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Why You’re Focusing on The Wrong Marketing Metrics & What Its Costing You | Perpetual Traffic EP 604
20 ideas de marketing sacadas de «Why You’re Focusing on The Wrong Marketing Metrics & What Its Costing You | Perpetual Traffic EP 604», de Perpetual…
- 20 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 52 min
- Publicada en 2024
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Cálculo estricto del MER incluyendo los costes del equipo de marketing
Medición y experimentosPara obtener una visión real de la rentabilidad del negocio, el ratio de eficiencia de marketing (MER) debe incorporar no solo el gasto publicitario directo, sino también los costes operativos y de nómina del equipo de marketing.
And what I look at is a very different metric than a lot of people look at. I look at our total marketing budget as in like all of our people together in marketing is part of my marketing spend. Wait, you're counting marketing ops in your marketing spend? I do. In our internal MER. So our MER, our marketing efficiency ratio is completely, it's really is different. But I think it's a harder line metric because, you know, we have a,
Escúchalo en el minuto 7:53
Medición y experimentosLas métricas reportadas dentro de las plataformas publicitarias (como ROAS en Meta o Google) pueden ser engañosas y reportar rentabilidad mientras la empresa pierde dinero. En cuentas que escalan (como aquellas sobre 10.000 USD diarios), los datos in-app deben usarse principalmente para evaluar el enganche creativo (tasa de retención, ganchos), mientras que la fuente definitiva de verdad para medir el éxito…
Because when you're a smaller ad account, you're going to default, look into the in app numbers, because that's what you're used to. It's an easier vantage point. But I will say for the brands that are getting to, you know, 10 plus thousand dollars a day of ad spend, they're not looking at in app for anything other than in a metric of, um, hook hookiness, you know, like what's the sticky rate? Um, what is the velocity of improved performance? That's what they're looking at for the in apps. And then they're, they're gut checking what in app is saying against their, their bank accounts, their…
Escúchalo en el minuto 12:06
Limitar la ventana de atribución de SMS a 4 horas
Medición y experimentosEn campañas de SMS marketing se recomienda reducir la ventana de atribución a 4 horas (máximo 2 días) en lugar de las ventanas predeterminadas de 28 días, ya que el SMS es un canal de fondo de embudo y si el usuario no compra de inmediato, la decisión suele estar influenciada por otro punto de contacto.
like credit attribution. We found SMS with attentive to be defaulted to like 28 days. I don't know if same slice of five. So you see this particularly with SMS, like SMS is obviously bottom, bottom, So we, for SMS and email campaigns, we limit that window to four hours, maximum two days. It just depends on how much credit they want to do. I recommend four hours. If someone's not going to make a decision with the SMS in four hours, they're going to be influenced by a different element,
Escúchalo en el minuto 36:28
Medición y experimentosAl calcular el valor de vida del cliente (LTV) y la tasa de recompra, se debe excluir la información con más de dos años de antigüedad y acotar la ventana habitual a 12-14 meses, ya que los cambios macroeconómicos y de mercado alteran el comportamiento del consumidor.
like we would start with what is the gut? And then we actually, we won't look at any data past two years. So we're not looking at any customers before two years ago, because we assume their behavior is different. Pandemic customers are not post pandemic. What this time period customers. And so we, we intentionally excluded that. So we actually never assume longer than a maximum of two years, but then it usually comes down to like 12 to 14 months. As we look at what's the average order value over 12 to 14 months. And then we calculate how many people re-bought against how
Escúchalo en el minuto 28:43
Oferta y precioPara rentabilizar la adquisición pagada manteniendo el mismo coste de adquisición (nCAC), se deben ubicar en los primeros lugares de las páginas de colección o aterrizaje los productos que combinen popularidad con el mayor margen de beneficio, evitando priorizar artículos con márgenes mínimos.
And so we went through like almost line by line, by line, all their individual products and said, well, okay, well, which ones are the most profitable? What did you have the combination of most profit and popular? And what we found is that they're most profitable and maybe not the most popular, but pretty popular products were on like page two or three of their, that where they were directing their advertising, their collection pages. So we're like, well, let's put your most profitable products up first. That way, you know, if we keep the same new cost to acquire a customer now, like we've…
Escúchalo en el minuto 32:20
Priorizar el efectivo cobrado (cash collected) sobre los ingresos devengados en modelos high-ticket
Medición y experimentosEn negocios de servicios high-ticket o con componentes presenciales, medir el rendimiento basándose únicamente en los ingresos devengados (revenue) distorsiona la realidad financiera debido a cancelaciones, reembolsos y pagos fallidos. Evaluar el efectivo efectivamente cobrado (cash collected) permite calcular con precisión el burn rate, el tiempo necesario para alcanzar la rentabilidad y el valor de vida del…
was huge, but I do want to like argue on the one misleading metric that we had to switch from a revenue to a cash collected element. Cause we do work with a lot of high ticket funnel offers, a lot of high ticket service providers that have a in-person element. So if there's like a physical location, there's a meetup, there is a seminar, there's, there's some physicality to it. What we have found is when we only looked at revenue, the cancellation rate, the refund rate, the failed payment rate ended up giving us false understandings of what the number is because the eventual money that was…
Escúchalo en el minuto 20:54
Medición y experimentosPara calcular el valor de vida del cliente (LTV), se debe identificar la duración promedio del ciclo de vida del cliente (en meses o compras) y desglosar el valor promedio de pedido (AOV) entre la primera compra y las compras secundarias o recurrentes. Esto permite proyectar la rentabilidad neta por cliente y definir el límite máximo sostenible de costo de adquisición (CAC).
like how we do it and how we advise our clients on how to do it. And we look at like, what's the average life cycle of a client for you right now? So it might be a supplement company. How long do they stay on your, you know, on your pre-workout? Well, they stay on for an average between three to six months. All right. So let's pick four and a half months. So, and they usually will know that, like that's the metric that they know. And all right, well, what's the average order value for customers, new customers, and then returning customers, and then figure those metrics out. So you've got, you…
Escúchalo en el minuto 22:40
Medición y experimentosOptimizar campañas basándose exclusivamente en el ROAS o en las métricas nativas de las plataformas publicitarias resulta engañoso para la salud del negocio. El verdadero rendimiento debe medirse cruzando los costos publicitarios con métricas financieras globales: efectivo realmente cobrado, tasa de consumo de caja (burn rate), costo de bienes vendidos (COGS), tiempo de recuperación del CAC y valor del ciclo de vida…
necessarily just relying on a single source of truth or just the in-app metrics, unless they're about like revenue. So you look at like revenue is like one of the strongest KPIs. I actually will look at cash collected and understand what their burn rate is. Because if you're not profitable, I'm talking about like just at a base level, like, you know, more revenue, but profitable revenue, like really at the end of the day, it's like understanding cost of goods sold, understanding central, you can head all administrative, understanding what they're sort of keeping after all of the spend is done…
Escúchalo en el minuto 15:46
Priorizar el nCAC y el MER sobre el ROAS de plataforma para un escalado rentable
Medición y experimentosGastar más presupuesto para crecer no garantiza beneficios; el crecimiento rentable exige medir el coste de adquisición de nuevos clientes (nCAC) y el MER a través del backend o CRM, en lugar de depender únicamente del ROAS que reportan las plataformas publicitarias.
Well, growing and scaling is easy. Like I can spend a million dollars a month and grow and scale, but like, that doesn't necessarily mean it's profitable. You want profitable growth and scale. And like, oh yeah, of course. Which typically means for us, a huge emphasis on new customer acquisition or a term that John has used multiple times since he's been on the show is NCAC. And it's not well understood, nor is it well measured in the apps. And you almost have to go outside of the apps. And even in the backend, your Shopify store, your CRM, you know, third party data all right, now we're…
Escúchalo en el minuto 8:52
Oferta y precioPara alinear incentivos entre agencia y cliente sin atribuirse ingresos que hubieran ocurrido de forma orgánica, se debe pactar un volumen base estimado de conversiones (ej. llamadas agendadas o ventas mensuales) y cobrar un bono únicamente sobre el excedente generado más allá de ese benchmark.
day, we'll get from the head of sales, how many sales took place in the last month. And then we will look at those individual sales because we're going to get a piece of that revenue. If we surpass expectations of what email should perform. So in excess of say, we're assuming that email is going to generate 50 new booked calls or 700 new bookings per month. Anything in excess of that, that comes from customers outside of that 30 day window, we get to charge a bonus on top of. So it does require credit for the stuff that would have come in anyway. I mean, because you're basically in this…
Escúchalo en el minuto 41:30
Auditar el seguimiento comercial en el CRM antes de culpar a la calidad de los leads o al ROAS
ConversiónEl éxito de una campaña de generación de prospectos no depende exclusivamente del ROAS en plataformas publicitarias como Meta o Google, sino de la ejecución en el backend. Antes de concluir que marketing genera leads de mala calidad, es necesario auditar el CRM para comprobar si el equipo de ventas efectivamente está contactando a los leads calificados y exigirles rendición de cuentas.
that was being sent didn't even matter. What was really mattering most was, are the leads being followed up with the, you know, the, the, you know, the director of marketing or the director of sales says, Hey, you know, your marketing department isn't giving us any good leads. And then we go through HubSpot and we realize, Oh, this one hasn't been contact. This one, this one hasn't been contact. This one, this, this is a qualified lead. This is qualified lead. And then it all of a sudden you hold your salespeople accountable. That doesn't have anything to do with how much row as you have in…
Escúchalo en el minuto 50:34
Riesgo de canibalización y falsa atribución en campañas tipo Performance Max
Medición y experimentosLas campañas de Performance Max tienden a atribuirse conversiones de último clic que en realidad provienen del tráfico templado generado por canales de prospección como YouTube. Al recortar la inversión en YouTube creyendo que rinde menos, la captación neta de nuevos clientes cae y Performance Max pasa a capturar mayoritariamente clientes recurrentes.
YouTube obviously is, isn't carrying the day. So let's decrease spend there and just ramp up on the Google performance max point is, is the YouTube was carrying all of that performance max. Cause all performance max was doing, it was just taking the warm traffic that was coming from YouTube, getting that last click attribution and saying, Hey, look at me. I'm the one who's actually acquiring new customers. When we broke it down because YouTube doesn't have great attribution. We found that performance max was an equal portion of new customers as well as returning customers. But as soon as we…
Escúchalo en el minuto 45:26
Cálculo del retorno real del departamento de marketing incluyendo costos estructurales
Medición y experimentosPara evaluar la verdadera rentabilidad del marketing en lugar de un retorno superficial, se deben incluir en el cálculo no solo el gasto publicitario directo, sino también los honorarios de agencias externas y los costes de personal o nómina.
with our clients, they're like, well, I need to factor your guy's fee into this. And we're like, absolutely, you should, because we're part of the marketing expense. You know, you've got your advertising expense. They might have maybe one person, maybe they have a director of marketing, you want us to use here? How inclusive do you want it? Like for me, I just want to know like the worst case scenario, like what's the true return for my marketing department? Not my marketing, like my marketing department as a whole.
Escúchalo en el minuto 25:20
Sesgo de atribución de Performance Max sobre canales de descubrimiento como YouTube
Medición y experimentosLas campañas de Google Performance Max tienden a atribuirse un retorno desproporcionado al capturar la conversión final de usuarios impactados previamente por formatos como YouTube, cuyos anuncios generan demanda pero rara vez reciben clics directos.
same hymnal as one of my old bosses used to say. Like, for example, we just recently had a, it was a YouTube and performance max campaign where Google performance max was showing a 631% increase in ROAS, whereas the YouTube campaign saw a 22% decrease or sorry, scratch that Kevin, at an only a 22% increase. So at first glance, you're like, well, just ramp up the performance max. The problem is, is that performance max wants to take credit for everything. And it was taking credit for all the stuff that the YouTube campaign was doing because nobody clicks on a YouTube ad. It's like TV, right?…
Escúchalo en el minuto 44:18
Alinear la estrategia con una métrica clave: beneficio por nuevo cliente adquirido
Medición y experimentosToda empresa o agencia debe definir primero su objetivo principal y derivar de él la métrica crítica que guía el crecimiento; en la mayoría de los casos, la métrica esencial es el beneficio neto generado por cada nuevo cliente adquirido (profit per new customer acquired).
This is one of the most important questions I think that you have to ask if you are an agency or if you're a business owner is like, what's the metric that I care about the most? And then start from there. Like, what's my big goal? And what's the metric that I care about the most in order to get to that goal? And most of the time for us, it's profit per new customer acquired.
Escúchalo en el minuto 0:00
Reglas de ventanas de atribución según canal y tiempo en el ecosistema
Medición y experimentosPara evitar que múltiples canales se disputen el mismo ingreso, se pueden asignar ventanas estrictas: 14 días de atribución completa para anuncios en redes sociales, 5 días para búsqueda de pago, y atribuir las ventas a los canales de email y retención únicamente cuando el prospecto lleva más de 30 o 31 días en la base de datos.
Good question. So those, depending on the platform, they have a different window. So this looks at like at a quarterly or six months type of report. So when someone comes in from an ad platform, from a social platform, they have 14 days for doesn't buy within 14 days from social, we know that's in the lifecycle and retention aspect. If someone doesn't buy within five days of search, then the email team, or depending on if we're providing only as a service, we as an email And we get a percentage of that sale for anyone that's been in the ecosystem for longer than 31 days. They've, if they're…
Escúchalo en el minuto 38:42
El ROAS tradicional enmascara la rentabilidad al mezclar tráfico frío y clientes recurrentes
Medición y experimentosEl ROAS agregado no refleja con precisión el rendimiento de marketing porque no separa las ventas a tráfico frío de la recompra de clientes existentes, ni contempla adecuadamente los solapamientos omnicanal con tráfico orgánico y email.
is that ROAS has been the benchmark for the majority of agencies, business owners, We certainly have done it. The bad part is it doesn't take into consideration the difference between traffic, new existing customers, because ROAS is typically blended unless you're really able to separate out cold traffic with returning, which is much harder to do now with lack of visibility and Uh, plus omni channel traffic, which we're doing a fair amount with overlap between those channels and also things like, Oh, organic and email, which if somebody sees a Facebook ad, but you just send
Escúchalo en el minuto 34:33
Medición y experimentosLa efectividad del gasto publicitario debe medirse por el crecimiento incremental de nuevos clientes y el impacto en las ventas globales del negocio, en lugar de confiar ciegamente en las métricas y reportes que entregan las plataformas publicitarias dentro de sus aplicaciones.
decrease in new customers. So the point is, is like, you have to look at your numbers a little bit. You have to look at your numbers more than just what the app tells you. And I think what you're organization? This organization is like, we hired Mongoose media to get above a certain level of sales that we know is already coming in. We're paying you on incremental or paying you to do that by acquiring new customers at the top and then converting them at the very bottom through SMS and email. And what are they actually looking for? Um, and how do you measure success by looking at numbers the…
Escúchalo en el minuto 46:11
Incluir el costo laboral y operativo del equipo en el CAC cuando la inversión en anuncios es baja
Medición y experimentosAl calcular el costo de adquisición de clientes (CAC) en empresas u organizaciones que no dependen primordialmente de pauta publicitaria pagada, se debe incorporar el gasto del departamento de marketing y el capital humano como parte del costo de adquisición para evitar una subestimación del costo real por cliente.
when we do our mer, it's specifically marketing costs that are not managed. It's not human capital. It's ad spent, it's printing costs. It's, it's that actual spend on marketing investment, So, and when I figure out the cost to acquire that customer, unlike a lot of folks that just use marketing spend, because we don't spend a whole lot on ads as of right now, I use our cost to acquire our customer as like our marketing department is part of that cost as well.
Escúchalo en el minuto 20:33
Separación de métricas de rentabilidad entre Adquisición y Retención
Medición y experimentosLa economía del negocio debe aislarse en dos áreas operativas: Adquisición (evaluada por cuánto se está dispuesto a pagar por cliente y el plazo de recuperación de la inversión) y Ciclo de vida/Retención (evaluada por la monetización incremental y reactivación de clientes de una sola compra).
bringing in is really interesting because for us, there's customer acquisition and conquesting, but then there's retention and lifestyle, life cycle marketing. So when you're looking at how the retention life cycle marketing, cause we have a marketing automation department. So it's like, Hey, how do we get more? How do we monetize? How do we resurrect and reactivate people that bought once, um, or never bought to get them into it so that I can push profitability there? So I, I look at profitability on the monetization side. Um, and then with the acquisition side, you're talking about like…
Escúchalo en el minuto 29:27
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