Lead definitions, analytics, attribution and commercial reporting.
A click shows an interaction, an accepted enquiry shows confirmed receipt and a qualified opportunity shows assessed commercial fit.
Read the guide →: Clicks, enquiries and qualified opportunities are different metricsA measurement plan defines the problem, intended improvement, observable events and commercial review before a redesign begins.
Read the guide →: A measurement plan before redesigning a websiteAttribution estimates which touchpoints are associated with outcomes under a particular model and available data.
Read the guide →: Campaign attribution when the data is incompleteEnquiry analytics should describe the stage of the interaction using a small approved event vocabulary.
Read the guide →: Tracking enquiry events without collecting private messagesA conversion rate is meaningful only when the outcome and denominator are defined for the same scope.
Read the guide →: Reading a conversion rate without losing the denominatorA useful weekly report connects activity, customer behaviour and commercial follow-up to a small set of decisions.
Read the guide →: A weekly marketing report that supports decisionsA before-and-after comparison should use compatible definitions, time windows and audiences while recording other changes that could affect the result.
Read the guide →: How to compare marketing performance before and after a changeA content-assisted enquiry is a receiving record associated with a relevant content interaction under a stated method.
Read the guide →: A practical definition of content-assisted enquiries
