MDKSocial explains digital KPI's and how to measure the success of your business and marketing objectives. Handy deck for any advertising agency, marketeer, or those interested in using metrics to ensure the success of their communications campaigns.
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Further Related Reading:
Avinash Kaushik's blog - Occam's Razor www.kaushik.net
Google Analytics How-To - http://www.google.com/analytics/learn/index.html
Julian Cole's Slideshare on How to Measure Digital http://www.slideshare.net/juliancole/how-to-measure-digital-finals
3. BUT, ALL THAT INFORMATION CAN
BE PRETTY OVERWHELMING.!
4. ESPECIALLY WHEN TRYING TO DEMONSTRATE
HOW YOUR DIGITAL MARKETING HAS
HELPED ADVANCE YOUR BUSINESS GOALS!
5. GOAL! SO, HOW DO YOU
CHOOSE THE BEST
A SINGLE OR SERIES OF OBJECTIVES THAT THE MARKETING INITIATIVE SHOULD ACHIEVE!
STRATEGY!
IS A PLAN FOR OBTAINING A GOAL BASED ON ALL AVAILABLE INFORMATION ON HAND!
DIGITAL MARKETING
MEASUREMENTS?!
TACTICS!
A COMBINATION OF ACTIVITIES DESIGNED TO SUPPORT THE STRATEGY!
KPI’S!
A MEASURE OF HOW WELL THE TACTICS PERFORM IN REACHING THE GOAL!
6. GOAL!
OBJECTIVES THAT THE MARKETING INITIATIVE SEEKS TO ACHIEVE!
START BY ESTABLISHING CLEAR
BUSINESS GOALS!
STRATEGY!
PLAN FOR OBTAINING A GOAL BASED ON ALL AVAILABLE INFORMATION!
TACTICS!
COMBINATION OF ACTIVITIES DESIGNED TO SUPPORT THE STRATEGY!
KPI’S!
MEASURE OF HOW WELL THE TACTICS PERFORM IN REACHING THE GOAL!
7. GOAL!
OBJECTIVES THAT THE MARKETING INITIATIVE SEEKS TO ACHIEVE!
STRATEGY!
PLAN FOR OBTAINING A GOAL BASED ON ALL AVAILABLE INFORMATION!
THEN DEVELOP A THOUGHTFUL PLAN
ON HOW TO ACHIEVE THEM!
TACTICS!
COMBINATION OF ACTIVITIES DESIGNED TO SUPPORT THE STRATEGY!
KPI’S!
MEASURE OF HOW WELL THE TACTICS PERFORM IN REACHING THE GOAL!
8. GOAL!
OBJECTIVES THAT THE MARKETING INITIATIVE SEEKS TO ACHIEVE!
STRATEGY!
PLAN FOR OBTAINING A GOAL BASED ON ALL AVAILABLE INFORMATION!
TACTICS!
COMBINATION OF ACTIVITIES DESIGNED TO SUPPORT THE STRATEGY!
SUPPORT STRATEGY WITH A CREATIVE
BLEND OF MEANINGFUL ACTIVITIES!
KPI’S!
MEASURE OF HOW WELL THE TACTICS PERFORM IN REACHING THE GOAL!
9. GOAL!
OBJECTIVES THAT THE MARKETING INITIATIVE SEEKS TO ACHIEVE!
STRATEGY!
PLAN FOR OBTAINING A GOAL BASED ON ALL AVAILABLE INFORMATION!
TACTICS!
COMBINATION OF ACTIVITIES DESIGNED TO SUPPORT THE STRATEGY!
KPI’S!
THEN MEASURE THESE TACTICS
AGAINST YOUR CREATIVE GOALS &
MEASURE OF HOW WELL THE TACTICS PERFORM IN REACHING THE GOAL! SPECIFIC TARGETS PER ACTION!
10. GOAL!
OBJECTIVES THAT THE MARKETING INITIATIVE SEEKS TO ACHIEVE!
START BY ESTABLISHING CLEAR
BUSINESS GOALS!
STRATEGY!
PLAN FOR OBTAINING A GOAL BASED ON ALL AVAILABLE INFORMATION!
THEN DEVELOP A THOUGHTFUL PLAN
ON HOW TO ACHIEVE THEM!
TACTICS!
COMBINATION OF ACTIVITIES DESIGNED TO SUPPORT THE STRATEGY!
SUPPORT STRATEGY WITH A CREATIVE
BLEND OF MEANINGFUL ACTIVITIES!
KPI’S!
THEN MEASURE THESE TACTICS
AGAINST YOUR CREATIVE GOALS &
MEASURE OF HOW WELL THE TACTICS PERFORM IN REACHING THE GOAL! SPECIFIC TARGETS PER ACTION!
11. BUT WHAT ARE KPI’S, EXACTLY?!
KPI’S ARE SPECIFIC MEASUREMENTS THAT
HELP US UNDERSTAND HOW WE ARE DOING
AGAINST OUR MARKETING OBJECTIVES.!
DEFINITION CREDIT: KAUSHIK.NET!
14. SO, TO START WITH, HERE ARE SOME COMMON
MARKETING OBJECTIVES & RELATED MEASUREMENTS!
MARKETING OBJECTIVES!
AWARENESS! CONSIDERATION! PREFERENCE! PURCHASE! RETENTION!
DIGITAL MEASUREMENTS!
• IMPRESSIONS! • BRAND • BRAND FAVORABILITY! • CAUSAL ATTRIBUTION! • SOCIAL CONNECTIONS!
• BRAND RECALL! CONSIDERATION! • PURCHASE INTENT! • COST PER ACQUISITION! • SOCIAL ENGAGEMENT!
• SOCIAL VOLUME! • SENTIMENT ANALYSIS! • ENTRANCE SOURCES!
• SITE VISITORS!
15. AND LOOK GREAT IN A HANDY
MEASUREMENT FRAMEWORK LIKE THIS ONE:!
BUSINESS OBJECTIVES!
THIS FRAMEWORK HELPS SHOW OBJECTIVE 1! OBJECTIVE 2! OBJECTIVE N!
THE LINK BETWEEN BUSINESS
OBJECTIVES, MARKETING GOALS, GOALS! GOALS! GOALS !
KPI’S, & THEIR MEASUREMENTS AT
KPI! KPI! KPI!
A GLANCE.!
TARGETS! TARGETS! TARGETS!
16. MEASUREMENT FRAMEWORK: HOW IT WORKS!
THE PROCESS!
1. IDENTIFY THE BUSINESS OBJECTIVES AND SET
BUSINESS OBJECTIVES!
PARAMETERS FOR THE WORK WE ARE DOING.!
RAISE AWARENESS! DRIVE PREFERENCE! HIGHLIGHT PRODUCTS!
17. MEASUREMENT FRAMEWORK: HOW IT WORKS!
THE PROCESS!
1. IDENTIFY THE BUSINESS OBJECTIVES AND SET
BUSINESS OBJECTIVES!
PARAMETERS FOR THE WORK WE ARE DOING.!
2. ESTABLISH CLEAR GOALS FOR EACH BUSINESS RAISE AWARENESS! DRIVE PREFERENCE! HIGHLIGHT PRODUCTS!
OBJECTIVE. EXECUTIVES PLAY A BIG ROLE IN THIS
DISCUSSION.!
REINFORCE OFFLINE/ONLINE RAISE POSITIVE SOCIAL MEDIA ENGAGE COMMUNITY VIA
ADVERTISING! SENTIMENT! PRODUCT REVIEWS!
18. MEASUREMENT FRAMEWORK: HOW IT WORKS!
THE PROCESS!
1. IDENTIFY THE BUSINESS OBJECTIVES AND SET
BUSINESS OBJECTIVES!
PARAMETERS FOR THE WORK WE ARE DOING.!
2. ESTABLISH CLEAR GOALS FOR EACH BUSINESS RAISE AWARENESS! DRIVE PREFERENCE! HIGHLIGHT PRODUCTS!
OBJECTIVE. EXECUTIVES PLAY A BIG ROLE IN THIS
DISCUSSION.!
REINFORCE OFFLINE/ONLINE RAISE POSITIVE SOCIAL MEDIA ENGAGE COMMUNITY VIA
3. ASSEMBLE KPI’S IN PARTNERSHIP WITH THE ADVERTISING! SENTIMENT! PRODUCT REVIEWS!
CLIENT’S ANALYTICS TEAM!
BRANDED AMPLIFICATION NET PROMOTER “TALKING VISITOR BROCHURE
TRAFFIC! RATE! SCORE! ABOUT THIS”! LOYALTY! DOWNLOADS!
SPECIFIC
APPLAUSE RATE!
PAGEVIEWS!
19. MEASUREMENT FRAMEWORK: HOW IT WORKS!
THE PROCESS!
1. IDENTIFY THE BUSINESS OBJECTIVES AND SET
BUSINESS OBJECTIVES!
PARAMETERS FOR THE WORK WE ARE DOING.!
2. ESTABLISH CLEAR GOALS FOR EACH BUSINESS RAISE AWARENESS! DRIVE PREFERENCE! HIGHLIGHT PRODUCTS!
OBJECTIVE. EXECUTIVES PLAY A BIG ROLE IN THIS
DISCUSSION.!
REINFORCE OFFLINE/ONLINE RAISE POSITIVE SOCIAL MEDIA ENGAGE COMMUNITY VIA
3. ASSEMBLE KPI’S IN PARTNERSHIP WITH THE ADVERTISING! SENTIMENT! PRODUCT REVIEWS!
CLIENT’S ANALYTICS TEAM!
BRANDED AMPLIFICATION NET PROMOTER “TALKING VISITOR BROCHURE
4. SET SUCCESS METRICS UPFRONT BY IDENTIFYING TRAFFIC! RATE! SCORE! ABOUT THIS”! LOYALTY! DOWNLOADS!
TARGETS FOR EACH KPI. YOUR CLIENT’S
SPECIFIC
MARKETING AND FINANCE TEAMS PLAY A BIG APPLAUSE RATE!
PAGEVIEWS!
ROLE HERE.!
7K VISITS/ 3K SHARES/ 50% REPEAT
NPS 9! 2K/MONTH! 150/MONTH!
MONTH! MONTH! VISITS!
4K SHARES/ 2% BOUNCE
POST! RATE!
20. MEASUREMENT FRAMEWORK: HOW IT WORKS!
THE PROCESS!
1. IDENTIFY THE BUSINESS OBJECTIVES AND SET
BUSINESS OBJECTIVES!
PARAMETERS FOR THE WORK WE ARE DOING.!
2. ESTABLISH CLEAR GOALS FOR EACH BUSINESS RAISE AWARENESS! DRIVE PREFERENCE! HIGHLIGHT PRODUCTS!
OBJECTIVE. EXECUTIVES PLAY A BIG ROLE IN THIS
DISCUSSION.! VISITOR DIMENSIONS!
REINFORCE OFFLINE/ONLINE RAISE POSITIVE SOCIAL MEDIA ENGAGE COMMUNITY VIA
3. ASSEMBLE KPI’S IN PARTNERSHIP WITH THE ADVERTISING! SENTIMENT!
UNITED
PRODUCT REVIEWS!
CLIENT’S ANALYTICS TEAM! KINGDOM!
PPC CAMPAIGN! PAGE X VIEWED!
BRANDED AMPLIFICATION NET PROMOTER “TALKING VISITOR BROCHURE
4. SET SUCCESS METRICS UPFRONT BY IDENTIFYING TRAFFIC! RATE! SCORE! ABOUT THIS”! LOYALTY! DOWNLOADS!
TARGETS FOR EACH KPI. YOUR CLIENT’S
SPECIFIC
MARKETING AND FINANCE TEAMS PLAY A BIG APPLAUSE
CHROME OS! RATE! PLAYED VIDEO X!
PAGEVIEWS!
ROLE HERE.!
7K VISITS/ 3K SHARES/ 50% REPEAT
4TH VISIT THIS NPS 9! 2K/MONTH! 150/MONTH!
5. FOR EXTRA CREDIT, ALSO IDENTIFY THE SEGMENTS MONTH! MONTH! MONTH!
COMMENTATOR! VISITS!
OF PEOPLE, BEHAVIOUR, AND OUTCOMES WE 4K SHARES/ 2% BOUNCE
SHOULD STUDY TO UNDERSTAND WHY WE POST! RATE!
SUCCEEDED (OR FAILED).!
21. IN A LITTLE MORE DETAIL:!
HOW TO SET UP MEANINGFUL KPI’S!
22. SETTING UP YOUR DIGITAL !
KEY PERFORMANCE INDICATORS!
1.!
BUSINESS
START WITH YOUR COMPANY’S HIGH- OBJECTIVES!
LEVEL BUSINESS OBJECTIVES. !
EXAMPLES:!
THESE BUSINESS OBJECTIVES ANSWER
• CREATE AWARENESS!
WHAT YOUR BUSINESS IS LOOKING TO • GENERATE LEADS!
ACCOMPLISH BY BEING ON THE WEB.! • DRIVE PURCHASE INTENT!
• ENGAGE SOCIAL CONNECTIONS!
• BUILD BRAND FAVOURABILITY!
• ETC.!
23. SETTING UP YOUR DIGITAL !
KEY PERFORMANCE INDICATORS!
1.! 2.!
NEXT, IDENTIFY THE SPECIFIC STRATEGIES BUSINESS MARKETING
OBJECTIVES! GOALS!
THAT WILL BE USED TO ACHIEVE THE
BUSINESS OBJECTIVES.!
EXAMPLES:!
MAKE SURE THESE MARKETING GOALS ARE • GROW UNIQUE WEBSITE VISIT COUNT!
• INCREASE NEWSLETTER SIGNUPS!
D.U.M.B. (DOABLE, UNDERSTANDABLE, • ENABLE CROSS-MEDIA SOCIAL SHARING!
MANAGABLE, AND BENEFICIAL)! • REDUCE CALL-CENTRE SUPPORT DEMAND!
• ENCOURAGE POSITIVE BRAND SENTIMENT!
• ETC.!
24. SETTING UP YOUR DIGITAL !
KEY PERFORMANCE INDICATORS!
1.! 2.! 3.!
THEN, CREATE DIGITAL KPI’S WITH
BUSINESS MARKETING
SPECIFIC TARGETS THAT ENABLE YOU TO OBJECTIVES! GOALS!
DIGITAL KPI’S!
TRACK AND ANSWER YOUR MARKETING
GOALS.!
EXAMPLES:!
• ONLINE REGISTRATIONS!
FOR ADDED AWESOMENESS, ENHANCE • POSITIVE COMMENTS / POST!
YOUR KPI’S WITH SEGMENTATIONS FROM • SHARES PER POST!
• BROCHURE DOWNLOADS!
YOUR VISITOR DIMENSIONS.! • ON-SITE PURCHASES!
• MOBILE USERS!
• RETURN VISITS!
• CONVERSION RATE!
25. VISITOR DIMENSIONS HELP SEGMENT USER
BEHAVIOURS & OPTIMIZE MARKETING SPEND!
UNITED
KINGDOM!
VISITOR DIMENSIONS ARE ATTRIBUTES OF THE PPC CAMPAIGN! PAGE X VIEWED!
PEOPLE WHO VISIT YOUR WEBSITES.!
THIS HELPS YOU SEPARATE THE MARKETING CHROME OS! PLAYED VIDEO X!
TACTICS THAT WORK FROM THOSE THAT DON’T,
AND REDIRECT AD SPEND FROM AREAS WHERE
4TH VISIT THIS
SALIENCE IS LOW.! MONTH!
COMMENTATOR!
26. ALWAYS REMEMBER:!
TARGETING AND MEASURING PERFORMANCE IS
AN ONGOING, ITERATIVE PROCESS.!
1.! 2.! 3.!
BUSINESS MARKETING DIGITAL KPI’S!
OBJECTIVES! GOALS!
ADAPT, IMPROVE!
27. FOR YOU TO REACH MEANINGFUL DECISIONS
FROM YOUR DATA, ALWAYS ESTABLISH A CLEAR
LINK BETWEEN YOUR MARKETING GOALS AND
WHAT YOU CHOOSE TO MEASURE!
28. BUT IF DONE WELL, DIGITAL METRICS CAN BE YOUR BIGGEST
ALLY IN BUILDING, MANAGING AND GROWING AN ONGOING
(AND TOTALLY AWESOME) DIGITAL MARKETING CAMPAIGN!!
29. WHO IS THIS GUY? !
I’m Michael Koenka, a freelance social marketing
strategist from Montréal Canada, living in
Amsterdam. !
Contact me today!!