The marketing metrics every telco brand should be measuring

October 1, 2021

Measurement

As famous management consultant Peter Drucker said, “If it cannot be measured, it cannot be managed.”

Metrics are essential to help you measure what matters.  They provide you with a direct view of how your marketing efforts are performing. 

Without knowing which numbers you are tracking, you can’t know which strategies and assets have worked well and which can be improved. This can reduce your financial efficiency if you are investing in marketing campaigns that aren’t performing to the best of their ability. Knowing your numbers can help you refine your strategies and demonstrate the return on investment (ROI) of your work.

And when it comes to a sector as competitive as telecom, it’s essential to stay aware. 

telco marketing agency telecoms metrics

Monitor the following metrics to make informed, data-driven decisions to stay ahead of the competition. With these metrics, you can also set specific and measurable targets for the future. 

Engagement

Measuring how your campaign and business is succeeding – and where there are areas for improvement – is essential. Knowing where things are underperforming can shed light on where to improve internally and help to preserve relationships with your new and existing customers.

Some measurable metrics to provide this insight include:

  • Clicks

Measure the number of customers that click on a call to action (CTA) on an email link, webpage, or digital ads. You can measure this by using tools such as the Google Analytics Campaign URL Builder.

Doing so is essential to understand how well individual campaign components are performing. 

  • Click-through Rate (CTR)

CTR is the rate at which buyers engage with content through clicks. It’s worked out by dividing clicks by impressions to produce a percentage. 

Going deeper than clicks and impressions, CTR translates both into trends that showcase which specific campaign components are performing better than others. 

  • Scroll depth

This is determined by measuring how far down your webpage users scroll and at what point they leave. It can be measured using Google Analytics.

This can be a great way of tracking engagement with the content on your website. It can also help you pinpoint where to improve the experience of browsers interacting with your page.

  • User demographics

Researching insights into your user base can tell you ages, genders, interests, geographies, and professions. It’s another metric that Google Analytics can track for you. 

Spotting trends in this data can be valuable for tailoring your content, paid ads, and website optimisation to suit the interests of your user base or to identify gaps that can attract more users outside of your usual demographics.

  • Source medium

This is the means of determining which component customers have clicked through, whether PPC, organic search, referral, or others. 

It’s another valuable metric for determining which of your campaign assets are doing the most work. It can also help you optimise your landing page to suit the source of your traffic. 

SEO

Search engine optimisation (SEO) is an absolute must for your marketing strategy. Not only does it reveal trending topics within your industry, but it also allows you to tailor your content at a granular level to drive traffic to your website.

Some specific SEO metrics include: 

  • SEO keywords

Find out current keyword rankings as often as possible, using SEO tools like Ahrefs or UberSuggest.

Having an SEO strategy for your marketing campaign is one thing, but this must be supported by monitoring keywords to drive traffic and leads.

  • On-page optimisation scores

An analysis tool such as Ahrefs Site Audit can provide you with a score based on factors like keyword usage, internal and external linking, URL, titles, and more. 

This can help you optimise your page to a minute level. This ensures that your website always performs its best, scoring high in search engine listings and staying ahead of the competition every time. 

telco marketing agency telecoms metrics cost

Cost tracking

It’s essential to track campaign costs to know which aspects perform best and where it’s better to reinvest in something else. In essence, it can boost the financial efficiency of your business. 

Cost tracking metrics include:

  • Pay-per-click (PPC), or average cost per click

Calculate this PPC by dividing the price of clicks by the total number of clicks received.

It’s vital for understanding how to address assets based on current and evolving trends. 

  • Cost per Conversion (CPC)

CPC is monitored by dividing ad spend by the number of generated conversions. 

This is another valuable way to understand which campaigns prove successful and which could be changed or removed. 

  • Subscriber Acquisition Cost

Representing the cost of gaining a new customer, this can vary between spending on marketing, commission, onboarding, and the cost of adding users to a network. 

As this is a complex metric, it is often understood with machine learning software, such as the Nickelled CAC calculator.

  • Average Return per User (ARPU)

ARPU  illustrates your company’s operational performance. It’s calculated by dividing a period’s total revenue by the average number of users.

ARPU tracking is an excellent way to measure the financial value of individual customers to your business. This can be especially useful for networks with a large user base. 

Keeping your business with the times

Fortunately, the telecoms sector as a whole has exhibited continuing stability and growth. Customers and businesses have become increasingly dependent on telecoms to provide voice, video, text, and data services. 

Using data legibility software such as Google Data Studio can help you understand your metrics and visualise your progress. As you monitor your metrics and optimise your content accordingly, you will stay on top of the market. 

If you’d like help building an optimised and data-driven marketing campaign, contact [email protected]  

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