Marketing Analytics Mastery: From Strategy to Application

Overview

In the previous lecture, Case Study #1: Metrics Identified, we shortlisted five KPIs based on the Etsy case study. You can now test what you've learned by trying to calculate the campaign performance for the five KPIs using a real dataset. To recap, the five KPIs, benchmarks and targets are as follows:

1. Total revenue | Benchmark = $18,000 | Target = $20,000

2. Conversion rate | Benchmark = 1.3% | Target = 1.6%

3. Clickthrough rate | Benchmark = 2.3% | Target = 2.5%

4. Cost per click | Benchmark = $0.5 | Target = $0.4

5. Post engagement rate | Benchmark = 2.1% | Target = 2.4%

The attached Excel (XLS) file contains three worksheets (i.e. google analytics, instagram, and facebook). These three worksheets provide sample data for the Etsy case study.

What you need to do

1. Download the XLS file from Resources titled Etsy_campaign_dataset - ACTIVITY-BRIEF.xlsx

2. Using this dataset, try to calculate the actual performance for the five KPIs, and establish how far above or below the benchmark and target this campaign was. It's ok if you don't know how at this stage. Just try your best.

3. Optionally, try analyzing the dataset and come up with some interesting observations. Here are some questions you can consider answering:

   1. Was this campaign a success? i.e. Were the KPI targets achieved?

   2. What sources drove the highest conversion rate (e.g. Facebook, Instagram, etc)?

   3. On average, do video posts perform better than image posts on Instagram?

   4. Did the link posts on Facebook generate higher click-through rates than the photo posts?

When you're finished, you can check your answers by watching the next lecture in the next lecture.

[Update] Since filming this lecture Meta has rolled out an update to the Meta Business Suite insights tool that now includes a 'people-who-engaged' metric, called Engaged Users. You can refer to the next lecture, Engaged Users Metric in Facebook Insights, for more information.