1.
Actionable Analytics What to measure? <ul><li>Jen Brady </li></ul><ul><li>CEO, Fred & Associates </li></ul><ul><li>@jenbrady </li></ul><ul><li>@fredassociates </li></ul>24.2.11

2.
Agenda <ul><li>Role of Analytics </li></ul><ul><li>Analytics and KPIs </li></ul><ul><li>Overall Accountability </li></ul><ul><li>Key Takeaways </li></ul><ul><li>Q&A </li></ul>

3.
Role of Analytics <ul><li>Intangible: </li></ul><ul><ul><li>Justifies someone’s job </li></ul></ul><ul><ul><li>Justifies headcount </li></ul></ul><ul><ul><li>Creates a new meeting on the calendar </li></ul></ul><ul><li>Tangible: </li></ul><ul><ul><li>Defines the success of a marketing initiative </li></ul></ul>

4.
Analytics <ul><li>Webster’s Definition: </li></ul><ul><li>Logical? Aren’t KPIs a marketing spin? </li></ul>

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KPI <ul><li>What are KPIs? </li></ul><ul><ul><li>K ey P erformance I ndicators </li></ul></ul><ul><ul><ul><li>e.g. Leads, Sales, Gross Homepage Visits, Unique Site Interactions </li></ul></ul></ul><ul><ul><li>Industry Jargon </li></ul></ul><ul><ul><li>Helps to define “what’s important” to campaign investment yields – yet is also similar to the “soup of the day” </li></ul></ul>

6.
KPI <ul><li>KPIs help to define what’s important </li></ul><ul><li>… yet … </li></ul><ul><li>Shouldn’t each tactic have the same measurement impact? </li></ul><ul><ul><li>i.e. An OOH billboard should have similar accountability as a search engine marketing lead </li></ul></ul><ul><li>… but alas … </li></ul><ul><li>This is not the case. The tactics with the higher accountability measurements and tools have the harder accountability indices. </li></ul>

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Accountability <ul><li>Accountability needs to be established for all marketing tactics beyond [presumed] impressions and [presumed] reach </li></ul><ul><li>Analytics provides insights for campaign effectiveness and campaign efficiencies </li></ul><ul><li>Why is it that online marketing budgets continue to only receive and average of 10% of overall marketing budgets? </li></ul><ul><ul><li>Is it because Online Marketing is too ACCOUNTABILE???? </li></ul></ul>

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Accountability

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Accountability <ul><li>We can’t lie and if we did, our industry would flounder </li></ul><ul><li>We are innovators </li></ul><ul><li>Therefore, let’s lead the charge </li></ul>

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Accountability <ul><li>What should we measure? </li></ul><ul><ul><li>Comprehend that too much data kills the dinner </li></ul></ul><ul><ul><li>Measure only what’s relevant even if under-kill </li></ul></ul><ul><ul><li>Remember that analytics is like a first date </li></ul></ul><ul><ul><ul><li>Don’t put out if it will kill the relationship </li></ul></ul></ul><ul><li>Measure and report back on the necessities of the marketing plan </li></ul><ul><ul><li>Set expectations and deliver on relevance </li></ul></ul><ul><ul><li>Don’t over-deliver if there’s no relevance </li></ul></ul><ul><ul><ul><li>Many companies build their business plans on the premise of overdelivery of nonsense </li></ul></ul></ul>

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Accountability <ul><li>Sample tools for measurement </li></ul><ul><ul><li>Google Analytics URL Builder (Free) </li></ul></ul><ul><ul><ul><li>Measures activity from a web source and tactic </li></ul></ul></ul><ul><ul><li>DoubleClick DFA (Paid) </li></ul></ul><ul><ul><ul><li>Further integration with Google Analytics </li></ul></ul></ul><ul><ul><li>Google Analytics (Free) </li></ul></ul><ul><ul><li>Omniture (Paid) </li></ul></ul>

12.
Takeaway Points <ul><li>Measure any and all tactics where possible </li></ul><ul><li>Set internal expectations with key stakeholders before campaigns launch </li></ul><ul><li>Empower yourself with knowledge from campaign accountability to drive strategic insights </li></ul><ul><li>Remember that if it has not been measured in the past, it does not mean it cannot be measured…make it happen! </li></ul>

13.
Thank You What to measure? <ul><li>Jen Brady </li></ul><ul><li>CEO, Fred & Associates </li></ul><ul><li>@jenbrady </li></ul><ul><li>@fredassociates </li></ul>Actionable Analytics 24.2.11