Tracking and Metrics

Important Marketing Metrics

We are often asked, “How will I know if my plan is working?”  The simple answer: if it’s working, it will generate profitable sales. That said, sales can grow or decline from forces that are unrelated to your plan, such as loss or gain of a major account, a surprise change in legislation, or turbulent economic conditions.  Therefore, we use several marketing metrics to determine whether or not your plan is on track:

• Overall revenue (vs. same period previous year)
• Gross margin (considered in the event of a pricing change) or net profit
• Number of new bids/proposal opportunities or “store traffic”
• Number of website visitors, length of stay, and inquiries made
• Number of outbound sales calls/meetings (if sales training has been provided)
• Number of “likes,” “follows,” “clout” or comparative social media metrics
• Overall website ranking on various key words
• Overall website “strength” profile
• Number of in-bound phone calls from various leads (reception tracking)

Metrics: Too many numbers?

We agree. There are  too many numbers for most clients to absorb!   Google Analytics and Adwords are examples of programs that just aren’t user-friendly — you can spend hours fishing around inside, not knowing what the numbers really mean.  At Tenato, we’ll build you a nice, simple, one-page custom-fit Google Analytics dashboard, to help you identify the key parameters you need to watch – because when it comes to online metrics, a half-dozen or so numbers is about all you need, and you shouldn’t have to fish through 20 pages to find them!

In addition, not only do cull out the data you need, but we will actually look at it.  We constantly find ways to tweak your programs, and advise you as to the next steps to optimize your marketing programs.