copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Metrics that Matter
For Online Media and Content
[pres...
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Who IS this Kate O’Neill?
‣ strategic consultant, anal...
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
…and on Twitter: @kateo
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
So!
Let’s Talk About
Measurement.
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
What are you supposed
to measure?
‣ Impressions?
‣ Pag...
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Even conversion rate
is just a ratio,
not a holistic i...
See? Just a ratio.
Traffic, by itself,
decreases the ratio.
You say you want
a high conversion rate?
But obviously that makes no sense.
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Marketing
as Drucker Defined It
“The aim of marketing ...
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
In other words…
Make
more meaningful
connections.
Make...
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
So what should you measure?
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Favor
Driveway Moments
Over
Page Views
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
How do you make marketing
more meaningful?
Through an ...
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Round Up the
Usual Questions
Why are you communicatin...
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
MARKETING & SOCIAL CONTENT
PLANNING CYCLE
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Purpose
(The “Why”)
Why are you creating content, eng...
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Audience
(The “Who”)
Group for planning by measurable...
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Message
(The “What”)
Based on audience motivation
Ke...
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Channel
(The “Where”)
Drawing, not driving, people to...
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Experience
(The “How”)
Experience attributes should e...
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Effectiveness
(The “How Well”)
 Doesn’t have to be me...
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Measuring Squishy Things
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
10 Popular Metrics from Less Likely
to More Likely to ...
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Building the Process: The 4 Es
copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
Learning happens in a holistic system
@kateo F: /kateoneillpage L:/kateoneill copyright © 2014 KO Insights
thank
you.Email me at
koinsights@gmail.com for a
free...
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Metrics that Matter - Kate O'Neill - #AAN2014

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Presented at the Association of Alternative Newsmedia 2014 conference.

Session description from event program:
"Everything you think you know about pageviews is wrong. A page view means that someone visited your site. And that’s about all it means. But how many visitors you had really doesn’t tell you much of anything about how successful your online content is and, in turn, how successful your online business model will be. The key is turning visitors into readers and readers into audience members. And that means starting from the end and identifying at metrics that matter, then working backward to make sure you are strategically acting to drive those metrics."

Published in: Business, Technology
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No notes for slide
  • Hit highlights – 1 minute
  • Quick mention of my account and of hashtag – 1 minute
  • Intro – 2 minutes
  • Overview of possible areas – 2 minutes
  • Simple measures and simple ratios – 1 minute
  • Intro 4 Es – 3 minutes
  • How learning happens – 2 minutes
  • Metrics that Matter - Kate O'Neill - #AAN2014

    1. 1. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Metrics that Matter For Online Media and Content [presented by] Kate O’Neill, founder of KO Insights
    2. 2. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Who IS this Kate O’Neill? ‣ strategic consultant, analyst, author/writer, and speaker dealing with data and humanity ‣ CEO of [meta]marketer from 2009 to 2014, passionate advocate for customer centricity in marketing analytics ‣ linguist by education, passionate about how we communicate, driven by improving customer experience ‣ built first departmental website at UIC, first intranet at Toshiba, held first content management role at Netflix ‣ described by Adobe Target product manager as “on the bleeding edge of web optimization--she's creating the best practices instead of following them.” ‣ past roles at Netflix, Toshiba, HCA, Magazines.com, lots of startups, etc.
    3. 3. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill …and on Twitter: @kateo
    4. 4. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill So! Let’s Talk About Measurement.
    5. 5. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill What are you supposed to measure? ‣ Impressions? ‣ Page views? ‣ Response rate? ‣ Clicks? ‣ Conversion rate?
    6. 6. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Even conversion rate is just a ratio, not a holistic indicator of success.
    7. 7. See? Just a ratio.
    8. 8. Traffic, by itself, decreases the ratio.
    9. 9. You say you want a high conversion rate? But obviously that makes no sense.
    10. 10. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Marketing as Drucker Defined It “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
    11. 11. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill In other words… Make more meaningful connections. Make more of them. Continually improving how meaningful they are. Measuring them as meaningfully as you can.
    12. 12. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill So what should you measure?
    13. 13. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Favor Driveway Moments Over Page Views
    14. 14. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill How do you make marketing more meaningful? Through an iterative process that continually helps you: ‣Segment your potential audience by relevant needs or motivations ‣Align message and experience ‣Clarify your value proposition ‣Improve your marketing processes for agility and responsiveness
    15. 15. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Round Up the Usual Questions Why are you communicating? Who is your intended audience? What might you say? Where might you reach them? How do they want to interact with you? How well are your efforts paying off? kateoF:/kateoneillpageL:/kateoneill
    16. 16. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill MARKETING & SOCIAL CONTENT PLANNING CYCLE
    17. 17. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Purpose (The “Why”) Why are you creating content, engaging with customers: for SEO, brand awareness, customer communication, traffic generation, etc? Think about “why” from the customer/patient point of view, too: why should THEY want to engage with YOU Sometimes easiest to think about “why” or purpose in terms of value exchange
    18. 18. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Audience (The “Who”) Group for planning by measurable motivational differences Targeting: “Relevance is a form of respect.” What do they need? What do they value?
    19. 19. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Message (The “What”) Based on audience motivation Key-concept-driven more than keyword- driven
    20. 20. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Channel (The “Where”) Drawing, not driving, people to your property For acquisition, go where your intended audience is
    21. 21. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Experience (The “How”) Experience attributes should echo brand attributes: playful, trustworthy, reassuring, etc. Direct to landing page, to social profile page, to video, etc. Appropriate action for engagement level
    22. 22. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Effectiveness (The “How Well”)  Doesn’t have to be measured in $ and ¢  Qualitative or quantitative, subjective or objective
    23. 23. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Measuring Squishy Things
    24. 24. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill 10 Popular Metrics from Less Likely to More Likely to Be Meaningful 10. Facebook likes 9. traffic 8. conversion rate 7. units sold 6. company revenue 5. channel sales 4. return on ad spend 3. return on investment 2. line of business profit 1. customer lifetime value
    25. 25. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
    26. 26. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Building the Process: The 4 Es
    27. 27. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Learning happens in a holistic system
    28. 28. @kateo F: /kateoneillpage L:/kateoneill copyright © 2014 KO Insights thank you.Email me at koinsights@gmail.com for a free 20-minute consultation by phone on making your marketing more meaningful. Or connect with me and my company at: Twitter: @kateo / @koinsights Facebook: facebook.com/kateoneillpage LinkedIn:
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