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Making Sense of Performance Metrics Presented By: Kate Eyler-Werve at Content Jam 2013 in Chicago.
Citation preview
a presentation by
October 17, 2013
Kate Eyler-Werve@mightybytes
Making Sense of Performance Metrics
Monday, October 21, 13
We solve problems by:
• UX research and strategy
• Responsive web design and development
• Content strategy
• Digital marketing and SEO
• Motion graphics
• Product development
• Drupal, Wordpress, Expression Engine
Mightybytes: A Full Service Creative Firm
Monday, October 21, 13
Who We Work WithMightybytes has over a decade of experience helping both for-profit and nonprofit organizations meet their goals.
Monday, October 21, 13
Cats’R’Us, a store that sells everything cats, publishes fresh content daily. They would like recommendations on how to double their blog traffic.
A Day in the Life of Kate
Cats’R’Us
Clean Green
Clean Green, a company that manufactures eco-friendly cleaners, asked their intern to establish a company Twitter presence. Now the intern is gone and they’d like recommendations on how to grow their 10,000 followers to 30,000.
Monday, October 21, 13
Identifying metrics is easy. The hard part is figuring out what constitutes good performance.
In other words, everyone who told you wasted your time learning soft skills at your liberal arts college can eat it.
Performance Metrics: The Shocking Truth
Monday, October 21, 13
Putting performance metrics in context with a content strategy and metrics model.
• An outline and brief history of the model
• 3 specific problems that the model solves for
• Case study: the model in the wild (with several fascinating
detours)
Today’s Adventure!
Monday, October 21, 13
Content Strategy and Metrics Model
Name of the Organization1. Mission Statement
Name of the Organization1. Mission Statement
2. Organizational Objectives
What the organization does to execute against its mission
3. Website Goals What specific strategies you can pursue on your website or campaign to meet the organization’s mission
4. Content What content supports the website’s goals
5. Key Performance Indicators Measures that help you understand if you are meeting your objectives
6. Targets Pre-determined indicators of success or failure
7. Segments A group of people with a set of behaviors, sources or outcomes in common
Monday, October 21, 13
Adapted from Kaushik’s Digital Marketing and Measurement Model
=
Avinash Kaushik was Google’s Digital Marketing Evangelist and went on to co-found a company called Market Motive. He blogs at www.kaushik.net and is the Ryan Gosling of Digital Metrics.
Hey girl, your happiness is my key performance indicator.
Monday, October 21, 13
a presentation by
What problems does this model solve?
Monday, October 21, 13
Build a shared understanding across the team on:• Defining “good performance”• Choosing Key Performance
Indicators• Process for analyzing metrics
to produce actionable insights
Problem 1: Getting Buy In
Monday, October 21, 13
Problem 2: Tying Content to Strategy
4
Make the links between strategy, content and metrics explicit to:• Provide a guide for writers,
designers and other content creators
• Make it easy for executives and managers to provide useful feedback
Monday, October 21, 13
Problem 3: Identifying Actionable Insights
6
Set the stage for effective analysis by choosing KPIs, targets and segments that help you decide:• What content/campaigns
should we allocate more time and budget to?
• What content/campaigns should we cut?
4
Monday, October 21, 13
a presentation by
Case Study:RoadShare Chicago
Monday, October 21, 13
Step 1: State Your Organizational Mission
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses
through bike lanes
Key Question: Why does your organization exist?Who should answer: Executives (mission statement).
Monday, October 21, 13
Step 2: Define Organizational Objectives
Key Question: What does your organization actually DO?Who should answer: Executives (mission statement).
5
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses
through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses
through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses
through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses
through bike lanes
Organizational Objectives
Conduct and promote
research on the benefits
of bike lanes
Drive community
campaigns supporting
bike lane legislation
Raise money from
grant-making bodies and individuals
Monday, October 21, 13
Step 3: Identify Website Goals
6
Key Question: How can you advance your organizational objectives on your website?
Who should answer: Executives and you.
5
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
Organizational Objectives
Conduct and promote
research on the benefits of bike lanes
Drive community campaigns
supporting bike lane legislation
Raise money from grant-
making bodies and individuals
Website Goals Promote research Host online petitionsHost secure online
donations
Monday, October 21, 13
Step 4: Connect Content to Web Goals
86
Key Question: What content can you create that will help you meet your website goals?
Who should answer: You.
5
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
Organizational Objectives
Conduct and promote research on the benefits of
bike lanes
Drive community campaigns supporting bike lane
legislation
Raise money from grant-making bodies and
individuals
Website Goals Promote research Host online petitions Host secure online
donations
Content White papersTestimonials from
community members/businesses
Case studies on RoadShare Chicago’s impact
Monday, October 21, 13
1. Help you understand if you are meeting your objectives, and2. Help you decide what to do next.
Key Performance Indicators Detour
Flat Metrics Actionable KPIs
# of Twitter followers # of shares by Tweet content
Page views Page views per new and returning customers
# of email newsletter subscribers
# and % of email newsletter opens and click-throughs
# of registered users # and % of active users
Monday, October 21, 13
There are four types of goals in Google Analytics:
1. Destination: A specific location loads
2. Duration: A visitor stays on site for a specific amount of time
3. Pages per visit: A visitor views a specific number of pages
4. Event: An action you’ve defined as an event is triggered
KPIs vs Goals in Google Analytics
Monday, October 21, 13
Google Analytics tracks page views. Funnels show the pages visitors view on their path to purchase. Hence confirmation screens.
Everyone’s Favorite KPI: Sales
Monday, October 21, 13
Step 5: Identify Your KPIs
986
Key Question: What metric best tells you if you’re meeting your website goal?
Who should answer: You.
5
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
Organizational Objective Conduct and promote research on the benefits of bike lanesConduct and promote research on the benefits of bike lanes
Website Goals Promote researchPromote research
Content White papersWhite papers
Key Performance Indicators # of links to each white paper # of downloads of each white paper
Monday, October 21, 13
Step 5: Identifying KPIs
Key Question: What metric best tells you if you’re meeting your website goal?
Who should answer: You.
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
Organizational Objective Drive community campaigns supporting bike lane legislationDrive community campaigns supporting bike lane legislation
Website Goals Host online petitionsHost online petitions
Content Testimonials from community members/businessesTestimonials from community members/businesses
Key Performance Indicators # of people who sign each petition % of visitors who sign each petition
Monday, October 21, 13
Step 5: Identifying KPIs
Key Question: What metric best tells you if you’re meeting your website goal?
Who should answer: You.
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
Organizational Objective Raise money from grant-making bodies and individuals
Website GoalsHost secure online donation
Content Case studies on RoadShare Chicago’s impact
Key Performance Indicators Average donation value
Monday, October 21, 13
Step 6: Choose Targets
10986
Key Question: What are you aiming for?Who should answer: Marketing, analytics and you.
5
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
Organizational Objectives Conduct and promote research on the benefits of bike lanesConduct and promote research on the benefits of bike lanes
Website Goals Promote researchPromote research
Content White papersWhite papers
Key Performance Indicators # of downloads of each white paper # of links to each white paper
Targets 100 links within a month of publication;500 within a year of publication 45
Monday, October 21, 13
Step 6: Choose Targets
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
Organizational Objectives Drive community campaigns supporting bike lane legislationDrive community campaigns supporting bike lane legislation
Website Goals Host online petitionsHost online petitions
Content Testimonials from community members/businessesTestimonials from community members/businesses
Key Performance Indicators
# of people who sign each petition % of visitors who sign each petition
Targets 25,000 45%
Key Question: What are you aiming for?Who should answer: Marketing, analytics and you.
Monday, October 21, 13
Step 6: Choose Targets
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
Organizational Objectives Raise money from grant-making bodies and individuals
Website GoalsHost secure online donation
Content Case studies on RoadShare Chicago’s impact
Key Performance Indicators Average donation value
Target $35
Key Question: What are you aiming for?Who should answer: Marketing, analytics and you.
Monday, October 21, 13
Segmenting your data lets you isolate the traffic sources, visitor behaviors and outcomes you are most interested in so you can start figuring out the effect your strategy is having in the field.
Acquisition: How do visitors get to your site? Includes paid ads, organic search, direct, social media, email marketing, etc.
Behaviors: What are people doing on your site? Includes visiting pages and using any tools you provide.
Outcomes: Who are the people who are converting goals? Ranges from signing up for a newsletter to purchasing a product.
Segments: Your Secret Weapon
Monday, October 21, 13
Choose the default segments that make sense for you and then start experimenting with custom segments.
Google Analytics Segments
Monday, October 21, 13
Step 7: SegmentsKey Questions: What keywords are driving visits? What traffic sources is marketing focusing on? Who are the visitors that are donating the most?
Who should answer: Marketing, analytics and you.
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
Organizational Objectives Conduct and promote research on the benefits of bike lanesConduct and promote research on the benefits of bike lanes
Website Goals Promote researchPromote research
Content White papersWhite papers
Key Performance Indicators # of downloads of each white paper # of links to each white paper
Targets 100 links within a month of publication;500 within a year of publication
45
Segments Traffic sources: Direct, ads, search, social, emailTraffic sources: Direct, ads, search, social, email
Monday, October 21, 13
Step 7: Segments
RoadShare ChicagoWe Create Healthy Communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe Create Healthy Communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe Create Healthy Communities, healthy people and healthy businesses through bike lanes
Organizational Objectives Drive community campaigns supporting bike lane legislationDrive community campaigns supporting bike lane legislation
Website Goals Host online petitionsHost online petitions
Content Testimonials from community members/businessesTestimonials from community members/businesses
Key Performance Indicators # of people who sign each petition % of visitors who sign each petition
Targets 25,000 45%
SegmentsNew vs. returning signersNew vs. returning signers
SegmentsTraffic sources: Direct, ads, search, social, emailTraffic sources: Direct, ads, search, social, email
Key Questions: What keywords are driving visits? What traffic sources is marketing focusing on? Who are the visitors that are donating the most?
Who should answer: Marketing, analytics and you.
Monday, October 21, 13
Step 7: Segments
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
Organizational Objectives Raise money from grant-making bodies and individuals
Website Goals Host secure online donation
Content Case studies on RoadShare Chicago’s impact
Key Performance Indicators Average donation value
Target $35
SegmentFirst time vs. repeat donors
SegmentIndividual donors who contributed over $100
Key Questions: What keywords are driving visits? What traffic sources is marketing focusing on? Who are the visitors that are donating the most?
Who should answer: Marketing, analytics and you.
Monday, October 21, 13
Your Content Strategy and Metrics Model
11109865
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike
lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike
lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike
lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike
lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike
lanes
Organizational Objectives
Conduct and promote research on the benefits of
bike lanes
Conduct and promote research on the benefits of
bike lanes
Drive community campaigns supporting bike lane
legislation
Drive community campaigns supporting bike lane
legislation
Raise money from grant-making bodies and
individuals.
Website Goals Promote research.Promote research. Host online petitions.Host online petitions. Host secure donation collection platform
Content White PapersWhite Papers Testimonials from community members/businesses who benefit from bike lanes
Testimonials from community members/businesses who benefit from bike lanes
Annual Report
Key Performance
Indicators
# Links to each white
paper
# White paper downloads
# of people who sign
each petition
% of visitors who sign each petition
Average donation value
Targets100 links w/in year of
launch45 2,500 45% $35
Segments Traffic (Ads, Direct, Social, Search)
Traffic (Ads, Direct, Social, Search) New vs. repeat signaturesNew vs. repeat signatures
New vs. repeat donorsTop donors
Monday, October 21, 13
Now, Sign It In Blood
“The Iron Rule of performance metrics is:Any stakeholder that doesn’t sign o! on your objectives, goals, KPIs and segments will not accept the results of your assessment”
Janet Eyler and Dwight Giles, Where’s the Learning in Service Learning
Monday, October 21, 13
Social Media Campaign Model
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes
Organizational Objectives Drive community campaigns supporting bike lane legislationDrive community campaigns supporting bike lane legislation
Social Media Campaign Goals Collect petition signaturesCollect petition signatures
Content Infographic showing the impact the petition is hoping to preventInfographic showing the impact the petition is hoping to prevent
Key Performance Indicators
# of signatures from visitors who clicked through the campaign
% of visitors who clicked through and signed
Targets 5,000 80%
SegmentsNew vs. returning signersNew vs. returning signers
SegmentsTraffic sources:Facebook, Twitter, PinterestTraffic sources:Facebook, Twitter, Pinterest
The Content Strategy Metrics Model can also be applied to any kind of campaign.
Monday, October 21, 13
a presentation by
Key Take Away
Monday, October 21, 13
There Are No Wrong Answers
Content Strategy and Metrics Model
Organizational Mission
Organizational Objectives
Website Goals
Content
Key Performance Indicators
Targets
Segments
>
The specific information you include in your model is less important than the act of engaging your team in a structured conversation about performance metrics.
Monday, October 21, 13
Name of the Organization1. Mission Statement
Name of the Organization1. Mission Statement
2. Organizational Objectives
What the organization does to execute against its mission
3. Website Goals What specific strategies you can pursue on your website or campaign to meet the organization’s mission
4. Content What content supports the website’s goals
5. Key Performance Indicators Measures that help you understand if you are meeting your objectives
6. Targets Pre-determined indicators of success or failure
7. Segments A group of people with a set of behaviors, sources or outcomes in common
Content Strategy and Metrics Model
Monday, October 21, 13
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike
lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike
lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike
lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike
lanes
RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike
lanes
Organizational Objectives
Conduct and promote research on the benefits of
bike lanes
Conduct and promote research on the benefits of
bike lanes
Drive community campaigns supporting bike lane
legislation
Drive community campaigns supporting bike lane
legislation
Raise money from grant-making bodies and
individuals.
Website Goals Promote research.Promote research. Host online petitions.Host online petitions. Host secure donation collection platform
Content White PapersWhite Papers Testimonials from community members/businesses who benefit from bike lanes
Testimonials from community members/businesses who benefit from bike lanes
Annual Report
Key Performance
Indicators
# Links to each white
paper
# White paper downloads
# of people who sign
each petition
% of visitors who sign each petition
Average donation value
Targets100 links w/in year of
launch45 2,500 45% $35
Segments Traffic (Ads, Direct, Social, Search)
Traffic (Ads, Direct, Social, Search) New vs. repeat signaturesNew vs. repeat signatures
New vs. repeat donorsTop donors
Content Strategy and Metrics Model
Monday, October 21, 13