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.
11. @mackfogelson
An integrated approach is about building a better business.
IMAGE CREDIT: https://40.media.tumblr.com/962ac2fd067df67f17bd3725b7224723/tumblr_n9nh01QUu11qlmppmo1_500.jpg
12. @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
13. @mackfogelson
An integrated approach promotes and improves the business.
IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.jpg
14. 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
15. An integrated approach builds an experience and a relationship.
IMAGE CREDIT: http://31.media.tumblr.com/a2163656f18496b862a3dad95a782a3b/tumblr_n8q7h7Mge01qh424ko1_500.jpg
@mackfogelson
16. 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
17. @mackfogelson
An integrated approach honors community and revenue.
IMAGE CREDIT: http://33.media.tumblr.com/eb41d1b34861536c2884788c08d9ea24/tumblr_ncrx0zoqPr1rcrcdeo1_500.jpg
18. 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
@mackfogelson
19. LET’S LOOK AT
an example
@mackfogelson
in real life.
41. HOLD ON, KIDS
this is the part that
@mackfogelson
can be kind of tricky.
42. @mackfogelson
I’m a lead
I submit
a form
I become a
consultant
I interact
website
social
blog
mobile
offline
I interact
email
social
blog
mobile
offline
THE PATH TO CONVERSION
51. @mackfogelson
VISIONARY
1) Become a $50 million dollar company
2) Become a household name
IMAGE CREDIT: https://www.flickr.com/photos/thereeljames/11133725735
52. @mackfogelson
BUSINESS & BRAND
1) Attract more of the right leads
2) Earn their trust
IMAGE CREDIT: http://www.pinterest.com/pin/352547477051416145/
53. @mackfogelson
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
68. @mackfogelson
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
GOALS
Total 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
70. @mackfogelson
COMMUNICATE
!
the power of
INTEGRATION
AND THE RESULTS IT DRIVES AS A
WHOLE
!
IMAGE CREDIT: http://www.imcreator.com/free/sports-fitness/team-3
71. @mackfogelson
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
72. change
over 8 months
56% increase
year/year
@mackfogelson
91% increase
year/year
108% increase in
conversation
over 8 months
11% increase
year/year
73. @mackfogelson
EMPHASIZE
!
PROGRESS MADE FOR THE
BUSINESS
AS WELL AS FOR THE
BRAND
!
IMAGE CREDIT: http://www.pinterest.com/pin/545991154796612383/
74. @mackfogelson
11% increase
year/year BUSINESS
37% increase in lead form submissions
over the last three months (Jul-Sep)
compared to the previous three months (Apr-Jun)
82. BRING THE
CONVERSATION
!
Back to Goals
IMAGE CREDIT: http://bit.ly/1sji9Dj
@mackfogelson
83. @mackfogelson
1) Become a $50 million dollar company
2) Become a household name
IMAGE CREDIT: https://www.flickr.com/photos/thereeljames/11133725735
VISIONARY
84. @mackfogelson
BUSINESS & BRAND
1) Attract more of the right leads
2) Earn their trust
IMAGE CREDIT: http://www.pinterest.com/pin/352547477051416145/
85. change over
over 8 months
56% increase
year/year
@mackfogelson
91% increase
year/year
108% increase in
conversation
over 8 months
11% increase
year/year
93. FOCUS ON THE
right things not just
@mackfogelson
the shiny things.
94. @mackfogelson
SHINY THING CHECK
1) 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
95. CREATE A
“future strategy” list
@mackfogelson
to guide your next 90.
98. Image credit: IMAGE CREDIT: https://www.flickr.com/photos/pedromourapinheiro/5075612989
@mackfogelson
Nothing works in isolation.
99. @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
101. 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
103. @mackfogelson
Contrast breeds clarity.
Continually test and modify the KPIs you use to prove your value.
IMAGE CREDIT: https://www.flickr.com/photos/mitikusa/2488309395