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What Are Marketing Performance Metrics & Why Are They Important? | Perpetual Traffic Ep 613
15 ideas de marketing sacadas de «What Are Marketing Performance Metrics & Why Are They Important? | Perpetual Traffic Ep 613», de Perpetual Traffic…
- 15 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 49 min
- Publicada en 2024
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Separación de KPIs tácticos de plataforma vs. indicadores globales de rendimiento de marketing (MPIs)
Medición y experimentosLas métricas nativas de la plataforma (como el ROAS o CTR en Meta) deben usarse únicamente a nivel operativo por los ejecutores para evaluar la resonancia del anuncio, gancho o segmentación. Los líderes y dueños de negocio que buscan escalar deben basar sus decisiones estratégicas en indicadores globales de marketing contrastados directamente contra ventas reales del checkout.
performance indicators there is a time in place that they do have some relevance I don't want to say indicators because they can provide insight into the offer into the hook into the advertising that you're doing but where they live is in the strategy on that platform specifically how is the different directions but when you want to be at the place where you're helping Brands scale 5x to $20 million a year they cannot have that type of Perpetual growth if they don't have a focus on these marketing performance indicators I example in meta are you generating a row as that is at a number that…
Escúchalo en el minuto 32:01
Medir el nCAC (coste de adquisición de nuevos clientes) para evitar métricas infladas por las plataformas publicitarias
Medición y experimentosLas plataformas como Meta o Google tienden a atribuirse conversiones que en realidad corresponden a recompras o tráfico existente, inflando el ROAS y distorsionando el CAC. Para alinear el rendimiento de marketing con las finanzas del negocio (beneficio bruto y margen), se debe aislar y medir el coste de adquisición de clientes estrictamente nuevos (nCAC).
mind like the most important metric for me like as a marketer that sort of bridges the gap between marketing metrics and finance is enac and if you've never heard that term before that is new customer acquisition cost and Facebook meta Google like they all can manipulate these numbers and what you think is actually enac is probably just either repeat business stuff that you might have already gotten anyway and all of those numbers for your row as for your cost Le your cost per acquisition can be manipulated based upon it the only way that you can pull this out is the business is at least…
Escúchalo en el minuto 18:46
Uso de Indicadores de Rendimiento de Marketing (MPI) para conectar la publicidad con las finanzas del negocio
Medición y experimentosLas métricas nativas de las plataformas publicitarias (como CPC, CPL o ROAS) suelen estar desconectadas de la realidad financiera de la empresa (margen y beneficio bruto). Para alinear el marketing con el crecimiento real, las agencias y equipos internos deben utilizar Indicadores de Rendimiento de Marketing (MPI) que actúen como puente financiero, tales como CAC, MER (Media Efficiency Ratio), AOV de nuevos…
like cost per lead doesn't really matter what matters is is that a sales qualified lead that leads to a sale so right now because the inapp metrics the marketing metrics don't necessarily correlate with business growth where you really want to focus is you want to focus on these what we refer to as mpis call the marketing performance indicators right so the way we set this finance folks will usually have a pretty strong handle on things like gross profit profit margin uh of course there website visits there's the inapp uh you know metrics things like cost per click cost per acquisition of…
Escúchalo en el minuto 10:43
Peligro de optimizar por ROAS desconectado de los márgenes financieros
Medición y experimentosUna marca de ropa enfocada únicamente en metas de ROAS perdió 100.000 dólares en un mes debido a que su producto más vendido tenía un margen bruto negativo; al alinear finanzas y marketing, revirtieron las pérdidas logrando 1.600 dólares de beneficio neto semanal y un aumento del 61% en nuevas ventas semana a semana.
as a goal but a challenge it turned out is that they had lost $100,000 in the bestselling item had a negative gross margin they were losing money every time somebody bought this and it was their best seller and worst yet Lauren they didn't know it we were able to we were fairly new project up 61% week over week in New sales uh and we're up more than 2,000% in profit growth uh now if you're that's $1,600 in net profit for the week $100,000 to go from six figures in debt to 1,600 in net profit that quickly I
Escúchalo en el minuto 37:47
Riesgo de manipulación del ROAS nativo al mezclar tráfico frío y templado
Medición y experimentosEl ROAS reportado dentro de las plataformas publicitarias puede inflarse artificialmente mezclando tráfico templado (retargeting) con tráfico frío en las mismas campañas; esto genera números atractivos en los reportes pero puede destruir el flujo de caja real del negocio al no generar clientes verdaderamente nuevos.
earlier Ralph you can manipulate a Ras number fairly easily if you know what you're doing in the ad platforms it is possible to to make that number look Rosy and and great all day and great now let's write that blank check and all you're doing is helping that company go out of business faster absolutely by it but agencies do this all the time they stack the deck by throwing warm traffic in with cold traffic and look hey look at my row ass hey you want a 3X row ass great but then the business owner looks at his checking account and says well why do I have less money this week than I did last…
Escúchalo en el minuto 30:50
Evaluar el marketing mediante MER (Marketing Efficiency Ratio) global en vez de silos por canal
Medición y experimentosNo se debe aislar la medición publicitaria por canales individuales (como ROAS por plataforma en Meta o Google), ya que los puntos de contacto interactúan entre sí. Los canales de video y redes sociales suelen generar demanda mediante vistas sin clics directos que luego se atribuyen erróneamente al último clic en motores de búsqueda. Lo adecuado es monitorear el MER (Marketing Efficiency Ratio) comparando la…
entire business and we're not siloing it by individual Channel we are looking at it on a myrr basis correct like we are looking at like marketing efficiency ratio meaning we're taking all that we're spending on our marketing and then we're looking at what our results are and comparing it to what's actually not mistaken so it's like real math this Google it's the actual math and it's a way but literally this is looking at the entire business knowing full well that outside of that is all sort of affecting each other it's all in one big ecosystem individual Channel it doesn't work that it's like…
Escúchalo en el minuto 26:18
Medición y experimentosOptimizar y reportar campañas basándose únicamente en el ROAS de plataforma genera un punto ciego financiero, ya que una agencia puede registrar métricas positivas mientras la cuenta bancaria del cliente sufre pérdidas netas.
that resonates to me right it's not achieving results by way of Raz it's achieving results by way of you know Finance by way of actual business just very common language of they say the numbers are great but the bank account says something different and back and said no it's crushing us but there was such a disconnect between what the agency was able to see and report on versus what the you know the business and the board were seeing that the agency was just totally blind to how bad the situation was uh and it's because they were looking at things like Raz and
Escúchalo en el minuto 40:30
El riesgo de agotar la base de datos existente al ignorar la entrada de clientes nuevos
Retención y relación con el clienteMonetizar repetidamente la base de datos existente mediante campañas constantes de email o SMS ofrece ingresos rápidos a corto plazo, pero termina quemando la lista si no se alimenta con un flujo continuo de adquisición de clientes nuevos, comprometiendo la viabilidad del negocio.
fire and not knowing your new customer acquisition if you're not acquiring new customers you're eventually going to like P Pummel your existing database to the ground and I I've seen it I've seen clients burn their list to the ground and most recently the worst example was during a previous election year where it was just they knew every time they sent an email every time they sent a text they made money and they never cared about any of these numbers besides just the CAC and so they were like oh we're getting a new CAC and so anyways that business declared bankruptcy yeah they neglected the…
Escúchalo en el minuto 17:32
Alinear el marketing con indicadores de rendimiento financiero (MPIs)
Medición y experimentosLa efectividad del marketing debe medirse a través de indicadores de rendimiento financiero y métricas de negocio (Marketing Performance Indicators) en lugar de depender únicamente de métricas operativas de campaña. Conectar el análisis de marketing con las finanzas permite diagnosticar con precisión los problemas de una empresa y guiar las decisiones y recomendaciones estratégicas.
about in marketing and that is what we refer to is marketing performance indicators but in basic terms it's really its Financial metrics and business metrics the stuff that actually really matters in marketing because all is very very clear like if you can get me to where I need to be from a business metric standpoint like that's all I really care about and I think a lot of agencies and a lot of individual Consultants I think a lot of marketing departments miss this and this is not problems and these mpis these marketing performance indicators are how we sort of quantify what those problems…
Escúchalo en el minuto 6:12
El costo efectivo por nueva visita (eCPNV) supera las limitaciones del CPC tradicional
Medición y experimentosEl CPC reportado dentro de las plataformas publicitarias no muestra la imagen real del costo de tráfico porque no distingue con precisión usuarios nuevos de recurrentes ni clics duplicados entre plataformas; el costo efectivo por nueva visita (eCPNV) requiere herramientas de atribución de terceros con ventanas de visibilidad más amplias.
familiar with which is effective cost this one right here is almost like a leading metric for potentially enak can to the site however uh the inapp reporting on CPC is never going to see the whole picture so it'll give you a you know a slice of what it costs to drive traffic but you know do the does every major platform know if this is truly a new user or returning user are you paying for the same click the same person to click on two different platforms so that is just isn't really an accurate picture of what it truly costs to drive somebody to the website uh and in fact it's not really even…
Escúchalo en el minuto 20:29
Diagnóstico de acciones estratégicas mediante matrices de métricas combinadas
Medición y experimentosLas decisiones operativas y estratégicas de marketing deben responder a patrones combinados de métricas de negocio: si el CAC sube y el MER baja se ejecuta una estrategia específica, mientras que si el CAC es estable pero el ticket promedio (AOV) cae, la intervención requerida debe ser distinta.
right we have a sort of path to get there right if it's you know the the CAC has gone up and your myrrh has gone down that means we're going to do Playbook X right if the you know CAC is flat and your aov is down that's Playbook y right your cost of good sold your cogs has gone up but your nag is flat that's Z right there are all these different combinations um this is why we sometimes sometimes call it reading the tea leaves you have to interpret what these numbers say and let them you know guide your next couple of steps um but at the end of the day all of it is in investigating why are…
Escúchalo en el minuto 22:58
Conectar métricas publicitarias in-app con los estados financieros reales del negocio
Medición y experimentosA medida que el gasto publicitario y la presencia multicanal aumentan, las métricas in-app (como ROAS o CPA de plataforma) dejan de ser suficientes y deben ser contrastadas con indicadores financieros de negocio para evitar decisiones que erosionen la liquidez.
point but I think the more mature they're looking at the marketing indicators or the marketing metrics and they're not the right metrics because they are in multi-channel so there's like meta on its own if that's the only no problem there but once you get to a higher level a lot of this changes yeah and you're using the wrong numbers you're using kpis instead of npis um to lead the conversation you're looking at a bank account that will not sustain marketing performance indicators for them so they can connect Finance to marketing and see how the whole picture really fits together uh you know…
Escúchalo en el minuto 35:23
Recopilación de datos financieros clave mediante reportes agregados cuando no hay acceso al CRM
Medición y experimentosCuando las restricciones de privacidad o seguridad impiden el acceso directo al CRM o finanzas del cliente, se deben solicitar exportaciones automatizadas de datos no identificables (no-PII) o plantillas compartidas que registren leads, ventas y flujo de caja cobrado.
however the agency should at least be asking for them and be talking about it bring it up in discussion and say you don't have to give us access but could you go find these numbers for us right that then okay the best you know that might not be ideal but what we can do is can you export for us you know out of your CRM on an automated report daily weekly whatever it might be nonp right non-identifiable context num so we can see numbers of records that fit different categories and we can still like a sheet that we give business owners like usually like month two or where we ask the business…
Escúchalo en el minuto 42:47
Concentración en pocos canales de tráfico eleva el costo de adquisición
Medición y experimentosEn una empresa de equipo industrial con meta de 20M de dólares y una relación inicial de 125 dólares de CPA frente a 228 dólares de AOV, la sobredependencia en solo dos canales de tráfico limitó el alcance e infló los costos efectivos de adquisición de clientes nuevos.
first uh example would be an industrial equipment company uh that we work for um our goals are to become a $2 million Company by uh the end of next year by by 2026 which for them would represent about a 5x growth Target this is a whack on $125 CPA as reported in app versus a 228 aov and they were looking and said okay let's look at your mpis and see what's going on here we found that their traffic was hindering their growth right they were over reliant on two traffic channels um so that basically drove their cost their their enac to high as a result of not casting a wide enough net uh and…
Escúchalo en el minuto 24:06
Medición y experimentosTras la optimización basada en indicadores clave, un cliente de e-commerce incrementó sus inicios de checkout en un 105%, mejoró la tasa de conversión en un 71%, aumentó las ventas en un 165% y elevó su facturación de 3,7 millones a 6,2 millones de dólares en aproximadamente 9 meses (hacia un objetivo de 20 millones para 2026).
increase their start checkout process as an Ecom uh you know platform Ecom Ecom client here increase the start checkout process by 105% basically doubling the process improve their convers verion rate by 71% and grew their sales by 165% uh in just a few months so the end of next year we're only at 6.2 this company uh but they're up something like 3.7 million up from 3.7 in about 9 months of working with them so that's revenue goal this is 20 million in Revenue by 20126 so we're monitoring believe this is a Shopify store if I'm
Escúchalo en el minuto 25:16
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