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A Step by Step Approach to Actionable KPIs
Overview

   Leading provider of Digital Analytics service since 2001
   800+ customers across North America
   450+ consulting engagements
   Technology to automate and improve reporting and analytics
   What are KPIs?
   KPI Karta®
   A Case Study
   A New Discussion
   Pointers
   Q&A
What Are KPIs?
   A KPI is a number that rapidly and succinctly shows the
    progress of an organization’s efforts toward a specific
    goal with little or no interpretation or cross-
    referencing.
   KPIs are almost always rates, averages, percentages, or
    ratios
Upper Management
  Goals &             High-Level Business Goals & Objectives
 Objectives

    Critical               Middle Management
                    Items that are vital for a strategy to be
Success Factors                   successful

                               Analytics Team
     KPIs          Special Metrics that tell you how you are
                                     doing

                    Analytics reports and information
   Metrics        Relationship of Measures - Ratios, averages,
                             rates, or percentages


 Measures                      Analytics data
                           Raw numbers and data
                   (web analytics data, off-line touch-points,
                     customer databases, email marketing)
We see many organizations hold numerous meetings,
day after day, to define KPIs that seem to lack impact or
clarity. Too often they result in dashboards with:
 Top pages, or other “most frequent” reports
 Non-contextual visitor, visit, and page view reports
 Numbers that no one understands, or knows the
  source and history of
 Numbers that have “been there for a long time” and
  no one knows why they are there, who or how they
  are used, or even what they relate to.
Avoid the slog!

   A formal methodology helps focus teams in a situation that
    can often:
    ◦   Come from vast amounts of information
    ◦   Have a variety of personal viewpoints or interests
    ◦   Have a number of possible ways to “win”
    ◦   Involve data that is subject to interpretation
   A formal methodology is not intended to force everyone to
    line up with a particular philosophy in numeric
    interpretation. There are few “universal” truths in KPIs.
   A formal methodology should derive “best of breed”
    information that represents all the required viewpoints: IT,
    business end users, web analytics, etc.
KPI Karta®
   KPI Karta is a framework for deriving KPIs based on
    years of working with clients.
   The framework is universally applicable regardless of
    industry, type of website, organization, etc.
   Bridges the communication divide that tends to exist
    between business teams, technology teams, and the
    web analytics team.
Goals & Objectives

 Critical Success       KPIs are driven by
      Factors            business Goals

       KPIs                   BUT…


     Metrics
                     KPIs are constructed from
                             Measures
    Measures
Goals & Objectives   • Increase sales

                     In 2012
 Critical Success    • Increase leads by 25%
      Factors        • Identify, and increase by 50%, high quality lead
                     sources
                     • Conversion ratio of visitors to leads
       KPIs          • Leads per referrer
                     • Lead source quality

                     • Conversion ratio of visitors to leads
     Metrics         • PDF downloads by registered visitor
                     • Leads per referrer
                     • Visitors                • Registrations
    Measures         • Leads                   • Referrers
                     • PDF downloads           • Lead score
Goals & Objectives   • Decrease support services cost

                     In 2012
 Critical Success    • Decrease calls by 20%
      Factors        • Reduce per-call cost by 75%

                     • Ratio of call center calls to online support
       KPIs          • Self-service registration per visitor
                     • Cost per call

                     •   Ratio of call center calls to online support
     Metrics         •   Self-service registrations per visitor
                     •   PDF downloads by visitor
                     •   Visitors                  • Registrations
                     •   Call center calls         • Referrers
    Measures         •   Page views                • Total call center cost
                     •   PDF downloads             • Calls handled
A Case Study
   BG&O: Increase revenue
    ◦ Goal set by executive management during annual review of
      current website strategies addressing decreasing print
      demand.
Goals & Objectives   • Increase revenue



 Critical Success
      Factors

       KPIs


     Metrics

    Measures
   BG&O: Increase revenue
    ◦ Goal set by executive management during annual review of
      current website strategies addressing decreasing print
      demand.
   CSF: Increase revenue generated by “online only”
    content website by 15% during 2012 calendar year.
Goals & Objectives   • Increase revenue

                     • Increase revenue generated by “online only” content
 Critical Success    website by 15% during 2012 calendar year.
      Factors

       KPIs


     Metrics

    Measures
How do we get from here?
 CSF: Increase revenue generated by “online only”
  content website by 15% during 2012 calendar year.
To here?
 KPI: Avg. Click-Throughs per Campaign
 KPI: Avg. ‘Bumps’ per Article
 KPI: Avg. Article Rating
 KPI: Ratings per Visitor
 KPI: Avg. Forwards per Visitor
 KPI: % of Visits by Audience
How do we logically “jump” from the CSF to the very
useful KPIs we just saw?
A New Discussion
   Break the “jump” between CSF and KPI down into
    smaller steps that are easier to follow.
   Add three new discussion points to the conversation:
    ◦ Marketing Phase
    ◦ Audience
    ◦ Strategy & Tactics
Consider the customer/marketing lifecycle and target your action
to it:
 Acquire - Get your persuasive, introductory message out to as
  many of your prospective clients and customers as possible.
 Engage - Deliver a targeted, meaningful, introductory message
  to the potential customers that attracts them to you for more
  detailed information.
 Convert - Provide enough incentive, and a simplified process,
  and cause the potential customer to execute your preferred
  action.
 Retain - Ensure you delivered value as promised and your
  product/service has long-term value so they keep coming back.
   Also known as “Segmentation” - The process of
    grouping your customers together into logical groups
    of similar characteristics or behaviours.
   Each of those logical groups of customers is called an
    “audience”.
   Why do we segment our KPIs?
    ◦ Your most persuasive and eloquent arguments to get a visitor
      to perform a particular action do not work equally well with
      all types of visitors.
    ◦ Certain basic traits of your customers will provide hints on
      how best to approach them in nudging them toward
      conversion.
"Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat." - Sun
Tzu
Strategy: Decisions made to achieve the greatest overall
value irrespective of immediate return. A plan of action
designed to achieve a long-term vision for your
organization.
Tactic: Decisions made to achieve greatest immediate
value. These are the day-to-day activities that are
repeatable in your business and relatively clear-cut.
   Phase: Awareness
    ◦ Audience: US visitors
      Strategy: Optimize existing campaign efforts
         Tactic: Implement detailed hierarchy tracking of campaign activities.
   Phase: Engagement
    ◦ Audience: US visitors
      Strategy: Expose high-value (targeted) content
         Tactic: Implement activity-based content serving
      Strategy: Increase impressions
         Tactic: Increase ad inventory
         Tactic: Increase number of visits per Broker visitor.
Some Pointers
   Be suitable for the specific business, industry, and
    organization
   Be related to business goals and objectives
   Make it possible to influence the business
   Make the KPI easy to quantify
   Link to other relevant data
   Be comparable over time
   Have a dedicated, committed owner
   Define SMART KPIs
   Consume your KPIs using RADAR
   Specific – Clear, unambiguous, and understandable
    without vagaries and platitudes;
   Measurable – Concrete criteria for measuring progress
    toward the attainment of the goal;
   Attainable – Realistic and achievable;
   Relevant – Choose goals that matter;
   Timely – Ground goals within a time frame;
   Report – Extract data from your web analytics;
   Analyze – Review the reports to identify patterns
    based on a predetermined hypothesis;
   Decide – Make a determination on whether the data
    proves or disproves the hypothesis;
   Act – Create and implement a plan for refining the
    initial hypothesis;
   Repeat – Continuously improve the process by
    repeating the investigation of the hypothesis
1. What   is the primary business objective of our site?
   (Some examples include: drive revenue, drive leads,
   contain costs.)
2. What are the valuable actions or behaviors I’m trying
   to get my site visitors to do? (Some examples
   include: purchase, register, consume content)
3. What adjustments can I make to change how many
   visitors are performing these valuable actions?
4. What is the value to my company each time
   someone performs one of these actions?
1. How often does each individual visitor perform this
   action?
2. What tactics do we use to encourage visitors to perform
   these actions?
3. Do those tactics cost us money?
4. Do we need to show a return on the investments we’re
   making in those tactics?
5. What business metrics am I held accountable for by my
   boss?
6. What business metrics are my boss held accountable for?
   Blogs
    ◦ The End of Anecdotal Analytics
        http://bit.ly/wD6SAS

    ◦ How To Build Trust in Analytics
        http://bit.ly/s4fpmR

    ◦ How An Organization Defines and Measures Progress Toward Its
      Goals
        http://bit.ly/KpWVmk

   Other Services
    ◦ KPI Library: A KPI discovery service based on industry and interest
        http://bit.ly/JMeZ7o
   Unilytics Services
    ◦ KPI Karta® – Measures and Metrics that Matter
        http://bit.ly/KpKV3Y


    ◦ Montage – Dashboard Automation Software
        http://bit.ly/shtSRh


    ◦ Do you use SharePoint and need analytics?
        http://bit.ly/JKUc8M
Q&A
A Step by Step Approach to Actionable Website KPIs

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A Step by Step Approach to Actionable Website KPIs

  • 1. A Step by Step Approach to Actionable KPIs
  • 2. Overview  Leading provider of Digital Analytics service since 2001  800+ customers across North America  450+ consulting engagements  Technology to automate and improve reporting and analytics
  • 3. What are KPIs?  KPI Karta®  A Case Study  A New Discussion  Pointers  Q&A
  • 5. A KPI is a number that rapidly and succinctly shows the progress of an organization’s efforts toward a specific goal with little or no interpretation or cross- referencing.  KPIs are almost always rates, averages, percentages, or ratios
  • 6. Upper Management Goals & High-Level Business Goals & Objectives Objectives Critical Middle Management Items that are vital for a strategy to be Success Factors successful Analytics Team KPIs Special Metrics that tell you how you are doing Analytics reports and information Metrics Relationship of Measures - Ratios, averages, rates, or percentages Measures Analytics data Raw numbers and data (web analytics data, off-line touch-points, customer databases, email marketing)
  • 7. We see many organizations hold numerous meetings, day after day, to define KPIs that seem to lack impact or clarity. Too often they result in dashboards with:  Top pages, or other “most frequent” reports  Non-contextual visitor, visit, and page view reports  Numbers that no one understands, or knows the source and history of  Numbers that have “been there for a long time” and no one knows why they are there, who or how they are used, or even what they relate to.
  • 8. Avoid the slog!  A formal methodology helps focus teams in a situation that can often: ◦ Come from vast amounts of information ◦ Have a variety of personal viewpoints or interests ◦ Have a number of possible ways to “win” ◦ Involve data that is subject to interpretation  A formal methodology is not intended to force everyone to line up with a particular philosophy in numeric interpretation. There are few “universal” truths in KPIs.  A formal methodology should derive “best of breed” information that represents all the required viewpoints: IT, business end users, web analytics, etc.
  • 10. KPI Karta is a framework for deriving KPIs based on years of working with clients.  The framework is universally applicable regardless of industry, type of website, organization, etc.  Bridges the communication divide that tends to exist between business teams, technology teams, and the web analytics team.
  • 11. Goals & Objectives Critical Success KPIs are driven by Factors business Goals KPIs BUT… Metrics KPIs are constructed from Measures Measures
  • 12. Goals & Objectives • Increase sales In 2012 Critical Success • Increase leads by 25% Factors • Identify, and increase by 50%, high quality lead sources • Conversion ratio of visitors to leads KPIs • Leads per referrer • Lead source quality • Conversion ratio of visitors to leads Metrics • PDF downloads by registered visitor • Leads per referrer • Visitors • Registrations Measures • Leads • Referrers • PDF downloads • Lead score
  • 13. Goals & Objectives • Decrease support services cost In 2012 Critical Success • Decrease calls by 20% Factors • Reduce per-call cost by 75% • Ratio of call center calls to online support KPIs • Self-service registration per visitor • Cost per call • Ratio of call center calls to online support Metrics • Self-service registrations per visitor • PDF downloads by visitor • Visitors • Registrations • Call center calls • Referrers Measures • Page views • Total call center cost • PDF downloads • Calls handled
  • 15. BG&O: Increase revenue ◦ Goal set by executive management during annual review of current website strategies addressing decreasing print demand.
  • 16. Goals & Objectives • Increase revenue Critical Success Factors KPIs Metrics Measures
  • 17. BG&O: Increase revenue ◦ Goal set by executive management during annual review of current website strategies addressing decreasing print demand.  CSF: Increase revenue generated by “online only” content website by 15% during 2012 calendar year.
  • 18. Goals & Objectives • Increase revenue • Increase revenue generated by “online only” content Critical Success website by 15% during 2012 calendar year. Factors KPIs Metrics Measures
  • 19. How do we get from here?  CSF: Increase revenue generated by “online only” content website by 15% during 2012 calendar year. To here?  KPI: Avg. Click-Throughs per Campaign  KPI: Avg. ‘Bumps’ per Article  KPI: Avg. Article Rating  KPI: Ratings per Visitor  KPI: Avg. Forwards per Visitor  KPI: % of Visits by Audience
  • 20. How do we logically “jump” from the CSF to the very useful KPIs we just saw?
  • 22. Break the “jump” between CSF and KPI down into smaller steps that are easier to follow.  Add three new discussion points to the conversation: ◦ Marketing Phase ◦ Audience ◦ Strategy & Tactics
  • 23. Consider the customer/marketing lifecycle and target your action to it:  Acquire - Get your persuasive, introductory message out to as many of your prospective clients and customers as possible.  Engage - Deliver a targeted, meaningful, introductory message to the potential customers that attracts them to you for more detailed information.  Convert - Provide enough incentive, and a simplified process, and cause the potential customer to execute your preferred action.  Retain - Ensure you delivered value as promised and your product/service has long-term value so they keep coming back.
  • 24. Also known as “Segmentation” - The process of grouping your customers together into logical groups of similar characteristics or behaviours.  Each of those logical groups of customers is called an “audience”.  Why do we segment our KPIs? ◦ Your most persuasive and eloquent arguments to get a visitor to perform a particular action do not work equally well with all types of visitors. ◦ Certain basic traits of your customers will provide hints on how best to approach them in nudging them toward conversion.
  • 25. "Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat." - Sun Tzu Strategy: Decisions made to achieve the greatest overall value irrespective of immediate return. A plan of action designed to achieve a long-term vision for your organization. Tactic: Decisions made to achieve greatest immediate value. These are the day-to-day activities that are repeatable in your business and relatively clear-cut.
  • 26.
  • 27.
  • 28. Phase: Awareness ◦ Audience: US visitors  Strategy: Optimize existing campaign efforts  Tactic: Implement detailed hierarchy tracking of campaign activities.  Phase: Engagement ◦ Audience: US visitors  Strategy: Expose high-value (targeted) content  Tactic: Implement activity-based content serving  Strategy: Increase impressions  Tactic: Increase ad inventory  Tactic: Increase number of visits per Broker visitor.
  • 29.
  • 30.
  • 32. Be suitable for the specific business, industry, and organization  Be related to business goals and objectives  Make it possible to influence the business  Make the KPI easy to quantify  Link to other relevant data  Be comparable over time  Have a dedicated, committed owner
  • 33. Define SMART KPIs  Consume your KPIs using RADAR
  • 34. Specific – Clear, unambiguous, and understandable without vagaries and platitudes;  Measurable – Concrete criteria for measuring progress toward the attainment of the goal;  Attainable – Realistic and achievable;  Relevant – Choose goals that matter;  Timely – Ground goals within a time frame;
  • 35. Report – Extract data from your web analytics;  Analyze – Review the reports to identify patterns based on a predetermined hypothesis;  Decide – Make a determination on whether the data proves or disproves the hypothesis;  Act – Create and implement a plan for refining the initial hypothesis;  Repeat – Continuously improve the process by repeating the investigation of the hypothesis
  • 36. 1. What is the primary business objective of our site? (Some examples include: drive revenue, drive leads, contain costs.) 2. What are the valuable actions or behaviors I’m trying to get my site visitors to do? (Some examples include: purchase, register, consume content) 3. What adjustments can I make to change how many visitors are performing these valuable actions? 4. What is the value to my company each time someone performs one of these actions?
  • 37. 1. How often does each individual visitor perform this action? 2. What tactics do we use to encourage visitors to perform these actions? 3. Do those tactics cost us money? 4. Do we need to show a return on the investments we’re making in those tactics? 5. What business metrics am I held accountable for by my boss? 6. What business metrics are my boss held accountable for?
  • 38. Blogs ◦ The End of Anecdotal Analytics http://bit.ly/wD6SAS ◦ How To Build Trust in Analytics http://bit.ly/s4fpmR ◦ How An Organization Defines and Measures Progress Toward Its Goals http://bit.ly/KpWVmk  Other Services ◦ KPI Library: A KPI discovery service based on industry and interest http://bit.ly/JMeZ7o
  • 39. Unilytics Services ◦ KPI Karta® – Measures and Metrics that Matter http://bit.ly/KpKV3Y ◦ Montage – Dashboard Automation Software http://bit.ly/shtSRh ◦ Do you use SharePoint and need analytics? http://bit.ly/JKUc8M
  • 40. Q&A