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Lets make this a bit more concrete. Measurement & Analytics can be a bit abstract so lets create a case study that we can use throughout this courseIntroducing Big Bobs Autobody case studyIn business for 19 years3 locations in CalgaryAnnual Sales of $3.4 miliionAverage Customer Value = $840Owner, Controller, 5 in-store managers, 1 GSM / sales & marketing manager, 10 service staff, customer service rep, 3 office managers, Combined Salaries + Benefits = $2.3 millionRent / year = $260,000Marketing per year $100,000 (3% of annual sales)Operating costs = $600,000Net profit = $140,000
Its important to define the outcomes you’re looking for and then find the measurement tools that provide the info you are looking forThe main idea is to have a strategy in place before you start measuring things. - Write out a list of business outcomes that you’d like to have, whether online or offline they need to be real outcomesOnce you have the outcomes in place, identify what it is that tells youre successfully reaching your outcomes. These are your metrics.
While you think about where along the consumer decision journey you’d like to measure, Consider Chris Brogans framework to help you understand the relationships between all of the social tools at your disposal. This is similar to the idea of an ecosystem from the strategy class** hyperlink ** Chris Brogan designed this in a blog post called A Simple Presence Framework (http://www.chrisbrogan.com/a-simple-presence-framework/)First – Set up a Listening Station Second – Create a home baseThird – develop a presence on outposts that draw attention to your home baseFourth – use passports to spread your messageListening station Keep it running all the time. Tune it all the time. Work hard at knowing where people are talking about you, your competitors, those topics that interest you. This is one of the most important parts of the platform. Start a spreadsheet or simple database to note where these conversations are happening, and to record info on who is out there in the space.
Big John’s Gym SM Marketing
Big John’s Gym
Big John’s Gym: Current Snapshot• Fitness center with 3 locations• Yellow Pages = $21,000 / year• Website = $5,000 / year• Print Campaigns = $65,000 / year• Community Sponsorships = $0 / year• Facebook Ads = $ 1000 / year• Typical ROI = new registration sales and personal training sessions upsellExpectation: Facing competition from an established brandentering the marketplace. Wants to protect their current brandposition as the friendly gym and upsell more personal trainingsessions
Personal training Friendly COMMUNITY gym Establish brand presence Establish brand presence Re-allocating budgetPersonal training Personal trainingFriendly COMMUNITY gym Friendly COMMUNITY gym http://www.slideshare.net/setlinger/altimeter-social-analytics081011final
Big John’s GymStrategy Metric Organization Technology Increase baseline Customer by 25% Conversion rates, Hub and spokeExperience RTs, Engagement Insight: existing program double traffic to Marketing web Analytics – google Hub and spokeOptimization and get clicky Insight: current analytics Development of Twitter #, Innovation web-based Hollistic employee resources accounts Insight: marketing research, comp. analysis