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The 3 Most Important Marketing Performance Indicators & Why You Need Them | PT EP 615
18 ideas de marketing sacadas de «The 3 Most Important Marketing Performance Indicators & Why You Need Them | PT EP 615», de Perpetual Traffic. Sobre todo…
- 18 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 39 min
- Publicada en 2024
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Integrar Meta y Google Search para reducir el costo general mediante sinergia multicanal
Canales de adquisiciónEvaluar canales publicitarios de forma aislada suele llevar a apagar campañas de descubrimiento (como Meta Reels) por mostrar un ROAS directo bajo (ej. 0.8), sin notar que esos impactos generan la notoriedad que luego convierte en búsquedas de marca o intención en Google; combinar y medir el efecto conjunto de los canales reduce los costos totales y permite escalar.
guy but it's like using all the channels together to actually get the end result is the way of the future is meta and by Channel but really where you're going to lower your overall cost is by getting them to work together you know a kickass creative on a on a Facebook reels or an Instagram resel creates awareness that then prompts a Google search for your brand and if you're not doing that you're not boosting that the but the real is going to get like 0 point you know like eight row as and so you're going to be like ah well that's I should shut that off but look at my Google search look at…
Escúchalo en el minuto 7:02
Medir nCAC en lugar del CAC combinado para evaluar el crecimiento real del negocio
Medición y experimentosEl CAC global distorsiona la rentabilidad porque las plataformas publicitarias suelen mezclar tráfico frío y caliente atribuyéndose ventas de clientes recurrentes; es indispensable calcular el nCAC (coste de adquisición de nuevo cliente) mediante herramientas externas de atribución para validar la verdadera tracción de mercado.
because any agency any stupid agency can take you know a retargeting list and make their numbers look good oh my gosh like but look at this list it's the all of your audiences are just your existing customers so of course it's easy and then if they're like blending cold and warm audiences inside the same campaign enac versus you know allac or CAC I look at CAC as C cost to acquire a customer some of those are returning some of those are brand spanking new enac is my favorite probably out of all these metrics is the one that I like the most because it shows real growth and it filters through…
Escúchalo en el minuto 21:46
El falso ROAS alto originado por pagar adquisición sobre clientes preexistentes
Medición y experimentosPresumir un ROAS elevado (como un 600%) suele ser engañoso si las campañas no excluyen a compradores recurrentes o listas de correo; en esos casos no hay crecimiento real, sino gasto publicitario redundante en usuarios que ya tenían intención de compra.
what's happening is that if you spend more money on this and this is what their previous agency did is that they just spent more and more and more and all they're really doing is just recycling old customers so they're paying for their CAC over and over and over and over and over again which is like the cardinal sin of media buying I think like they knew what they were doing and they're like well we haven't grown at all but our Med our our agency says we've got like 600% Rass I'm like of course you do it's because they're all like repeat buyers or people who have visited your site or on your…
Escúchalo en el minuto 28:51
Calcular el MER incluyendo costes operativos y salarios del departamento de marketing
Medición y experimentosA diferencia del cálculo estándar de MER (ingresos totales entre gasto publicitario directo), incorporar los sueldos del equipo interno (copywriters, media buyers, directivos) y los honorarios de agencias ofrece una visión real y holística de la eficiencia del departamento de marketing.
numbers is the marketing efficiency ratio like you need to make sure that your efforts and what you're spending media efficiency ratio is how much did you spend on all of your marketing against how much total revenue you yeah so I do look at this differently just because I this is the way that we do it inside tier 111 I look at all of our media spend plus all of our salaries and then yeah that's how I do it so for our our email people our content writers our media buyers you know VPS of marketing everything that's at the entire department like what we spend there our myrr drastically changes…
Escúchalo en el minuto 32:04
Estrategia de contenidosTraducir y doblar contenidos de video a mercados de habla hispana u otros idiomas mediante herramientas de IA permite escalar la audiencia con costes publicitarios significativamente menores y multiplicar el rendimiento frente al mercado anglosajón original.
um 11 Labs so did I ever tell you that we made Spanish YouTube videos from English videos that I filmed and then we had videos in Spanish we filmed with Talent uh in Latin America transformed into English so we had and I can tell you that the success of the Spanish YouTube channel was 10 times better than the English one that's it's it's such an untapped way to scale it it's it's crazy because like the media costs in some of those other countries are just insanely low so I
Escúchalo en el minuto 37:44
Auditar el CRM y las grabaciones de llamadas para diagnosticar fallos en ventas antes de culpar al tráfico
ConversiónCuando los clientes de servicios no crecen a pesar de captar leads, el problema suele estar en la operativa comercial y no en la segmentación del tráfico. Revisar el CRM para ver los tiempos de respuesta y escuchar las grabaciones de llamadas permite comprobar si los comerciales realmente dan seguimiento adecuado.
site too if you're generating leads and they're not following up with the leads and they always sort of say well you know we're not getting enough qualified leads so it must be your fault it must be the traffic it must be the targeting be but usually if we get get access to the CRM we see whether or not their salespeople are following up oh better if you get access to their phone calls and if you can listen to the phone calls and then you're like hey this was not a positive interaction or this individual
Escúchalo en el minuto 30:36
Investigación de mercado y clienteLa clave fundamental del éxito comercial no radica únicamente en la calidad intrínseca del producto, sino en posicionar la oferta exactamente en el lugar físico o contextual donde existe una demanda concentrada y urgente (starving crowd) con alta disposición de compra.
it's like go where the people are go where the starving crowd is like that's the first most important thing and would you rather have it like the only hot dog stand right outside of huge like football game when everybody comes out like that's like that is marketing right there it's all about location you're you're serving a starving crowd so this
Escúchalo en el minuto 14:04
Diferencia entre CAC general y NCAC (costo de nuevo cliente)
Medición y experimentosEs crítico diferenciar entre el CAC general (costo por adquisición total, que a menudo incluye recompras de clientes existentes) y el NCAC (New Customer Acquisition Cost), ya que aislar a los clientes 100% nuevos en el CRM es la métrica que realmente valida la capacidad de escalar la adquisición.
what's the difference between the two uh the difference between two is if you're looking at your CRM and understanding people that are new into your ecosystem so existing customers against new customers versus new customers because obviously new customer acquisition costs allows you to scale but understanding your general customer acquisition cost it's almost like the cost of a sale uh you just have to isolate did someone come back and repeat a purchase did they exist inside your ecosystem before that but customer
Escúchalo en el minuto 17:41
Medición y experimentosAl escalar presupuestos publicitarios (por ejemplo, de $1.000 a más de $10.000 o $40.000 diarios), las decisiones de compra de medios no deben guiarse solo por métricas de la plataforma o ajustes de pujas, sino por métricas de negocio y rentabilidad real en la cuenta bancaria, ya que variaciones a esa escala impactan drásticamente el margen de beneficio.
valley behind a media buyer if you're just pushing the buttons and optimizing based off of like what your budget and bid strategies are like that's not enough in today's conversation so you need to not have the marketing metrics be your driving forward but the business metrics behind some of these mpis that we're discussing so it's just a massive difference especially when you start scaling Brands because if you're starting with a brand that's doing like only $100 a day or only ,000 a day of media buying when you want to take them to that $10,000 a day or that you know that $40,000 a day Mark…
Escúchalo en el minuto 5:28
Medición y experimentosPara escalar un negocio a niveles superiores, es necesario superar la obsesión por la atribución directa de último clic (last-click) y medir métricas combinadas (blended metrics como CAC o AOV) reconociendo el efecto halo que generan canales no rastreables directamente como vallas o medios masivos.
of Break Down The Walls and that's where you know metrics like CAC M aov like they make sense more if you're starting to BL blend channels together and that I to take a step back a little bit and understand the halo effect of those be some competition because of last click attribution if that's the model you're looking at but if you're spending all your effort on that aspect of it you're missing the larger picture and you're losing the forest to a single
Escúchalo en el minuto 10:20
Retención y relación con el clienteCuando el costo de adquisición de nuevos clientes (eNCAC/CAC) es excelente pero los clientes no realizan una segunda compra, aumentar el tráfico es perjudicial; se debe frenar la pauta publicitaria para resolver los problemas internos de producto, oferta o retención.
that you know we were getting we're getting a ton of new clients like off the charts at Great enac problem was is that they weren't buying again oh no retention marketing lifestyle marketing has to come into play so it became less of an enac issue like we solved the enac and I talked to this guy like two weeks ago I like we solved your enac issue the problem is like you guys are not selling them again like either that or the they don't like the product yeah so you you might have a product issue there so what we did is we cut back our spend and they're like Well why'd you cut back the spend…
Escúchalo en el minuto 26:27
El porcentaje real de clientes nuevos en campañas frías suele rondar un techo de 60% a 65%
Medición y experimentosIncluso aplicando listas de exclusión bien estructuradas y actualizadas dinámicamente en plataformas publicitarias, las campañas de adquisición fría difícilmente alcanzan una pureza del 90% al 100%; en cuentas con historial, lo habitual es que solo entre el 60% y el 65% de las conversiones correspondan a clientes auténticamente nuevos.
really get pure data inside the platforms uh for new customers super challenging especially if you have a history if you've got a business where for a while like to get pure ice cold traffic like 90 to 100% in your cold traffic campaigns I haven't seen it I mean I think you know 60% new 65% is about the highest that we've seen in some of our individual clients because you know we have really good exclusions and they're updated dynamically which is
Escúchalo en el minuto 20:29
Alinear la compra de medios con métricas financieras y no solo métricas de plataforma
Medición y experimentosLos compradores de medios y especialistas en marketing digital deben trascender las métricas internas de las plataformas publicitarias (como el ROAS dentro de Meta o Google) y evaluar el rendimiento mediante indicadores financieros reales que impacten directamente al negocio, tales como el margen bruto, el beneficio neto y la liquidez en cuenta.
skull that this is the future of marketing it's not all about Ina roas or important metrics I think that a lot of marketers forget about because they get so entrenched in what's going on in app and I'm talking to you the media buyer out there but the marketing manager the VP of marketing the CMO and the CEO what they really care about is different stuff like do I have more money in my bank account do I have more profit today do I have more gross profit like those are the metrics that matter now in today buying like you as a media buyer need to understand it's more than just what you see…
Escúchalo en el minuto 2:28
Uso de columnas y fórmulas personalizadas en Meta Ads para integrar costes reales
Medición y experimentosConfigurar fórmulas personalizadas directamente dentro de Meta Ads que incorporen variables como el coste de los bienes vendidos (COGS) o los porcentajes de comisión de agencia permite obtener métricas de rentabilidad más precisas sin desviarse en análisis financieros excesivamente complejos.
ways that you can do it and we've we've built in custom formulas especially within meta where we've taken in cost of goods or we've we've because we build on a percentage of AD spend there's ways that you can build custom formulas in inside the platform to show what that looks like for a truer number it's just at the end of the day I am not a CFO and if I get too lost in those numbers I'm GNA lose focus of these bigger ones that drive a more strategic conversation so
Escúchalo en el minuto 36:47
Baja efectividad en exclusiones de clientes en campañas frías de Meta Ads
Canales de adquisiciónLas exclusiones de audiencias de clientes existentes en campañas de tráfico frío en Meta suelen tener solo entre un 40% y 50% de efectividad debido a la caída en las tasas de coincidencia (match rate) tras las restricciones de privacidad de iOS, permitiendo que una porción notable de clientes recurrentes siga impactándose en campañas supuestamente frías.
good idea and even though we have exclusions set up for a lot of our cold traffic campaigns it still shows a fair amount of returning customers because your exclusion campaigns are what maybe 40 50% effective like have you seen it higher than 50% like what what's been actually becoming worse than I summarize guess speculate with the iOS apocalypse that had happened and the continuation towards data privacy I've Just Seen A lot more match rates hurt so I agree
Escúchalo en el minuto 19:02
Medición y experimentosUna marca de indumentaria creció de $1.000 a $100.000 al mes en ventas durante seis meses con métricas de adquisición sólidas, pero un nuevo proveedor despachó productos defectuosos, obligando a apagar la pauta publicitaria para evitar destruir la reputación de la marca con clientes insatisfechos.
client in the apparel space and faed a similar issue we grew them significantly they doing $1,000 a month to $100,000 a month in sales in six months explosive growth this was amazing but then they hit operational challenges we had great new customer acquisition costs or well you know CAC just in general was was great and people would Reby however when the operations changed they ended up providing finding a new supplier and that new supplier ended up damaging product and the damaged products got into the new customers hands and their brand reputation tainted so we too had to shut all ads down…
Escúchalo en el minuto 27:19
Permanencia promedio de clientes entre 12 y 18 meses para el cálculo de LTV en servicios
Medición y experimentosEn modelos de agencia y servicios recurrentes, los clientes permanecen de media entre 12 y 18 meses, sirviendo una ventana estándar de 12 meses como base de previsión para calcular el valor del ciclo de vida (LTV).
I know exactly what our lifetime value usually will use like a 12 month because people on average you know clients stay with us between 12 and 18 months so it's like I know pretty much like in a year
Escúchalo en el minuto 35:28
Benchmark de MER de 3.0 como estándar de eficiencia de marketing
Medición y experimentosUn ratio de eficiencia de marketing (MER) situado alrededor de 3.0 representa un desempeño excelente al medir la relación entre los ingresos generados y los costes totales de marketing.
like from a business perspective like if I know my myrr is in and around like a three like that's pretty darn good where we're at you know that's excellent and
Escúchalo en el minuto 34:36
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