Today there are lots of marketing metrics that are thrown around, and deemed important or even the most important metric to measure some facet of online marketing. To the marketing professional, it can be daunting to know which marketing metrics are most important and how to respond to those metrics.

If you look just at Google analytics you will be face with over 200 dimensions and metrics including Visitors, Unique Visitors, Visits, Average Pageviews, Bounce Rate, New vs. Returning, Direct Traffic, Referring Traffic, Search Engines, Top Keywords, and many, many more. It can be absolutely dizzying.

Then if we go over to social media we can find a whole other set of metrics. Reach, engagement, conversation, amplification, applause, retweets, the list goes on and on. One company has tried to solve this by giving us just one number to summarize a company’s social media metrics, and that is Klout. Overall, does a pretty good job of boiling down all these social media metrics to a single number. But what about a company’s overall digital efforts? This still isn’t being captured.

Another mass of metrics comes on the SEO side. Backlinks, H1, H2 and Alt tags, Word counts, Nofollow links, etc. This lists just keep piling up. For the average marketing professional keeping tabs of some of these metrics can be a challenge, but trying to look at them all, make sense of them, and have some solid recommendations to improve them, can be a daunting task.

In helping marketing agencies try to make sense of the online landscape, we saw the challenges the average account manager was having, to try to come up with effective campaigns that would work for their clients. They would recommend, sometimes a bit randomly, a standard campaign they know, and hope it would have the desired impact. We knew there had to be a better way, one that would analyze the marketing efforts being done, and recommend some solutions.

The solution we developed is called CRUX Score, which is a number between 1 and 100, that boils down all your marketing efforts into a single metric. CRUX Score is composed of 3 major metrics, called Awareness, Engagement and Conversion. These 3 metrics are essential to seeing if your online market effort are having any impact in the areas that really matter. They help to answer these questions.

Awareness - How can your audience find you?
Engagement - What are you saying to your audience and are they listening?
Conversion - What are you asking your audience to do, and are they doing it?

So, now you have 3 scores that tell you how well you are doing, now what? This is where many metrics fail. They will tell you where you are at, but not what to do to improve it. This is where CRUX Score is very different. Not only do you get scores, you also get a list of recommended campaigns that will improve that score. Now you have actionable insights that allow you to improve on that score, on a month to month basis. It just doesn’t rhyme off a big huge disjointed to-do list, but rather recommends overall campaigns that are aimed at improving the score. Now marketing agencies can approach their clients, and show them their online marketing weakness, as well as the campaigns, and pricing of those campaigns, to help improve their scores. It takes away a lot of the guessing, and gives really practical campaign recommendations that once selected by the client, can be delivered on.

So, what makes CRUX Score, the one marketing metric to rule them all? It’s because it goes beyond just giving a score. It gives digital agencies the ability to strategize about what campaigns to offer, with just the click of a button. It gives the client a tangible score, that allows the agency to both be transparent and accountable for their marketing efforts. It allows the client to see exactly what they agency doing, and how it is impacting their score.

To see more about CRUX Score which is in its final stages of development see:

http://www.cruxscore.com


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Michael  Koehler

Michael is the Director of Sales & Marketing for Rnked Marketing Directors.  He leads the day to day operations of the brokerage team - spending his day working with both agencies and business, trying to make amazing matches happen.