Analytics: How to Measure Marketing Success

BUILDING YOUR ONLINE BRAND

Analytics

DAN NICHOLSONCampaign Analyst ( Rain Man )

WHAT IS ANALYTICS?

WHAT DOES IT LOOK LIKE?

AGENDA

Goals & Benchmarks How to Tell When We’re Successful1Measure Analyze the Data to Create Actionable Insights2Adjust Hypothesize, Test and Repeat. Always.3

GOALS & BENCHMARKSHow to Tell When We’re Successful

THE ROAD MAP

Campaign Goals The way to measure success of the business objectiveB

Business Objectives The achievement that the business is striving towardsA

Primary & Secondary Goals Planning Which Data to Capture to Prove SuccessCBenchmarks & Targets Quantifying the Campaign Goals to Prove SuccessDMeasurement Landscape Putting it all Together to Measure Success-

BUSINESS OBJECTIVEA “Business Objective” is a detailed picture that allows a business to achieve a stated aim. These

need to be specific, clear and easy to understand in order for the business to know what progress it has

made towards achieving the objective.

Examples: Improve Internal Communications, Execute and Maintain a CRM Process that is

Producing Results

SEPARATE NEEDS

It’s all about the bottom line…We need people to donate…Tickets won’t sell themselves…More impressions mean more sales…

$$$$$$

Audience

?????

I can’t find anything…This site is too slow…It’s not mobile optimized…This isn’t what I’m looking for…

Business

ALIGN OBJECTIVESWHAT

HOW

WHY

To find and release the potential in people, brands and organizations.

WHY WE EXIST

Constructive Transparency, Healthy Relationships, Collaborative Creativity, Intentional Leadership.

HOW WE OPERATE

We help brands find, engage and connect with the changing heartland audience.

WHAT WE DO

SUCCESSFUL ALIGNMENT

WHAT THEY CARE ABOUT.

WHAT WE WANT TO SAY.

Business Objectives Audience Goals

SUCCESSFUL CONTENT

WE’RE A COMPANY The Bottom Line Matters

LEADERSHIP TEAM The Vision

BUSINESS OBJECTIVES

• Develop optimal service levels for every client type.

• In-depth knowledge of client’s industry and client’s client.

• Be keenly aware and accountable to our performance.

• Build long-term assets for client’s owned media.


CLIENT INTIMACY• Become (and be recognized as)

knowledge leaders.

• Attract and maintain our unfair share of the top 50%.

• Become a culture of intentional leaders.

INTENTIONAL CULTURE

INTENTIONAL CULTURE

CLIENT INTIMACY

THE ROAD MAP





CAMPAIGN GOALThe “Campaign Goal” is the over-arching goal for

the tactics you are executing through-out a campaign, be it marketing or otherwise.

Example: Hire for an Open Position

SETTING UP CAMPAIGN GOALS

Choose a Business Objective Pick an objective that’s right for you and your team1

• Develop optimal service levels for every client type.

• In-depth knowledge of client’s industry and client’s client.

• Be keenly aware and accountable to our performance.

• Build long-term assets for client’s owned media.


CLIENT INTIMACY• Become (and be recognized as)

knowledge leaders.

• Attract and maintain our unfair share of the top 50%.

• Become a culture of intentional leaders.

Become (and be recognized as) knowledge leaders.

INTENTIONAL CULTURE

BUSINESS OBJECTIVES

SETTING UP CAMPAIGN GOALS

Break Out into Themes What content do you want to produce?2

Choose a Business Objective Pick an objective that’s right for you and your team1

Speaking Engagements Written Content

Visualize the Landscape Where do you want your content to live?3

White PapersSpeaking Follow-Ups

Become (and be recognized as) knowledge leaders.✓

Provide Written Content from Our Leaders

✓

✓


Choose Something to Measure Where would you like to start?4 Blog Posts

THE ROAD MAP




Primary & Secondary Goals Planning Which Data to Capture to Prove SuccessCBenchmarks & Targets Quantifying the Campaign Goals to Prove SuccessD

PRIMARY GOALA “Primary Goal” (also known as a “Macro Goal”) is

the one conversion you’re campaign is trying to achieve. This is typically the reason why your

website exists today.

Examples: Sale of a Product, Client Leads

SECONDARY GOALSA “Secondary Goal” (also known as a “Micro Goal”) is one of multiple steps that happen along the way

towards the primary goal. There are typically multiple secondary goals and they provide more

insight to what’s happening and where.

Examples: Views of a Video, Time Spent on a Page

SETTING UP PRIMARY & SECONDARY GOALS

Review Your Website’s Sitemap Find areas that you want a user to achieve an action.1

Blog

Single PostDeconstructing SEO

Multiple Blog Posts

Contact UsTelephone, Address, Email

Home

Campaign Goal The way to measure success of the business objectiveB

Information Hub




Blog


Multiple Blog Posts


Primary Goal Generate Inbound Leads from Prospective ClientsC1 Secondary Goal

Readership of each Blog Post posted by Think Shift C2

HomeInformation Hub

Campaign Goal The way to measure success of the business objectiveB





Review Your Website’s Sitemap Find areas that you want a user to achieve an action.1✓

Benchmarks and Targets Review historical data to create a logical, and attainable, target.3


HomeInformation Hub

Metrics and Dimensions Figure out which metrics and dimensions apply to your goals.2

METRICSA “Metric” measures the data. It is best to think of

them as the “How Many” or “How Much” of the question you’re asking yourself.

Examples: How many times was the Email Us button clicked?

DIMENSIONSA “Dimension” describes the data. It is best to think

of them as the “What” or “Which” of the question you’re asking yourself.

Examples: Which cities clicked the Email Us button?

BENCHMARKA “Benchmark” is a historical point of reference in

which we can compare our current success.

Examples: 20 Email Us button clicks in July 2013

TARGETThe “Target” is a point of reference that’s based off of the historical “Benchmark” that should above it,

but is logically attainable.

Examples: 50 Email Us button clicks in July 2014

Blog


Multiple Blog Posts


HomeInformation Hub

• Number of Client Leads received per blog post in 2014 Benchmark: 2 leads per blog post Target: 3 leads per blog post

Primary Goal Generate Inbound Leads from Prospective ClientsC1

Blog


Multiple Blog Posts


HomeInformation Hub

• Ratio of Time Spent Reading a Blog Post in 2014Benchmark: 50% of Avg. Reading Time per Blog PostTarget: 75% of Avg. Reading Time per Blog Post

• Number of Pageviews across all Blog Posts in 2014Benchmark: Avg. 50 Pageviews across all Blog Posts Target: Avg. 100 Pageviews across all Blog Post

Secondary Goals Readership of each Blog Post posted by Think Shift C2

WHY?


Review Your Website’s Sitemap Find areas that you want a user to achieve an action.1✓

Benchmarks and Targets Review historical data to create an attainable target.3


HomeInformation Hub

Metrics and Dimensions Figure out which metrics and dimensions apply to your goals.2✓ • Number of Client Leads received per blog post

• Ratio of Time Spent Reading a Blog Post in 2014

• Number of Pageviews across all Blog Posts in 2014

• 2013: Two Leads 2014: Three Leads

• 2013: 50% Time Read 2014: 75% Time Read

• 2013: 50 Pageviews 2014: 100 Pageviews✓

THE ROAD MAP



Primary & Secondary Goals Planning Which Data to Capture to Prove SuccessCBenchmarks & Targets Quantifying the Campaign Goals to Prove SuccessDMeasurement Landscape Putting it all Together to Measure Success- Measurement Landscape Putting it all Together to Measure Success-

Business Objective

Campaign Goal

$ 2nd2nd2nd

Company’s Vision and Why We Exist

Campaign Goal

$ 2nd2nd2nd

Business Objective

Campaign Goal

$ 2nd2nd2nd

Campaign Goal

$ 2nd2nd2nd

MEASUREMENT LANDSCAPE

}

MEASURE

}

ADJUST

LET’S RECAP…

Campaign Goal Provide Written Content from the Leaders of Think Shift B

Business Objective Become (and be recognized as) knowledge leadersA

Why We Exist To find and release the potential in people, brands and organizations.-

Generate Inbound Leads from Prospective Clients Primary GoalC1

Secondary Goals Readership of each Blog Post posted by Think Shift C2

Number of Client Leads Received per Blog Post

Number of Pageviews across all Blog Posts

Ratio of Time Spent Reading per Blog Post

MEASUREAnalyze the Data to Create Actionable Insights

MEASURE

Track Inbound Links Some assembly required…-

Begin the Campaign Tell someone about your content-

Wait… Decide when you want to start measuring your data-Collect Your Data Review your data and begin analyzing-

PAID

WAYS TO THE MESSAGE OUT

• What we have full control over and can push out as a company

• Messaging shared through word of mouth channels

• Advertising in a more traditional sense

We break our communications into three types.

OWNED

EARNED

...

EARNED MEDIA

• Popular method for sharing more casual and conversational information

This campaign we’re going to focus on using Facebook and LinkedIn

FACEBOOK

• Highly targetable, with a strong focus on business content

LINKEDIN

• Think Shift has a large and engaged Facebook Audience

• Think Shift will be able to reach both potential clients and potential job applicants

MEASURE





TRACK INBOUND LINKS

Blog


Multiple Blog Posts

HomeInformation Hub

http://thinkshiftinc.com/blog/blog-post/

URL Link+

UTM Cookie=

Tracked URL

+URL Shortener

=Shareable URL

http://thinkshiftinc.com/blog/blog-post/?utm_source=Facebook&utm_medium=Share&utm_content=Demo&utm_campaign=BYOB

GOOGLE CHROMEGoogle URL Builderhttps://support.google.com/analytics/answer/1033867?hl=en

http://thinkshiftinc.com/blog/blog-post/

Facebook

Share

Demo

BYOB

http://bit.lyhttp://bit.ly/1G2hx3

MEASURE





PRIMARY GOAL Generate three client leads.

SECONDARY GOAL Generate an average of 100 views of our blog posts each month

SECONDARY GOAL Maintain an average of read time of 75% of the total post length

ACHIEVED

Goal: 75% Average Read Time on Page 100 Views of Blog Pages

• Time on Page Averaged 75%

• Visitors 90

Goal: 3 Leads

• Obtained 3 Leads

SUMMARY OF RESULTS

Results:

1 Lead from Facebook

2 Leads from LinkedIn

PRIMARY GOAL: SECONDARY GOAL:Results:

70% Average Read Time on Page from 60 Facebook Pageviews

85% Average Read Time on Page from 30 LinkedIn Pageviews

PARTIALLY ACHIEVED

ADJUSTHypothesize, Test and Repeat. Always.

ADJUST

Hypothesize Ask questions based off what you see in the data.1

Run a Test Repeat the measurement section with new ideas2

2013: Two Leads 2014: Three Leads

2013: 50% Time Read 2014: 75% Time Read

2013: 50 Pageviews 2014: 100 Pageviews

1 Lead 70% 60 Pv

2 Lead 80% 30 Pv

Impressions

Quality Leads




TYPES OF ADJUSTMENTS

A B

A/B Testing

!?

UX Testing Web Analytics

Core Audience

Blog Post

Potential Leads

Two-Way Communication

One-Way Communication

Prize

Information Hub

Paid Media

Earned Media

...Relations

Event

Article Coupon

Potential Employees

Job Position

Listings

Careers Blog

Topic

Blog Post

The Reason You Exist TodayOwned Media

... $

Contact

AnalyticsAudience Behavours

Blog Post

QUESTION?“If you know you’ve got a mobile audience, which Google Analytics can easily tell you, how can you

dive deeper to get to know that audience?”

- Nigel Fortlage

ANSWERNarrow the focus and look at your goals. What do

you want them to do?

- Dan Nicholson

RECAP

Goals & Benchmarks How to Tell When We’re Successful1Measure Analyze the Data to Create Actionable Insights2Adjust Hypothesize, Test and Repeat. Always.3

Business Objective

Campaign Goal

$ 2nd2nd2nd

Company’s Vision and Why We Exist

Campaign Goal

$ 2nd2nd2nd

Business Objective

Campaign Goal

$ 2nd2nd2nd

Campaign Goal

$ 2nd2nd2nd

MEASUREMENT LANDSCAPE

}

MEASURE

}

ADJUST

THANKS!These slides will be available soon.

Date post:	08-Apr-2017
Category:	Marketing
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