When I evaluate marketing channel performance, I focus on a few key things: 1. Attribution Modeling: This helps me see the role each channel plays in the customer journey—whether it’s where they first find us or where they make a purchase. 2. ROI and Customer Value: It’s not just about the upfront returns but also which channels bring in customers who stick around and spend more over time. 3. A/B Testing: I experiment with different campaigns or budgets across channels to figure out what actually moves the needle. 4. Audience Segmentation: I analyze how different groups of people respond to various channels to target better.

Basado en mi experiencia, ten en cuenta: - ROI (Retorno de Inversión): compara los ingresos generados con los costos del canal. - Tasa de Conversión: mide el porcentaje de usuarios que realizan una acción deseada. - CPA (Costo por Adquisición): calcula el costo de adquirir un nuevo cliente. - Engagement: evalúa la interacción y participación del público. Empieza con esto, y define otros KPI a medida que avanzas.

Evaluating a marketing channel is like evaluating a player in a team It is imperative to understand what role that channel is supposed to play. You can do so by answering the following questions 1) Where in the consumer journey does that channel come into play? 2) What are the key metrics to evaluate the performance in that part of the journey? 3) What is an amazing/good/bad number of each of those metrics? How do we fare against those numbers? Once you have the answer to these questions you'll know how the channel is performing against other channels.

From my experience, evaluating marketing channel performance comes down to a few key strategies. First, I always track conversion rates to see which channels are driving actual sales or desired actions. ROI analysis is important too—I calculate the cost per acquisition and compare it to the revenue generated to understand financial efficiency. I also dive into engagement metrics like click-through and bounce rates to gauge audience interaction. Finally, attribution modeling has helped me see how different channels work together across the customer journey, providing a fuller picture of performance.

Na minha experiência com relação a medição de performance de Marketing , isso vai depender muito de suas METAS ! São as metas que dirigem e posicionam toda uma campanha ! Por exemplo,se a Meta principal é buscar conexões para aumentar seus seguidores ou seu SSI no LInkedin, o tipo de conteúdo é específico , o público-alvo pode mudar também e a forma como vai atingir esse público muda . Se a campanha visa mostrar um novo produto que saiu no mercado, a copy é outra, a medição será outra ! Portanto os KPIs vão variar muito de acordo principalmente com as METAS !

L'analyse de l'attribution en marketing est un sujet complexe (voire une boîte noire quand on regarde les perf données par Meta ou Google) De mon point de vue, le meilleur moyen de vérifier quel levier génère le plus d'impact est de demander au client comment il a entendu parler de vous la première fois. C'est le principe du "self attribution". Rien de plus simple : Ajoutez un champ dans votre formulaire ou votre checkout avec des choix prédéfinis pour monitorer le levier par lequel le client a eu vent de votre marque pour la toute première fois : - Une pub Internet - Recommendation d'un mai/connaissance - Dans un podcast - Dans la presse - etc... Vous pourriez être surpris par les résultats et revoir vos stratégies d'investissement.

Para determinar quais canais de marketing têm o maior impacto, comece definindo objetivos claros e métricas de desempenho (KPIs) como ROI, taxa de conversão e alcance. Utilize ferramentas de análise para rastrear e comparar o desempenho de cada canal. Considere a segmentação de público e a adequação do canal ao público-alvo. Analise o custo-benefício e a eficácia em atingir os objetivos de marketing. Por fim, ajuste a estratégia com base nos dados coletados para otimizar o impacto.

Determining impactful marketing channels requires focusing on attribution and ROI. Use analytics tools to track conversions and customer journeys across channels. Identify which channels drive the most engagement and align with your goals, like lead generation or sales. Dive into metrics like cost per acquisition (CPA) and lifetime value (LTV) for deeper insights. Consistently evaluate performance to adjust resources towards high-impact channels.

Sin duda el rey aquí es el ROI, analizalo para cada canal, muchas veces se cae en la trampa de analizar un único ROI para las campañas de mkt independientemente del canal de captación, esto hace que los resultados nos sean óptimos y podemos estar tomando decisiones erróneas. Complementa este análisis con el LTV también por canal y entenderás cuales son tus clientes de mayor valor.

To determine the most impactful marketing channels, I use a proprietary ROI measurement methodology that evaluates both financial and non-financial metrics. Key strategies include: - Causal Customized Attribution Modeling to assign credit across the customer journey. - ROI Analysis to tie channel investments directly to real revenue. - Customer Value (not lifetime but real cash value) to prioritize channels attracting high-value customers. - Engagement Metrics like click-through rates and bounce rates to assess interaction. - Cross-Channel Synergies to analyze how channels amplify each other’s results. - A/B Testing to refine targeting and messaging. This approach ensures a holistic, data-driven evaluation aligned with business goals.