This document discusses metrics for digital marketing. It distinguishes between "vanity metrics" that don't provide useful information for improving performance, and "actionable metrics" that can be used to take action and impact key performance indicators (KPIs). The document provides an example of implementing call tracking to measure metrics like number of calls, call length, and source channels. It also discusses how to establish KPIs based on business objectives and channels, and how to react to metric data by validating strategies with clients and testing message and content variations.

2. METRICS THAT MATTER

3. JONATHAN
LABERGE
● 20 years in digital marketing
● Partner at SmartBI / Reptile
● Expertise: Strategies that create
sales

4. WHAT WILL WE TALK ABOUT
👉 Notion of Vanity Metrics
👉 Notion of Actionable Metrics
👉 Example of a path to measure
👉 What can have an impact on KPIs?
👉 Reacting to measures and data

5. 00 WHAT ARE YOU MEASURING ?

6. 01 WHAT ARE “VANITY METRICS” ?

7. 02 WHAT ARE “ACTIONABLE
METRICS” ?

8. 02 TEST !

9. WHICH OF THESE ARE VANITY OR
ACTIONABLE
👉 Page Views
👉 Bounce Rate
👉 Customer Acquisition cost
👉 Number of subscribers on your newsletter
👉 Number of likes
👉 Engagement rate on social media
👉 Leads generated from your newsletter
strategy
👉 Website conversion rate

10. 03 HOW TO DETERMINE THEM ?

11. WOULD YOU RATHER ?
👉 We have 2 000 clients each year
👉 It costs 35$ to acquire a new client

12. HOW TO ESTABLISH THE KPIs
👉 Establish your business objectives
👉 Confirm the channels to attain the objectives
👉 It must allow to act upon them
👉 Validate the quality of what you’re measuring
👉 Establish how you can act upon the metric

13. 04 EXAMPLE OF A CHANNEL -
CALLS

14. 41.2% of salespeople said their phone is the most effective
sales tool at their disposal.

15. IMPLEMENT CALL TRACKING
👉 Trustworthy and valuable channel
👉 No major technological change
👉 Data on the source of calls online
👉 Data on the source of call offline
👉 Final attribution - Drilling down to keywords
👉 Recording for constant improvement
👉 Help in measure ROI

16. 05 EXAMPLE OF WHAT TO MEASURE?

17. What do you think is important to measure ?

18. CALL TRACKING - WHAT TO MEASURE
AND WHY ?
👉 Number of calls / Generated from what page
👉 New vs. Returning callers
👉 Call Length
👉 Answered calls
👉 Missed calls
👉 Call relevance
👉 Region
👉 Source channel
👉 Campaign
👉 KPIs in time

21. 06 WHAT HAS AN IMPACT ?

22. If the numbers aren’t good, what can we do to create an impact ?

23. THINK ABOUT HOW THE CHANNEL IS
AFFECTED ?
👉 Aimed client base
👉 Channels used
👉 Moments of contact
👉 Message used
👉 Content / Keyword strategy in regards to these
elements

24. 04 HOW TO REACT ?

25. HOW TO DEFINE WHAT’S GOING ON ?
👉 Validate with client base the service
(especially those that didn’t buy)
👉 Determine volume by channel and behavior
(and relate keywords to type of content) and
analyse phone calls
👉 A/B split on times and message used and
cross reference with KPIs
If you’re not failing, you’re not trying.