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Selecting KPIs that matter - SAScon 2015

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Matt Lacey's Alternative metrics presentation form SAScon2015 sharing how we can set intelligent KPIs to drive our marketing performance.

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Selecting KPIs that matter - SAScon 2015

  1. 1. @matt_lacey12 #SASCon SELECTING KPIs THAT MATTER Matt Lacey Head of Optimisation
  2. 2. @matt_lacey12 #SASCon Team of leading conversion optimisation specialists Head office in Manchester, with clients across UK and Europe Work with brands to analyse, research, test and optimise site experiences ABOUT PRWD
  3. 3. @matt_lacey12 #SASCon CAN A ( S M A L L ) CONVERSION RATE DECREASE BE GOOD? When Average Order Value increases When there is a considerable saving for the business When the product mix changes significantly to favour higher margin products When return rate improves Change in LTV/Purchase rate
  4. 4. @matt_lacey12 #SASCon MEASURING SUCCESS
  5. 5. @matt_lacey12 #SASCon
  6. 6. @matt_lacey12 #SASCon
  7. 7. @matt_lacey12 #SASCon
  8. 8. @matt_lacey12 #SASCon Result +28%  Click through rate
  9. 9. @matt_lacey12 #SASCon Result +43%  Premium Subscriptions
  10. 10. @matt_lacey12 #SASCon BE WARY OF RELYING ON MICRO-CONVERSIONS
  11. 11. @matt_lacey12 #SASCon ATTEMPT TO GET THE LONGEST POSSIBLE VIEW OF CONVERSIONS
  12. 12. @matt_lacey12 #SASCon SELECTING KPIs
  13. 13. @matt_lacey12 #SASCon VISIONARY KPIs TACTICAL KPIs STRATEGIC KPIs
  14. 14. @matt_lacey12 #SASCon KPI ARCHITECTURE
  15. 15. @matt_lacey12 #SASCon KPI ARCHITECTURE
  16. 16. @matt_lacey12 #SASCon SPECIFIC MEASURABLE ATTAINABLE REALISTIC TIME-BOUND
  17. 17. @matt_lacey12 #SASCon WHY SETTING KPIs IS HARD You don’t always have a clearly defined and agreed organisational or departmental strategy. It’s possible that you could select and achieve some KPIs without achieving the full desired outcome. Other positive achievements might be overlooked. Tough targets without careful consultation can put pressure on staff morale It’s a challenge to be selective and not get overwhelmed by too many KPIs Data collection and reporting can be challenging and/or costly
  18. 18. @matt_lacey12 #SASCon BENEFITS OF SETTING KPIs Gain a clear view of performance and support accountability Celebrate & reward success Identify issues and take appropriate corrective action Carefully selected KPIs can make goals or metrics more tangible or more accessible. Focus your organisation tactics and activities that support your key strategic goals.
  19. 19. @matt_lacey12 #SASCon THREE FINALS TIPS FOR SETTING KPIs 1. Make sure that you are clear on your Vision & Strategy (and be flexible on tactics). 3. Set a small number of S.M.A.R.T., Visionary/Strategic KPIs and communicate them widely. 2. Think about the values and behaviours that you want to encourage.
  20. 20. @matt_lacey12 #SASCon THANKS FOR LISTENING MATT LACEY Head of Optimisation @matt_lacey12

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