by Christopher S Penn | Jul 3, 2014 | Blue Belt, Marketing, Metrics, White Belt
One of the most important metrics in web analytics is the number of returning visitors to your site. This simple number tells you just how well your site is really doing; after all, it’s easy to get someone to visit your site once. You can run ads, engage on...
by Christopher S Penn | Mar 18, 2014 | Advertising, Blue Belt, Marketing, Metrics
Google Analytics is one of the most powerful marketing analytics solutions you can obtain for no money. It does for free what other software and services cost thousands of dollars to do, which means it can be a huge playing-field leveler for small businesses and...
by Christopher S Penn | Jul 17, 2013 | Advertising, Blue Belt, Marketing, Metrics
When it comes to marketing metrics, one of the questions I’m asked most often is which metrics to pay attention to, which KPIs matter the most. The answer is always the same: first, figure out which ones have a direct impact on revenue, and then figure out which...
by Christopher S Penn | Aug 29, 2012 | Advertising, Blue Belt, Marketing, Strategy
Last week, we looked at 3 markets you need to know, the TAM, SAM, and SOM. Let’s take a closer look at how you might derive those numbers, since pie in the sky guesses don’t help you or your business at all. Let’s start with TAM. Data for the TAM is...