There are many overlapping questions that the team at Epiphany Metrics solves. Just like many business challenges, the online marketplace has hundreds of intersecting courses, with each individual metric appearing more like a letter floating in a bowl of soup than an actionable word or statement.
The first series of questions often revolves around the questions of sales pipelines and marketing functions in relation to the web, but in all honesty we find that many of the core answers surrounding these questions are rooted deeply in areas of brand, customer service, and even employee knowledge.
To examine some of the “quick and dirty questions” that many executive professionals ask, I wanted to simply offer some of the most common:
- What sites are my visitors coming from?
- Where is my audience collected online?
- Are there influencers in my market?
- How do my competitors create relevant traffic?
- What traffic sources tie into my existing workload?
- How can employees drive more exposure?
- What type of information does my audience want?
- What screen resolutions do my visitors use?
- Is my audience using mobile browsers?
- What audience segments do I have?
- Why are visitors leaving my site?
- How many leads are being generated?
- What is the quality of sales leads being generated?
- Where are our top sales leads coming from?
- Where are marketing dollars being best invested?
- What is the percentage of opportunities won vs. lost?
- What are my top opportunities and what are they worth?
- Who is driving my top budget impact?
- What is the volume of customer service cases?
- What is the cycle status of individuals in the system?
- What is your customer satisfaction rating?
- What is your employee satisfaction rating?
- How do you drive external revenue online?
- How do you drive internal revenue online?
- Is your business evolving as fast as the market?