Data & Analytics

Our client is curious what our growth goals and KPIs should be for Organic throughout the year. The currently measure impressions, engagement rate, Twitter mentions and followers. Any recos?!

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Are they strictly focused on Twitter? What are the business goals of the marketing campaigns? To me a KPI has a direct business value. If I cannot link the number to an actual dollar value, then you are tracking a metric and not a KPI. How about click through rates (metric for most businesses)? Engagement on landing page? Conversion rates? We track engagement internally but eventually the client will ask about the dollar value of the engagement and most ad agencies struggle to define it.

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Out of those engagement rate would be the safest for organic - it’s an indicator that content is compelling enough to warrant a click, like, etc.

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message pull through, mentions by influencers, video views, video completion rate, etc.

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Lets be honest, growth goals are tricky with the landscape changing so much right now. Super safe is taking the last couple of years’ average growth and double it.

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Focus on verified accounts. And, attributable sales. Otherwise your media people will buy click-shit.

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