From the course: Marketing Analytics: Setting and Measuring KPIs

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Using indicator metrics for sparse data

Using indicator metrics for sparse data - Google Analytics Tutorial

From the course: Marketing Analytics: Setting and Measuring KPIs

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Using indicator metrics for sparse data

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- [Instructor] It's rare that you feel like you have all the data you need to make decisions. Indicator metrics can help. So we're looking at a website for a company that I own and I'm just going to walk you through how you would think about indicator metrics in order to help you optimize your marketing campaigns. So our main conversion event, is if you click schedule a consultation. So if you continue through this whole survey, there's quite a few questions here and typically only 3% of people who get to the website get all the way down to the end of this survey. So it's very, very hard for us to optimize our marketing campaigns to such a low number. So the first thing you want to think about with indicator metrics is tracking each one of these questions and see how far people get down. With your marketing campaigns, if you're optimizing on a day to day basis, maybe you only get one to two leads and it's very, very…

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