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There’s no denying the importance of metrics in a good marketing strategy . Having a solid analysis of your results is certainly
one of the most important factors when you’re looking to take your business to the next level and keep growing.
If your business is digital, the possibilities for testing, analysis, and performance tracking are endless,
Because online digital activities are an endless source of useful metrics.
Contrary to what you might think, you don’t need a master’s degree in mathematics or statistics to understand the results! The numbers
are easy to understand if you have a good foundation in analytics.
Now that you know that, the question remains: Have you put together your metrics plan?
No? Then how about learning to create a metrics plan that will help you grow your business?
Step 1: The foundation for any type of results analysis
Before delving into the topic, it’s essential to understand that standards can be broken down into components and indicators,
as well as different formulas. Thinking in terms of three core components is a good way to classify and divide standards into levels.
-المعيار
-البعد
- Key Performance Indicators (KPIs)
We’ll start with the simplest element: the metric. A metric is any basic, measurable result. For example: residents
A city, website visitors, Sales, subscribers, users, or even the time spent on each visit. A metric
is any result that can be added and categorized. When we work with multiple metrics of the same type or
group, we create a dimension.
A dimension is a set of primary metrics and the resulting classification. Suppose one of the metrics identified is
the population of a city. In this example, the city is the dimension, which categorizes all the other metrics.
Other examples include browser, gender, age, access by mobile device type, and subscribers who
use a specific email service. All of these are dimensions. Classifying metrics into dimensions
ضمن أبعاد تساعدنا على التمتع برؤية واضحة جداً من أجل الجزأ الأقوى وهو مؤشرات الأداء KPI.
يقصد بمصطلح KPI مؤشر الأداء الرئيسيّ Key Performance IndicatoIt is the indicator that helps you
understand what is happening in your business in real time. Each KPI is a key indicator that you use to measure every metric.
that contributes to your workflow, growth, or development. For example: a country’s gross domestic product (GDP), the development index
Human Development Index, or even a company’s revenue. In digital business, some
good examples of KPIs include conversion rate, customer retention, market visibility, brand awareness and reputation…
Now that you know the three main parts of a good metrics analysis process, always remember to put your metrics
within dimensions, and your dimensions within KPIs
Need help with this?
Let’s move on to section two!
.
Step 2: Develop a Standards Plan
You’ve reached the practical part! Creating a measurement plan helps you determine what you need to measure
and where to measure it. It takes you beyond simply collecting results and lays the groundwork for your future actions!
It’s worth noting that you can create your plan wherever you like: in Excel, PowerPoint,
a notes app, or even a notebook. The important thing is to document your plan! Data collection is flexible too: you can get results
from Google Analytics, Facebook, and YouTube
If you have a business—or at least a well-thought-out idea—it won’t be difficult to create a metrics plan.
You’ll build your plan around three sections: objectives, key performance indicators (KPIs), and dimensions. Take a look:
الأهداف: What are you trying to measure? Or would you like to know the rejection rate for your current product? Always define objectives
that are clear and meaningful to your business. The clearer your objective, the easier it will be to think of solutions.
مؤشرات KPI – ما هي مؤشرات الأداء الرئيسيّة التي تلائم هدفك أكثر؟ لنفترض أن هدفك يعتبر قياس معدل
of a promotional campaign. With this objective in mind, we’ll define two KPIs: conversions and the rate
Reach. Once we define these KPIs, we arrive at the final stage of planning.
الأبعاد: Which dimensions and criteria should align with your goal and KPIs? It’s worth noting that you need
to use important, relevant dimensions and criteria. The quality of a criterion matters more than the number of criteria! This is where the key idea comes in:
the dimensions you can measure when your goals and KPIs focus on conversions and reach:
أبعاد الوصول:
-الانطباعات
-النقرات
.
Conversion dimension and conversion criteria:
- Links to leads that converted.
-المبيعات
-جنس المشترين
-عمر المشترين
-Region and areas where purchases were made
-Sales timing
Conversion rejection dimensions and criteria:
-Links to leads that did not convert.
-Gender of people who did not convert into buyers.
-Age of people who did not convert into buyers.
- The region and areas with the highest rejection rate.
One important tip is to use a layout similar to a board or canvas.
This example includes several criteria that can help you define your audience precisely, based on two groups:
buyers and non-buyers. You have demographic information, sales times, and the time when a visitor (lead) made a purchase,
or the time when a visitor (lead) clicked but didn’t make a purchase. You can find the average age of your leads and use
that to your advantage with new messaging or a new approach! Of course, these were just examples; it’s very common to have
Many more behavioral and access metrics throughout the full metrics plan. And now, we come to the tips
for finalizing your plan.
Here, you’ve learned the foundations of your metrics strategy by creating a metrics plan, and you’ve reached the final section
of this text: defining the next steps for your business! Keep all of this in mind if you want to reach the next level!
.
Step 3: Analyze the Standards
This process should be carried out calmly, with a clear head and good judgment. Remember that every number shown in your dashboard
is more than just a number—it reflects someone’s behavior. It represents a person who decided to make a purchase or leave your page.
Each number represents the exact path your audience takes, so it’s a good idea to look at these results with an open mind
and be ready to ask plenty of questions.
Before asking questions, try working with a report template that displays a funnel of the results collected. Something like
لما يلي:
This step is very important for thinking about how to distribute your information, choosing the right time to analyze it, and organizing
the insights themselves that you’ll gain. As we said earlier, the focus here is on thinking about
questions that can help you grow your business.
The American statistician William Edwards Deming put it this way:
“إذا كنت لا تعلم كيف تطرح الأسئلة الملائمة، فلن تتوصّل إلى أيّ شيء’
With this in mind, always start your analysis of metrics by thinking about the questions you should ask, rather than the answers. Here is a
series of questions to ask whenever you review your results.
There are four essential questions you can apply to any analysis of metrics:
- What changes have occurred?
-What caused these changes?
-What investments and experiments are needed to improve or reverse this situation?
-Where are the best opportunities?
Have you thought carefully about your answers? Great! Now we’ll dig deeper and explore some of them. Were you able to
prepare four initial answers for the metric breakdown analysis? If so, consider the following points:
-Does the content deliver significant value?
Is people’s response positive or negative?
Is the strongest content following the plan you set?
Is the weaker content following the plan you set?
Does my audience match the audience I’ve always dreamed of reaching?
Am I going in the right direction? Am I moving toward my goals?
Is the plan being carried out?
Should I rethink my performance?
In practice, all the answers you need start with these questions! There’s no secret—just
think carefully, analyze calmly, and follow closely what
the numbers from your solutions have shown you! Remember, one of the main reasons to analyze your metrics is to make decisions, weigh your options, and recognize that every
choice involves a trade-off. Over time, you’ll notice that the numbers
lead you toward what seems best for your business, even if it isn’t necessarily the path where you’ll achieve
Not what you think is best, but what can be done.
