Online platforms provide a plethora of numbers for us to wade through. It's easy to get stuck in a mire of numbers. Having the right framework pulls the numbers into a cohesive narrative that provides answers rather than additional questions. Adapted from Dave McClure's pirate framework and presented at PodCamp Toronto 2017

1. A Framework for
Measuring Owned Media

2. Rob Clark
Director, Data & Analytics
Environics Communications Inc.
@theelusivefish

4. OWNED

5. OWNED
Web Site Social Media

6. 2,450,382Page Views
Avg Pages 3.29
Bounce Rate 37%
Q2
2,033,743
3.11
32%
Q1
17%
6%
15%
% Change
Engagements
Facebook
3,754 3,589 5%
Even a man who is
pure of heart and
says his prayers at
night, may find
himself forced to
swallow number
soup full of
percentages and fury
signifying nothing.
DIGITAL PERFORMANCE

8. Why do we measure?
There are decisions to be made,
but we are lacking the information
needed to do so with clarity.

9. AARRG

10. AARRG• Acquisition
• Activation
• Retention
• Referral
• Goals

11. AARRG• Acquisition
• Activation
• Retention
• Referral
• Goals

12. AARRG
• Who is your audience?
• How did they come to you?
Quisition

13. AARRGAudience Size
Quisition
# of sessions
Monthly active users
Follower count
Follower retention
Follower count
Follower retention
Subscribers
Subscribers Lost
Viewers

14. AARRGAudience Composition
Quisition
Demographics / Psychographics
Geography
Demographics
Demographics / Psychographics
Share of conversation by followers
Subscriber demographics
Viewer demographics

15. AARRGSource of Traffic
Quisition
Channels (Direct / Email / Organic
Search / Paid Search / Referral / Other)
Source / Medium
Playback location
Viewer origin
Paid / Organic
Paid / Organic
Paid / Organic

16. AARRG
• Is your audience seeing
what you want them to see?
• Is your audience doing what
you want them to do?
ctivation

17. AARRGctivation
Exposure to Content
Page, Landing Page, Exit Page
Events
Watch time
• Paid / Organic
Impressions / Views
• Paid / Organic
Impressions / Views
• Paid / Organic

18. AARRGctivation
Engagement with Content
Events
Conversions
Conversation (replies / comments)
• Sentiment
Applause (likes )
Amplification (retweets / shares)
Click-through

19. AARRG
• Is your audience giving you
permission to reach them
again?
• Is your audience returning
for more?
etention

20. AARRGetention
Returning Visitors
• New vs Returning
• Monthly active users
Click-through to additional branded property
Newsletter sign-up
Subscribe / Follower Growth & Retention
Repeat Engagement (Share of
Conversation by Followers)

21. AARRG
• Is your audience sharing
and directing others to you?
eferral

22. AARRGeferral
Referral traffic
On-site reviews, testimonials, endorsements
Amplification (shares / retweets)
Viewer origin

23. AARRG
• Did you accomplish your
business or communication
objectives?
oal

24. Not everything that can be counted counts.
Not everything that counts can be counted.
If it changes,
it can be measured.

25. Goals
Business Objectives Communication Objectives
• Revenue
• Talent Acquisition
• Customer Retention
• Awareness
• Education / Understanding
• Build / Re-Establish Trust
• Create a Positive Association
• Form or Change an Opinion
• Drive an Action
• Build an Audience

26. • Acquisition
Who’s your audience and how did you pull them into
your audience?
• Activation
Is your audience seeing what you want them to see?
Doing what you want them to do?
• Retention
Is your audience giving you permission to keep
reaching out to them? Are they coming back for more?
• Referral
Is your audience directing others your way?
• Goals
Are you achieving your objectives?

27. It’s important to know
‘what’ is happening.
Understanding the ‘context’
and being able to say ‘why’ it’s
happening and ‘how’ it matters
is the difference between good
and great reporting.

28. • Compare current period to running averages
(e.g. current month to previous month, 3-month and 12-month
averages)
• What’s changed?
• What caused it to change?
• Is the change the result of something you did or
outside forces?
• Can the change be mitigated, replicated or scaled?
• Is this a one-time occurrence or the start of a trend?
Getting context

29. Questions?