Chris Sietsema presentation November 2010

1. The Data Game
Providing Meaningful Metrics
for Multiple Campaigns

2. What We Will Not Cover
Source Attribution
Latency Affects from Multiple
Touchpoints & Campaigns
Best Methods for Creating
Reports (covered already)
Slideshare.net/sietsema/
marketing-dashboards

3. Teach to Fish Digital
Helps Companies
Learn How to
Manage Their
Own Campaigns
Assists Agencies
with Projects
Search, Email,
Social Media, &
Analytics

4. Current Issues
Disparate Sources,
Disparate Reports,
Disparate Insights &
Recommendations
Not Enough Time/
Money to Provide
Consistent Value
Too Much Data

5. Why Does This Happen?
It’s Your Fault

6. Why Does This Happen?
It’s Your Client’s Fault
wah
...
I
wanna
see
how
ALL
my
ad
groups
performed
...
wah
...

7. Why Does This Happen?
Blame it on the Campaign

8. Possible Solutions
1. Goals First Approach
2. Interval Reporting Approach
3. Story Tellers Approach

9. Goals First
A. Determine Client Goals
B. Identify Relevant Measures
by Tactical Implementation
C.Report Metrics that Align
with Goals

10. Goals First
Program
Increase
Sales by 20%
Improve Site
Conversion to
4.0%
Increase
Awareness
SEM PPC $
PPC
Conv %
# Branded
Searches
Display Ad $
Display
Conv %
% New
Visitors
Email Newsletter $
Email
Conv %

11. Goals First
AGENCY LOGO
Goal 1
Goal 2
Goal 3
{
{
{
0
50
100
2007 2009
0
35
70
2007 2009
Increase Sales
Improve Conversion
Brand Awareness

12. Interval Reporting
0
4
8
12
16
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
ReportingHours
Happy Client Happy Agency

13. Interval Reporting
0
3
6
9
12
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
ReportingHours
Happy Medium

14. AGENCY LOGOAGENCY LOGO
Interval Reporting
AGENCY LOGO
0
50
100
2007 2009
0
35
70
2007 2009
Notes
0
50
100
2007 2009
Month 3Month 1
Month 2
0
35
70
2007 2010
0
75
2007 2010
0
25
50
75
100
2007 2008 2009 2010
0
35
70
2007 2010
0
75
2007 2010
0
25
50
75
100
2007 2008 2009 2010
0
50
100
150
200
2007 2008 2009 2010

15. Story Telling
0
35
70
2007 2010
0
75
2007 2010
0
25
50
75
100
2007 2008 2009 2010
+
________________

16. Story Telling
1. They understand
quickly
2. You can share
real data from
the source
3. Makes for very
productive face
time
1. Not for every
client (or agency)
2. Factor in editing
time
3. Requires software
PC - Camtasia
Mac - Screenflow
PROS CONS

17. Story Telling

18. Automate Where Possible

19. Account People = Analytics People
“Keep ‘em happy”
“Keep ‘em well
informed”

20. Organic Growth
0
50
100
2007 2009
0
17.5
35
52.5
70
2007 2008 2009 2010
Notes
0
50
100
2007 2009
For Agencies
0
50
100
150
200
2007 2008 2009 2010
For Clients
0
50
100
2007 2009
0
17.5
35
52.5
70
2007 2008 2009 2010
Notes
0
50
100
2007 2009
0
50
100
150
200
2007 2008 2009 2010
PAST FUTURE

21. Questions?
Chris Sietsema
Teach to Fish Digital
(480) 389.5435
teachtofishdigital.com
linkedin.com/in/sietsema
twitter.com/sietsema
slideshare.net/sietsema

22. Slide-ography
Slide 3 “The Planet Data Center” by The Planet on Flickr Creative Commons
Slide 3 “Alarm Clock” by alancleaver_2000 on Flickr Creative Commons
Slide 3 “Confusing Traffic Sign, Boston, MA” by NNECPA on Flickr Creative
Commons
Slide 4 - The infamous Matthew Lesko
Slide 5 - “(don’t) Cry” by Pedro Klien on Flickr Creative Commons
Slide 6 - Blindfolded Holiday Gift Wrapping by Christine and Justin Gignac