Mediaboss Marketing

In business, in general, one must always start out with the end goal, the objective, in mind.

And thats not enough. Once this final goal has been established, intermediate stages need to be imagined and identified, those that will mark the pace of the journey, and, above all, those that can constitute the ideal moments to calibrate the trajectory.This applies at every level.

It applies to a companys overall revenue and turnover goals. It applies if a cost and waste reduction program is being put on track. It applies to any restructuring of dynamics or team. And, of course, it also applies to any individual marketing campaign.

In short, it is a modus operandi that must apply at all stages of a companys life. On this, there is no doubt or uncertainty.

Having made this clear, however, its crucial to pause and reflect on a decisive point: setting a goal or milestones, a path is utterly useless if one is not able to measure results with breadth and precision, to evaluate progress carefully, to keep track of what is working and whats not.To measure is to know. And knowing is the only possible way to course-correct, or accelerate the pace.

Here, in a nutshell, is the absolute and central importance of the marketing KPIs (Key Performance Indicators) we have decided to focus on in this post.

Lets start with some basic definitions: KPIs are metrics and indicators that are used to measure performance as objectively as possible.

In the specific case of marketing departments, measurement can be about return on investment, the effectiveness of campaigns, the ability to attract the attention of new customers, the ability to generate leads or conversions; and then, even more deeply, you can investigate levels of engagement and satisfaction, retention rates, the overall quality of the Customer Experience, and how this data changes when subsets of targets are taken into account.

Lets get even more specific.To bring the meaning of marketing KPIs into clear focus, we can trace a three-step path. At the base are so-called indicators: simple measurements with a shallow level of depth. For example, for a video-marketing campaign, an indicator could be the number of people who watched a video, the total duration of those views, the channels where they occurred, and so on.

Were talking about information with a very wide range, and not calibrated in a context that makes it critical, operational, strictly functional to the goals a company sets with its marketing strategies.

There is then an intermediate step: that of performance indicators, which are more specific and circumstantial, and bring us to marketing KPIs.

Key Performance Indicators, finally, constitute the subset of information that is most important and critical to a companys marketing compartments (or to an individual campaign).

Lets make one thing clear right away: there is no universal rule. It all depends on the type of company, the type of campaign, the target audience, and the peculiar goals you set.

However, before providing you with a list of some particularly popular and important types of marketing KPIs, we want to highlight some common characteristics that underlie an effective and intelligent choice.

The best marketing KPIs must therefore be:

Pay attention to this additional element as well: marketing KPIs existed and were set even before the Digital Transformation, of course.

But with the digital shift, the change has not only been in quantitative terms, but also in qualitative terms. Its not just a question of the breadth and accuracy of the data collected, but also because of the speed with which KPIs change.

For example, a 2021 study by Salesforce (a difficult and, therefore, significant year) showed that as many as 78% of companies changed their metrics from the previous year (source: salesforce.com).

And here we are with a quick roundup of the most important and significant marketing KPIs; it almost goes without saying that this is a very narrow choice:

1) CAC (Customer Acquisition Cost).

CAC is the cost incurred by a company to win a customer. A rather broad and general indicator, but one that is certainly indispensable. It is calculated by dividing marketing and communication investments by the number of customers acquired in a given time interval.

2) CLV (Customer Lifetime Value).

Here, we get into a deeper metric, which should always be considered in close relation to CAC.

CLV, in a nutshell, is the value of a customer to a company over the lifetime of their relationship. Were talking about a very decisive indicator, because increasing the CLV of ones existing customer base is the main way to increase turnover and revenue.

Just consider this figure, to get an idea: for a company, it costs 6 to 7 times more to win a new customer than to retain one (source: inc.com).

3) ROI (Return on Investment).

Here, were in the realm of one of the most cited and central marketing KPIs. Quite simply, the gain from a given marketing action is related to how much is invested.Please note: the best way to set this metric is through the integration of CAC and CLV.

4) Reach.

After some very broad marketing KPIs, we come to some much more specific indicators. Reach is the audience reached by a marketing campaign. In short, its the number of unique people who view a piece of content.

5) Impression.

Here, instead, the number of views of a piece of content is counted, not the number of unique visitors.

6) Bounce rate.

A KPI that is certainly familiar to web marketers (with a focus on SEO) is this one: the bounce rate measures the number of users who abandon a site or page within a few seconds, without taking any action.

Bounce rate is also an important indicator also for email marketing (in this case, we talk about the non-delivery rate).

7) Open rate and click rate.

These are two crucial metrics for the email marketing field. They measure the open rate of a sent newsletter and the rate of clicks made by recipients.

8) CTR, Conversion Rate, LAC.

We have already mentioned the clicks made by the recipients of an email marketing campaign; more generally, the CTR (Click Through Rate) measures the rate of clicks on the total number of impressions of a piece of content. So, this indicator has much in common with the Conversion Rate, which instead gives a measure of the number of users who complete the path to a call to action.

Even more specific is LAC (Lead Acquisition Cost), which focuses on the moment when the visitor becomes a so-called lead, and is thus added to the list of contacts.

9) Website analytics.

Again, there are many types of metrics in this area. The most important ones?

Number of visits, the number of unique visitors, the average time of a visit, the average time spent on a page (an indicator that is highly rewarded by search engines). It also includes a whole host of other increasingly specific metrics.

10) Social media KPIs.

The field of social media, as you can guess, is vast. And its impossible to summarize all the valuable indicators for social marketing.

Certainly, however, you cannot limit yourself to the number of fans or followers. Its essential to keep track of the number and type of reactions, comments, and mentions. Engagement Rate aims to keep all of this together, measuring the number of interactions linked to a piece of content in relation to the number of followers on a page.

The AER (Average Engagement Rate), on the other hand, calculates the engagement generated by the entire page, obtaining the average Engagement Rate value among all content.

11) Churn rate.

Clearly this list could go on and on. But lets conclude with the big bogeyman among marketing KPIs: the churn rate, which measures customer churn.

Theres no better way to keep the bogeyman at bay than to learn how to measure its characteristics and size.

Rather than ending up in a very cold list, lets conclude this post by identifying two rather common mistakes to avoid when it comes to identifying the right marketing KPIs.

The first is to always measure only what you have already measured in the past. Todays market ecosystem is more fluid and unpredictable than ever before. Everything changes rapidly. So, even the maps have to adapt and change rapidly. A key KPI today may not be one tomorrow.

The second is, dont limit yourself to measurement. What emerges from metrics, in fact, becomes completely useless if its not communicated within the company in the most effective way. And here comes the issue of so-called data visualization, that is, the best strategies for presenting the raw data in graphical form: a form that helps to read this information, to make it understandable without excessive time and energy. And thus, ultimately, to make this data meaningful.

The rest is here:
KPIs in marketing: what are they and how to measure them? - Doxee

Last fall, direct-to-consumer shaving brand Harrys grew its in-house capabilities, adding an in-house studio with a full-time in-house photographer to its staff. The company did so as it has been spending more time on its organic social content, creating content specifically designed for the channel i.e. something designed for TikTok or Instagram that would fit the kind of content thats posted there rather than posting something thats one-size-fits-all.

It makes us more nimble, it saves on cost and brings higher quality [to our content as well as allows us] to iterate more in-house, said Marina Cashdan, head of creative and comms at Harrys. We dont want to just drop a product image on every touchstone thats the same but telegraph the content for each channel and audience.

The in-house team is composed of 13 creatives including project managers, operations, producer, production leads, an in-house photographer, copywriters, designers, art directors,as well as five people handling communications for the company. Harrys, founded in 2012, has had an in-house creative team since its inception. While the team handles everything from physical packaging to organic social media to partnerships to digital marketing content the company will tap agency partners and freelancers as needed.

Bolstering the in-house teams capabilities with an in-house studio is a sea change for the brand that will allow it to be more nimble, explained Cashdan, adding that theres been packaging updates and various other innovations lately. The studio now allows them to iterate on art direction, said Cashdan, as well as tailor [content] more for our dot com, social, we dont want to just drop a product image in every touchstone thats the same but telegraph for each channel, audience.

That tailored content has helped Harrys in its effort, over the last year-and-a-half, to shift its social presence and lean into more organic social content that feels native to the platform that it is on. The reality is that so many consumers now will go to Instagram first, said Cashdan of the companys need to lean into organic content across various social platforms now. Different from the website, it brings out the personality, values of the brand.

Its unclear how much Harrys has invested in its in-house agency or its content studio as the company declined to share those figures. The company also declined to share how much it is spending on organic content or its media budget. That said, Cashdan did share that Harrys is investing much more in organic social but also investing in paid channels and that it isnt moving [dollars] from paid to organic.

During the first two quarters of 2022, Harrys invested $30.6 million in advertising placements, per Kantars data, which also found that Harrys invested $46.9 million throughout 2021. Those figures exclude spending on social media channels as Kantar doesnt track social spending.

As for strategy, Harrys in-house team maintains a pre-planned social content calendar to engage its audience but doesnt dictate a set cadence of posts each week. The team focuses content around major brand initiatives, launches, cultural moments as well as lighthearted content that reflects the brands personality.

For example, most recently we leveraged our Instagram to provide a behind-the-scenes sneak peek of our Pride campaign a few days before it officially debuted, said Cashdan in an email. We continue to engage with our community via posts and comments as they interact with that content.

Building out a studio in-house and focusing on organic social content makes sense to Eunice Shin, partner and global head of direct to consumer at Prophet, a growth strategy consulting firm, as thriving DTC brands focus on content, community and commerce.

Todays DTC world has shifted to a little more of an on-demand approach, said Shin. Brands have to have creatives, writers, photographers, all filling the content engine. They need to be giving customers a reason to come back with new imagery, content, etc. It cant feel static and the same all the time. It has to feel fresh and new on an ongoing basis. Bringing that capability in-house makes it easier for those driving performance marketing,have a consistent voice and brand story.

That said, Shin cautioned that the approach only works if the in-house team is capable of telling the right brand story for that brand and that brands community. If your team doesnt do the right job, not effectively telling a story [that can be a problem], said Shin. But if theres a team that understands north star then its great.

‘Makes us more nimble’: Why DTC shaving brand Harry’s has bolstered in-house capabilities, is focused on organic social content

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'Makes us more nimble': Why DTC shaving brand Harry's has bolstered in-house capabilities, is focused on organic social content - Digiday

As it looks to add more ways to help creators to build their presence, and monetize their work in the app, Facebook is launching a new Creator Collaborations feature, which will enable creators to collaborate with others on content to expand their reach.

As you can see in this example, Creator Collaborations will enable multiple creators to be listed on a single Facebook post, providing both additional brand awareness, through the tag, and expanded reach to the combined audience of both collaborators.

As explained by Facebook:

With this tool, a creator can invite a second creator to publish a single piece of video content together. If the second creator accepts, the post will publish on both collaborators pages. Collaborators will share the same distribution for the content, and be able to view shared insights, such as reach and engagement, within Creator Studio.

It's much like Facebook's existing Branded Content Tags, which enable brands to tag collaborating businesses in a single post to boost their promotional efforts.

And it could be a great way for more established stars to help up-and-comers get more exposure, by showcasing their work to a wider audience, and enabling viewers to tap through on their profile for more info.

Though it is fairly limited right now.

Facebook says that the option is currently only available for video posts, though more creation options are in development.

But it could provide more capacity for building a presence in the app, which could also make Metas tools a bigger part of your community building, and ultimately, monetization efforts.

Meta has also added ads for short-form video and live-streams, a new Creator Marketplace on Instagram, an expansion of its Reels Play Bonus program, and more, which all provide additional pathways for discovery and monetization for creative efforts in its apps.

Luring the top talent is a key battleground for social apps, with every platform now offering incentive programs and deals to sweeten their offerings, and keep the most talented creators posting regularly, which in turn keeps users coming back for the latest updates.

Indeed, just this week, YouTube signed a new exclusive content deal with one of Brazils most popular gaming creators, and its these types of direct publishing deals that will likely become increasingly common as YouTube and Meta, in particular, look to combat the TikTok threat.

Starve competitors of content, and youll drive audience back to your apps, which is a more expensive, and potentially risky path to take. But it could be how Meta eventually wins more users back to its apps.

See original here:
Facebook Launches New 'Creator Collaborations' Option to Help Boost Creator Exposure in the App - Social Media Today

Advancing improved health and social justice for all starts with exceptional public health graduates. Their insights are crucial to the well-being of communities and their ideas often translate into research, health programmes, policies, and education most of which are designed to address or prevent medical issues affecting significant portions of populations.

Think of how climate change will cause more global warming, floods, droughts, windstorms, sea level rise and how these will stress our bodies; a whopping 37 million Americans falling victim to substance abuse; young people between the ages of 15 to 24 representing half of 20 million new STD reports each year; food policies that make us sicker; a devastating pandemic that has yet to end after two years of disruption. Each of these challenges tells us the world needs more public health heroes most of which owe their skills, knowledge and experience to a Master of Public Health (MPH).

The qualification is offered at the City University of New Yorks Graduate School of Public Health and Health Policy (CUNY SPH) in a variety of ways. Located in bustling New York City, the schools history dates back to 1972, when it first made its commitment to teaching, research and service for a healthier city.

Today, its work in promoting equitable efficient and evidence-based solutions transcends borders. Little wonder why CUNY SPH is ranked among the top 15% of schools of public health in the US and rated the best public school of public health in New York.

Tomorrows world-changers join CUNY SPHs fight by choosing from its expansive lineup of academic offerings. One stands out for its comprehensiveness, flexibility and ability to open international doors: the online MPH. This degree programme is offered in collaboration with Universidad de Alcal (UAH) one of the oldest universities in the world and one of Spains best schools of medicine and health sciences.

This programme instils a global mindset by allowing students to pick the brains of esteemed faculty members from both New York City and Madrid. Bilingual advisors and faculty directors offer guidance throughout as well. The best part? Students can enjoy this support from the comfort of their own homes. Online courses are asynchronous, meaning that students or busy professionals in need of flexibility can attend classes whenever their schedules allow.

Curricula are just as flexible. Online students can choose between two concentrations: The MPH in Epidemiology and Biostatistics and the MPH in Community Health. The first prepares students to design and conduct public health research before applying findings to improve the health of populations. Meanwhile, the latter focuses on the social and behavioural sciences in public health.

For all its great features, this is an affordable programme. Both CUNY SPH and UAH are public universities, meaning tuition rates are much lower than those of private institutions. In fact, CUNY SPH offers its online students the same rate enjoyed by New York residents.

Source: CUNY Graduate School of Public Health & Health Policy

At CUNY SPH, all MPH degrees are offered in both hybrid and online formats. In fact, our hybrid programs are well suited for international students who want to come to the United States for in-person education. While students wait for student visas to process, they can take courses online and then finish in-person in New York City!

With an MPH in Environmental and Occupational Health Sciences, students learn to recognise, evaluate, and control environmental and occupational threats to health. The MPH in Health Policy and Management teaches the arts of planning and managing public health programmes in a range of urban settings, analysing the impact of health and non-health policies on population health, and advocating for policies that will promote healthier populations.

The MPH in Public Health Nutrition suits students more interested in promoting the nutritional wellbeing of population groups. They are taught to do so by learning to assess the nutritional needs of various populations before planning and implementing programmes and managing them in community and institutional settings. These programmes are offered in both hybrid and online formats.

However, all MS degrees at CUNY SPH are strictly delivered virtually, with the exception of the MS in Environmental and Occupational Health Sciences, where students begin the process of gearing up for a career in the growing field of Industrial Hygiene. The MS in Global and Migrant Health Policy equips seasoned professionals with the content expertise and research methods needed to formulate and evaluate global and migrant health policies and programmes.

The Schools MS in Health Communication for Social Change was designed for students with more meaningful public health outcomes in mind, teaching them to leverage communication, social marketing and other behaviour-change strategies to achieve the world they wish to see.

Then, theres the MS in Population Health Informatics, which caters to more future-focused learners looking to use technology to build a healthier world. This programme is the first of its kind to showcase how operationalised informatics solutions can address important public health challenges impacting individuals, families, communities and the environment in which they live.

All routes nurture the scientific framework and technical skills needed to turn your concerns for mankind into a career. To truly uncover the path for you, click here to deep dive into everything CUNY SPH has to offer.

Follow CUNY Graduate School of Public Health and Health Policy (CUNY SPH) on Facebook, Twitter, YouTube and LinkedIn

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CUNY SPH: A public health qualification for every world-changing aspiration - Study International News

NEW YORK CITY, N.Y.

Welocalize, Inc. announced today that it is a Globee winner in the 2022 American Best in Business Awards for its AI-enabled technology solution that monitors and removes offensive multilingual content. More than 70 judges from a wide spectrum of industry experts participated in the judging process.

Welocalize's cutting-edge technology analyzes client content, including marketing and user assistance materials, for non-inclusivity. It identifies offensive or harmful content in non-branded user-generated content (UGC) such as knowledge bases, forums, opinion portals, and emails.

People and organizations create an immense amount of content every minute. Processing every document, every tweet, or every user forum post through a human moderator isnt possible, comments Olga Beregovaya, VP AI Innovation, Welocalize. This is where natural language processing algorithms can capture sensitive content at scale. Welocalizes technology solution monitors, identifies, flags, proposes substitutions for, or removes offensive and non-inclusive multilingual content, thus helping businesses be sensitive and inclusive.

The solution leverages deep learning models in over 60 languages to effectively analyze offline and online content, detecting sensitivity based on context and sentiment. Using workflows supported by human-in-the-loop trained and certified linguistic teams, harmful content can be removed before it does lasting damage to consumers or it leads to offline violence.

We are proud to be recognized as a Globee Awards Winner for our AI-enabled technology solution, says Smith Yewell, Welocalize CEO. Behind this distinguished success is our talented and innovative team of thought leaders data scientists, computational linguists, NLP engineers and software developers. We believe this recognition further validates our digital transformation progress, as well as our commitment to be leaders in multilingual AI for our clients.

In addition to Welocalize, companies awarded a 2022 Globee include ADP, AviaGames, IBM, Distillery Tech, and Verizon Connect, among others. See the complete list of 2022 winners at https://globeeawards.com/american-business-awards/winners/.

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About Welocalize, Inc.Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 250 languages. The company providestranslation and localization services, linguistic talent management, language tools, automation and technology, quality, and program management. Its range of managed language services include machine translation, digital marketing, validation and testing, interpreting, multilingual data training, and enterprise translation management technologies. Welocalize is ranked as one of theworldslargest LSPs by language industry intelligence firms CSA Research,Nimdzi, andSlator.welocalize.com

About the Globee AwardsGlobee Awards are conferred in nine programs and competitions: the American Best in Business Awards, Business Excellence Awards, CEO World Awards, Cyber Security Global Excellence Awards, Disruptor Company Awards, Golden Bridge Awards, Information Technology World Awards, Sales, Marketing, Service, & Operations Excellence Awards, and Women World Awards. @globeeawards #globeeawards #americanbestinbusiness #americanawards

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Welocalize Wins a 2022 American Best in Business Awards' Silver Globee for its AI-Enabled Technology Solution - Social Media Today