Online Intelligence SolutionsProven Methodology for Digital MarketingKPIs LIVE WEBINAR 27/02/2013
Today’s SpeakerJacques WARRENCEOWAO/MARKETING If you feel like it: #measure
Why Care About KPIs? Marketing without measure is like driving blind Without KPIs, you see the road, but you don’t know where you are going!
Why Care About KPIs? AnalyticsGovernance KPIs belong here
What Are KPIs? A Definition KPIs are metrics that focus on strategy execution quality. Their main characteristics are: - Aligned with strategy - Clear (easy to - Owned understand) - Actionable - Predictive
Why KPIs Should Be Aligned WithStrategy? Online Strategy Strategy - KPIs - & Business Data Strategy
A Word About What “Actionable” Is? Probably one of the biggest buzzword in KPI discussion! As a marketer, what metrics can I influence and how?
Conducting A KPI Project What is involved in a KPI project? - Definition workshop(s) - Validation & Approbation - Metrics DNA - Evaluate possible side effects - Communicate
Conducting A KPI Project Definition Workshop(s) - Why use workshop(s) - Dual Goals: Definition & Consensus - KPIs are a communication means, too!
Conducting A KPI Project Definition Workshop(s) - How to conduct the workshop(s) - Get the stakeholders - Start with strategic context and “What if” questions Analysis needs always trump technology
Conducting A KPI Project Validation & Approbation - Keep making sure consensus is built in - Of course, get executive buy-in
Conducting A KPI Project Metric DNA - Document!!! - What data are KPIs made of? - Which systems are data coming from?
Conducting A KPI Project Evaluate Potential Side Effects - KPIs can encourage unexpected, undesirable behaviors! - Use simulation, what-ifs, targets - “Guardrail Metrics”
Conducting A KPI Project Communicating KPIs - Communicating KPIs to all Win the hearts and minds
KPIs and Other Metrics EXAMPLE Primary/Traffic Metrics
KPIs and Other Metrics: Building The Value Chain Primary/Traffic Metrics Drivers/Operational KPIs Key Performance