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Metrics Madness

Metrics Madness. Tema Frank @ temafrank 1-866-544-9262 June 10, 2014. “The end goal is action, not eyeballs”. Quote source: Content Marketing Institute: Field Guide to the Four Types of Content Marketing Metrics. A Walk on the Wild Side. Photo credit Lip Kee on Flickr. It Ain’t Easy!.

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Metrics Madness

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  1. MetricsMadness Tema Frank @temafrank 1-866-544-9262 June 10, 2014 “The end goal is action, not eyeballs” Quote source: Content Marketing Institute: Field Guide to the Four Types of Content Marketing Metrics

  2. A Walk on the Wild Side Photo credit Lip Kee on Flickr

  3. It Ain’t Easy! • Must measure multiple touch points • From a multitude of data sources • Which activity (activities) should get the "conversion credit“?

  4. 1. Notice Us? Consumption Metrics • Page views • Video views • Podcast listens • Document views • Downloads • Share of voice • Inbound links • Search behaviour Photo by Diamond Farah, Flickr

  5. 2. Love us? 1st Date (Engagement Metrics) Applause rate (likes, faves, +1s) SM conversion rate audience comments/post Amplification rate retweets/post or shares/post Social Influence MktgScore (SIM) NPS x conversation share x 1,000 Photo by Kris Krug, Flickr

  6. 1st Kiss (Lead Generation Metrics) • Form completions • Downloads • Email subscriptions, opens & clicks • Blog subscriptions Photo by Julie Jordan Scott on Flickr

  7. True Love = Sales • Conversion rates • Impact on offline sales • Customer retention • Order frequency • Average order size/price Photo by Quinn Dombrowski on Flickr

  8. 3. How Can We Improve? Our Response Rate Speed of Response User Activity Peak Times Analysis of Negative Content Conversion rates from: Custom landing pages Custom promo codes

  9. 4. Cost-Effective (Profitability Metrics) • Cost/lead • Revenue/lead • Customer service costs (declining?) • # of sales per sales rep • Returns rate • Online ad campaign profitability

  10. You Thought That Was Tough…

  11. Measurement Challenges Much is trackable, but… Connecting and tracking through multiple systems Correlation vs. causality How to control for other variables Potential reach vs. actual

  12. Tools • Data Gathering & Posting • Data Analysis • Testing & Refinement Lots of overlap

  13. Data Gathering & Posting Tools Photo by Alan, Flickr

  14. Data Gathering Tools • Google Analytics (universal analytics) • Google Webmaster Tools (esp for kw) • Competitive Research Tools • Social Sign-in • Lots of Social Listening Tools

  15. Competitor research tools • Free at basic level: • Quantcast.com • Alexa.com • Compete.com • Google Trends • (See also “social listening tools”)

  16. Social Listening Tools • HootSuite– great for posting too • Tweetreach– reach, impressions, activites • Social Mention- Strength, Passion, Sentiment and Reach (for comp analysis too) • Addictomatic– includes Bing & more • Bottlenose.com– fun to watch • Klout – influence score

  17. More free tools • Facebook Insights • [don’t just “boost post] • Twitter Analytics • YouTube • Pinterest • Etc. … Almost all platforms have analytics –

  18. Analysis Tools Creative Commons photo of Sigmund Freud

  19. Enough to drive you crazy!! Review of 50 tools at http://socialmediatoday.com/pamdyer/1458746/50-top-tools-social-media-monitoring-analytics-and-management-2013 • HubSpot • Domo.com • SproutSocial • Radian 6 Mention.net, Sysomos, Viralheat- For measuring social chatter

  20. Hazards in Analysis • Statistical significance • Double-counted data • Exclude your staff • Separate paid vs earned media • Text analysis errors

  21. A/B Testing & More • Test many things! (But not all at once) • Test often! • Test hypotheses • Visual Website Optimizer(free) • Google Content Experiments (free)

  22. 3. Show Me The Money (ROI) Photo by gavin1 on Flickr

  23. Return on Investment • ROI = • (Investment – Revenues)/Investment • Investment includes: • Staff costs • Overhead that can be attributed to that medium or effort • Outsourcing costs, e.g. design, hosting, subscriptions, software, tools

  24. Essential Tools • Google Analytics • Hootsuite • Buffer • Bit.ly (or other shortener) • A/B Testing tool

  25. Future? • Better in-store tracking & linking with online channels • Real-time data, sync’d across channels • Customer panels/ communities

  26. http://youtu.be/aH41_Dc0yQk

  27. Thank You Listen to Canada's weekly online marketing strategy show: frankonlinemarketing.com/show tema@frankonlinemarketing.com 780-249-9262 LinkedIn:http://www.linkedin.com/in/temafrankTwitter: twitter.com/temafrankFacebook: facebook.com/frankonlinemarketingGoogle+: plus.google.com/+FrankOnlineMarketing Website: frankonlinemarketing.com

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