Measurement That Matters

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In the ever-increasing fast-paced world of marketing and communications, measuring what worked, if at all, is becoming more and more challenging. But what to measure? How to determine if it’s important or just interesting? Not everything that can be measured needs to be. But what matters MUST be. Key Takeaways: - Top strategies to measure marketing activities - Developing metrics that matter - Determining the priority of what you measure - Developing a culture that shares Presentation made by Elton Mayfield at BMA Carolinas on Sept. 18th, 2013.

Business Technologie

Measurement
that
MattersJust because you can –
Doesn’t mean you should
www.ermarketing.net
emayfield@ermarketing.net
@eltonmayfield

Why BMA
Community
Conversation
Collaboration
Camaraderie
Collective
Cooperative
#TheChad #Wolfpack

Elton Mayfield
VP Chapter Development –
International BMA Board
President KC Chapter of
BMA – 2009-2013
Co-founder and Partner –
ER Marketing
Friends with #TheChad
Love the BMA

B2B Marketing Firm
Founded 2001
Top Agency of the Year –
BtoB Magazine
Best of Show – BMA KC
Best of Show – DMA KC
B2s Winner – BMA National
Best Places to Work – KC
Business Journal

John
Wanamaker
“Half the money I spend on
advertising is wasted; the
trouble is I don’t know which
half.”

Determine the
Metrics
That Matter the Most
@EltonMayfield #MeasureWhatMatters

Where to Start?
Phone calls
Time on Site
Open Rate
Conversion Rate
OS
Mobile vs. Desktop
Click Through
Funnel Conversion
Form completion
Bounce Rate
Lead Source
Engagement Level
Facebook Likes
ReTweets
Klout Score
Blog Followers
Attendance
Coupons Scanned
QR scans
Sales
@EltonMayfield #MeasureWhatMatters

Keep the Boss Happy
Where’s my report on
the flux capacitor
utilization by DeLorean
owners?
@EltonMayfield #MeasureWhatMatters

Prioritization
What Matters Most
@EltonMayfield #MeasureWhatMatters

The „So What‟
Factor
Impact vs Effort
Big Data
Systems
People
Culture

Establish a
Strategy
To Measure those Metrics
@EltonMayfield #MeasureWhatMatters

“A measurement strategy is an overall
philosophy and approach to data brought to
life through specific choices in how
organizations capture, store, and analyze
information for decision-making purposes.
Defining this is no longer a luxury.”

Steps to Consider
Align the Plan
Draft measurement plan
Sell it
Refine it

Alignment and
Execution
What really matters?
What will impact the
business?
What aligns with company
goals?
Who cares?

Foster an Open
Culture
Come on in, the water‟s fine
@EltonMayfield #MeasureWhatMatters

Are you Ready?
Capacity to learn
Willingness to change
Openness to failure
Change the way you speak
Change conversation about
deadlines to conversations
around actions.

Make Life Easier. Use Existing Tools.
Start with what you‟ve got
Don‟t overcomplicate the process
Google Analytics
Email platform reports
Social network reporting
HootSuite or similar platforms
Plug „n Play reporting
Avoid anything that says „Enterprise‟ level
Just get started…
Look for existing
tools to meet
your needs.
@EltonMayfield #MeasureWhatMatters

Things That Are Dead
Hits
Traffic
Visitors
Clicks
Page Views
Social Share
Likes

You will
mess it up
 Determine what matters
 Establish a strategy or
plan
 Prioritize
 Foster an open culture
 Review and repeat
 Don‟t worry it will
change

@EltonMayfield #MeasureWhatMatters
Goals are the reference to
know if the target was
reached.
Measurement informs us of
progress along the way.

Discussion
Elton Mayfield
@eltonmayfield
linkedin.com/in/eltonmayfield
www.ermarketing.net

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