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How do you know if your marketing strategy is working? By measuring the success of your marketing tactics against the goals you’ve set. Measurement uses metrics and key performance indicators (KPIs) to figure out how your efforts are impacting your business. Measuring your marketing efforts is more than just figuring out how you’ll define success for your marketing campaigns. It involves using powerful analytics tools that can help analyze your campaign data, figuring out what…

Cost per mille (CPM) refers to the average cost of one thousand ad impressions or the average amount you pay every thousand times internet browsers load your ad. The “mille” in cost per mille is the Latin word for “thousand,” so to find CPM, you divide cost by impressions and multiply by one “mille” or thousand. The equation looks like this: CPM = cost/impressions x 1000. Some display networks offer CPM as a pricing structure…

This probably doesn’t come as a surprise, but it’s much cheaper to retain customers than it is to acquire new ones. Because clicks and conversions are continually increasing in cost, customer retention is especially important for e-commerce brands that are looking to succeed in a saturated market. This is why it’s essential to track how receptive your existing customers are by measuring purchase frequency.  Let’s take a look at what purchase frequency is, how to…