How Much Awareness Do You Need?

P.E.S.O. Analytics. Step-by-Step

How much awareness do you need to accomplish your business goals? The answer to this question is different for every brand, product or service.

Whatever your awareness goals may be, the modern way to monitor campaign effectiveness is to measure conversion goals. This generally means anything you can tie to a specific action like a download, editor inquiry or sales call.

To keep things organized, we group analytics into three areas of focus.

Area One: Omnichannel Analytics.

Analytics are multilayered and complex. That is why we encourage clients to follow just a few key metrics on their website and set up simple conversion goals to get started. Visit Google Analytics for tutorials that cover the basics.

Figure 1: Simple conversion goals on the Google dashboard.

From this foundation we will then create customized dashboards. While details will vary, measuring the PESO mix requires at least three dashboards:

The first dashboard should measure your blog performance on a granular level. Metrics will proceed from the general to the specific

Figure 2: Dashboard that tracks general engagement.

Once you drill down deeper on Dashboard One you will generate information on landing pages that create the most session time, posts that lead to conversions, dwell time on post, video shares, follow-on posts and even the performance of ads vs. organic content.

This type of dashboard does not provide a true omnichannel view of awareness. It is, however, incredibly useful at helping you measure what content is working most effectively on your site.

When you combine this dashboard with a marketing automation system like Hubspot you can get a closer look at how this site activity converts to leads.