In this presentation, Jeffalytics’ own Jeff Sauer and Hanapin’s Kristin Vick will provide you with some quick and effective ways to weed out important numbers and present them impactfully to your CMO.
2. #thinkppc
Presenters
• Jeff Sauer
– Founder of Jeffalytics
– @jeffalytics
• Kristin Vick
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @krisvick
3. #thinkppc
Who is Hanapin?
– Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
#thinkppc
11. #thinkppc
Analytics Turns Data into Information and Knowledge
Data vs. Information vs. Knowledge: http://www.infogineering.net/data-information-knowledge.htm
22. #thinkppc
Boardroom Presentations Components
What are the objectives of your
company/client?
People want to hear the benefits
they will receive
Use terms everyone can
understand (no acronyms)
Point out facts & use case
studies to help your cause
23. #thinkppc
Boardroom Presentations Components
What are the objectives of your
company/client?
People want to hear the benefits
they will receive
Use terms everyone can understand
(no acronyms)
Point out facts & use case studies
to help your cause
Predict the value you will bring
to the table
24. #thinkppc
Boardroom Presentations Components
What are the objectives of your
company/client?
People want to hear the benefits
they will receive
Use terms everyone can understand
(no acronyms)
Point out facts & use case studies
to help your cause
Predict the value you will bring to
the table
Executives will want numbers to
support your arguments
25. #thinkppc
Friendly Reminders
● Less is More
○ Most C-Level Executives have limited time. There is probably
A LOT more information you can add, however if it doesn’t
help support your story, you don’t need it.
● Get to the Point
○ Revenue Increased X% this year, we expect to grow Y% next
year and here’s how.
● Tie It Back
○ Everything you present should tie back to the main point
26. #thinkppc
Find Strength in Successful Outcomes
Full article can be found here: bit.ly/data-driven-performance
28. #thinkppc
Start With the Outcome in Mind
Goal 1: Build a National Community of Educators
Goal 2: Support Sustained Professional Learning
Goal 3: Facilitate Sharing of Strategies
29. #thinkppc
Establish KPI’s (Key Performance Indicators)
Build a
Community
of
Educators
New
User
Growth
National
Teacher
Coverage
Registered
Users
31. #thinkppc
Give Each KPI Meaning
Target Tactics
1,500
Registered Users
● Email
● PPC
● Social Media
● You-Tube
32. #thinkppc
Give Each KPI Meaning
Target Tactics Team
1,500
Registered Users
● Email
● PPC
● Social Media
● You-Tube
● In-House
Marketing
● PPC Agency
● IT
33. #thinkppc
Give Each KPI Meaning
ToolsTarget Tactics Team
1,500
Registered Users
● Email
● PPC
● Social Media
● You-Tube
● In-House
Marketing
● PPC Agency
● IT
● Our Back-
End System
● Google
Analytics
34. #thinkppc
Create a Digital Measurement Strategy
Goal 1: Build a National
Community of Educators
Goal 2: Support Sustained
Professional Learning
Goal 3: Facilitate Sharing of
Strategies
KPI: Active Users
Target: 1,500 Registered Users
KPI: New User Growth
Target: 100 Users/Month
KPI: National Coverage
Target: 25 States
KPI: Active Website Users
Target: 700 Active
KPI: User Contributions
•Target: 10% of Users
KPI: Core Content
•Target: 50 Downloads
KPI: Strategy Shared
•Target: 5 Strategies Shared
KPI: Conversations
•Target: 5 Conversations
42. #thinkppc
Path to Analytics Zen : What Happened?
What Happened?
In Your Own Words, How Did Our Campaign
Perform During This Time?
43. #thinkppc
Path to Analytics Zen : How Many Times?
What Happened?
In Your Own Words, How Did Our Campaign
Perform During This Time?
By How Much?
44. #thinkppc
Path to Analytics Zen : Did We Expect This?
What Happened?
In Your Own Words, How Did Our Campaign
Perform During This Time?
By How Much?
Is This Expected?
45. #thinkppc
Path to Analytics Zen : Reason For Concern?
What Happened?
In Your Own Words, How Did Our Campaign
Perform During This Time?
By How Much?
Should We Be
Worried?
Is this behavior normal? If not, should we be
concerned that it happened? Is This Expected?
46. #thinkppc
Path to Analytics Zen : Understand Why?
What Happened?
In Your Own Words, How Did Our Campaign
Perform During This Time?
By How Much?
Why Did It Happen?
Should We Be
Worried?
Is this behavior normal? If not, should we be
concerned that it happened? Is This Expected?
47. #thinkppc
Path to Analytics Zen : Should & How Do We React?
What Happened?
In Your Own Words, How Did Our Campaign
Perform During This Time?
By How Much?
Why Did It Happen?
Should We Be
Worried?
Is this behavior normal? If not, should we be
concerned that it happened?
Are there any necessary reactions?
Is This Expected?
How Do We React?
48. #thinkppc
Path to Analytics Zen : What is the Story to Tell?
What Happened?
In Your Own Words, How Did Our Campaign
Perform During This Time?
By How Much?
Why Did It Happen?
Should We Be
Worried?
Is this behavior normal? If not, should we be
concerned that it happened?
Are there any necessary reactions?
Is This Expected?
How Do We React?
What Is The Story?
49. #thinkppc
Path to Analytics Zen : Formalize Learning
What Happened?
In Your Own Words, How Did Our Campaign
Perform During This Time?
By How Much?
Why Did It Happen?
Should We Be
Worried?
Is this behavior normal? If not, should we be
concerned that it happened?
Are there any necessary reactions? Understanding what was learned is a key to
future improvements
Is This Expected?
How Do We React?
What Is The Story?
What Did We Learn?
57. #thinkppc
More Presentation Tips
Use Visuals Don’t Show Your Work
Find Your Champion
Assume Others Will Receive
Your Report or Presentation
Offline
58. #thinkppc
More Presentation Tips
Use Visuals Don’t Show Your Work
Find Your Champion
Assume Others Will Receive
Your Report or Presentation
Offline
Remove Ambiguity
59. #thinkppc
More Presentation Tips
Use Visuals Don’t Show Your Work
Find Your Champion
Assume Others Will Receive
Your Report or Presentation
Offline
Remove Ambiguity Smart People Act Dumb
71. #thinkppc
Offers!
A. I’d like 50% off Jeffalytics’ Google Analytics Course
B. Get an account analysis by the experts at Hanapin
(For accounts spending 15k+/month)
C. I’d like both
D. No Thanks!
