2. M O R E INS IG H TS, L E SS M E T R I CS

3. Darwin gives senior marketeers
the possibility to compare
all online communication
in order to optimize
their mediamix.
We provide the
bigger picture.

4. YOUR METRICS
DO NOT MAT TER.

5. being a marketer
SUCKS

6. changing markets

7. 1. SNEL VERANDERENDE
MARKT
Oude recepten werken niet meer, nieuwe recepten zijn nog niet
bewezen.

8. THE CEO DOESN’T
TRUST YOU

9. 1. SNEL VERANDERENDE
MARKT
Oude recepten werken niet meer, nieuwe recepten zijn nog niet
bewezen.

10. “The advertisers have lost the way in
the digital ecosystem. Advertisers ask
for a limited set KPI’s which measure
true effect.”
-IAB Whitepaper

17. observation

18. interpretation
observation

19. action
interpretation
observation

20. action
interpretation
observation

22. 3 WAYS
TO INTERPRET
YOUR DATA
LIKE A DATA NERD

23. sales funnel
brand awareness
brand appreciation
action
advocacy

24. AWARENESS ACTION APPRECIATION ADVOCACY

25. AWARENESS ACTION APPRECIATION ADVOCACY
Each time your
brand or a mes-
sage you have
sent is seen by
someone.

26. AWARENESS ACTION APPRECIATION ADVOCACY
Each time your Each time
brand or a mes- anyone buys
sage you have something
sent is seen by from you or
someone. expresses his/
her purchase
intentions

27. AWARENESS ACTION APPRECIATION ADVOCACY
Each time your Each time Each time anyone
brand or a mes- anyone buys opts-in to messages
sage you have something from your brand.
sent is seen by from you or
someone. expresses his/
her purchase
intentions

28. AWARENESS ACTION APPRECIATION ADVOCACY
Each time your Each time Each time anyone When someone
brand or a mes- anyone buys opts-in to messages completes an
sage you have something from your brand. action which cre-
sent is seen by from you or ates awareness
someone. expresses his/ for your brand
her purchase with their peers.
intentions

29. http://www.measurementnow.net/

30. SEARCH FOR
PATTERNS

31. Facebook
Twitter
Website

32. USE
STATISTICS

35. DRIE VOORWAARDEN
maandag 17 december 12

36. 1. Use a framework to
analyze your data.
2. Search for patterns.
3. Don’t be stupid, use statistics.

37. Thanks!

38. QUESTIONS?

39. @anthonybosschem
Co-founder Darwin Analytics
darwinanalytics.com