metrics that matter - kate o'neill - #aan2014

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


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.


…and on Twitter: @kateo


So!

Let’s Talk About Measurement.


What are you supposed to measure?

‣ Impressions?

‣ Page views?

‣ Response rate?

‣ Clicks?

‣ Conversion rate?


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.


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.”


In other words…

Make more meaningful connections.Make more of them.

Continually improving how meaningful they are.

Measuring them as meaningfully as you can.


So what should you measure?


Favor Driveway Moments

Over Page Views


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


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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MARKETING & SOCIAL CONTENT PLANNING CYCLE


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


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?


Message (The “What”)

Based on audience motivation

Key-concept-driven more than keyword-driven


Channel (The “Where”)

Drawing, not driving, people to your property

For acquisition, go where your intended audience is


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


Effectiveness (The “How Well”)

Doesn’t have to be measured in $ and ¢

Qualitative or quantitative, subjective or objective


Measuring Squishy Things


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


Building the Process: The 4 Es


Learning happens in a holistic system

T: @kateo F: /kateoneillpage L:/kateoneill copyright © 2014 KO Insights

thank you.

Email me at [email protected] 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

metrics that matter - kate o'neill - #aan2014

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kateo f

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