previous goal
  • Did you meet the goal?
  • Does that prove any of your theories or does more investigation needs to be done?
  • What did you learn?
  • What kind of data were you able to gather as a result of trying to meet this goal?
  • How are you going to incorporate what you learn into the next set of goals?
Setting goals for the next month, quarter, or year and ask yourself
  • Is this a realistic goal?
  • What are the success metrics for this goal? Increase or decrease and by how much?
  • What theory or assumption am I testing for this goal?
  • How will you gather the information needed to test that theory?
Reviewing marketing results and goals on a regular basis help to consistently moving the needle under the matrix of segments and goals that matters the most for you.