Episode C.029 Relationship Analytics

Introduction
​This week we are continuing our series on Plan - Budget - Action. Regardless of your global location, the world's economy is coming out of the forced shutdown and will experience a V Shaped (quick contraction followed by a quick expansion) Recovery during the 3RD Quarter (July - August). The goal of IBGR's Programming is to get you ready to claw back as much of your lost revenue as possible.
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Show Objectives
​The last show in this series focuses on how to measure your online performance. You will examine every potential element to build a composite score and discuss your platform options to avoid being buried in data that cannot be interpreted.
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What You Need to Know

• Customer Response Rate: what is your percentage of response and the turnaround time from when customers reach out to you. look to increase your response rate to 100% and reduce the time to under 1/4 (4 Hours) business day.
• Return on Investment: the big or biggest metric and an effect of various causes like Customer Response Rate or Searched Keywords. How much revenue was generated by a specific ad, campaign, or channel vs the money spent.
• Channel Reports: separate the various social media channels for troubleshooting. Using social media analytics will provide metrics that allow for determining the causes for poor or decreased performance.
• Conversion Rate: the number of visitors who visit your website and take advantage of your CTA (Call To Action). This required that all links from social media or emails are traceable. The number of clicks divided by the number of CTA's taken is your conversation rate.
• Cost Per Click: part of your ROI measure, this determines the cost of every click and should indicate whether this media channel, campaign, or post is worth continuing.
• Net Promoter Scores: Evaluates the type of number of customers who are classified into 3 groups: Promoters, Passives, and Detractors. Promoters are people acting as Raving Fans or Brand Ambassadors. The Passives might like your posts or offer but are not taking any action. They are targets for determining how to move to Promoters. The Detractors or Brand Terrorist dislike your offer and are telling negative stories.

What You Need to Do
CCR

1. By network, track the number of messages received over a specified period - increasing, decreasing, or static?
2. By network, track the number of responses you provide to customer initiated requested - increasing, decreasing, or static?
3. By network, track the amount of time between customer requests and your response - increasing, decreasing, or static?

CR

1. By network, track the number of visitors that are visiting because of a specific campaign, post, ad buy, or boost - your baseline.
2. By network, track the number of visitors who took advantage of the CTA (Call To Action) - the performance of the ad buy, post, etc., 
3. By network, ensure you are using traceable links - i.e. tinyurl

CPC

1. By network, determine the cost of each click - cost of ad
2. By network, determine the cost of each click - internal labor
3. By network, determine the cost of each click - outsourced work

ROI

1. By network, measure CPC (Cost per Click), cost per ad, or cost per boost - determine cost.
2. By network, measure CR (Conversion Rate) by CPC, ad, or boosted post to determine effectiveness.
3. By network, measure revenue generated from CR to determine multiple from the expenditure - $1.00 of advertizing = $2.00 of revenue..

NPS

1. By network, determine who are Promoters (Brand Ambassadors) based on satisfaction scores - comment section, online survey, etc.
2. By network, determine who are Detractors (Brand Terrorists) based on satisfaction scores - comment section, online survey, etc.
3. By network, determine your Net Promoter Score by subtracting Detractors from Promoters - 9 & 10 Great, 0-6 Poor