Measuring What Matters, Starting with Benchmarking

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Cheryl Black, Campaign Marketing Manager, Abila Twitter Handle: @CLBlack425 We all know we’re supposed to review digital metrics and make changes accordingly. But how many of us brush over metrics when we get busy? Or aren’t sure what to do with the data once we have it? Cheryl will review simple ways to gather meaningful metrics with minimal effort — and offer suggestions on implementing actionable changes.

Médias sociaux

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
Cheryl Black, Abila
@CLBlack425 and @Abila_Inc
MEASURING
WHAT MATTERS

2 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
WHERE WE’RE GOING
• 1-Hour Audit
• Goal Setting
• Make it Matter
• Tools & Tips

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
1 HOUR AUDIT

5 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
1 HOUR AUDIT*
Community
• Size
• Demographics
• Partners
Engagement
• Clicks
• Endorsements
• Shares

6 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
30 MINUTE BONUS ROUND
Outsiders
• Competition
• Models

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
GOAL SETTING

8 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
KPIs
Awareness & Acquisition
• Impressions
• Target Audience Growth
Consideration & Conversion
• Subscription
• Clicks
• Endorsements

9 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
GOAL SETTING
Past
• Resources
• Growth to date
Present & Future
• Resources
• Growth goals

10 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
MEASUREMENT
Tools & Resources
• Channel Insights
• Link Tracking
• Google Analytics
Frequency
• Tracking
• Reporting

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
MAKE IT MATTER

12 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
MAKE IT MATTER
Context
• Timeframe
• Growth percentage
Correlation
• Increased activity
• Adjusted strategy
Relevance
• Programs
• Funds

13 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
EXAMPLE
Context
• 300 site visits were sourced from Facebook last month (+15% MoM).
Correlation
• Half of those visits are directly related to our new “Sam’s Scholarship”
video.
Relevance
• Visitors from Facebook spent 40% more time on the scholarship
application page than other visitors.

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
TOOLS & TIPS

15 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
TOOLS & TRICKS
URL Shortening & Tracking
• Bit.ly
• Google
Google Analytics
• Campaigns
• URL Builder
Excel
• [(New-Old)/Old]*100 = % Change
• Charts!

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
Please send any questions to
Cheryl.Black@Abila.com
THANK YOU

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