The Data Game

3,279 views

Published on

Chris Sietsema presentation
November 2010

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
3,279
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The Data Game

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

×