Metrics that Matter
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Metrics that Matter



My presentation to SES London 2012 - metrics that matter

My presentation to SES London 2012 - metrics that matter



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Metrics that Matter Metrics that Matter Presentation Transcript

  • London | 20–24 Feb, 2012 | #seslondonMetrics that Matter Will Critchlow Distilled @willcritchlow
  • I’m focusing on managing teams or agencies Picture:
  • Who’s been bawled out for not getting enough links? Picture:
  • Saying “just do it better” isn’t very helpful Picture:
  • Step 1: have a planPicture:
  • Side-note – get it signed off Picture:
  • Watch how fast the sausages come out, sure Picture:
  • But when stuff goes wrong(*) (*) and stuff will go wrong Picture:
  • Realise that the metrics that matter are INPUTS(*) (*) or the plan was a rubbish Picture:
  • i.e. If the sausages aren’tcoming out fast enough, it’s this guy’s fault Picture:
  • Here’s how I structurereporting: • Activity • Output • Results
  • Activity What have you done?Picture:
  • Examples:hours spent, emails sent (I like
  • Output How’s the plan going?Picture:
  • Is all the activity creating the desired outputs? (This is actual outreach data from an email from our head of outreach)Total Hours Spent As Team: 24.75Total Sites Reached Out to: 63Total Responses: 36Response Rate: 57%Number of Successes: 18Rate of Success: 50%
  • ResultsHow much money have we made? Picture:
  • Get as close to the money as you can (that’s really the others’ presentations) UniqueSource/Medium Revenue Visitorsgoogle / organic 13,279 $42,910.90(direct) / (none) 9,487 $18,149.00
  • Oh, and show what’s holding you up (excerpt from a real email from a PR company we worked with) Note: WC provided additional editorial content for BBC online feature – chasing next steps from journalist Action: Metro interview to be re-scheduled ASAP – LG continuing to liaise with journalist Note: WC provided content for first Bnet feature Action: WC to provide summary paragraph for end / LG to forward to journalist – ASAP
  • Discovering problems(normally): • Results • Output • Activity
  • Fixing problems (always): • Results • Output • Activity
  • You can know things are going wrong well before you’re sliding along on your arse Picture:
  • Focus on leading indicators of success (or failure) Picture:
  • “Ontrackness”Picture:
  • Soft metrics: “Do people like it?”Picture:
  • Summary – these are themetrics that matter (IMO): • Activity • Output • Results
  • Will CritchlowFounder,