the single 1 most important word of the campaign measurement by nativa
TRANSCRIPT
The Single 1 Most Important Word of the Campaign: Measurement
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AGENDA1. Why marketing measurement is important?
2. What TO DO when measuring digital strategies and tactics.
3. What NOT TO DO when measuring digital strategies and tactics.
4. Top tools to measure digital success.
5. The art of setting Key Performance Indicators (KPIs) that drive desired action.
6. Current best practices in digital analytics and measurement.
7. What to do after measurement.
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ESTUDIO DE MERCADO
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WHY IS MEASUREMENT IMPORTANT?
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1.Track success.
2.Improve.
3.Set future expectations.
4. Remove fear.
This allows you to track your growth and identify where your challenges may be.
You can improve what you don’t measure.
Where do you want to be in one year, three years, etc.
Remove fear by giving an objective assessment that employees and vendors can plan for.
WHAT TO DO WHEN MEASURING DIGITAL STRATEGIES & TACTICS
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Benchmarks
Be very clear
MeasureWhat
Matters
Conversion Hooks
ResearchResearchResearch
WHAT TO DO WHEN MEASURING DIGITAL STRATEGIES & TACTICS
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Benchmarks
Be very clear
Measure what MattersConversion Hooks
Research
All metrics have a value and each metric should be tied to a goal. This makes identifying your goals and determining what you want to measure the crucial steps.
Be very clear on how the goals are related to the overall big picture.
Measure significant aspects of your campaign such as demographics, cost per lead, source, quantity and quality, etc.
Add conversion hooks to your content and measure them.
Online listening is an important step when beginning a campaign.
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Efficiency
Instead of
Effectiveness
VanityMetrics
Unrealistic
Expectations
Quality Over
Quantity
Don’tUnderestimate
WHAT NOT TO DO WHEN MEASURING DIGITAL STRATEGIES &
TACTICS
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Vanity Metrics
Unrealistic Expectations
Quality Over Quantity
Don’t Underestimate
WHAT NOT TO DO WHEN MEASURING DIGITAL STRATEGIES &
TACTICSDon’t let a client bully you into a goal you're not comfortable with - quarterly goals that are ambitious are a good way to achieve more long term results for campaigns.
Don’t focus solely on empty statistics such as RT’s (Retweets). Many people RT without actually reading the article. Best if you can count the RT’s but also sort your analytics data by how much time people from Twitter spent on the site.
Vanity metrics such as simply counting Facebook Likes can be easily pumped up with a quick ad campaign before end of quarter. Beware.
Perhaps your social page is only getting a few likes. Think twice before declaring Facebook useless and shutting down as having an active presence on Facebook is a clear sign that your company is alive and kicking.
TOP TOOLS TO MEASURE DIGITAL SUCCESS
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Google Webmaster tools
Google Analytics
Google Webmaster Tools’ keyword report: Google continues to improve the information that’s accessible to site owners in its Webmaster Tools suite, especially in the wake of significantly increased “not provided” keyword referral data in Google Analytics. Marketers logged into Webmaster Tools can navigate to “Search Traffic” –> “Search Queries,” clicking the “Top Pages” tab, to get an overview of the approximate clicks and impressions in organic search results that web pages have received. The latter half helps define reach of your efforts.
Google analytics: is excellent and free. Can be used simply or you can set extensive goals and measure how often these are accomplished.
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Crimson Hexagon
Infusionsoft
Crimson Hexagon: if you have the budget, Crimson Hexagon is most accurate listening tool available . Radian6 and search.twitter.com are free and/or cheap options. Radian6 is not great but you do get much more data than you will from free tools.
InfusionSoft: helps automate marketing, provides drip emails which provides great data for measuring your sales funnel. Landing page creation allows you to track leads there, how you got them, and conversion rates. Dashboards provide web data and analytics and also integrates well with the rest of your sales tools. Allows you to see user activity from your contacts as well as ROI per different sales channel.
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Contently
Your bare hands
Contently: For content marketing this tool tracks scrolling, mouse movements, highlighting, active window/tab, and other factors to deduce the exact second that users stop paying attention. Also can see things such as how often articles were finished on your site versus started.
Your bare hands: Do not be afraid to get your hands dirty when doing measurement. Doing some manual work can help you compliment your findings and verify your results.
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THE ART OF SETTING KPIs THAT DRIVE DESIRED ACTION
•Focus
•Consistency
•Leads
•Benchmarks
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•Focus
•Consistency
•Leads
•Benchmarks
Focus on roughly 5 KPI’s that matter most to your business, such as; Visits, Time, Sources, Cost per Conversion, Landing Pages.
Be consistent with the numbers you are measuring. Don’t mix impressions and reach for example as it can be confusing.
Consider using Google Adwords to create a campaign to set expectations and goals.
Consider the original source of a lead. Was your lead on your email list for years for example before converting on a whitepaper offer?
CURRENT BEST PRACTICES IN DIGITAL ANALYTICS AND MEASUREMENT
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•Revenue cycle
•Measure the effectiveness of content marketing
•Measure ROR (Return on Relationship)
•Measure Brand Awareness
•Evaluate who is on your site
Model the stages of the revenue cycle and then measure how each lead moves through the various stages.
How many leads are coming from the organic search that are a direct result of your blog articles and content?
Look for competitors or potential leads that are on your site. Use analytics to find the network names of each.
ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing.
How many searches this month are done on your brand name vs. last month?
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WHAT TO DO AFTER MEASUREMENT
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•KEEP INFORMED, THINGS ARE ALWAYS CHANGING
WHAT TO DO AFTER MEASUREMENT
•SHOW TRENDS OF YOUR METRICS OVER TIME
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•BE DEMOCRATIC. COMMUNICATE THE RESULTS ACROSS THE ORGANIZATION
WHAT TO DO AFTER MEASUREMENT
•MAKE DECISIONS A REAL MARKETER WOULD MAKE
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•RINSE AND REPEAT.
WHAT TO DO AFTER MEASUREMENT
•Keep your goals on a dashboard and repeat them monthly, quarterly, annually so you can keep improving.
PHOENIX
[email protected] E. Town St Columbus OH 43215www.thenativa.com
[email protected] N. 15th AvePhoenix AZ 85015www.thenativa.com
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