A look at how data has become crucial to business decisions. What metrics you need to understand and what you need to measure.

1. Big Data 101
The Social Media and
Digital Metrics That
Matter Most.
A look at how data has become
crucial to business decisions. Rachel VanArsdale
Social Media Specialist
What metrics you need to
understand and what you need
Tweet Along:
to measure.
@Rcoristin05
@MelamedRiley

2. Overview
• What is Big Data?
• B2B Digital Revolution
• How to Tame Big Data
• Metrics that Matter
– Social
– Digital

3. What Is Big Data?
Big Data is the frontier of a firm’s
ability to store, process, and access
(SPA) all the data it needs to operate
effectively, make decisions, reduce
risks, and serve customers.
- Forrester
A phenomenon defined by the rapid
acceleration in the expanding volume
of high velocity, complex and diverse
types of data. Big Data is often defined
along three dimensions – volume,
velocity and variety.
-TechAmerica Foundation

5. Today's business buyers do not contact suppliers
directly until 57% of the purchase process is
complete
- Corey Mull, Research Director, CEB Marketing Leadership Council
http://bit.ly/13Rh8Hd

6. B2B Reality Check
Suppliers on average only have 12% of their
customer's total mindshare across the entire
B2B purchase path
- Corey Mull, Research Director, CEB Marketing Leadership Council

7. Data Is Simply A Means To An End
"It's the moment, not the data
that is perishable. That single
moment you have to connect
with someone, Big Data helps
us capture that moment.”
- Charlie Swift VP of Marketing Analysis and Operations, Hearst

8. Big Data: Untamed

9. Big Data: Simplified
“Any data that contains non-obvious
information that businesses can
discover and exploit to improve their
outcomes is valuable data, even if it's
not necessarily ‘big.’"
- Srinidhi Melkote, Director of Analytics for Wyndham Exchange and Rentals

10. The Key Is To Tame Big Data
It is not the collection of data that matters, but how you
determine what the data means.
Don’t work for data, put data to work for you.

11. When Tamed, Big Data Helps You ID…

12. Steps To Tame Big Data
1. Define Your Business Objectives
2. Set Goals To Achieve Objectives
3. Align Metrics With Goals
4. Set Quantifiable Targets
5. Define Meaningful Segments

13. 1. Define Your Business Objectives
Forget the jargon and hype around the
mystical word “Big Data” and get back to the
core reason your business and website/digital
entities exist.

14. Start With A Question And Worry About The Math Later:

16. Common Objectives
Generate Awareness
Generate Leads
Highlight Events
Sell Product/Service
Customer Engagement

17. 2. Set Goals To Achieve Objectives
Define the specific business activities that you
work on improving day in and day out.

18. Effectiveness vs. Efficiency
Doing The Right Things
vs.
Doing The Wrong Things Well

19. If Your Goals Do Not…
• Contribute to your business objectives
• Provide clarity to reporting
• Affect your bottom line
• Help grow your business
Then start over.

20. Common Goals
Increase New Visitors Provide Resources
for Customers
Increase Fan Base Improve Conversion
Rate
Increase Community Shorten Sales Cycle
Engagement
Capture Leads - Increase Customer
Emails/Forms Order Value

21. 3. Align Metrics With Goals
Don’t waste your time collecting and analyzing
meaningless numbers – predefine what metrics
matter.

22. DATA GAP: Expectations vs. Reality
• 93% of respondents rely on business information to do their jobs
well
• 43% report that they have access to the information they need
• 20% of business professionals feel that the business information
they receive adequately answers their questions
• 86% of marketers reported that their business information does not
answer their questions
• 68% of business professionals regularly have difficulty making
sense of their business information
- DOMO: The BI(G) Disappointment Survey (n=1,064)

23. "We are trying to be more intelligent
about data. It's not about targeting
the minutia; it's about trying to
identify what is really important and
relevant. For us, we have 50 to 60
products to present to customers,
each with different value drivers and
value components.“
- Steve Ireland, Executive Director/Head of Advertising Strategy and Platforms at
JPMorgan Chase

24. Don’t Be A Softie
Just because you can measure something doesn't
necessarily mean that it matters:
Vanity metrics can make marketers feel popular and in turn
warm and fuzzy inside. But if they do not help your bottom
line or provide clarity they do not matter!

25. “Nothing worth
having was ever
achieved without
effort.”
-Theodore Roosevelt

26. The Reality Of Metrics
Easy: Not So Easy:
• E-commerce • Brand Awareness
• Lead Generation • Thought Leadership
• Downloads
• Conversions • Perception Changes

27. Metrics That Matter
All metrics were not created equal for each business.
Keep your goals in mind and make sure that these
metrics help you keep your KPIs in check.

28. 4 Content Metrics That Matter
• Consumption Metrics: How many
people consumed your content?
• Sharing Metrics: How often do
consumers share your content with
others?
• Lead Generation Metrics: How often
do content consumers turn into leads??
• Sales Metrics: How often do content
consumers turn into customers?
- Jay Baer, Convince and Convert

29. Metrics That Matter: Facebook
Someone can you, but are they actually engaging with you?
• Reach vs. Virality: Understand how many people are seeing your posts,
but more importantly actually interacting with it to help your content
virality.
• Engaged Users: What posts got more users
engaged?
• People Talking About Your Page: What type
of stories are getting more reach?

30. Metrics That Matter: Twitter
You have 1,000 Pat yourself on the back. But is your engagement flat?
• What content are your followers consuming:
– Retweets, @Mentions, Favorites, Clicks
• Correlation between engaging vs. flat content:
– ID common denominators such as content
type, time posted, CTA, influencers reached
• Look at trends in data over time:
– When you tweet more/less do your interactions
increase, decrease or stay flat?
– What time/day does your audience like to engage
more?
http://on.wsj.com/Ymm7Az

31. Metrics That Matter: YouTube
Views are still but there is more to understand.
• Source of your Channel Traffic:
• Understand how to best promote your videos
• Audience Attention:
• How long are people watching your videos?
• A video’s tipping point?
• Can you benefit from shorter or longer videos?
• Can you better position key messaging/CTA?
• Audience Engagement:
• Track link referrals in video description – Bit.ly
• Increased website traffic – site referrals
• CTA - Annotations
• Subscriptions, Favorites, Comments, Likes
• Audience Demographic:
• Are you reaching your target audience or do you need to
modify your content in the future?

32. Metrics That Matter: Social Referrals
Define points of conversion to understand socials impact.
• What channel/content is
generating quality visits?
• What channel/content is
generating quality leads?
• What channel/content is
driving conversions to and on
your site?

33. Metrics That Matter: Google Analytics

34. Metrics That Matter: Visitor
Frequency/Recency
Are you creating a connection with your ?
• Are you building long-term
relationships?
• Are you providing utility to
your audience?
• Are you creating a user
experience that encourages
return visits or purchases?

35. Metrics That Matter: Conversion Rate
Define the that contribute to your goals.
URL:
• Contact Us Forms
• Content Downloads
• Purchases
Engagement:
• Account Creations
• # of Pages Viewed
• Time Spent on Site
Event:
• Email Sign Ups
• Viewed a Video
• Followed Social Outlets

36. Metrics That Matter: Quality Visits
Is your website sticky, keeping users with the content
you want them to view.
• Bounce Rate and Average Time:
– Is your content enticing users to move on?
– Are users invested in your content?
• Visitor Flow:
– How are visitors moving through your site?
– Do any pages have unusually high drop-offs?
• Pages Viewed:
– What is your page view tipping point?
– Is there a common visit funnel forming?
Important to understand the difference between content, utility,
e-commerce and information based sites.

37. Metrics That Matter: Traffic
Understand where your traffic is coming from and what is driving
successful sessions on your site.
• Traffic Sources: Search, Direct, Referrals, Campaigns
– Where are your visitors coming from?
– Are you too reliant on one area - search, social, etc.?
– What areas are you investing a lot of time and money in, are they delivering?
• Content:
– What content/posts are the most popular and get the most engagement?
– Use that info to inform your business decisions for future content.
• ID Visit/Content Correlation:
– Connect the dots between large spikes in traffic and your supporting
marketing initiatives/content.
– Understand what initiatives tie into traffic spikes/conversions/content viewed/
etc.

38. “With proper insight, you can learn
how, what and where to invest
your efforts to build the right
content and experience in the right
places for your audience.”
- Mitch Joel, the Author of Six Pixels of Separation

39. 4. Set Quantifiable Targets
Set quantifiable goals for yourself. You need a
target to aim for in order to keep yourself and
your team’s efforts in check.

40. Be Accountable To The Data
You can not accurately measure your success or failure without
knowing what you are aiming for.
• Keep your targets attainable:
– Look at historical data to decide what would be a good goal to
set for the future.
– What results have similar efforts produced?
– What specific benchmarks will help you achieve your goals?
• Track your progress month to month to keep your goals on track:
– Tracking lets you keep a check on how you are performing so you
can make real-time decisions for improvement.
– Reevaluate your goals if need be.
Understand how you can improve, don’t just use metrics to prove
your success.

41. 5. Define Meaningful Segments
Identify the groups of people, types of visitors,
sources, site behaviors or outcomes that are
important to focus on when analyzing each KPI.

42. Default Segments
– All Visits – Referral Traffic
– New Visitors – Visits with Conversions
– Returning Visitors – Visits with
– Paid Search Traffic Transactions
– Non-paid Search – Mobile Traffic
Traffic – Tablet Traffic
– Search Traffic – Non-Bounce Visits
– Direct Traffic

43. Advanced Segments: Custom Variables
• Visitor-level: demographic info, customer info, source info
– Keyword Used
– State Visiting From
– Site Entrance from a Web Banner
• Session-level: behavior during the site visit
– Viewed a Certain Section of the Site
– Downloaded a Certain Piece of Content
– Days Since Last Visit
• Page view-level: behavior on a particular page
– Viewed a Video
– Social Action
– Goal Completion Location

44. Recap: Steps To Tame Big Data
1. Define Your Business Objectives
2. Set Goals To Achieve Objectives
3. Align Metrics With Goals
4. Set Quantifiable Targets
5. Define Meaningful Segments

46. Big Data: Tamed Monster

47. Data Stewardship
“Marketers everywhere are stewards of consumer
data. It is our actions and abilities - and care and
attention - that enable brands to responsibly use
all the data we have - big and otherwise - to
delight customers, and engage them with our
brands.”
-
“At the end of the day, big data is meaningless -
as is small data or any other form - if it doesn't
help us create more meaningful and relevant
customer experiences.”
- Stephanie Miller, VP, Member Relations, DMA

48. Big Data 201
Analyzing and Acting
April 10th
On Key Social Media
and Digital Metrics • Reporting Tools and Tips
Now that you know why data
matters and what metrics you need
to measure, how do you capture • Data Dashboards
and analyze that data? This session
will provide some action steps and
tools to put data to work for your
business. Learn how to make real-
• Sharing is Caring When it
time decisions based on your Comes to Data
findings to optimize your strategies
and understand your success or
failure.

49. Any Questions?
@Rcoristin05
or
@MelamedRiley
rvanarsdale@mradvertising.com