metrics that matter - kate o'neill - #aan2014
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copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
Metrics that MatterFor Online Media and Content
[presented by] Kate O’Neill, founder of KO Insights
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
Who IS this Kate O’Neill?
‣ strategic consultant, analyst, author/writer, and speaker dealing with data and humanity
‣ CEO of [meta]marketer from 2009 to 2014, passionate advocate for customer centricity in marketing analytics
‣ linguist by education, passionate about how we communicate, driven by improving customer experience
‣ built first departmental website at UIC, first intranet at Toshiba, held first content management role at Netflix
‣ described by Adobe Target product manager as “on the bleeding edge of web optimization--she's creating the best practices instead of following them.”
‣ past roles at Netflix, Toshiba, HCA, Magazines.com, lots of startups, etc.
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
…and on Twitter: @kateo
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
So!
Let’s Talk About Measurement.
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
What are you supposed to measure?
‣ Impressions?
‣ Page views?
‣ Response rate?
‣ Clicks?
‣ Conversion rate?
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
Even conversion rate is just a ratio, not a holistic indicator of success.
See? Just a ratio.
Traffic, by itself, decreases the ratio.
You say you want a high conversion rate?
But obviously that makes no sense.
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
Marketing as Drucker Defined It
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
In other words…
Make more meaningful connections.Make more of them.
Continually improving how meaningful they are.
Measuring them as meaningfully as you can.
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
So what should you measure?
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
Favor Driveway Moments
Over Page Views
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
How do you make marketing more meaningful?
Through an iterative process that continually helps you:
‣Segment your potential audience by relevant needs or motivations
‣Align message and experience
‣Clarify your value proposition
‣Improve your marketing processes for agility and responsiveness
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
Round Up the Usual QuestionsWhy are you communicating?
Who is your intended audience?
What might you say?
Where might you reach them?
How do they want to interact with you?
How well are your efforts paying off?
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copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
MARKETING & SOCIAL CONTENT PLANNING CYCLE
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
Purpose (The “Why”)Why are you creating content, engaging
with customers: for SEO, brand awareness, customer communication, traffic generation, etc?
Think about “why” from the customer/patient point of view, too: why should THEY want to engage with YOU
Sometimes easiest to think about “why” or purpose in terms of value exchange
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
Audience (The “Who”)
Group for planning by measurable motivational differences
Targeting: “Relevance is a form of respect.”
What do they need? What do they value?
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
Message (The “What”)
Based on audience motivation
Key-concept-driven more than keyword-driven
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
Channel (The “Where”)
Drawing, not driving, people to your property
For acquisition, go where your intended audience is
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
Experience (The “How”)
Experience attributes should echo brand attributes: playful, trustworthy, reassuring, etc.
Direct to landing page, to social profile page, to video, etc.
Appropriate action for engagement level
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
Effectiveness (The “How Well”)
Doesn’t have to be measured in $ and ¢
Qualitative or quantitative, subjective or objective
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
Measuring Squishy Things
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
10 Popular Metrics from Less Likely to More Likely to Be Meaningful
10. Facebook likes
9. traffic
8. conversion rate
7. units sold
6. company revenue
5. channel sales
4. return on ad spend
3. return on investment
2. line of business profit
1. customer lifetime value
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
Building the Process: The 4 Es
copyright © 2014 KO InsightsT: @kateo F: /kateoneillpage L:/kateoneill
Learning happens in a holistic system
T: @kateo F: /kateoneillpage L:/kateoneill copyright © 2014 KO Insights
thank you.
Email me at koinsights@gmail.com for a free 20-minute consultation by phone on making your marketing more meaningful.
Or connect with me and my company at:
Twitter: @kateo / @koinsightsFacebook: facebook.com/kateoneillpageLinkedIn: linkedin/in/kateoneill
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