BU459: Measurement

Education is not the

learning of facts,

but of the training of

the mind to think

Class 6: Bits and Pieces #BU459

BU459: Measurement #BU459

https://www.youtube.com/watch?v=u1uwcmW0e5k

MEASUREMENTBU459 Chapter 13

#BU459BU459: Measurement




“Marketing analytics can have substantial impact

on a company’s growth. But if companies cannot

figure out how to make the best use of it, in the

end, it’s just another expense.”

Focus for tonight:

• Is there a model for measurement?

• What’s worth measuring?

• Is measurement always about money?

• What does this actually look like?

• What are some universal truths?


IS THERE A MODEL FOR MEASUREMENT?

BU459 Measurement



Yes.

Probably hundreds.

Digital Marketing Evaluation Model


ObjectiveWhat does the C-Suite

Want?

Higher Lead Volume

Higher Customer Satisfaction

OutcomesHow do we

achieve that?

Capture more leads

Improve customer experience

Targets & KPIs

How do we know if we’re

on track?

200 downloads per month

50 referrals per month

SegmentsWho will get us there and

via what?

Mar Tech Nerds / eBooks

Star Customers / Referral program

Digital Marketing Evaluation Model


ObjectiveWhat does the C-Suite

Want?

Greater brand awareness

OutcomesHow do we

achieve that?

Targets & KPIs

How do we know if we’re

on track?

SegmentsWho will get us there and

via what?

?

?

?

WHAT’S WORTH MEASURING?BU459 Measurement


KPIs


Landmarks on your route from point A to B.

Counting Metrics:• Easy to collect• Volume• Followers, like, visits• #Leads, conversion rate

Foundation Metrics:• Combo of metrics• Interaction, engagement, influence• Benchmarks• Variations

Outcome Metrics:• Reflect the stages of the cycle• Different at each stage

Business Value Metrics:• Revenue, profit, brand awareness,

market share, customer loyalty, retention.

IS MEASUREMENT ALWAYS ABOUT MONEY?

BU459 Measurement


Measuring the intangibles

NPS®


On a scale of 1-10 how likely would it be for you to recommend [COMPANY] to a friend or colleague?

Measuring the intangibles

CSat


How would you rate your experience with your … (e.g. recent support interaction)?

Very unsatisfied / Unsatisfied / Neutral / Satisfied / Very satisfied

WHAT MIGHT MEASUREMENT ACTUALLY LOOK LIKE?

BU459 Measurement


Scenario: Digital Marketing Manager

CEO: Increase revenue 3x in 2016.

VP of Marketing: Generate 5,000 Leads

VP of Marketing: Digital Budget = $100,000


Scenario: Digital Marketing Manager

CEO: revenue 3x | VP of Marketing: 5,000 Leads / $100,000


Where do you start?

WHAT ARE SOME UNIVERSAL TRUTHS?

BU459 Measurement


BU459: http://bit.ly/bu459onejob #BU459

Every element has one job.

- Joanna Wiebe


If you can’t measure it, you can’t improve it.

- Peter Drucker

If you can’t improve it … STOP measuring it!


“Marketing analytics can have substantial impact

on a company’s growth. But if companies cannot

figure out how to make the best use of it, in the

end, it’s just another expense.”


If something fails in a month, it might succeed in a year.

(Top of page 251 in text)

Bonus: Google Analytics

Learn it here: http://bit.ly/bu459learnGA

Try it here: http://bit.ly/bu459tryGA
