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Actionable: 3 Steps to Strategy-Changing Marketing Insights & Analytics
Rob Kischuk - @rkischuk - CEO & Founder, Converge ConvergeHQ.com - @GetConverge
Dallas Digital Summit, December 2015
Slides available at slideshare.net/RobKischuk
@rkischuk
Everyone Has a Data Problem
@rkischuk
The Marketing Data Problem
“60% of our reporting time is gathering data”
Social Digital Offline KPIs
The 3 Steps to Actionability
! Single-Channel - Measure each data channel well
! Multi-Channel - Make different channels comparable
! Make it Real - Link Digital/Social data back to the offline & core of the business
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@rkischuk
Why Does High Quality, ROI-Chasing Reporting Matter in Marketing?
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@rkischuk
Why Report?
! Build Trust ! Win / Lose Business ! Increasing Trackability and
Attribution is the Future
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@rkischuk
Principles of Good Insights & Analytics
! Don’t Move the Football (Trust) ! Cut the Clutter (Overload) ! Connect the ROI (The Future) ! Add the Insight (The Why?)
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@rkischuk
Principles of Picking Data
! What is Available? ! What is Important? ! What is Comparable?
(across channels)
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@rkischuk
Single Channel Principles
! Choose cross-platform Metrics ! Impressions, Engagements, Audience Size, Engagement
Rate, Total Posts ! “Potential Engagement Rate” as an equalizer
(Engagements / Audience Size)
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@rkischuk
@rkischuk
! Engagements: Like, Comment, Share, Link Click, Video Views
! Impressions (paid+unpaid), Reach Also Available ! Video Metrics (don’t drown) - use the new
metrics. Prefer 95% viewed, just be consistent. ! Not - “other clicks”
@rkischuk
! Engagements: Like, Retweet, Reply, URL Click ! Possibly Include: App Opens, App Installs ! Impressions (paid+unpaid) - Reach Not Available ! Not - Detail Expands, Media Views, User Profile
Clicks, Hashtag Clicks, Permalink Clicks, other weird consequences of bad UI
! Wish List - better video tracking
@rkischuk
! Engagements: Comments, Thumbs Up, ! Possibly Include: Thumbs Down, Sentiment ! Video Views (Impressions)
@rkischuk
! Engagements: Comments, Likes ! No Impressions ! Manual Grunt Work
! Engagements: Comments, Likes, Revines
! “Loops” = Impressions ! Manual Grunt Work
What About Email?
! Campaigns = Posts ! Subscribers = Audience ! Opens = Impressions ! Clicks = Engagement
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@rkischuk
Blog Traffic
! Posts = Posts ! Visitors or Subscribers = Audience ! Pageviews = Impressions ! Likes / Comments = Engagement
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@rkischuk
How Do we Make it Real?
! Ecommerce - Conversions & Revenue (Google Data) ! CPG - Share of Receipt (IRI / Nielsen Walmart Data) ! Retail - Share of Wallet (Cardlytics) ! TV - Ratings (Nielsen / Rentrak) ! TV Ads (Media Agency Data) ! B2B - Competitive Press Mentions (Cision) ! Brand - Social Sentiment (Crimson Hexagon) ! Content - Social Amplification (Gnip), Web Analytics
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@rkischuk
@rkischuk
Don’t Be Discouraged. Start With Something Consistent and Keep Moving.
Thank You!
! Questions/Comments?
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@rkischuk
[email protected] 404.663.9945
@rkischuk
Slides available at slideshare.net/RobKischuk