The baseline is the History of previous marketing activities and their perfomance. History is the best indication of what works and what doesn’t. Absent history, you have to try many different things to conclude what will work for your business. That doesn’t mean you shouldn’t prioritize based on a logical set of hypotheses – just that you shouldn’t reject ideas outright until they are proven

A baseline definition helps us to:

Be realistic about our resources: time, money, people – paid search takes money, social media takes time, and mobile app development takes expertise. Figure out what you have in-house and what you can afford before investing too much energy in that particular channel.

Write down what you KNOW and what you HAVE – this is the crux of setting your baseline. What’s your current web traffic? How many email addresses do you have? What’s your social presence?

What’s been the historical mix (if any) by marketing channel. Take a clear inventory of what you know so that you can effectively measure the impact of your marketing.

Identify low-hanging fruit – obvious, but still folks don’t do it. If your goal is building an audience and you have 5,000 email addresses and 20 social media followers, we should start with email. Your audience is there. Get leverage where you can before you start the more difficult long-term MarketMasters Consulting work.

Measuring users in cohorts provides benefits in the consistency of analysis and is a technique well applied in the offline world. It helps analyze the long-term benefit of specific groups of customers (for example, customers who first visited within a specified timeframe).

A health check is a 360-degree audit of all your digital channels, including all marketing configurations you may have done. Examples of the health checks to be performed are:
* Analytics Goals and funnels
* Any HeatMaps you have captured
* Any Paid ads you have configured and run in the past
* Any Content you have written
* Any other marketing activities you performed

Health Check will assist you in defining “Unmeasured Marketing,” meaning actions you miss that would complete your picture of your funnel and, thus, your company. For example, what marketing assets do you have that may not be included in your data? How effectively can you measure the internet activity of someone searching for a product when he gets information from a third-party site?

Performing a health check every year or when transitioning from one agency to another—or from an agency to an internal team—will give you insights into understanding our optimization options and help you identify blind spots and low-hanging fruit.

A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives.

Create a list of KPIs to monitor and optimize. We shouldn’t select more than 3 KPIs (one is optimum) in parallel and always we need not create conflicting KPIs. For example, if driving traffic is important, driving sales is not possible to become equally important. To elaborate here, to get the traffic KPI you may have to “open up” a bit of the funnel to see who would click on your banners. This doesn’t necessarily mean that those visits would convert into customers.

Very often you may see the same meaning using the terms OKR or North Star Metric.

Sequence segments provide an easy way to segment users based on a series of on site behaviors. For example, customers who started on a specific landing page, visited some particular pages and ended up converting. 
User sequences now provide you with capability to define a sequence across multiple visits.