3 critical steps in client performance measurement

Critical Components of Client Performance

Measurement

Derek Edmond • Managing Partner • @DerekEdmond@KoMarketing Search • Social • Content

How to improve your chances at making a six

figure salary as a marketing professional

How to improve the likelihood of client

retention

3 Critical Steps In Client Performance Measurement


But first…

Some Old Guy Is Yelling & Why Maybe You Should Listen

Get The Data

Step One


Get More Data Than You Really Need


Google Analytics

Google Search Console

Find The Export Function


Google Analytics

Google Search Console

Spreadsheets Are Your BEST Friend


Sort Columns

Freeze Panes (Rows /

Columns)

Format Cells

• Key Excel Functions to keep in mind when viewing a significant number of rows and / or columns of data


Cell Versus Cell Comparisons

• Key Excel Functions to keep in mind when analyzing spreadsheet data & making performance assessments


Formula

=(“CELL 1”-”CELL 2”)/”CELL 1”

Match Data Based From “Like” Information Formula

=VLOOKUP (lookup_value, table_array,

col_index_num, [range_lookup])”

Matching data from Analytics, Search Console, and BuzzSumo


AutoFill (for a significant number of rows or columns)

• Key Excel Functions to keep in mind when analyzing spreadsheet data & making performance assessments


Keyboard Shortcuts

For MacStep 1: Command + ArrowStep 2: Control + D

De-dupe Data (for multiple identical entries)

For WindowsStep 1: Control + ArrowStep 2: Control + D

Create a Comparison

Step Two



• A singular set of performance data fails to demonstrate why [the data] is of any significance. • Show or explain comparative metrics

Was This Successful?Infographic Performance Highlights:• 300,000+ page views• 2,500+ inbound links

• 9 of the top 10 blog posts viewed in past 12 months were infographic assets

• 3 of top 10 pages viewed overall• Top 9 posts accounted for 40%

of all blog traffic and 20% of all site traffic.


Comparative Points to Consider: • Period To Period Performance

• Year over year, month to month, quarter versus quarter etc.• The key is measuring performance in blocks of time SPECIFIC to program / tactical

execution dates• Create annotations for start dates / record preliminary benchmarks for future comparisons• Download and format data to analyze specific percentages and to avoid missing out on lost

or inaccessible data points


Comparative Points to Consider: • Channel Versus Channel Performance

• Remember to keep in mind relationship with other associated programs or partners


Comparative Points to Consider: • Asset-Specific Performance (“Our Stuff” Versus “Their Stuff”) – Custom Segments


Navigating Through Google Analytics• Custom Segments

• Examples & Implementation: https://blog.kissmetrics.com/new-google-analytics-advanced-segments/

https://blog.kissmetrics.com/new-google-analytics-advanced-segments/


Navigating Through Google Analytics• Custom Segments


Navigating Through Google Analytics• Goal Tracking / Conversion Tracking



• Reference & Implementation: https://support.google.com/analytics/answer/1032415?hl=en

Sales-Ready Opportunities• Request a Quote• Request a Demo• Request an Evaluation• Free Trial• Free Download• Free Evaluation• Technical Specifications Requests• Requests for Proposal• Contact Sales• General Contact Request

Lead Generation & Nurturing• White Paper Downloads / Requests• Independent Research Reports• Third Party Studies• Analyst Reports / Collateral• Webinar Registrations• Podcast Subscriptions• Email Newsletter Sign-Ups• Traditional Newsletters• Daily Blog Updates• Company Updates• “Premium” or Subscription Based Content

https://support.google.com/analytics/answer/1032415?hl=en

https://support.google.com/analytics/answer/1032415?hl=en


Navigating Through Google Analytics• Event Tracking

• Reference & Implementation: https://developers.google.com/analytics/devguides/collection/analyticsjs/events

https://developers.google.com/analytics/devguides/collection/analyticsjs/events

https://developers.google.com/analytics/devguides/collection/analyticsjs/events



• Case Study Downloads (Example – a click on a PDF document)• Technical Information• Product Brochure Downloads• Live Chat Interactions• Video Views• Testimonial Page Views• Social Media Clicks• Image Downloads / Clicks• Email Address Clicks• Phone Number Clicks• Rating a Product• Adding a Review / Testimonial• “Additional Links” / Supporting or Cross-Linked Content Assets Recommended for

Viewing


Navigating Through Google Analytics• Event Tracking - Don’t forget that events can be tracked as GOALS as well…

Step 1

Step 2

Visualize Your Point(s)

Step Three


The Importance of Visualization in ReportsSometimes our programs absolutely exceed expectations and we’re able to demonstrate success metrics even our initial sales discussions would not have forecasted. Unfortunately, our clients and their associated leadership often have a lot on their plate and are not able to review as much detail and information as we would hope they would be able to. We often only have a limited amount of time to present key points and performance metrics as well. And finally, sometimes our clients are not as well versed or experienced in presenting information to senior leadership, for whatever reason. As a result, success metrics get buried in presentation slides with lots of unnecessary text or in documents and spreadsheets with poor layouts or an overwhelming amount of information. It’s not all on the client side either. Sometimes we make the mistake of wanting to illustrate the amount of work we put in, in order to show how complex or how much time and attention it took to get to whatever performance metrics we want or need to present. Examples of this can include rows of spreadsheet information with key platform metrics, historical data sets and values, a summary of action items or milestone, etc. As a result, it is important that when developing presentations that highlight key performance metrics, we always focus on providing the most impactful visualizations, charts, and tables. In doing so, we stand a better chance of keeping the attention of key stakeholders and getting greater buy-in on the value and impact of our (your) program work. Thank you very much for reading all of this message and I hope you enjoy the rest of the presentation this afternoon!


Charts That Document Trends


Charts That Document Impact


All time program highs for organic search over last

two months

Charts That Compare Performance Metrics


• Despite more than a 1:3 ratio of KoMarketing-authored blog posts vs. non-KoMarketing posts, our posts performed an average of 10x as well as other posts (for page views, 11x for unique page views, 16x for entrances, etc.).

Slides That Document Trends & Compare Metrics


• Growth in overall website traffic increased over 150% year over year and over 125% year over year the last two 12 month periods


• KoMarketing has reduced cost per click in PPC advertising from over $21 per click in June / July 2015 to an average of $7.50 per click over the past three months.

• Traffic from search campaigns have improved over 100% in the same time period

Slides That Document Trends & Compare Metrics

Slides That Summarize Key Points


• Use Bullets, Callouts, and Highlights

• Bold Key Points

• Use Succinct Statements and Headlines

• Get As Close As Possible to Tying Your Marketing Tactics to Sales Revenue


Final points…

In Summary:

• Get The Data

– Get as much information as possible– Download, format, and archive key information for later use

• Create A Comparison

– Period to Period– Channel versus Channel– Asset-Specific Performance (and “Our Stuff” Versus “Their Stuff”)

• Visualize Your Point(s)

– Use Charts & Callouts to Highlight Trends, Impact, and Compare Metrics



Final, FINAL points…

Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing

Thank You!

Who has questions?

3 critical steps in client performance measurement

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