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Chris Sietsema presentation …

Chris Sietsema presentation
November 2010

More in: Business , Technology
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  • 1. The Data Game Providing Meaningful Metrics for Multiple Campaigns
  • 2. What We Will Not Cover Source Attribution Latency Affects from Multiple Touchpoints & Campaigns Best Methods for Creating Reports (covered already) Slideshare.net/sietsema/ marketing-dashboards
  • 3. Teach to Fish Digital Helps Companies Learn How to Manage Their Own Campaigns Assists Agencies with Projects Search, Email, Social Media, & Analytics
  • 4. Current Issues Too Much Data Not Enough Time/ Money to Provide Consistent Value Disparate Sources, Disparate Reports, Disparate Insights & Recommendations
  • 5. Why Does This Happen? It’s Your Fault
  • 6. Why Does This Happen? wah  ...  I  wanna  see  how   ALL  my  ad  groups   performed  ...  wah  ... It’s Your Client’s Fault
  • 7. Why Does This Happen? Blame it on the Campaign
  • 8. Possible Solutions 1. Goals First Approach 2. Interval Reporting Approach 3. Story Tellers Approach
  • 9. Goals First A. Determine Client Goals B. Identify Relevant Measures by Tactical Implementation C. Report Metrics that Align with Goals
  • 10. Goals First Improve Site Increase Increase Program Sales by 20% Conversion to Awareness 4.0% PPC # Branded SEM PPC $ Conv % Searches Display % New Display Ad $ Conv % Visitors Email Email Newsletter $ Conv %
  • 11. Goals First AGENCY LOGO { Increase Sales 100 Goal 1 50 0 { 2007 2009 Improve Conversion70 Goal 2 35 0 2007 2009 { Brand Awareness Goal 3
  • 12. Interval Reporting 16 12 Reporting Hours 8 4 0 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Happy Client Happy Agency
  • 13. Interval Reporting 12 9 Reporting Hours 6 3 0 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Happy Medium
  • 14. Interval Reporting Month 1 Month 3 70 35 75 AGENCY LOGO AGENCY LOGO AGENCY LOGO 0 0 100 70 2007 2010 2007 2010 100 75 35 50 50 25 0 0 100 2007 2009 0 2007 2008 2009 2010 2007 2009 Month 2 50 0 70 75 200 35 150 2007 2009 0 0 100 50 2007 2010 2007 2010 0 2007 2008 2009 2010 100 75 Notes 50 25 0 2007 2008 2009 2010
  • 15. Story Telling 70 75 35 + 0 0 2007 2010 100 2007 2010 75 50 25 0 2007 2008 2009 2010 ________________
  • 16. Story Telling PROS CONS 1. They understand 1. Not for every quickly client (or agency) 2. You can share 2. Factor in editing real data from time the source 3. Requires software 3. Makes for very PC - Camtasia productive face time Mac - Screenflow
  • 17. Story Telling
  • 18. Automate Where Possible
  • 19. Account People = Analytics People “Keep ‘em well “Keep ‘em happy” informed”
  • 20. Organic Growth For Clients For Agencies 70 100 70 100 52.5 52.5 35 50 35 50 17.5 17.5 0 0 0 2007 2008 2009 2010 0 100 100 2007 2008 2009 2010 2007 2009 2007 2009 50 50 200 0 0 200 150 100 2007 2009 150 100 2007 2009 50 50 0 0 2007 2008 2009 2010 2007 2008 2009 2010 Notes Notes PAST FUTURE
  • 21. Questions? Chris Sietsema Teach to Fish Digital (480) 389.5435 teachtofishdigital.com linkedin.com/in/sietsema twitter.com/sietsema slideshare.net/sietsema
  • 22. Slide-ography Slide 3 “The Planet Data Center” by The Planet on Flickr Creative Commons Slide 3 “Alarm Clock” by alancleaver_2000 on Flickr Creative Commons Slide 3 “Confusing Traffic Sign, Boston, MA” by NNECPA on Flickr Creative Commons Slide 4 - The infamous Matthew Lesko Slide 5 - “(don’t) Cry” by Pedro Klien on Flickr Creative Commons Slide 6 - Blindfolded Holiday Gift Wrapping by Christine and Justin Gignac