Presented at the Association of Alternative Newsmedia 2014 conference. Session description from event program: "Everything you think you know about pageviews is wrong. A page view means that someone visited your site. And that’s about all it means. But how many visitors you had really doesn’t tell you much of anything about how successful your online content is and, in turn, how successful your online business model will be. The key is turning visitors into readers and readers into audience members. And that means starting from the end and identifying at metrics that matter, then working backward to make sure you are strategically acting to drive those metrics."

1. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Metrics that Matter
For Online Media and Content
[presented by] Kate
O’Neill,
founder of KO Insights

2. copyright © 2014 KO Insights@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.

3. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
…and on Twitter: @kateo

4. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
So!
Let’s Talk About
Measurement.

5. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
What are you supposed
to measure?
‣ Impressions?
‣ Page views?
‣ Response rate?
‣ Clicks?
‣ Conversion rate?

6. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Even conversion rate
is just a ratio,
not a holistic indicator
of success.

7. See? Just a ratio.

8. Traffic, by itself,
decreases the ratio.

9. You say you want
a high conversion rate?
But obviously that makes no sense.

10. copyright © 2014 KO Insights@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.”

11. copyright © 2014 KO Insights@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.

12. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
So what should you measure?

13. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Favor
Driveway Moments
Over
Page Views

14. copyright © 2014 KO Insights@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

15. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Round Up the
Usual Questions
Why 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?
kateoF:/kateoneillpageL:/kateoneill

16. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
MARKETING & SOCIAL CONTENT
PLANNING CYCLE

17. copyright © 2014 KO Insights@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

18. copyright © 2014 KO Insights@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?

19. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Message
(The “What”)
Based on audience motivation
Key-concept-driven more than keyword-
driven

20. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Channel
(The “Where”)
Drawing, not driving, people to your
property
For acquisition, go where your intended
audience is

21. copyright © 2014 KO Insights@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

22. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Effectiveness
(The “How Well”)
 Doesn’t have to be measured in $ and ¢
 Qualitative or quantitative, subjective or objective

23. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Measuring Squishy Things

24. copyright © 2014 KO Insights@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

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

26. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Building the Process: The 4 Es

27. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Learning happens in a holistic system

28. @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 /
@koinsights
Facebook:
facebook.com/kateoneillpage
LinkedIn: