smx munich - unknown kpis of internet superstars
TRANSCRIPT
![Page 1: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/1.jpg)
© Searchmetrics. All rights reserved. Do not distribute without permission.
Jordan Koene Chief Evangelist Searchmetrics Follow: @jtkoene or search “Jordan Koene”
The Unknown KPIs of Internet SuperstarsKnow What You Don't Know
![Page 2: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/2.jpg)
1
© Searchmetrics. All rights reserved. Do not distribute without permission.
Contents
1 Change Your Metrics
2 Keywords to Topics
3 Traffic to Insights
4 User Cohorts
![Page 3: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/3.jpg)
Change Your Metrics Iceberg Theory
![Page 4: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/4.jpg)
Thank you
ICEBERG THEORYLooking for visionary metrics, which drive the entire business. Often these metrics have a singular focus such as revenue growth and user adoption. Examples include “magic” numbers, increase on shareholder value and new customer market share.
Executives
01
The best marketers are always concerned with the efficiency of campaigns. For this reason marketers are looking at drive metrics vs. visionary numbers. Examples include marginal cost per click, conversion rate, and lifetime value.
Marketers
02
![Page 5: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/5.jpg)
Thank you
ICEBERG THEORYLooking for visionary metrics, which drive the entire business. Often these metrics have a singular focus such as revenue growth and user adoption. Examples include “magic” numbers, increase on shareholder value and new customer market share.
Executives
01
The best marketers are always concerned with the efficiency of campaigns. For this reason marketers are looking at drive metrics vs. visionary numbers. Examples include marginal cost per click, conversion rate, and lifetime value.
Marketers
02
These metrics often attempt to explain the unknown or imprecise data people are looking to understand. Example include market share, competitive insights, and volume metrics .
Industry
03
Often created for the success of a particular marketing channel, these metrics make the marketing operators successful. Key to success is in the ability to connect these metrics with executive or business goals. Examples include impressions, click-through-rate, and rankings.
Channel
04
![Page 6: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/6.jpg)
Thank you
ICEBERG THEORYLooking for visionary metrics, which drive the entire business. Often these metrics have a singular focus such as revenue growth and user adoption. Examples include “magic” numbers, increase on shareholder value and new customer market share.
Executives
01
The best marketers are always concerned with the efficiency of campaigns. For this reason marketers are looking at drive metrics vs. visionary numbers. Examples include marginal cost per click, conversion rate, and lifetime value.
Marketers
02
These metrics often attempt to explain the unknown or imprecise data people are looking to understand. Example include market share, competitive insights, and volume metrics .
Industry
03
Often created for the success of a particular marketing channel, these metrics make the marketing operators successful. Key to success is in the ability to connect these metrics with executive or business goals. Examples include impressions, click-through-rate, and rankings.
Channel
04
Your own personal metrics consist of daily numbers, which help you understand what is working. These numbers are often consistent with the idea of “Time to Move the Needle” thinking. Examples include Cost per “engagement, conversion”, open rates, testing results.
Personal
05
The difficultly with external metrics is the inability to predict the future. External factors are often “tracked” or “tagged” with traditional metrics applied. Examples of external factors include, Google changes, prohibiting site changes and Penguins.
External
06
![Page 7: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/7.jpg)
Keywords to Topics Linking your keywords together
![Page 8: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/8.jpg)
7
© Searchmetrics. All rights reserved. Do not distribute without permission.
Keyword Topic – Todays world
![Page 9: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/9.jpg)
8
© Searchmetrics. All rights reserved. Do not distribute without permission.
Keyword Topic: What your boss is thinking
![Page 10: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/10.jpg)
9
© Searchmetrics. All rights reserved. Do not distribute without permission.
Keyword Topics – Identify topics
![Page 11: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/11.jpg)
10
© Searchmetrics. All rights reserved. Do not distribute without permission.
Keyword Topics – Ask questions
![Page 12: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/12.jpg)
11
© Searchmetrics. All rights reserved. Do not distribute without permission.
Keyword Topics – Market share of Topic “Car Rentals”
![Page 13: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/13.jpg)
12
© Searchmetrics. All rights reserved. Do not distribute without permission.
Keyword Topics – Market share “Car Rental”
![Page 14: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/14.jpg)
Traffic Insights Not all traffic is equal
![Page 15: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/15.jpg)
14
© Searchmetrics. All rights reserved. Do not distribute without permission.
Traffic Insights: Classic view
![Page 16: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/16.jpg)
15
© Searchmetrics. All rights reserved. Do not distribute without permission.
Traffic Insights: Not all things are created equal!
![Page 17: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/17.jpg)
16
© Searchmetrics. All rights reserved. Do not distribute without permission.
Traffic Insights: Not all things are created equal!
• Mercedes-Benz F 015 driverless car
• Electric hybrid system with 1100 kilometer range (600 miles)
• Touch screen interior
• Four swiveling lounge chairs
• “mobile living space”
![Page 18: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/18.jpg)
17
© Searchmetrics. All rights reserved. Do not distribute without permission.
Traffic Insights: Not all traffic is the same
![Page 19: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/19.jpg)
18
© Searchmetrics. All rights reserved. Do not distribute without permission.
Traffic Insights: Segmentation
![Page 20: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/20.jpg)
19
© Searchmetrics. All rights reserved. Do not distribute without permission.
Traffic Insights: Not all traffic is the same
Credit: http://cohortanalysis.com/
![Page 21: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/21.jpg)
User Cohorts Understanding users is not just an art
![Page 22: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/22.jpg)
21
© Searchmetrics. All rights reserved. Do not distribute without permission.
User Cohort: Understanding Cohorts
• A cohort is a group of people who share a common characteristic over a certain period of time.
Credit: http://cohortanalysis.com/
![Page 23: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/23.jpg)
22
© Searchmetrics. All rights reserved. Do not distribute without permission.
User Cohort: Understanding Cohorts
Credit: http://cohortanalysis.com/
![Page 24: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/24.jpg)
23
© Searchmetrics. All rights reserved. Do not distribute without permission.
User Cohort: Understand Cohorts
• Cohort analysis is a study that focuses on the activities of a particular cohort.
Credit: http://cohortanalysis.com/
![Page 25: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/25.jpg)
24
© Searchmetrics. All rights reserved. Do not distribute without permission.
User Cohort: Understanding Cohorts
Credit: http://cohortanalysis.com/
![Page 26: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/26.jpg)
25
© Searchmetrics. All rights reserved. Do not distribute without permission.
Users Cohort: What we understand today
![Page 27: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/27.jpg)
26
© Searchmetrics. All rights reserved. Do not distribute without permission.
Users Cohort: Time on site
𝜌2014 = 0.09
![Page 28: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/28.jpg)
27
© Searchmetrics. All rights reserved. Do not distribute without permission.
User Cohorts: Click-through-rate
𝜌2014 = 0.67
![Page 29: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/29.jpg)
28
© Searchmetrics. All rights reserved. Do not distribute without permission.
User Cohorts: News website activation for SEO
![Page 30: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/30.jpg)
29
© Searchmetrics. All rights reserved. Do not distribute without permission.
User Cohort: Snapchat
5 Sec
![Page 31: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/31.jpg)
30
© Searchmetrics. All rights reserved. Do not distribute without permission.
User Cohorts: Ice Bucket Challenge
http://www.bmj.com/content/349/bmj.g7185
![Page 32: SMX Munich - Unknown KPIs of Internet Superstars](https://reader033.vdocuments.us/reader033/viewer/2022051516/55a51a8d1a28ab415a8b458f/html5/thumbnails/32.jpg)
Questions?
Jordan Koene - Chief Evangelist Searchmetrics Follow: @jtkoene or search “Jordan Koene”