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BUILDINGYOUR
ONLINEBRAND
Analytics
DANNICHOLSON
Campaign Analyst
( Rain Man )
WHATISANALYTICS?
WHATDOESITLOOKLIKE?
AGENDA
Goals & Benchmarks
How to Tell When We’re Successful1
Measure
Analyze the Data to Create Actionable Insights2
Adjust
Hypothesize, Test and Repeat. Always.3
GOALS&
BENCHMARKSHow to Tell When We’re Successful
THEROADMAP
Campaign Goals
The way to measure success of the business objectiveB
Business Objectives
The achievement that the business is striving towardsA
Primary & Secondary Goals
Planning Which Data to Capture to Prove SuccessC
Benchmarks & Targets
Quantifying the Campaign Goals to Prove SuccessD
Measurement Landscape
Putting it all Together to Measure Success-
BUSINESSOBJECTIVE
A “Business Objective” is a detailed picture that
allows a business to achieve a stated aim. These
need to be specific, clear and easy to understand in
order for the business to know what progress it has
made towards achieving the objective.
Examples: Improve Internal Communications,
Execute and Maintain a CRM Process that is
Producing Results
SEPARATENEEDS
It’s all about the bottom line…
We need people to donate…
Tickets won’t sell themselves…
More impressions mean more sales…
$$$$$$
Audience
?????
I can’t find anything…
This site is too slow…
It’s not mobile optimized…
This isn’t what I’m looking for…
Business
ALIGNOBJECTIVES
WHAT
HOW
WHY
To find and release the potential in people,
brands and organizations.
WHYWEEXIST
Constructive Transparency, Healthy Relationships,
Collaborative Creativity, Intentional Leadership.
HOWWEOPERATE
We help brands find, engage and connect with the
changing heartland audience.
WHATWEDO
SUCCESSFULALIGNMENT
WHATTHEY
CAREABOUT.
WHATWE
WANTTOSAY.
Business Objectives Audience Goals
SUCCESSFUL
CONTENT
WE’REACOMPANY
The Bottom Line Matters
LEADERSHIPTEAM The Vision
BUSINESSOBJECTIVES
• Develop optimal service levels
for every client type.
• In-depth knowledge of client’s
industry and client’s client.
• Be keenly aware and
accountable to our
performance.
• Build long-term assets for
client’s owned media.
To find and release the potential in people, brands and organizations.
CLIENTINTIMACY
• Become (and be recognized as)
knowledge leaders.
• Attract and maintain our unfair
share of the top 50%.
• Become a culture of intentional
leaders.
INTENTIONALCULTURE
INTENTIONALCULTURE
CLIENTINTIMACY
THEROADMAP
Campaign Goals
The way to measure success of the business objectiveB
Business Objectives
The achievement that the business is striving towardsA
Primary & Secondary Goals
Planning Which Data to Capture to Prove SuccessC
Benchmarks & Targets
Quantifying the Campaign Goals to Prove SuccessD
Measurement Landscape
Putting it all Together to Measure Success-
Campaign Goals
The way to measure success of the business objectiveB
CAMPAIGNGOAL
The “Campaign Goal” is the over-arching goal for
the tactics you are executing through-out a
campaign, be it marketing or otherwise.
Example: Hire for an Open Position
SETTINGUPCAMPAIGNGOALS
Choose a Business Objective
Pick an objective that’s right for you and your team1
• Develop optimal service levels
for every client type.
• In-depth knowledge of client’s
industry and client’s client.
• Be keenly aware and
accountable to our
performance.
• Build long-term assets for
client’s owned media.
To find and release the potential in people, brands and organizations.
CLIENTINTIMACY
• Become (and be recognized as)
knowledge leaders.
• Attract and maintain our unfair
share of the top 50%.
• Become a culture of intentional
leaders.
Become (and be recognized as) knowledge leaders.
INTENTIONALCULTURE
BUSINESSOBJECTIVES
SETTINGUPCAMPAIGNGOALS
Break Out into Themes
What content do you want to produce?2
Choose a Business Objective
Pick an objective that’s right for you and your team1
Speaking Engagements Written Content
Visualize the Landscape
Where do you want your content to live?3
White PapersSpeaking
Follow-Ups
Become (and be recognized as) knowledge leaders.
✓
Provide Written Content from Our Leaders
✓
✓
Provide Written Content from Our Leaders
Choose Something to Measure
Where would you like to start?4 Blog Posts
THEROADMAP
Campaign Goals
The way to measure success of the business objectiveB
Business Objectives
The achievement that the business is striving towardsA
Primary & Secondary Goals
Planning Which Data to Capture to Prove SuccessC
Benchmarks & Targets
Quantifying the Campaign Goals to Prove SuccessD
Measurement Landscape
Putting it all Together to Measure Success-
Primary & Secondary Goals
Planning Which Data to Capture to Prove SuccessC
Benchmarks & Targets
Quantifying the Campaign Goals to Prove SuccessD
PRIMARYGOAL
A “Primary Goal” (also known as a “Macro Goal”) is
the one conversion you’re campaign is trying to
achieve. This is typically the reason why your
website exists today.
Examples: Sale of a Product, Client Leads
SECONDARYGOALS
A “Secondary Goal” (also known as a “Micro Goal”)
is one of multiple steps that happen along the way
towards the primary goal. There are typically
multiple secondary goals and they provide more
insight to what’s happening and where.
Examples: Views of a Video, Time Spent on a Page
SETTINGUPPRIMARY&SECONDARYGOALS
Review Your Website’s Sitemap
Find areas that you want a user to achieve an action.1
Blog
Single Post
Deconstructing SEO
Multiple Blog Posts
Contact Us
Telephone, Address, Email
Home
Campaign Goal
The way to measure success of the business objectiveB
Information Hub
Become (and be recognized as) knowledge leaders.
Business Objectives
The achievement that the business is striving towardsA
Provide Written Content from Our Leaders
Blog
Single Post
Deconstructing SEO
Multiple Blog Posts
Contact Us
Telephone, Address, Email
Primary Goal
Generate Inbound Leads from Prospective ClientsC1 Secondary Goal
Readership of each Blog Post posted by Think ShiftC2
Home
Information Hub
Campaign Goal
The way to measure success of the business objectiveBBecome (and be recognized as) knowledge leaders.
Business Objectives
The achievement that the business is striving towardsA
Provide Written Content from Our Leaders
SETTINGUPPRIMARY&SECONDARYGOALS
Review Your Website’s Sitemap
Find areas that you want a user to achieve an action.1✓
Benchmarks and Targets
Review historical data to create a logical, and attainable, target.3
Contact Us
Telephone, Address, Email
Home
Information Hub
Metrics and Dimensions
Figure out which metrics and dimensions apply to your goals.2
METRICS
A “Metric” measures the data. It is best to think of
them as the “How Many” or “How Much” of the
question you’re asking yourself.
Examples: How many times was the Email Us
button clicked?
DIMENSIONS
A “Dimension” describes the data. It is best to think
of them as the “What” or “Which” of the question
you’re asking yourself.
Examples: Which cities clicked the Email Us button?
BENCHMARK
A “Benchmark” is a historical point of reference in
which we can compare our current success.
Examples: 20 Email Us button clicks in July 2013
TARGET
The “Target” is a point of reference that’s based off
of the historical “Benchmark” that should above it,
but is logically attainable.
Examples: 50 Email Us button clicks in July 2014
Blog
Single Post
Deconstructing SEO
Multiple Blog Posts
Contact Us
Telephone, Address, Email
Home
Information Hub
• Number of Client Leads received per blog post in 2014

Benchmark: 2 leads per blog post

Target: 3 leads per blog post
Primary Goal
Generate Inbound Leads from Prospective ClientsC1
Blog
Single Post
Deconstructing SEO
Multiple Blog Posts
Contact Us
Telephone, Address, Email
Home
Information Hub
• Ratio of Time Spent Reading a Blog Post in 2014

Benchmark: 50% of Avg. Reading Time per Blog Post

Target: 75% of Avg. Reading Time per Blog Post
• Number of Pageviews across all Blog Posts in 2014

Benchmark: Avg. 50 Pageviews across all Blog Posts

Target: Avg. 100 Pageviews across all Blog Post
Secondary Goals
Readership of each Blog Post posted by Think ShiftC2
WHY?
SETTINGUPPRIMARY&SECONDARYGOALS
Review Your Website’s Sitemap
Find areas that you want a user to achieve an action.1✓
Benchmarks and Targets
Review historical data to create an attainable target.3
Contact Us
Telephone, Address, Email
Home
Information Hub
Metrics and Dimensions
Figure out which metrics and dimensions apply to your goals.2✓
• Number of Client Leads received per blog post
• Ratio of Time Spent Reading a Blog Post in 2014
• Number of Pageviews across all Blog Posts in 2014
• 2013: Two Leads 2014: Three Leads
• 2013: 50% Time Read 2014: 75% Time Read
• 2013: 50 Pageviews 2014: 100 Pageviews
✓
THEROADMAP
Campaign Goals
The way to measure success of the business objectiveB
Business Objectives
The achievement that the business is striving towardsA
Primary & Secondary Goals
Planning Which Data to Capture to Prove SuccessC
Benchmarks & Targets
Quantifying the Campaign Goals to Prove SuccessD
Measurement Landscape
Putting it all Together to Measure Success- Measurement Landscape
Putting it all Together to Measure Success-
Business Objective
Campaign Goal
$ 2nd2nd2nd
Company’s Vision and Why We Exist
Campaign Goal
$ 2nd2nd2nd
Business Objective
Campaign Goal
$ 2nd2nd2nd
Campaign Goal
$ 2nd2nd2nd
MEASUREMENTLANDSCAPE}
MEASURE
}
ADJUST
LET’SRECAP…
Campaign Goal
Provide Written Content from the Leaders of Think ShiftB
Business Objective
Become (and be recognized as) knowledge leadersA
Why We Exist
To find and release the potential in people, brands and organizations.-
Generate Inbound Leads from Prospective Clients
Primary GoalC1
Secondary Goals
Readership of each Blog Post posted by Think ShiftC2
Number of Client Leads Received per Blog Post
Number of Pageviews across all Blog Posts
Ratio of Time Spent Reading per Blog Post
MEASUREAnalyze the Data to Create Actionable Insights
MEASURE
Track Inbound Links
Some assembly required…-
Begin the Campaign
Tell someone about your content-
Wait…
Decide when you want to start measuring your data-
Collect Your Data
Review your data and begin analyzing-
PAID
WAYSTOTHEMESSAGEOUT
• What we have full control over and can push out as a company
• Messaging shared through word of mouth channels
• Advertising in a more traditional sense
We break our communications into three types.
OWNED
EARNED
...
EARNEDMEDIA
• Popular method for sharing
more casual and conversational
information
This campaign we’re going to focus on using Facebook and LinkedIn
FACEBOOK
• Highly targetable, with a strong
focus on business content
LINKEDIN
• Think Shift has a large and
engaged Facebook Audience
• Think Shift will be able to reach both
potential clients and potential job
applicants
MEASURE
Track Inbound Links
Some assembly required…-
Begin the Campaign
Tell someone about your content-
Wait…
Decide when you want to start measuring your data-
Collect Your Data
Review your data and begin analyzing-
Track Inbound Links
Some assembly required…-
TRACKINBOUNDLINKS
Blog
Single Post
Deconstructing SEO
Multiple Blog Posts
Home
Information Hub
http://thinkshiftinc.com/blog/blog-post/
URL Link
+ UTM Cookie
= Tracked URL
+ URL Shortener
= Shareable URL
http://thinkshiftinc.com/blog/blog-post/?utm_source=Facebook&utm_medium=Share&utm_content=Demo&utm_campaign=BYOB
GOOGLECHROME
Google URL Builderhttps://support.google.com/analytics/answer/1033867?hl=en
http://thinkshiftinc.com/blog/blog-post/
Facebook
Share
Demo
BYOB
http://bit.lyhttp://bit.ly/1G2hx3
MEASURE
Track Inbound Links
Some assembly required…-
Begin the Campaign
Tell someone about your content-
Wait…
Decide when you want to start measuring your data-
Collect Your Data
Review your data and begin analyzing-
Wait…
Decide when you want to start measuring your data-
Collect Your Data
Review your data and begin analyzing-
PRIMARYGOAL Generate three client leads.
SECONDARYGOAL Generate an average of 100 views of our blog posts each month
SECONDARYGOAL Maintain an average of read time of 75% of the total post length
ACHIEVED
Goal: 75% Average Read Time on Page

100 Views of Blog Pages
• Time on Page Averaged 75%
• Visitors 90
Goal: 3 Leads
• Obtained 3 Leads
SUMMARYOFRESULTS
Results:
1 Lead from Facebook
2 Leads from LinkedIn
PRIMARYGOAL: SECONDARYGOAL:
Results:
70% Average Read Time on Page from
60 Facebook Pageviews
85% Average Read Time on Page from
30 LinkedIn Pageviews
PARTIALLYACHIEVED
ADJUSTHypothesize, Test and Repeat. Always.
ADJUST
Hypothesize
Ask questions based off what you see in the data.1
Run a Test
Repeat the measurement section with new ideas2
2013: Two Leads 2014: Three Leads
2013: 50% Time Read 2014: 75% Time Read
2013: 50 Pageviews 2014: 100 Pageviews
1 Lead 70% 60 Pv
2 Lead 80% 30 Pv
Impressions
Quality Leads
Track Inbound Links
Some assembly required…-
Begin the Campaign
Tell someone about your content-
Wait…
Decide when you want to start measuring your data-
Collect Your Data
Review your data and begin analyzing-
TYPESOFADJUSTMENTS
A B
A/B Testing
!?
UX Testing Web Analytics
Core
Audience
Blog Post
Potential
Leads
Two-Way Communication
One-Way Communication
Prize
Information Hub
Paid Media
Earned Media
...Relations
Event
Article
Coupon
Potential
Employees
Job Position
Listings
Careers Blog
Topic
Blog Post
The Reason You Exist Today
Owned Media
...
$
Contact
Analytics
Audience Behavours
Blog Post
QUESTION?
“If you know you’ve got a mobile audience, which
Google Analytics can easily tell you, how can you
dive deeper to get to know that audience?”
- Nigel Fortlage
ANSWER
Narrow the focus and look at your goals. What do
you want them to do?
- Dan Nicholson
RECAP
Goals & Benchmarks
How to Tell When We’re Successful1
Measure
Analyze the Data to Create Actionable Insights2
Adjust
Hypothesize, Test and Repeat. Always.3
Business Objective
Campaign Goal
$ 2nd2nd2nd
Company’s Vision and Why We Exist
Campaign Goal
$ 2nd2nd2nd
Business Objective
Campaign Goal
$ 2nd2nd2nd
Campaign Goal
$ 2nd2nd2nd
MEASUREMENTLANDSCAPE}
MEASURE
}
ADJUST
THANKS!
These slides will be available soon.

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Analytics: How to Measure Marketing Success

  • 5. AGENDA Goals & Benchmarks How to Tell When We’re Successful1 Measure Analyze the Data to Create Actionable Insights2 Adjust Hypothesize, Test and Repeat. Always.3
  • 6. GOALS& BENCHMARKSHow to Tell When We’re Successful
  • 7. THEROADMAP Campaign Goals The way to measure success of the business objectiveB Business Objectives The achievement that the business is striving towardsA Primary & Secondary Goals Planning Which Data to Capture to Prove SuccessC Benchmarks & Targets Quantifying the Campaign Goals to Prove SuccessD Measurement Landscape Putting it all Together to Measure Success-
  • 8. BUSINESSOBJECTIVE A “Business Objective” is a detailed picture that allows a business to achieve a stated aim. These need to be specific, clear and easy to understand in order for the business to know what progress it has made towards achieving the objective. Examples: Improve Internal Communications, Execute and Maintain a CRM Process that is Producing Results
  • 9. SEPARATENEEDS It’s all about the bottom line… We need people to donate… Tickets won’t sell themselves… More impressions mean more sales… $$$$$$ Audience ????? I can’t find anything… This site is too slow… It’s not mobile optimized… This isn’t what I’m looking for… Business
  • 10. ALIGNOBJECTIVES WHAT HOW WHY To find and release the potential in people, brands and organizations. WHYWEEXIST Constructive Transparency, Healthy Relationships, Collaborative Creativity, Intentional Leadership. HOWWEOPERATE We help brands find, engage and connect with the changing heartland audience. WHATWEDO
  • 14. BUSINESSOBJECTIVES • Develop optimal service levels for every client type. • In-depth knowledge of client’s industry and client’s client. • Be keenly aware and accountable to our performance. • Build long-term assets for client’s owned media. To find and release the potential in people, brands and organizations. CLIENTINTIMACY • Become (and be recognized as) knowledge leaders. • Attract and maintain our unfair share of the top 50%. • Become a culture of intentional leaders. INTENTIONALCULTURE
  • 16. THEROADMAP Campaign Goals The way to measure success of the business objectiveB Business Objectives The achievement that the business is striving towardsA Primary & Secondary Goals Planning Which Data to Capture to Prove SuccessC Benchmarks & Targets Quantifying the Campaign Goals to Prove SuccessD Measurement Landscape Putting it all Together to Measure Success- Campaign Goals The way to measure success of the business objectiveB
  • 17. CAMPAIGNGOAL The “Campaign Goal” is the over-arching goal for the tactics you are executing through-out a campaign, be it marketing or otherwise. Example: Hire for an Open Position
  • 18. SETTINGUPCAMPAIGNGOALS Choose a Business Objective Pick an objective that’s right for you and your team1
  • 19. • Develop optimal service levels for every client type. • In-depth knowledge of client’s industry and client’s client. • Be keenly aware and accountable to our performance. • Build long-term assets for client’s owned media. To find and release the potential in people, brands and organizations. CLIENTINTIMACY • Become (and be recognized as) knowledge leaders. • Attract and maintain our unfair share of the top 50%. • Become a culture of intentional leaders. Become (and be recognized as) knowledge leaders. INTENTIONALCULTURE BUSINESSOBJECTIVES
  • 20. SETTINGUPCAMPAIGNGOALS Break Out into Themes What content do you want to produce?2 Choose a Business Objective Pick an objective that’s right for you and your team1 Speaking Engagements Written Content Visualize the Landscape Where do you want your content to live?3 White PapersSpeaking Follow-Ups Become (and be recognized as) knowledge leaders. ✓ Provide Written Content from Our Leaders ✓ ✓ Provide Written Content from Our Leaders Choose Something to Measure Where would you like to start?4 Blog Posts
  • 21. THEROADMAP Campaign Goals The way to measure success of the business objectiveB Business Objectives The achievement that the business is striving towardsA Primary & Secondary Goals Planning Which Data to Capture to Prove SuccessC Benchmarks & Targets Quantifying the Campaign Goals to Prove SuccessD Measurement Landscape Putting it all Together to Measure Success- Primary & Secondary Goals Planning Which Data to Capture to Prove SuccessC Benchmarks & Targets Quantifying the Campaign Goals to Prove SuccessD
  • 22. PRIMARYGOAL A “Primary Goal” (also known as a “Macro Goal”) is the one conversion you’re campaign is trying to achieve. This is typically the reason why your website exists today. Examples: Sale of a Product, Client Leads
  • 23. SECONDARYGOALS A “Secondary Goal” (also known as a “Micro Goal”) is one of multiple steps that happen along the way towards the primary goal. There are typically multiple secondary goals and they provide more insight to what’s happening and where. Examples: Views of a Video, Time Spent on a Page
  • 24. SETTINGUPPRIMARY&SECONDARYGOALS Review Your Website’s Sitemap Find areas that you want a user to achieve an action.1
  • 25. Blog Single Post Deconstructing SEO Multiple Blog Posts Contact Us Telephone, Address, Email Home Campaign Goal The way to measure success of the business objectiveB Information Hub Become (and be recognized as) knowledge leaders. Business Objectives The achievement that the business is striving towardsA Provide Written Content from Our Leaders
  • 26. Blog Single Post Deconstructing SEO Multiple Blog Posts Contact Us Telephone, Address, Email Primary Goal Generate Inbound Leads from Prospective ClientsC1 Secondary Goal Readership of each Blog Post posted by Think ShiftC2 Home Information Hub Campaign Goal The way to measure success of the business objectiveBBecome (and be recognized as) knowledge leaders. Business Objectives The achievement that the business is striving towardsA Provide Written Content from Our Leaders
  • 27. SETTINGUPPRIMARY&SECONDARYGOALS Review Your Website’s Sitemap Find areas that you want a user to achieve an action.1✓ Benchmarks and Targets Review historical data to create a logical, and attainable, target.3 Contact Us Telephone, Address, Email Home Information Hub Metrics and Dimensions Figure out which metrics and dimensions apply to your goals.2
  • 28. METRICS A “Metric” measures the data. It is best to think of them as the “How Many” or “How Much” of the question you’re asking yourself. Examples: How many times was the Email Us button clicked?
  • 29. DIMENSIONS A “Dimension” describes the data. It is best to think of them as the “What” or “Which” of the question you’re asking yourself. Examples: Which cities clicked the Email Us button?
  • 30. BENCHMARK A “Benchmark” is a historical point of reference in which we can compare our current success. Examples: 20 Email Us button clicks in July 2013
  • 31. TARGET The “Target” is a point of reference that’s based off of the historical “Benchmark” that should above it, but is logically attainable. Examples: 50 Email Us button clicks in July 2014
  • 32. Blog Single Post Deconstructing SEO Multiple Blog Posts Contact Us Telephone, Address, Email Home Information Hub • Number of Client Leads received per blog post in 2014
 Benchmark: 2 leads per blog post
 Target: 3 leads per blog post Primary Goal Generate Inbound Leads from Prospective ClientsC1
  • 33. Blog Single Post Deconstructing SEO Multiple Blog Posts Contact Us Telephone, Address, Email Home Information Hub • Ratio of Time Spent Reading a Blog Post in 2014
 Benchmark: 50% of Avg. Reading Time per Blog Post
 Target: 75% of Avg. Reading Time per Blog Post • Number of Pageviews across all Blog Posts in 2014
 Benchmark: Avg. 50 Pageviews across all Blog Posts
 Target: Avg. 100 Pageviews across all Blog Post Secondary Goals Readership of each Blog Post posted by Think ShiftC2 WHY?
  • 34. SETTINGUPPRIMARY&SECONDARYGOALS Review Your Website’s Sitemap Find areas that you want a user to achieve an action.1✓ Benchmarks and Targets Review historical data to create an attainable target.3 Contact Us Telephone, Address, Email Home Information Hub Metrics and Dimensions Figure out which metrics and dimensions apply to your goals.2✓ • Number of Client Leads received per blog post • Ratio of Time Spent Reading a Blog Post in 2014 • Number of Pageviews across all Blog Posts in 2014 • 2013: Two Leads 2014: Three Leads • 2013: 50% Time Read 2014: 75% Time Read • 2013: 50 Pageviews 2014: 100 Pageviews ✓
  • 35. THEROADMAP Campaign Goals The way to measure success of the business objectiveB Business Objectives The achievement that the business is striving towardsA Primary & Secondary Goals Planning Which Data to Capture to Prove SuccessC Benchmarks & Targets Quantifying the Campaign Goals to Prove SuccessD Measurement Landscape Putting it all Together to Measure Success- Measurement Landscape Putting it all Together to Measure Success-
  • 36. Business Objective Campaign Goal $ 2nd2nd2nd Company’s Vision and Why We Exist Campaign Goal $ 2nd2nd2nd Business Objective Campaign Goal $ 2nd2nd2nd Campaign Goal $ 2nd2nd2nd MEASUREMENTLANDSCAPE} MEASURE } ADJUST LET’SRECAP…
  • 37. Campaign Goal Provide Written Content from the Leaders of Think ShiftB Business Objective Become (and be recognized as) knowledge leadersA Why We Exist To find and release the potential in people, brands and organizations.- Generate Inbound Leads from Prospective Clients Primary GoalC1 Secondary Goals Readership of each Blog Post posted by Think ShiftC2 Number of Client Leads Received per Blog Post Number of Pageviews across all Blog Posts Ratio of Time Spent Reading per Blog Post
  • 38. MEASUREAnalyze the Data to Create Actionable Insights
  • 39. MEASURE Track Inbound Links Some assembly required…- Begin the Campaign Tell someone about your content- Wait… Decide when you want to start measuring your data- Collect Your Data Review your data and begin analyzing-
  • 40. PAID WAYSTOTHEMESSAGEOUT • What we have full control over and can push out as a company • Messaging shared through word of mouth channels • Advertising in a more traditional sense We break our communications into three types. OWNED EARNED ...
  • 41. EARNEDMEDIA • Popular method for sharing more casual and conversational information This campaign we’re going to focus on using Facebook and LinkedIn FACEBOOK • Highly targetable, with a strong focus on business content LINKEDIN • Think Shift has a large and engaged Facebook Audience • Think Shift will be able to reach both potential clients and potential job applicants
  • 42. MEASURE Track Inbound Links Some assembly required…- Begin the Campaign Tell someone about your content- Wait… Decide when you want to start measuring your data- Collect Your Data Review your data and begin analyzing- Track Inbound Links Some assembly required…-
  • 43. TRACKINBOUNDLINKS Blog Single Post Deconstructing SEO Multiple Blog Posts Home Information Hub http://thinkshiftinc.com/blog/blog-post/ URL Link + UTM Cookie = Tracked URL + URL Shortener = Shareable URL http://thinkshiftinc.com/blog/blog-post/?utm_source=Facebook&utm_medium=Share&utm_content=Demo&utm_campaign=BYOB GOOGLECHROME Google URL Builderhttps://support.google.com/analytics/answer/1033867?hl=en http://thinkshiftinc.com/blog/blog-post/ Facebook Share Demo BYOB http://bit.lyhttp://bit.ly/1G2hx3
  • 44. MEASURE Track Inbound Links Some assembly required…- Begin the Campaign Tell someone about your content- Wait… Decide when you want to start measuring your data- Collect Your Data Review your data and begin analyzing- Wait… Decide when you want to start measuring your data- Collect Your Data Review your data and begin analyzing-
  • 45. PRIMARYGOAL Generate three client leads.
  • 46. SECONDARYGOAL Generate an average of 100 views of our blog posts each month
  • 47. SECONDARYGOAL Maintain an average of read time of 75% of the total post length
  • 48. ACHIEVED Goal: 75% Average Read Time on Page
 100 Views of Blog Pages • Time on Page Averaged 75% • Visitors 90 Goal: 3 Leads • Obtained 3 Leads SUMMARYOFRESULTS Results: 1 Lead from Facebook 2 Leads from LinkedIn PRIMARYGOAL: SECONDARYGOAL: Results: 70% Average Read Time on Page from 60 Facebook Pageviews 85% Average Read Time on Page from 30 LinkedIn Pageviews PARTIALLYACHIEVED
  • 49. ADJUSTHypothesize, Test and Repeat. Always.
  • 50. ADJUST Hypothesize Ask questions based off what you see in the data.1 Run a Test Repeat the measurement section with new ideas2 2013: Two Leads 2014: Three Leads 2013: 50% Time Read 2014: 75% Time Read 2013: 50 Pageviews 2014: 100 Pageviews 1 Lead 70% 60 Pv 2 Lead 80% 30 Pv Impressions Quality Leads Track Inbound Links Some assembly required…- Begin the Campaign Tell someone about your content- Wait… Decide when you want to start measuring your data- Collect Your Data Review your data and begin analyzing-
  • 52. Core Audience Blog Post Potential Leads Two-Way Communication One-Way Communication Prize Information Hub Paid Media Earned Media ...Relations Event Article Coupon Potential Employees Job Position Listings Careers Blog Topic Blog Post The Reason You Exist Today Owned Media ... $ Contact Analytics Audience Behavours Blog Post
  • 53. QUESTION? “If you know you’ve got a mobile audience, which Google Analytics can easily tell you, how can you dive deeper to get to know that audience?” - Nigel Fortlage
  • 54. ANSWER Narrow the focus and look at your goals. What do you want them to do? - Dan Nicholson
  • 55. RECAP Goals & Benchmarks How to Tell When We’re Successful1 Measure Analyze the Data to Create Actionable Insights2 Adjust Hypothesize, Test and Repeat. Always.3
  • 56. Business Objective Campaign Goal $ 2nd2nd2nd Company’s Vision and Why We Exist Campaign Goal $ 2nd2nd2nd Business Objective Campaign Goal $ 2nd2nd2nd Campaign Goal $ 2nd2nd2nd MEASUREMENTLANDSCAPE} MEASURE } ADJUST
  • 57.
  • 58. THANKS! These slides will be available soon.