My presentation for the October, 2011 Spokane Ad Federation. The presentation detailed how to dominate with data by creating goals, key performance indicators, and using advanced segmentation to understand visitor behavior.

1. Dominate
with data
Karate Chop the Data-
Get Results
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

2. “Hey Doc,... it hurts when I hit
my serve really hard.”
-Patient
“Don’t hit your serve really hard.”
-Doctor
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

3. Measure What Matters!
• Brand Demand & Awareness
• Search Traffic that Converts
• Campaigns (online & offline)
• Communication (social, email, etc.)
• Content, Content, Content
• Goals, KPI’s, & Revenue
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

4. Help Data Defeat the HiPPO
HiPPO=Highest Paid Person’s Opinion
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

5. Open Your Mind and Discover!
Arghhh!
No gold.
Only platinum.
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

6. Brand Demand &
Awareness is DAMN
Important People!
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

7. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

8. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

9. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

10. People Search for
stuff,... A LOT!
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

11. Know What Matters
FOR YOUR Business
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

12. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

13. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

14. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

15. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

16. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

17. Dang it, People...
Track Campaigns!
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

18. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

19. Content,...Content,...
Content,... etc.
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

20. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

21. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

22. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

23. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

24. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

25. Communication -
Talk, Social, Email
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

26. “It doesn’t matter how many friends,
followers, or subscribers you have. Or
event the number of posts, tweets, or
follower to following ratio!.”
-Avinash Kaushik (Analytics Ninja Master)
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

27. “What matters is everything that
happens after you post, tweet,
blog, share, or participate.”
-Avinash (The Man, Myth, Legend)
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

28. “Did you grab attention? Did you
deliver delight? Initiate a discussion?
Cause people to take action?
DID YOU PROVIDE VALUE?!!!”
-Avinash Kaushik (Analytics Legend)
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

29. Measure Communication
• Track offline communication
• Measure email marketing efforts
• Define “realistic” social media goals
• Measure using advanced segmentation
• Measure with your brain + tools of choice
• Measure Micro + Macro Conversions
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

30. How to Grab Data Driven Dollars!
• Define Business Objectives
• Set up Goals & KPI’s
• Segment Traffic (Know Your Audience)
• Do Stuff, Man (Make Improvements)!
• Grow Your Business!
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

31. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

32. Now Go Dominate with Your Data!
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

33. Ed Reese
EMAIL: ed@sixthmanmarketing.com
PHONE:509. 624.5580
TWITTER: @ed_reese
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

34. “What matters is everything that
happens after you post, tweet,
blog, share, or participate.”
-Avinash
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

35. Measure What Matters!
• Brand Demand & Awareness
• Search Traffic that Converts
• Campaigns (online & offline)
• Communication (social, email, etc.)
• Content, Content, Content
• Goals, KPI’s, & Revenue
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese