Ali Schwanke discusses the importance of using metrics to measure marketing, design, and technology efforts. They explain that different roles value different metrics, with marketers focused on goals, designers on experience, and CEOs on revenue. Vanity metrics make people feel good but don't provide useful information, while actionable metrics measure engagement and conversions. The document outlines how to apply metrics at each stage of the marketing funnel, from awareness to sales. It advocates testing design elements and using data to solve problems rather than opinions. The key lesson is that what can't be measured can't be improved.

1. METRICS THAT MATTER
Ali Schwanke
CEO, Simple Strat

2. what is
MARKETING?
@alischwanke | @simplestratchat | #howlive

3. Let’s ask Facebook.
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4. @alischwanke | @simplestratchat | #howlive

5. @alischwanke | @simplestratchat | #howlive

6. Marketing wasn’t my first love.
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7. My first career ambition was to rid
the world of these people….
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8. Uh, who does this?
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9. Nobody wanted to pay
me enough to do that.
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11. MARKETING
TECH
DESIGN
We all play in each
other’s sandbox.
We need some
common ways to talk
about metrics.
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12. The truth is. . .
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13. Everyone thinks they’re a
DESIGNER
Make the logo bigger!That shouldn’t take that
long right? I mean, I’ve
used Photoshop before…
Let’s add a starburst
and a call to action in
the corner so it pops!

14. Which makes us feel
like this. #facepalm
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15. I feel your pain.
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16. WHAT IF YOU COULD
USE METRICS TO
IMPROVE DESIGN
OUTCOMES
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17. Let’s talk about metrics,
design, and solving problems with data.
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18. METRICS IN THE C SUITE
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19. One word. Three responses.
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20. “Is this visually
appealing? Is it
on brand? Is the
client happy
with it?”
DESIGNER
Concerned with purity
of design, the overall
experience and
engagement.

21. “Did we hit our
goals? How
many leads
came from that
campaign?”
MARKETER
Concerned with overall
marketing performance
relative to audience and
channels.

22. “Did it make
me money?”
CEO
Concerned with the bottom
line - revenue and growth.
No tolerance for fluff.

23. It’s all about the metrics
that drive the money.
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24. LET’S TALK
METRIC CATEGORIES
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25. “I don’t give a $@#!
about 30 new Twitter followers.”
“Did they buy anything from us?”
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26. VANITY METRICS
A metric that makes you feel good without
telling you anything about your business.
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27. “We got 500 new visitors to our
website last month. That’s good right?”
Uh, according to what?
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28. “Vanity metrics –
good for feeling
awesome. Bad
for action.”
TIM FERRIS
Marketer, author, investor.

29. Vanity Metrics vs. Actionable Metrics
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30. @alischwanke | @simplestratchat | #howlive

31. Let’s apply this to the stages
in the sales and marketing funnel.
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32. Top of the funnel

33. At the top, people are
looking for answers,
resources, education,
research data,
opinions, and insight.
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34. TOP OF FUNNEL
Awareness or Viewership Metrics
• Impressions
• Blog Subscribers
• Website visits
• Reach
• Views
• Likes/Fans
• Bounce rate

35. Vanity vs. Actionable
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36. Middle of the funnel

37. In the middle, people are
doing heavy research on
whether or not your
product or service is a
good fit for them.
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38. MIDDLE OF FUNNEL
Engagement and Lead Metrics
• Engagement
• CTR – Click Thru Rate
• Cost Per Lead or Cost Per Engagement
• Lead-to-opportunity conversion rate
• Inbound calls
• Leads in nurture campaigns
• Website user retention
• Email engagement metrics

39. Bottom of the funnel

40. Here, people are figuring
out exactly what it would
take to become a customer
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41. BOTTOM OF FUNNEL
Sales Metrics
• Demo requests
• Value of opportunities
• Win rate
• Free trials
• ROI
• Sales

42. DESIGN DRIVEN
BY METRICS
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43. This helps put opinions to rest. Focus on the data.
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44. Where should this be placed on the website?
Guess and test.
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45. At its core, design is
about the experience.
Are you making the
customer journey better?
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46. Layout Placement for Conversions

47. USING METRICS FOR
CREATIVE PROBLEM
SOLVING
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48. MARKETINGTECH
DESIGN
Start here.
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49. WHAT IS IT?
WHAT IS THE
PURPOSE?
WHAT
METRICS
WILL WE
MEASURE?
PROBLEM STATEMENT:
WHERE IN
THE FUNNEL
DOES IT FIT?
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50. A marketing goal that has an
actionable metric.
NON
NEGOTIABLE
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52. THE ULTIMATE
METRICS CHALLENGE
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53. @alischwanke | @simplestratchat | #howlive

55. Source: Datapine

56. ONE FINAL LESSON
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57. "If you can't measure it,
you can't improve it."
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58. Questions?
Ali Schwanke, CEO
ali@simplestrat.com | @alischwanke