Webinar recording – Why are you measuring that?

About the webinar

This one-hour webinar presented by James Akers – Tech Champion for Data Analytics & Insight – will cut through the hundreds of data points your organisation is currently collecting and help you focus on the few that matter.

Together we will use existing frameworks to whittle them down into three clear categories and see if you are growing, converting, and retaining your audiences. This event features in the line up for the 2022 Leeds Digital Festival.

You will learn:

• How to choose the right metrics for your organisation
• Ways to align performance with your strategic goals
• What next steps are needed to bring your data together

James presented a version of this session live as part of the Arts Marketing Association Conference in July 2022.

Resources, links and further information

Download the presentation slides used in this webinar here.

The marketing funnel

A marketing funnel describes your customer’s journey with you. From the first stages when someone learns about your organisation, through to the last stage, marketing funnels map the routes to conversion and what happens next. There are different marketing tactics for each stage of the funnel and different metrics to show how well you are doing at each point.

Fantastic metrics and where to find them

Here are some examples of where to find metrics for your marketing funnel. This is not an exhaustive list, just some suggestions for the metrics we covered in the webinar (there are many more!):

Awareness

• Impressions
  • Find these in the analytics reports for your social channels and advertising platforms
  • Reach vs. Impressions: What’s the Difference (And What Should You Track)? (Hootsuite)
• Website traffic
  • Your website analytics provider (such as Google Analytics)
• Search position
  • Use Search Console and Bing Webmaster Tools

Consideration

• Social engagement
  • Find these in the analytics reports for your social channels and advertising platforms
  • 16 Key Social Media Metrics to Track in 2022 (Hootsuite)
• Search volume
  • Use Search Console and Bing Webmaster Tools
• Email sign up
  • Find these in your email provider analytics or your website analytics (if you have set tracking up)

Conversion

• Purchases
  • Find these in the analytics reports of your eCommerce or ticketing system
• Form completions
  • Your website analytics provider (such as Google Analytics) if you have set tracking up
• View Specific pages
  • Your website analytics provider (such as Google Analytics)

Retention

• Repeat purchases
  • Find these in the analytics reports of your eCommerce or ticketing system
• Memberships
  • Find these in the analytics reports of your eCommerce, Customer Relationship Management or ticketing system
• Net Promoter Score
  • Use survey tools such as HotJar to collect and report on responses

Further Support

The Digital Culture Network is here to support you and your organisation. Our Tech Champions can provide free 1-2-1 support to all arts and cultural organisations who are in receipt of, or eligible for, Arts Council England funding. If you need help or would like to chat with us about any of the advice we have covered above, please get in touch. Sign up for our newsletter below and follow us on Twitter @ace_dcn for the latest updates.