Today's media and marketing experts are mostly drowning in available data. The main question is: how do you separate the wheat from the weeds and which (online) business metrics are relevant and affect both, business and marketing results? Are metrics of web analytics sufficient enough? Using practical examples, we will present how to create an effective (web) metric model and how to adapt them into the different phases of the behavioral process.

1. Tell me what you measure
and I will tell you how
much money do you
waste
Damjan Planinc
Saša Stanković

2. What can we measure on TV?

3. What can we measure in print?

4. What can we measure online?

7. Examples of metrics

8. Sources of metrics
•
•
•
•
•
•
Web Analytics
Adserver
Social media
Email
CRM
....
more than
230 metrics only in GA!

9. Sources of metrics

10. What makes great metrics?
• Well understood to all involved in decision making process
• Relevant to our business
• On right time
• Actionable

11. What companies do wrong?
• Drowning in data
• Choose Vanity Metrics
• Measuring What is Easy
• Not supportive decision making process

12. What do you see when open GA?

13. Does this matter?

14. Example of better metrics

15. Example of better metrics

16. We have metrics, what about KPIs?
impact the business bottomline

17. Examples of KPIs

18. How to start?

20. Establish measurement model

21. Establish measurement model

22. But don’t forget
90% is about people: roles, responsibilities, processes, skills,..
10% is about technology, tools

23. What happens if we optimize on wrong metric?
Real question is – what happens if we reduce
marketing budget?
a/ smaller amount of visits on our web site
b/ all metrics go down
c/ conversions? (real metric)

24. What happens if we optimize on wrong metric?
100
90
-20%
80
70
60
50
40
30
20
-55%
10
0
Before
After

25. Which metrics to avoid?
•
•
•
•
Compound metrics
Vanity metrics
Focusing on Quantity, not Quality
Measuring What Is Easy
• example: Visits, Page Views, Time on
Site, Impressions, Clicks, Number of
Followers/Likes, Video Views

26. Metrics limitations
• Multiscreen world
• Problems with multiscreen world?
user coming from multiple screens
before converting

27. Metrics limitations
• Multiscreen world
"90% of people move between devices to
accomplish a goal, whether that’s on
smartphones, PCs, tablets or TV.„
source: Google

28. Metrics limitations
• Multiscreen world

29. Metrics limitations
• Multiscreen world
• Is there any solution to track
multiscreen user?
Google AdWords report
(new feature rolling out for adwords
accounts with conversion tracking:
columns -> conversions -> est. conversion)
Universal Analytics

30. Recommendations
• Choose no more than five key metrics.
• Show trends for those metrics over time
• Put on a dashboard for everyone to see
• Test and repeat