Measuring What Matters, Starting with Benchmarking

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Cheryl Black, Campaign Marketing Manager, Abila
Twitter Handle: @CLBlack425
We all know we’re supposed to review digital metrics and make changes accordingly. But how many of us brush over metrics when we get busy? Or aren’t sure what to do with the data once we have it? Cheryl will review simple ways to gather meaningful metrics with minimal effort — and offer suggestions on implementing actionable changes.

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Measuring What Matters, Starting with Benchmarking

  1. 1. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA Cheryl Black, Abila @CLBlack425 and @Abila_Inc MEASURING WHAT MATTERS
  2. 2. 2 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA WHERE WE’RE GOING • 1-Hour Audit • Goal Setting • Make it Matter • Tools & Tips
  3. 3. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA 1 HOUR AUDIT
  4. 4. 4 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA 1 HOUR AUDIT* Message & Brand • Consistency • Focus • Quick Wins Resources • Staff • Tools • Budget
  5. 5. 5 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA 1 HOUR AUDIT* Community • Size • Demographics • Partners Engagement • Clicks • Endorsements • Shares
  6. 6. 6 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA 30 MINUTE BONUS ROUND Outsiders • Competition • Models
  7. 7. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA GOAL SETTING
  8. 8. 8 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA KPIs Awareness & Acquisition • Impressions • Target Audience Growth Consideration & Conversion • Subscription • Clicks • Endorsements
  9. 9. 9 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA GOAL SETTING Past • Resources • Growth to date Present & Future • Resources • Growth goals
  10. 10. 10 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA MEASUREMENT Tools & Resources • Channel Insights • Link Tracking • Google Analytics Frequency • Tracking • Reporting
  11. 11. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA MAKE IT MATTER
  12. 12. 12 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA MAKE IT MATTER Context • Timeframe • Growth percentage Correlation • Increased activity • Adjusted strategy Relevance • Programs • Funds
  13. 13. 13 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA EXAMPLE Context • 300 site visits were sourced from Facebook last month (+15% MoM). Correlation • Half of those visits are directly related to our new “Sam’s Scholarship” video. Relevance • Visitors from Facebook spent 40% more time on the scholarship application page than other visitors.
  14. 14. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA TOOLS & TIPS
  15. 15. 15 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA TOOLS & TRICKS URL Shortening & Tracking • Bit.ly • Google Google Analytics • Campaigns • URL Builder Excel • [(New-Old)/Old]*100 = % Change • Charts!
  16. 16. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA Please send any questions to Cheryl.Black@Abila.com THANK YOU

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