0
The Data Game
Providing Meaningful Metrics
for Multiple Campaigns
What We Will Not Cover
Source Attribution
Latency Affects from Multiple
Touchpoints & Campaigns
Best Methods for Creating
...
Teach to Fish Digital
Helps Companies
Learn How to
Manage Their
Own Campaigns
Assists Agencies
with Projects
Search, Email...
Current Issues
Disparate Sources,
Disparate Reports,
Disparate Insights &
Recommendations
Not Enough Time/
Money to Provid...
Why Does This Happen?
It’s Your Fault
Why Does This Happen?
It’s Your Client’s Fault
wah	
  ...	
  I	
  wanna	
  see	
  how	
  
ALL	
  my	
  ad	
  groups	
  
pe...
Why Does This Happen?
Blame it on the Campaign
Possible Solutions
1. Goals First Approach
2. Interval Reporting Approach
3. Story Tellers Approach
Goals First
A. Determine Client Goals
B. Identify Relevant Measures
by Tactical Implementation
C.Report Metrics that Align...
Goals First
Program
Increase
Sales by 20%
Improve Site
Conversion to
4.0%
Increase
Awareness
SEM PPC $
PPC
Conv %
# Brande...
Goals First
AGENCY LOGO
Goal 1
Goal 2
Goal 3
{
{
{
0
50
100
2007 2009
0
35
70
2007 2009
Increase Sales
Improve Conversion
...
Interval Reporting
0
4
8
12
16
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
ReportingHours
Happy Client Happy Agency
Interval Reporting
0
3
6
9
12
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
ReportingHours
Happy Medium
AGENCY LOGOAGENCY LOGO
Interval Reporting
AGENCY LOGO
0
50
100
2007 2009
0
35
70
2007 2009
Notes
0
50
100
2007 2009
Month ...
Story Telling
0
35
70
2007 2010
0
75
2007 2010
0
25
50
75
100
2007 2008 2009 2010
+
________________
Story Telling
1. They understand
quickly
2. You can share
real data from
the source
3. Makes for very
productive face
time...
Story Telling
Automate Where Possible
Account People = Analytics People
“Keep ‘em happy”
“Keep ‘em well
informed”
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...
Questions?
Chris Sietsema
Teach to Fish Digital
(480) 389.5435
teachtofishdigital.com
linkedin.com/in/sietsema
twitter.com/...
Slide-ography
Slide 3 “The Planet Data Center” by The Planet on Flickr Creative Commons
Slide 3 “Alarm Clock” by alancleav...
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The Data Game

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Chris Sietsema presentation
November 2010

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Transcript of "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
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