Measuring Inbound Marketing
Raatikainen, Luukas (2018)
Raatikainen, Luukas
Haaga-Helia ammattikorkeakoulu
2018
Creative Commons Attribution-NoDerivs 1.0 Suomi
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201804265587
https://urn.fi/URN:NBN:fi:amk-201804265587
Tiivistelmä
Inbound Marketing has proven to be one of the most efficient ways to operate marketing, especially in a nieche market. The efficiency of Inbound marketing has its roots deep down in analytics and marketing metrics.
The objective of this thesis is to give in-depth analysis how Inbound Marketing works and what makes it so effective, and what kind of metrics and analytics should be followed in order to recognize success in marketing conducted. Key performance indicators that reflect how successful marketing has been in acquiring contacts, leads and eventually customers will be explained.
Metrics and key performance indicators explored in this thesis follow established customs layed out by industry leaders over the years and explain how to use them in this ever-changing world. Marketers never had this variety of analytic tools at their disposal and this thesis addresses which tools are the most suitable for inbound marketing especially.
It will be also analyzed how all data gathered with these tools should be used to make inbound marketing even more successful, and what to keep in mind when creating content for your audiences.
The objective of this thesis is to give in-depth analysis how Inbound Marketing works and what makes it so effective, and what kind of metrics and analytics should be followed in order to recognize success in marketing conducted. Key performance indicators that reflect how successful marketing has been in acquiring contacts, leads and eventually customers will be explained.
Metrics and key performance indicators explored in this thesis follow established customs layed out by industry leaders over the years and explain how to use them in this ever-changing world. Marketers never had this variety of analytic tools at their disposal and this thesis addresses which tools are the most suitable for inbound marketing especially.
It will be also analyzed how all data gathered with these tools should be used to make inbound marketing even more successful, and what to keep in mind when creating content for your audiences.