The metric you may not have heard of is click to open rate (CTOR) which essentially measures the effectiveness of the content of your email. It is calculated by the number of unique clicks divided by the number of unique opens.

Using our ongoing example 100 clicks / 180 opens (multiplied by 100 for a percent) = 55%. As with all other email metrics, this can fluctuate based on how awesome your content is. A good CTOR will vary between 20 – 30%.

Marketers will be more accountable than ever. The mindset shift means moving beyond the KPIs we have been used to and connecting the dots across from strategy to execution to performance. This means starting with the business goals and tracing the path to determine the key variables that lead to those goals. It also means injecting more information to better inform communication strategies:

• Qualified leads: Use behavioral and social data to verify prospect leads and identify false positives.
• Enrich customer profiles: leverage behavioral and profiling information to enhance knowledge about your customers. 
• Machine learning will also enable scoring systems to develop best-fit models that define audience segments, product matches, affinities and customer value.
• Developing an end-to-end accountable framework: Acquisition to retention will require continuous optimizations based on updated market and customer data to improve performance.

Adoption of unified marketing impact analytics (UMIA) is growing as marketers prioritize creating a data-driven approach to marketing investment decisions and realize the importance of maintaining a 360-degree view of customer interactions.
 
UMIA requires buy-in and coordination from all corners of the organization. This report specifically maps out how the internal marketing, customer analytics, technology, and finance organizations, along with third-party partners should divvy up responsibility in tackling marketing measurement.

If you are a data analyst that wants to access your data with SQL check Mode Analytics and Periscope. for open source kind check Re:dash

If you need quick, useful and beautiful dashboards check Geckoboard and Geckoboard. Want to take it a bit further? Check Leftronic and Klipfolio.

Not an SQL-savvy user? Check Chartio

Are you a data analyst that wants to easily explore your data sets? Check Looker

Want to have the best visualizations? Check Tableau.

Your firm may have capability to produce many - or all of these metrics - but are you using them to improve customer experience and business value?  Several vendors we’ve talked to recently, who represent a cross-section of digital measurement technologies and services, described what they hear about this from prospects and clients. A (scary) summary:  the firms report that they now have boatloads of data and a growing number of digital measurement technologies, mostly in silos  – but don’t think they’re getting enough value from what they have.  It’s as if some firms are paralyzed.  This can’t continue.  Operating silos of separate digital measurement approaches is not good enough any more. You risk falling behind competitors who are successfully combiningg approaches and continuously maturing their digital intelligence. 

Mature digital intelligence requires identifying the business metrics that matter most and combining and aligning measurements that move the needle.   Use the digital intelligence framework to guide you in changing an outdated “measure in silos first, understand the total effect later” approach. The report lays out the business value and examples of each metric and gives examples of how to use them – and even more importantly, how to combine them.  Get started now with colleagues to work across the measurement silos - or more of them - to drive more value.

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.