Jon ParksAtlantic BTMay 13, 2015

Building KPI Environments that Work

Jon Parks● Marketing Director,

Atlantic BT● 17+ years experience

in digital marketing● Author, speaker &

instructor● 4 beautiful children● Twitter: @jonparks

#DMFB

● Founded in 1998● We are digital

craftsmen● eCommerce, critical

business applications, Web development, digital marketing

@atlanticbt

The Client Canvas● Used to identify

important elements about the client’s business model

● Helps us identify key conversion points

● We use this to build consensus

@atlanticbt

● Identify critical issues in the business

● Document becomes the palate for measurement

#DMFB

Personas● Identify who we are

trying to reach● Want to know:

○ What’s important to them?

○ Who/what influences them?

○ What are they seeking & what can you provide?

● Foundation of marketing campaigns

@atlanticbt

The Content Marketing Engine● Brings focus and

balance to marketing strategy

● Forms the framework of what to measure

@atlanticbt

Analytics Platforms● Select the right tool

for your needs● Consolidate

datasets as much as possible

● Grow use of tools over time

Com

plexity/Maturity

@atlanticbt

Jon ParksAtlantic BT

Building KPI Environments that Work