By Paul Knegten of Dapper
A metric that matters to marketers is: "How much do I have to spend to get a sale?" Whether that's a product or service sold online or offline, a lead generated, a newsletter subscription form completed, or a social application shared, cost per acquisition (CPA) tells you how much spend it takes to get one of these conversions.
This ClickZ/Dapper calculator shows the estimated CPA for a marketing campaign. You will need to plug in the amount you're paying in CPM (define) or CPC (define), the click-through rate (CTR), and the conversion rate from your ad traffic (or just estimate by using the conversion rate of your site in general).
This tool is a good way to see the performance of your search campaigns (with CPC pricing) versus your display campaigns (often priced by CPM). Try it!
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT