Tracking and Optimization Framework

At this point we’ll have enough “in play” that we want to build out more rigor around monitoring all these things.

  • Set Up Content Performance Tracking
    • Monthly - Overall performance
      • Total content impressions by channel (email, social, ads)
      • Engagement rates
      • Conversion rates
      • Lead generation numbers
      • ROI by channel and campaign
      • Cost per lead (CPL) by channel
      • Customer acquisition cost (CAC) by channel
    • Weekly - Feeding and care of specific campaigns
      • Identify highest and lowest performing content and channels
      • Reallocate resources to what's working
      • Test new approaches in small batches
      • Document findings and apply learnings to future campaigns