How to evaluate a marketer


There are a variety of metrics that can be used to evaluate marketers. Let's take a closer look at them.
Today, digital marketing dominates existing communication channels. This may explain why most of the KPIs currently used for sellers come from the digital environment.
Although it's more fair to say that the technological aspects of consumer interaction help make measurable parameters that were previously difficult or impossible to measure.
Of course, there has been a significant increase in investment in various digital marketing tools. Therefore, their effectiveness is subject to stricter requirements than traditional communication channels.
Due to the availability of real-time online promotion statistics, impact expectations become as fast as one step. However, the work of digital marketing experts is not limited to advertising. In this article, we'll explore the criteria for evaluating marketing campaigns, which ones are most important and why.

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    What are the criteria for evaluating the effectiveness of digital marketing professionals?

    Marketers evaluate various metrics in their campaigns. Let's just stop at the basic and commonly used ones. These criteria for the effectiveness of a marketer's work can be broadly grouped into four groups. these are:

    Interest, social acceptance and enthusiasm for what you do

    This type of metric shows awareness, popularity and willingness to share branded content. These include:
    • Click Through Rate (CTR). It shows the target group's interest in the ad, i.e. the percentage of people who click on it. It is usually expressed as a percentage.
    • Visible depth. Defines the number of website pages that users view during their visit. The numbers indicate the person's level of interest. The more pages you see during your visit, the more likely you are to be interested in the company's content.
    • Average duration of the session. It is expressed in units of time and represents the number of minutes and seconds a person spends on a particular page or site.
    • Bounce Rate. Indicates the number of users or partial audiences who viewed the page and left the site without taking any action.
    • Obligations. It is used in the context of social network content and can be expressed with completely different parameters related to user responses. Such as the number of likes, retweets or comments.
    For videos, engagement can be expressed as the percentage of users who completed the video or the average viewing time.


    First, this set of metrics shows how users move to the landing page after seeing the ad. Obviously, any internet resource is useless if it doesn't attract users.
    Organic traffic isn’t always enough, so advertisers need to go the extra mile to stimulate targeted traffic. The following parameters are used to measure effectiveness:
    • impression. Determine the number of contacts of the target group who saw the advertising message.
    • Coverage. A parameter similar to the number of impressions. The difference is that it doesn't represent contacts, but the number of unique users where those contacts occurred. The reach is always less than the frequency of seeing the ad message.
    • Email open rates. This is a special case of email-only coverage.
    • Convert. Perhaps one of the most popular parameters, not only well known by sellers. This metric shows the user's transition from one stage to another, bringing them closer to a purchase. It is often associated with the sales funnel because it measures not only overall conversions, but each stage of the customer journey.



    This set of parameters gives an idea of ​​the number of target actions performed by the attracted user. Include:
    • Price per click (CPC, cost per click). The average cost of driving users to a website when advertising information is displayed.
    • Cost per share (CPA). Determine the average budget a user must spend to perform a specific action, such as B. subscribe, leave a contact, or place an order.
    • Retention rate (RR). This metric determines the percentage of users who return to a website or app to make repeat purchases. It is usually calculated for each specific consumer group and each specific time period.
    • User Churn Rate (CR). The inverse of the retention rate, which represents the percentage of customers who do not return.
    • Dropout rates. This parameter indicates how many users who were interested in purchasing did not complete the purchase for some reason. It allows you to predict the size of your audience, which requires extra attention to your marketing campaigns.

    economic key figures

    These metrics show the economics of marketing impact and allow forecasting of spending to achieve business goals and vice versa.
    • Marketing Return on Investment Index (ROMI). This metric determines how much revenue a business can generate for each monetary unit spent on advertising.
    • Protocol period. This is when a customer makes a buying decision, from initial touch to action.
    • Customer Lifecycle. This parameter defines the time period during which the consumer is active and making a purchase with the company.
    • Average bills or purchases per user (ARPU, average revenue per user). This metric reports the average cost of purchases per user.
    • LTV (livability). It is the sum of all revenue a business receives from customers at the time of purchase.
    • Cost of acquiring customers. It is the total cost associated with acquiring customers.
    • Cost of retaining customers. Like the previous parameters


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