Metrics that Matter - Kate O'Neill - #AAN2014
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Metrics that Matter - Kate O'Neill - #AAN2014

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Presented at the Association of Alternative Newsmedia 2014 conference. ...

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."

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  • Hit highlights – 1 minute <br />
  • Quick mention of my account and of hashtag – 1 minute <br />
  • Intro – 2 minutes <br />
  • Overview of possible areas – 2 minutes <br />
  • Simple measures and simple ratios – 1 minute <br />
  • Intro 4 Es – 3 minutes <br />
  • How learning happens – 2 minutes <br />

Metrics that Matter - Kate O'Neill - #AAN2014 Presentation Transcript

  • 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. 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. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill …and on Twitter: @kateo
  • 4. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill So! Let’s Talk About Measurement.
  • 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. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Even conversion rate is just a ratio, not a holistic indicator of success.
  • 7. See? Just a ratio.
  • 8. Traffic, by itself, decreases the ratio.
  • 9. You say you want a high conversion rate? But obviously that makes no sense.
  • 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. 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. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill So what should you measure?
  • 13. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Favor Driveway Moments Over Page Views
  • 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. 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. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill MARKETING & SOCIAL CONTENT PLANNING CYCLE
  • 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. 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. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Message (The “What”) Based on audience motivation Key-concept-driven more than keyword- driven
  • 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. 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. 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. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Measuring Squishy Things
  • 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. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill
  • 26. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Building the Process: The 4 Es
  • 27. copyright © 2014 KO Insights@kateo F: /kateoneillpage L:/kateoneill Learning happens in a holistic system
  • 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: