Ciudad de los Almuerzos Metrics and Goals

Third Blog Entry

Alejandra Solana - Miguel Garibay - Hilde Prinse

A) What evaluation metrics are you going to use for each level involved in your proposal?

Business

• Objective

    Create online audience whom will become clients in a close future.

• SMART goal

    Having 500 new fans on the Facebook account in a month with a budget of $2000.

• KPI

    Number of fans or the percentage of growth on Facebook at the end of the month.

Marketing

• Objective

    Create online audience whom will become clients in a close future.

• SMART goal

    Having 1000 new visitors on Facebook page in a month with a budget of $2000.

• KPI

Number of new visitors or the percentage of growth on Facebook at the end of the month.

Clients

• Objective

    Have traffic through our  email campaign to our social media and web page.

• SMART goal

    Having 50 conversions in our email marketing per month with a budget of $2000.

• KPI

    The conversion rate in our email marketing program MailChimp.

Website

• Objective

    Increasing online reservations.

• SMART goal

    Having 100 conversions in Google AdWords per month with a budget of $3000.

• KPI

    Conversion rate in Google AdWords at the end of the month.

b) What web analytics program do you suggest for your company?

Google Analytics: We suggest this program because it allows to measure many things in the web page. Some examples and implementations of those things are:

• Sessions: This metric tells you how many people are visiting your website, and where they come from. These metrics could tell us If the Google Adwords is working or not.

• New Visitors: This metric tells you the average of visitors who are new in the webpage. Thanks to this metric you can know how many new clients you could have and if your campaigns are attracting new customers or the same ones.

• Average Session Duration: This metric allows to know if the webpage is useful for users.

Facebook Metrics: These metrics are useful to:

-To know how many new followers do they have per month.

-Get retroalimentation about the brand-customer interaction.  

-Obtain knowledge about customer issues and interests.

-Get information about demographics and psychographic market.

-Get information about post interaction and shares. This helps to know about the successful advertising campaign.  

Do they currently use any kind of program or analyze its presence in digital media in any way?

They actually use Facebook Metrics but  only to measure the number of followers.

c) What will be your contingency plan correction plan and when do you suggest starting implementation?

For starters, if the results are not the expected ones or if they don’t match, there are some things we must take in account:

• Analyze the main problem, trying to get to the buttom of it by answering why the results aren’t what we had expected.
• Re-evaluate if the analytic programs that we have chosen are the correct ones.
• Modify the analytic programs, it could be by adding or eliminating any of the options.
• Promote the Restaurant using all the social media it has and by letting the people know about it, so they could participate in constant blogs, discussion forums, comments, or any other kind of the digital media tools that the company uses.
• Trying a different strategies of Google AdWords as part of the communication and promotion.

After three months approximately, we are going to get results of the first strategy plan. Once we have them, me must determine if they are useful, and if they aren’t, we suggest that the appropriate thing to do is to start this contingency plan.