Channel Optimisation and Metrics

Learning Objectives
1. Recognise how measuring performance leads to allocation of
channel profit
2. Understand the concepts of metrics and analytics
3. Discuss two new metrics (PAR & BAR) to measure omnichannel
performance
4. Discuss the Basic Web Metrics
Discussion Why?

“If the metrics you are looking at aren’t useful in optimising your
strategy- stop looking at them”
Mark Twain
Introduction
Today’s buyer journey is
complex. Interactions take
place on multiple channels, in
multiple ways.
So how do you know what’s
working?
 Measuring Performance

• Performance may be defined as ‘the sum of all

processes that will lead managers to taking appropriate
actions in the present that will create a performing
organisation in the future’
• In other words: ‘Doing today what will lead to measured
value outcomes tomorrow’
Metrics and Analytics: Overview
Metrics: Tangible measures of
input and outputs

Analytics: Analytics use

metrics to help make decisions

The important metrics are your key

performance indicators, or KPIs.

Don’t forget to create a

baseline!

Source: Lawry CA and Bhappu AD (2021) Measuring Consumer Engagement in

Omnichannel Retailing: The Mobile In-Store Experience (MIX) Index. Front. Psychol. vol 12, no 1 pp.1-12
Measuring Omnichannel Performance

Palmatier, R. W., Sivadas, E., Stern, L.W. & El-Ansary, A. I. 2019. Marketing Channel Strategy: An Omni-
channel approach, 9th edn, Routledge, New York
 Metrics by Touchpoint

Customer Experience Update. (2020). Metrics and Touchpoint, retrieved 30th January 2022,
https://www.customerexperienceupdate.com/metrics/touchpoint/
 Assessing Channel Performance
Three main categories of assessment

Utilization

Engagement

Conversion rate

Palmatier, R. W., Sivadas, E., Stern, L.W. & El-Ansary, A. I. 2019. Marketing Channel Strategy: An
Omni-channel approach, 9th edn, Routledge, New York
Conversion rate
 Brand Awareness
The importance of
Brand Awareness
It is To know
considered how well
as the gate customer
to customer remember
path their brands Source: Brand New(s)
https://www.peartree.com.au/brand/21-different-
types-of-brand/

Percy, L. and Rossiter, J.R. (1992). A model of brand awareness and brand attitude advertising
strategies. Psychology and Marketing, vol 9, no 4, pp.263–274.
Converting Brand Awareness to Purchase-
Measures

q Quantitative measurements: numbers, facts. It’s the ‘What’

q Web & mobile
q conversions
q # visits
qTime on site
q Media
qClick-through performance on advertisements/ banners
q Search: Internal/ Organic/ paid-keyword usages
 Purchase Action Ratio (PAR) &
Brand Advocacy Ratio (BAR)

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: moving from traditional to digital, international
edition, Wiley & Sons Inc., New Jersey
 PAR & BAR

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: moving from traditional to digital, international
edition, Wiley & Sons Inc., New Jersey
Conversion rate
 Which Metrics to use to Assist in Social
Media Decisions?

Top three metrics used (% used):

1.Number of followers / Tags
2.Hits/Visits/Page Views
3.Lead generation
Audience Analysis Tools

Search SEO User surveys Website

insights profiling

Web Social Influence Sharing

analytics listening analysis analysis

Social profile
and activity
analysis
 Basic Web Metrics

Sessions Users Visits Page views

Unique visitors
Pages/sessions Bounce rates New sessions • New visitors
• Returning visitors