Google Think Finance 2013- Analytics Measurement - Marco Bailetti

Marco Bailetti

VP, Client Insights Franklin Templeton

Making Measurement Work for You

What I’ve learned…

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1.  The value of Analytics is about timely decisions

2.  Meaningful measurement is key

3.  Analytics is disruptive

4.  Tactics are powerful

5.  Start now. Your competitors already have

1. Decision Making

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The value of Analytics is about timely decisions

Actionable insights + influencing decisions 1

Deliver insights to inform and guide decisions 2

Measure the impact of those decisions 3

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2. Meaningful Measurement

Meaningful Measurement is Key

Measure what matters: aligned with goals, and

take action

Metrics vs. KPI

Think long term - what is

the lifetime value?

Attribute appropriate

value to each interaction

Measure impact on:

financials, decisions and customers

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Of course everyone reads

all of us cover-to-cover!

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“Cheap” isn’t always valuable

Google Confidential

Metrics That Matter: Counting vs. Business Impact Profits Revenues

Market Share

Share of Shelf

Lifetime Value

Loyalty

Task Completes Rates

Brand lift and impact

Impressions

Clicks

Cost per click

Clickthrough rate

Website visitors

Reach

GRPs

Likes/Followers/+1s

3. Analytics is Disruptive

Analytics is Disruptive

Challenges conventional wisdom. Assuming what worked in the past is still working 1

Changes how your work is valued and measured 2

Challenges what you know, or think you know about your customers 3

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Reduce disruption through Open Collaboration

Engage cross- functional teams early, to align on

KPI

Share insights and feedback

Coordinate and deliver

consistent measurement

message

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4. Tactics are Powerful

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10 good tactics beats 1 brilliant strategy.

5. Start Now.

Start Now. Your Competitors Have

Avoid analysis paralysis. Start now, tweak later. 1

Build your ‘Two second advantage’ with Analytics. 2

What are the implications if you don’t act now? 3

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Tools to Get Started

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Pick a Few Goal Posts.

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Pick a few goal posts

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Start with simple goals

•  Align on directional goals

•  Ask what decision would be made

•  Select fewer vs. many

Measure What Matters.

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GOOD (Well, OK.)

•  Viewable Impressions

•  CPeM

•  Post Click. e.g. Time spent on site per click

Look (and pay) for engagement

Impressions CPM

Clicks

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Conversions – Goal completes

– Assisted conversions

– Micro-conversions

Completion Rates – % of customer visits that completed their primary goal on your site

Digital Engagement Index – Weighted index of metrics that are correlated to sales

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BETTER (Much better than “Good”) Better with performance (output) based metrics that drive to ultimate goal

BETTER (Much better than “Good”) Understand your user journeys

BETTER (Much better than “Good”) Visualize your data, engage in a meaningful discussion…

Source:  Tableau  

$10,000 Campaign Cost:

20 Online Conversions

80 Offline Conversions

100 Total Mortgage Apps ($100CPA)

10 ‘Actual’ Mortgages (10%)

$5000 LTV per mortgage

= $50,000 Minus $10,000 investment

= $40,000 Profit

BEST Measure Offline + Online, Profits & LTV

Experiment!

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Call to Action

Image

Testimonial

Link to Ticket Prices

Pick a few goal posts.

Measure what matters.

Experiment!

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Summary The value of analytics is about decisions based on meaningful measurement. Build a

data-driven culture with open collaboration and incremental tactics. Start now!

Thank you

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