SCoRe your post-click marketing
Scott Brinker on Tuesday, April 24, 2007 at 08:37AM As your online marketing initiatives continue to multiply, it becomes increasingly difficult to visualize what’s working and why. Combing through analytics is tedious and can quickly obscure the forest with the trees.
Here at ion, we’ve started using a SCoRe chart to quickly get an overview of a campaign’s performance on several levels.
SCoRe stands for Segmentation, Conversion, and Respondents. The bubbles can represent entire campaigns (for a high-level view), or individual landing experiences and traffic sources (for a more granular, tactical view). The x-axis is the segmentation rate, the percentage of respondents who made at least one directed behavioral segmentation choice. The y-axis is the conversion rate, the percentage of respondents who “converted” (became a qualified lead, a customer, or a subscriber). And the size of the bubble is determined by the number of respondents — the click traffic volume.
Generally, you want bubbles that are moving to the upper right of the chart. But the SCoRe chart makes it easy to see cases that are segmenting but not converting (lower right) or generating large traffic without converting much (big bubbles near the bottom). Because the size and location of the bubbles are relative to each other, you can pick out your stars and your dogs. They’re not always what you’d expect.
For a 10-second snapshot of how your post-click marketing is performing, the SCoRe chart captures a lot of information in an intuitive view. Give it a try, and let us know how it works for you.
Reader Comments (1)
Nice Scott. Those bubbles are the most easy-to-visualize, valuable windows into effectiveness. I use them everyday. I especially love the ones that intersect conversion paths & traffic sources. Just look for the largest bubbles, furthest up and to the right. Those are your clear winners. SCoRe!