Welcome to HighRoad U
HighRoad Solution is a qualified provider of CAE credits from ASAE
IntroductionsManeesha Manges, Director of Consulting• Over 15 years of experience in digital marketing• Consulting experience in the association world
around digital strategy, field and social media marketing and change management
• Expertise in lead generation
Ways to Connect:• Twitter: @maneeshamanges• LinkedIn: www.linkedin.com/in/maneeshamanges
HighRoad U – Office Hours
http://pages.highroadsolution.com/highroad-office-hours
Starting Wednesday, June 22 @3p Eastern
Bring your challenges, questions or current work to get feedback and guidance.
Topics we can cover:• What tools you can use for your
problem• Email marketing• Social media marketing• Website design & function• User experience• Interpreting analytics• Digital advertising• SEO• Marketing automation
Using Digital Metrics to Gain Member Insights
Topics We’ll Cover• Recap – Metrics 101• Data-Driven Marketing• Advanced Metrics• What are they• How to calculate
Why are Metrics so Important?Consistent way to measure:• Performance• Progress• Efficiency• Efficacy• Quality
Data versus InsightsWhat is Data?• Information in raw or unorganized forms
• # Page Views / # Likes / # Shares
What are Insights?• Actionable, data-driven findings that create business value
• Different from raw data• “Members prefer in-person education series as opposed to on-
demand webinars”• “Social Posts with an Image and a link are far more engaging
and of use to members”
Best Practices (aka Common Sense)• Establish a Baseline• Measure Frequently and Consistently• Interpret and Infer Results• Act on Insights• Refine Campaigns
Identify Your KPIs• What will you measure
to demonstrate:• Growth• Success• Opportunity
• Map your KPIs to your goals:• Growth = Digital
Advertising / Uplift• Success = Blog Views• Opportunity = Lead
Gen Programs
Your Challenge
Worksheets – Marketer’s Best Friend
Month over Month Lead Gen Programs• Easy to compare progress• Monthly compilation• Puts the KPIs you want to
measure into context
Website Vs Blog Visits
Data-Driven Marketing / Decision Making“Data-Driven Marketing – process of collecting, analyzing and executing on insights from unstructured and multi-structured data that is integrated across the enterprise”• Raw Data Insights• 1 Dimensional vs Multi-Dimensional Data
Consider Your Approach to Finding Insights• Analyzing data available to understand marketing and
business performance• Combining different or multiple data sources to get to
insights• Incorporate new data points as they become available• Use the insights to take action and improve marketing
performance
What is Not Data-Driven Marketing?• If single view of member does not exist• Not taking a coordinated cross-channel approach to
connecting with the member• Using mass marketing tactics
• Direct mail• Print ads• Billboards• Email “Blasts”
Metrics Executives Want to See“73% of executives don’t believe that marketers are focused enough on results to truly drive incremental customer demand”• Which marketing metrics matter?
• Total cost of marketing• Salaries• Overhead• Revenue• Customer acquisitions
Customer Acquisition Cost (CAC)
Marketing % of Customer Acquisition Cost
Ratio of Customer Lifetime Value to CAC
Marketing Influenced Customer %
Recap• Know your Data vs Insights• Establish Baseline and Measure Regularly• Identify KPIs to measure your growth / success• Remember to Act on Insights• Consider Advanced Metrics for your Executives• Move towards Data-Driven Marketing Tactics• Avoid speculation – rely on insights for future action
Upcoming in JulyBuilding Digital Ecosystems that Deliver ROI• July 15 – Overview• July 22 – Best Practices• July 29 - Measurement