General recommendations for using metrics

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Growth of active customer base
How to count

Almost like RR, but count only active customers. No need to poke them with a stick. The indicator of "activity" will be a purchase in the last month, open rate and click rate, opening several mailings, a question about the product in a chat with an operator, and so on.

Example

The grocery delivery service came up with the idea of ​​accelerating the growth of its active customer base by at least 6% using promo codes. To participate in the promotion, customers left their email in exchange for a discount on any dish worth up to 500 rubles. The company managed to increase its active customer base by 13%.

This parameter is best assessed together with the total revenue, there is a uganda consumer email list risk of choosing the wrong "activity" parameter and ultimately not receiving income in monetary terms. It's a shame.

If you are new to direct marketing, we recommend choosing one metric and tracking it once a month. Use only one analytics system, otherwise the metrics will differ and you will not get a quality result.

Which channel to invest the budget in
The calculation based on the attribution model will tell you this. The attribution model is an assessment of the channels that led to the conversion. Attribution shows what the user path was from getting to know the company to the first purchase or a specific action.

Let's say you sell waterproof headphones. A customer saw your contextual advertising, followed the link, but didn't buy anything. Then he came across your advertising again, this time on a social network, went in, didn't buy anything, but signed up for the newsletter. Two weeks later, he received an email with a notification about a sale, and he decided to buy. How can you tell which channel influenced his decision?

Attribution tracks interactions with a business and provides an understanding of which channels to invest in. The most popular attribution models are Last click and First click. Last click gives importance only to the last channel. First click is used less often and evaluates only the first contact, because without it there would be no others. Almost the same philosophical problem as the egg or the chicken.