Measurement
that
MattersJust because you can –
Doesn’t mean you should
www.ermarketing.net
emayfield@ermarketing.net
@elto...
Why BMA
Community
Conversation
Collaboration
Camaraderie
Collective
Cooperative
#TheChad #Wolfpack
Elton Mayfield
VP Chapter Development –
International BMA Board
President KC Chapter of
BMA – 2009-2013
Co-founder and Par...
B2B Marketing Firm
Founded 2001
Top Agency of the Year –
BtoB Magazine
Best of Show – BMA KC
Best of Show – DMA KC
B2s Win...
John
Wanamaker
“Half the money I spend on
advertising is wasted; the
trouble is I don’t know which
half.”
@EltonMayfield #MeasureWhatMatters
Determine the
Metrics
That Matter the Most
@EltonMayfield #MeasureWhatMatters
Where to Start?
Phone calls
Time on Site
Open Rate
Conversion Rate
OS
Mobile vs. Desktop
Click Through
Funnel Conversion
F...
Keep the Boss Happy
Where’s my report on
the flux capacitor
utilization by DeLorean
owners?
@EltonMayfield #MeasureWhatMat...
Prioritization
What Matters Most
@EltonMayfield #MeasureWhatMatters
The „So What‟
Factor
Impact vs Effort
Big Data
Systems
People
Culture
Establish a
Strategy
To Measure those Metrics
@EltonMayfield #MeasureWhatMatters
“A measurement strategy is an overall
philosophy and approach to data brought to
life through specific choices in how
orga...
Steps to Consider
Align the Plan
Draft measurement plan
Sell it
Refine it
Alignment and
Execution
What really matters?
What will impact the
business?
What aligns with company
goals?
Who cares?
Foster an Open
Culture
Come on in, the water‟s fine
@EltonMayfield #MeasureWhatMatters
Are you Ready?
Capacity to learn
Willingness to change
Openness to failure
Change the way you speak
Change conversation ab...
Make Life Easier. Use Existing Tools.
Start with what you‟ve got
Don‟t overcomplicate the process
Google Analytics
Email p...
Things That Are Dead
Hits
Traffic
Visitors
Clicks
Page Views
Social Share
Likes
You will
mess it up
 Determine what matters
 Establish a strategy or
plan
 Prioritize
 Foster an open culture
 Review...
@EltonMayfield #MeasureWhatMatters
Goals are the reference to
know if the target was
reached.
Measurement informs us of
pr...
Discussion
Elton Mayfield
@eltonmayfield
linkedin.com/in/eltonmayfield
www.ermarketing.net
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Measurement That Matters

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In the ever-increasing fast-paced world of marketing and communications, measuring what worked, if at all, is becoming more and more challenging. But what to measure? How to determine if it’s important or just interesting?

Not everything that can be measured needs to be. But what matters MUST be.

Key Takeaways:

- Top strategies to measure marketing activities
- Developing metrics that matter
- Determining the priority of what you measure
- Developing a culture that shares

Presentation made by Elton Mayfield at BMA Carolinas on Sept. 18th, 2013.

Published in: Business, Technology
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Measurement That Matters

  1. 1. Measurement that MattersJust because you can – Doesn’t mean you should www.ermarketing.net emayfield@ermarketing.net @eltonmayfield
  2. 2. Why BMA Community Conversation Collaboration Camaraderie Collective Cooperative #TheChad #Wolfpack
  3. 3. Elton Mayfield VP Chapter Development – International BMA Board President KC Chapter of BMA – 2009-2013 Co-founder and Partner – ER Marketing Friends with #TheChad Love the BMA
  4. 4. B2B Marketing Firm Founded 2001 Top Agency of the Year – BtoB Magazine Best of Show – BMA KC Best of Show – DMA KC B2s Winner – BMA National Best Places to Work – KC Business Journal
  5. 5. John Wanamaker “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
  6. 6. @EltonMayfield #MeasureWhatMatters
  7. 7. Determine the Metrics That Matter the Most @EltonMayfield #MeasureWhatMatters
  8. 8. Where to Start? Phone calls Time on Site Open Rate Conversion Rate OS Mobile vs. Desktop Click Through Funnel Conversion Form completion Bounce Rate Lead Source Engagement Level Facebook Likes ReTweets Klout Score Blog Followers Attendance Coupons Scanned QR scans Sales @EltonMayfield #MeasureWhatMatters
  9. 9. Keep the Boss Happy Where’s my report on the flux capacitor utilization by DeLorean owners? @EltonMayfield #MeasureWhatMatters
  10. 10. Prioritization What Matters Most @EltonMayfield #MeasureWhatMatters
  11. 11. The „So What‟ Factor Impact vs Effort Big Data Systems People Culture
  12. 12. Establish a Strategy To Measure those Metrics @EltonMayfield #MeasureWhatMatters
  13. 13. “A measurement strategy is an overall philosophy and approach to data brought to life through specific choices in how organizations capture, store, and analyze information for decision-making purposes. Defining this is no longer a luxury.”
  14. 14. Steps to Consider Align the Plan Draft measurement plan Sell it Refine it
  15. 15. Alignment and Execution What really matters? What will impact the business? What aligns with company goals? Who cares?
  16. 16. Foster an Open Culture Come on in, the water‟s fine @EltonMayfield #MeasureWhatMatters
  17. 17. Are you Ready? Capacity to learn Willingness to change Openness to failure Change the way you speak Change conversation about deadlines to conversations around actions.
  18. 18. Make Life Easier. Use Existing Tools. Start with what you‟ve got Don‟t overcomplicate the process Google Analytics Email platform reports Social network reporting HootSuite or similar platforms Plug „n Play reporting Avoid anything that says „Enterprise‟ level Just get started… Look for existing tools to meet your needs. @EltonMayfield #MeasureWhatMatters
  19. 19. Things That Are Dead Hits Traffic Visitors Clicks Page Views Social Share Likes
  20. 20. You will mess it up  Determine what matters  Establish a strategy or plan  Prioritize  Foster an open culture  Review and repeat  Don‟t worry it will change
  21. 21. @EltonMayfield #MeasureWhatMatters Goals are the reference to know if the target was reached. Measurement informs us of progress along the way.
  22. 22. Discussion Elton Mayfield @eltonmayfield linkedin.com/in/eltonmayfield www.ermarketing.net
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