Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Jakub Chour - How we measure content in LMC and make better decisions

Case study

  • Login to see the comments

Jakub Chour - How we measure content in LMC and make better decisions

  1. 1. How to measure content and make better decisions Jakub Chour jakub.chour@lmc.eu | @kubachour
  2. 2. Step 1:
  3. 3. Step 2: …sucks! (at least when it comes to content measurement)
  4. 4. why content measurement often fails
  5. 5. Multiple systems involved …
  6. 6. Actionable outputs missing
  7. 7. Almost nobody understands outputs
  8. 8. Solution: Compare your content with... your content!
  9. 9. Two metrics extractable from all systems, for every piece of content published:
  10. 10. Engagement: interaction ratio (%) for all channels
  11. 11. Reach: all people who saw your content Engagement: interaction ratio (%) for all channels
  12. 12. 0 interactions many interactions
  13. 13. post 1 had 42 likes, 11 comments and 5 shares => 58 interactions 0 interactions many interactions post 1
  14. 14. post 1 had 42 likes, 11 comments and 5 shares => 58 interactions post 2 had 15 likes, 20 comments and 1 share => 36 interactions 0 interactions many interactions post 1 post 2
  15. 15. post 1 had 42 likes, 11 comments and 5 shares => 58 interactions post 2 had 15 likes, 20 comments and 1 share => 36 interactions post 3 had 10 likes, 3 comments and 0 shares => 13 interactions … 0 interactions many interactions post 1 post 3 post 2
  16. 16. And the same goes for reach 0 reach high reach
  17. 17. And the same goes for reach post 1 had 57 214 reached users post 2 had 75 856 reached users Post 3 had 48 398 reached users … 0 reach high reach post 1 post 2post 3
  18. 18. Low engagement High engagement Let’s put axes together Low reach High reach
  19. 19. Low reach High reach Identify sectors of interest Low engagement
  20. 20. Low reach High reach Identify sectors of interest Low engagement
  21. 21. Low reach High reach Identify sectors of interest Low engagement
  22. 22. Low reach High reach Identify sectors of interest
  23. 23. It‘s actually easy to classify content You only need two metrics – engagement and reach
  24. 24. Last thing you need A tool for putting this together
  25. 25. Find out more about our case at: goo.gl/ytH3wc
  26. 26. Thank you for your attention! @kubachour | jakub.chour@lmc.eu

×