SMCKC September Breakfast: Crisis Communications in a Social Era
Smckc lunch event
1. BUILDING A
HOLISTIC
MEASUREMENT
STRATEGY
SMCKC Lunch Event
February 14, 2013
Private & Confidential
2. Building a Holistic Measurement Strategy
Speakers
Matt Hertig Michelle Jacobs
Co-Founder Co-Founder
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3. Building a Holistic Measurement Strategy
Agenda
• The Analytics Challenge
• The Marketing Funnel
• Keys to Building a Holistic Measurement Strategy
• Q&A
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5. Complex Multi-Channel Data Challenge
Multi-Channel Marketing Ecosystem
Whether you are a B-to-B, B-to-C, or B-to-B-to-C organization, the reality is that
marketing today has created a very complex data ecosystem.
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6. Complex Multi-Channel Data Challenge
Multi-Channel Ecosystem Creates Data Overload
Multiple reports, multiple opinions, and multiple data points create chaos and
confusion.
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8. The Marketing Funnel
Volume of awareness created in
Awareness the marketplace through multiple
marketing channels
The channels customers and
Engagement
prospects utilize to engage with
your brand
Measuring the value customers and
Impact
prospects bring to your brand
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9. The Marketing Funnel
Paid Media Earned Media
• TV ads • Broadcast news and
• Radio ads publicity
• Outdoor ads
• Print ads • Print news and publicity
• Direct response ads • Corporate Events
• Contests
• Online ads • Online news and publicity
Awareness • Paid search • Blogs
• Social media • Social media
• Mobile messaging • Search engine optimization
Interactive Call Center
• Website • Call Volume Response to
• Social Media Campaigns
Engagement • Email Marketing • Call Engagement to
• Mobile Apps Campaigns
• Desktop Apps &
Widgets
Interactive Call Center
Impact • Text Conversions • Call Center Conversions
• Mobile Conversions
• Website Conversions
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10. The Marketing Funnel Metrics
Awareness Impressions/Sends/Posts/ Tweets
Visits/Pageviews/Time on Site
Engagement /Opens/Clicks/Reach/Talking
About/Check-Ins
Website Goal Conversions/
Impact
Assisted Goal Conversions/
Website Revenue/
Impact on Overall Revenue
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11. Keys to Building a
Holistic Marketing
Measurement Strategy
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12. Our Holistic Measurement Strategy Approach
Track Measure Target Predict
Response Results Performance Response
Tracking Strategy Measurement Strategy Targeting Strategy Predictive Analytics
Cross-channel process which Defined data integration and Data-driven process Multiple disciplines
defines the data strategy dashboard reporting process designed to maximize available to drive
and roles of various designed to drive intelligent goals and supporting predictive intelligence
marketing systems built marketing decisions based KPI’s by proactively for future campaigns and
around Google Analytics on results responding to results strategies
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13. Actionable Social Analytics Reports
4 Key Social Analytics Reports
1 Social Sources
2 Social Conversions
3 Social Plug-Ins
4 Multi-Channel Attribution
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14. Actionable Social Analytics Reports
4 Key Social Analytics Reports
SOCIAL SOURCES
Traffic Sources > Social > Network Referrals
• Originating social networks group referral traffic across
platforms - e.g. YouTube
• Identify which networks are driving traffic to any specific page
• Identify which content is popular across all the different social
networks
• Comparison charts display all traffic and traffic from social
sources
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15. Actionable Social Analytics Reports
4 Key Social Analytics Reports
CONVERSIONS
Traffic Sources > Social > Conversions
• See the impact of social on your goals in simple, ready-to-use
reports
• Learn what content drives conversions with social audiences
• Show results reports to key stakeholders to articulate the value
of social
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16. Actionable Social Analytics Reports
4 Key Social Analytics Reports
SOCIAL SHARING
Content > Site Content > Plugins
• Measure and compare different types of social actions
• See which pages receive social actions and create more of that
content
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17. Actionable Social Analytics Reports
4 Key Social Analytics Reports
MULTI-CHANNEL ATTRIBUTION
Conversions > Multi-Channel Funnels > Assisted
Conversions
• Conversions assisted by social
• Conversions completed by social
• Whether social is primarily assisted conversions or completed
conversions
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18. The Marketing Funnel Metrics
Awareness Impressions/Sends/Posts/ Tweets
Visits/Pageviews/Time on Site
Engagement /Opens/Clicks/Reach/Talking
About/Check-Ins
Website Goal Conversions/
Impact
Assisted Goal Conversions/
Website Revenue/
Impact on Overall Revenue
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19. Holistic Measurement Strategy Approach
Five Steps to a Holistic Measurement Strategy
1 Complete implementation and configuration of Web Analytics
2 Define your data ecosystem and identify data owners
3 Implement a defined data integration process
4 Develop a consolidated reporting strategy to drive collaboration
5 Build your multi-channel attribution methodology to drive ROI
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20. Holistic Measurement Strategy Implementation
Holistic Measurement Strategy Implementation Rules
1 Build Executive sponsorship – lead the charge
2 Collaboration in data collection
3 Collaboration in defining business rules and KPI’s
4 Implement recommendations
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