 Marketing metrics are skyrocketing in importance thanks to the challenges of the current economy and the higher performance expectations that come with it. Today more than ever, online marketers don't have the time or resources to waste on programs that don't deliver results. But the most commonly used marketing metrics aren't enough to create a roadmap for improvement.
So how do you turn data into dollars when you don’t have the right metrics to tell you why you’re getting the results you are? How do you prevent failure next time?
The key is motion metrics: data that moves you forward by helping you understand the "why" behind a result. Every marketer has motion metrics at their disposal, and can easily put them to use without an advanced degree in mathematics. Motion metrics are the little hero of the data world because they deliver actionable insights to help you take informed action - propelling you in a positive direction.
You’ll walk away from this valuable Webcast with a clear plan of action for gathering, analyzing and leveraging your data in a way that actually makes a difference to your email and online marketing campaigns.
We’ll discuss the five simple steps for gathering motion metrics that turn data into dollars:
1) Establish meaningful parameters. Identify the data that matters most to your email and online marketing campaigns and focus there - and only there.
2) Simplify & mine. You already know more than you think. Simplify what you’re looking for in the data and mine existing data for quick wins.
3) Discover the "why". What happened is not as important as why it happened. It’s the why that will inform future action.
4) Draw conclusions. Data alone is not helpful. It’s the conclusions and implications you draw from that data that lead to gains.
5) Put your metrics in motion. Don’t stop with the analysis. Use your learning to take fact-based action with confidence.
Duration: 1 hour
Speaker: Andrea Scarnecchia, vice president of marketing, Lyris Inc.
Moderator: Sharon Hudson, VP of sales and advertising, MarketingProfs
This Webcast is designed for email and online marketers of all kinds, from novice to seasoned veteran. You don’t have to be an analytics whiz to get value from this one-hour session.
As a special bonus, all Webcast attendees will receive a free guide full of best practices and how-to’s that will help you turn data into dollars quickly and efficiently.
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About the Author
 Andrea Scarnecchia is the vice president of marketing at Lyris where she is responsible for advising others on the use of metrics to deliver results from email and online marketing campaigns. As a data-driven marketer, she has been using data to advance marketing initiatives for over 17 years. She has held leadership positions at companies from start-up to Fortune 500 including Disney, Sega, Supercuts and The Clorox Company.
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