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Metrics Madness
“The end goal is action, not eyeballs”
Quote source: Content Marketing Institute: Field Guide to the Four Types of Content Marketing Metrics
Tema Frank
@temafrank
1-866-544-9262
June 10, 2014
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
A Walk on the Wild Side
Photo credit Lip Kee on Flickr
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
It Ain’t Easy!Must measure multiple touch points
From a multitude of data sources
Which activity (activities) should get the "conversion credit“?
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
1. Notice Us? Consumption Metrics
Page viewsVideo views Podcast listensDocument viewsDownloadsShare of voice Inbound linksSearch behaviour
Photo by Diamond Farah, Flickr
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
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 Mktg Score (SIM)
NPS x conversation share x 1,000Photo by Kris Krug, Flickr
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
1st Kiss (Lead Generation Metrics)
Form completionsDownloadsEmail subscriptions, opens & clicks
Blog subscriptions
Photo by Julie Jordan Scott on Flickr
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
True Love = Sales
Conversion rates Impact on offline sales
Customer retention Order frequencyAverage order size/price
Photo by Quinn Dombrowski on Flickr
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
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
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
4. Cost-Effective (Profitability Metrics)
Cost/leadRevenue/leadCustomer service costs (declining?)# of sales per sales repReturns rateOnline ad campaign profitability
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
You Thought That Was Tough…
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Measurement Challenges
Much is trackable, but…
1. Connecting and tracking through multiple systems
2. Correlation vs. causality
3. How to control for other variables
4. Potential reach vs. actual
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
ToolsData Gathering & Posting
Data Analysis
Testing & Refinement
Lots of overlap
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Data Gathering & Posting Tools
Photo by Alan, Flickr
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Data Gathering ToolsGoogle Analytics (universal analytics)
Google Webmaster Tools (esp for kw)
Competitive Research ToolsSocial Sign-inLots of Social Listening Tools
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Competitor research tools
Free at basic level:Quantcast.com Alexa.comCompete.com Google Trends (See also “social listening tools”)
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Social Listening ToolsHootSuite – 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
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
More free toolsFacebook Insights
[don’t just “boost post]Twitter AnalyticsYouTube PinterestEtc. … Almost all platforms have analytics –
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Analysis Tools
Creative Commons photo of Sigmund Freud
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
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 SproutSocialRadian 6 Mention.net, Sysomos, Viralheat - For measuring social chatter
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Hazards in Analysis
Statistical significanceDouble-counted data Exclude your staffSeparate paid vs earned media
Text analysis errors
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
A/B Testing & MoreTest many things! (But not all at once)Test often! Test hypothesesVisual Website Optimizer (free)
Google Content Experiments (free)
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
3. Show Me The Money (ROI)
Photo by gavin1 on Flickr
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Return on InvestmentROI =
(Investment – Revenues)/InvestmentInvestment includes:
Staff costsOverhead that can be attributed to that
medium or effortOutsourcing costs, e.g. design, hosting,
subscriptions, software, tools
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Essential ToolsGoogle AnalyticsHootsuiteBufferBit.ly (or other shortener)A/B Testing tool
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Future? Better in-store tracking & linking with online channels
Real-time data, sync’d across channels
Customer panels/ communities
Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
http://youtu.be/aH41_Dc0yQk
Thank [email protected]
LinkedIn: http://www.linkedin.com/in/temafrankTwitter: twitter.com/temafrankFacebook: facebook.com/frankonlinemarketingGoogle+: plus.google.com/+FrankOnlineMarketingWebsite: frankonlinemarketing.com
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