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Everyone involved in brand building has encountered the problem of unrealistic performance expectations: too much expected, too soon. This seems especially true with online measures; after all, if it can be distributed at the speed of light, shouldn’t results arrive just as fast? Measuring and communicating the value of your integrated marketing strategy, then, presents a formidable challenge. This slide deck, presented at SearchLove London, discusses how to approach integrated marketing measurement so that you can earn the trust of your boss or client – from correlating goals to the right metrics, to communicating the right key performance indicators, to putting the focus on the bigger picture your data is drawing.
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@mackfogelson
THE MEASUREMENT BEHINDYour Integrated Marketing Strategy
MACK FOGELSON Founder & CEO | Mack Web
BEHOLDthe mountain
@mackfogelson
of success.
@mackfogelson
THE MOUNTAIN OF SUCCESS
@mackfogelson
THE MOUNTAIN OF SUCCESS
@mackfogelson
THE MOUNTAIN OF SUCCESS
@mackfogelson
IMAGE CREDIT: http://fr.pinterest.com/pin/2462974766990991/
@mackfogelson
IMAGE CREDIT: http://fr.pinterest.com/pin/2462974766990991/
@mackfogelson
NEWS FLASH !
YOU DON’T HAVE
2-3 YEARS TO BUILD A BRAND IF YOU CAN’T
PROVE VALUE !
http://www.refinery29.com/the-dodo/47#slide-1
ARE YOUR EFFORTSmoving the business
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forward?
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an integrated approach work?WHY DOES
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An integrated approach is about building a better business.
IMAGE CREDIT: https://40.media.tumblr.com/962ac2fd067df67f17bd3725b7224723/tumblr_n9nh01QUu11qlmppmo1_500.jpg
@mackfogelson
An integrated approach is about building a better business. This is a transformation that happens from the inside out.
IMAGE CREDIT: https://40.media.tumblr.com/962ac2fd067df67f17bd3725b7224723/tumblr_n9nh01QUu11qlmppmo1_500.jpg
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An integrated approach promotes and improves the business.
IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.jpg
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An integrated approach promotes and improves the business. A variety of channels work together over time not just to grow the company but to advance it.
IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.jpg
@mackfogelson
An integrated approach builds an experience and a relationship.
IMAGE CREDIT: http://31.media.tumblr.com/a2163656f18496b862a3dad95a782a3b/tumblr_n8q7h7Mge01qh424ko1_500.jpg
@mackfogelson
An integrated approach builds an experience and a relationship. Companies don’t have to be perfect, but they must be real, authentic, transparent, and human.
IMAGE CREDIT: http://31.media.tumblr.com/a2163656f18496b862a3dad95a782a3b/tumblr_n8q7h7Mge01qh424ko1_500.jpg
@mackfogelson
An integrated approach honors community and revenue.
IMAGE CREDIT: http://33.media.tumblr.com/eb41d1b34861536c2884788c08d9ea24/tumblr_ncrx0zoqPr1rcrcdeo1_500.jpg
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An integrated approach honors community and revenue. Communities form and grow around companies that have something meaningful at the core of the business beyond money. IMAGE CREDIT: http://33.media.tumblr.com/eb41d1b34861536c2884788c08d9ea24/tumblr_ncrx0zoqPr1rcrcdeo1_500.jpg
LET’S LOOK ATan example
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in real life.
@mackfogelson
Authenticity works its way from
the inside out
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@mackfogelson
doesn’t just sell wine.THEIR COMPANY
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doesn’t just sell wine.THEIR COMPANY
Their company changes women’s lives.
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Before
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After
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Telling real stories of real
people
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BUILD A BETTER BUSINESS
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BUILD A BETTER BUSINESS
ATTRACT A STRONGER COMMUNITY
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BUILD A BETTER BUSINESS
ATTRACT A STRONGER COMMUNITY
GROW YOUR AUDIENCE
& BRAND
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integrated process work?HOW DOES AN
Growing Your Business
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bit.ly/c3-mackweb
Through Community and Integrated Marketing
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@mackfogelson
@mackfogelson
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@mackfogelson
@mackfogelson
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scommunicate value with an integrated approach?
HOW DO YOU
HOLD ON, KIDSthis is the part that
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can be kind of tricky.
@mackfogelson
I’m a leadI submit a form
I become a consultant
I interact
website
social
blog
offline
mobile
I interact
social
blog
offline
mobile
THE PATH TO CONVERSION
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Start Finish
THE REAL PATH TO CONVERSION
YOU CAN’T ALWAYSdirectly measure
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everything that you do.
COMMUNICATINGvalue always starts
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with goals.
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SO LET’S SAYthese are the goals
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you want to accomplish.
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VISIONARY
GOALS
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BUSINESS & BRAND
GOALS
VISIONARY
GOALS
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BUSINESS & BRAND
GOALS
VISIONARY
GOALSCAMPAIGN
GOALS
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VISIONARY1) Become a $50 million dollar company 2) Become a household name
IMAGE CREDIT: https://www.flickr.com/photos/thereeljames/11133725735
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BUSINESS & BRAND1) Attract more of the right leads 2) Earn their trust
IMAGE CREDIT: http://www.pinterest.com/pin/352547477051416145/
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1) Increase organic traffic by 30% 2) Increase lead conversions by 5% 3) Increase community conversation by 35%
IMAGE CREDIT: http://www.pinterest.com/pin/441775044669801635/
CAMPAIGN
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CAMPAIGN GOALS
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CAMPAIGN GOALS
BUSINESS & BRAND
GOALS
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BUSINESS & BRAND
GOALS
VISIONARY
GOALSCAMPAIGN
GOALS
YOUR GOALSbreak down into tactics
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that you can measure.
YOUR TACTICSwill build
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the integrated experience.
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An integrated approach goes
deeper than optimizing a
lead form
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We assessed communication
gaps
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We identified persona
touch points
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We built persona pages
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We built content for the blog and social
media
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We curated content and
fostered community
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We helped their sales team adapt to a new
approach
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A
We conducted A/B Tests
B
MEASURING TACTICSto KPIs (one-to-one)
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doesn’t communicate value.
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EMAIL Campaign Delivery Rate,
Open Rate, Click to Delivery Rate, Sessions,
Bounce Rate, Pages/Visit, Avg. Visit Duration, Sign ups
CONTENT Landing Pages (sessions, bounce rate, goals, page depth)
Pageviews by Channel
SOCIAL Impressions,
Followers, Amplification, Applause, Conversation,
Avg Engagement Rate, Total Clicks, Click Through Rate
SEO Organic Traffic, Historical
Sessions, Page Depth, Time on Page, Goals, Bounce
Rate, Branded Mentions
GOALSTotal Goal Completions for Goals
(segmented by marketing channels), Landing Pages for Conversions (top 10)
MULTI-CHANNEL FUNNELS Goals by first click, last click, and assists segmented by marketing channels
Goals from all last click interactions, assists and total segmented by marketing channels. Time Lag (days to conversions), Path Length
BE THOUGHTFULabout the story
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your data is telling.
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COMMUNICATE !
the power of
INTEGRATION AND THE RESULTS IT DRIVES AS A
WHOLE !
IMAGE CREDIT: http://www.imcreator.com/free/sports-fitness/team-3
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KEEP THE FOCUS !
ON THE LONG TERM AND THE
BIG PICTURE TO STRESS PROGRESS TOWARD
GOALS !
IMAGE CREDIT: https://www.flickr.com/photos/jdhancock/4896996561
56% increase year/year
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change over 8 months
91% increase year/year
108% increase in conversation
over 8 months
11% increase year/year
@mackfogelson
EMPHASIZE !
PROGRESS MADE FOR THE
BUSINESS AS WELL AS FOR THE
BRAND !
IMAGE CREDIT: http://www.pinterest.com/pin/545991154796612383/
@mackfogelson
11% increase year/yearBUSINESS
37% increase in lead form submissions over the last three months (Jul-Sep)
compared to the previous three months (Apr-Jun)
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BUSINESS56% increase
year/year
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BRAND91% increase
year/year
108% increase in conversation
over 8 months
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BUSINESS & BRAND1:1 relationship
progress
THESE EFFORTSare the stepping stones
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toward visionary goals.
“BUT WE DON’T RANK #1 FOR [ENTER KEYWORD HERE].”
!
- YOUR CLIENT
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@mackfogelson
“AND P.S. WE REALLY WANT TOINCREASE OUR FOLLOWER COUNT.”
!
- THAT SAME CLIENT
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IMAGE CREDIT: http://en.wikipedia.org/wiki/Facepalm
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BRING THE CONVERSATION !
Back to Goals
IMAGE CREDIT: http://bit.ly/1sji9Dj
@mackfogelson
1) Become a $50 million dollar company 2) Become a household name
IMAGE CREDIT: https://www.flickr.com/photos/thereeljames/11133725735
VISIONARY
@mackfogelson
BUSINESS & BRAND1) Attract more of the right leads 2) Earn their trust
IMAGE CREDIT: http://www.pinterest.com/pin/352547477051416145/IMAGE CREDIT: http://www.pinterest.com/pin/352547477051416145/
56% increase year/year
@mackfogelson
change over over 8 months
91% increase year/year
108% increase in conversation
over 8 months
11% increase year/year
@mackfogelson
THE MOUNTAIN OF SUCCESS
@mackfogelson
s
seize opportunities in the data?HOW DO YOU
“DON’T MEASURE ANYTHING UNLESS THE DATA HELPS YOU
MAKE A BETTER DECISION OR CHANGE YOUR ACTIONS.”
!
- SETH GODIN
@mackfogelson
@mackfogelson
@mackfogelson
Identify items in your reports
that can be integrated back
into strategy
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Assign each item to members of your team and
keep track of progress
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Meet monthly to stay
accountable and assign new opportunities
FOCUS ON THEright things not just
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the shiny things.
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SHINY THING CHECK1) Does the opportunity align with goals? 2) Does it need to be addressed during
this 90-day iteration?
IMAGE CREDIT: https://www.flickr.com/photos/ebolasmallpox/2700723090
CREATE A“future strategy” list
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to guide your next 90.
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s
these things about integrated.REMEMBER
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Image credit: IMAGE CREDIT: https://www.flickr.com/photos/pedromourapinheiro/5075612989
Nothing works in isolation.
@mackfogelson
Nothing works in isolation. All of your efforts work together to accomplish goals.
Image credit: IMAGE CREDIT: https://www.flickr.com/photos/pedromourapinheiro/5075612989
@mackfogelson
IMAGE CREDIT: http://40.media.tumblr.com/270fd5dd292cfd18389e0159dc0687fa/tumblr_myy2fjOoMT1ri50lgo1_500.jpg
It’s not just about what you measure.
It’s not just about what you measure. It’s the story you tell.
IMAGE CREDIT: http://40.media.tumblr.com/270fd5dd292cfd18389e0159dc0687fa/tumblr_myy2fjOoMT1ri50lgo1_500.jpg
@mackfogelson
@mackfogelson
IMAGE CREDIT: https://www.flickr.com/photos/mitikusa/2488309395
Contrast breeds clarity.
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Contrast breeds clarity. Continually test and modify the KPIs you use to prove your value.
IMAGE CREDIT: https://www.flickr.com/photos/mitikusa/2488309395
@mackfogelson
THE MOUNTAIN OF SUCCESS
@mackfogelson
FOLLOW THESE KIDS@SteveWebb
@AnnieCushing @MSimmonds
@AyeletMackWeb
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