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Goal Setting for Digital Measurement Success

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Presentation from eMetrics SF 2015 where I shared the Digital Measurement Framework that Blast Analytics & Marketing uses to successfully deliver and delight B2B and B2B clients in verticals such as retail, healthcare, tech, finance, and travel.

Here is the eMetrics "Goal Setting for Digital Measurement Success" session description:

Do you have clear goals and a distinct definition of what success looks like across the entire customer journey? Kayden offers up a straightforward process for defining S.M.A.R.T. goals and developing a measurement strategy. Learn how to avoid common goal setting pitfalls (unrealistic and overly simplistic), how to successfully set and manage goals and how to develop actionable reporting that will align with stakeholder expectations. Kayden offers a way to improve the measurement of your customer’s lifecycle, perform more proactive analysis, and achieve a sustainable decision making process.

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Goal Setting for Digital Measurement Success

  1. 1. Goal Setting for Digital Marketing Success eMetrics @kaydenkelly
  2. 2. Secret Sauce Kayden Kelly CEO / Founder 16 years in the making... (aka DMF) @kaydenkelly
  3. 3. - Top 3 Roadblocks - 1. Company Centric 2. Acquisition Focused 3. “Mission Impossible” Goals That inhibit goal setting and measurement, which generally reduce competitive advantage by making companies slow to identify and respond to internal weaknesses and external threats. Plus, it creates a lack of focus and effective prioritization.
  4. 4. @kaydenkelly How do we remove these roadblocks?
  5. 5. Focus on the User 1# Leads Customers Revenues MarketshareX
  6. 6. Get in their shoes Find and remove barriers & gaps in your customer decision journey
  7. 7. Map the Journey
  8. 8. - Multi-Linear Journey -
  9. 9. - Multi-Linear Journey -
  10. 10. - Multi-Linear Journey -
  11. 11. - Multi-Linear Journey -
  12. 12. - Multi-Linear Journey -
  13. 13. - Multi-Linear Journey - CHAOS
  14. 14. AWARENESS - Multi-Linear Journey - CHAOS
  15. 15. AWARENESS INTEREST - Multi-Linear Journey - CHAOS
  16. 16. EVALUATIONAWARENESS INTEREST - Multi-Linear Journey - CHAOS
  17. 17. DECIDE/PURCHASEEVALUATIONAWARENESS INTEREST - Multi-Linear Journey - CHAOS
  18. 18. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST - Multi-Linear Journey - CHAOS
  19. 19. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases - Linear Journey -
  20. 20. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases - Linear Journey -
  21. 21. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases - Linear Journey -
  22. 22. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases - Linear Journey -
  23. 23. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases - Linear Journey -
  24. 24. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases - Linear Journey -
  25. 25. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST K.I.S.S. Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases - Linear Journey -
  26. 26. Leading Indicators 2#
  27. 27. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases Lagging Indicators
  28. 28. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases Lagging Indicators
  29. 29. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases $ Lagging Indicators
  30. 30. Leading Indicators RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases
  31. 31. Leading Indicators RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases
  32. 32. Leading Indicators RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases
  33. 33. Leading Indicators RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases
  34. 34. Leading Indicators RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases
  35. 35. Leading Indicators RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases Address before downstream impact
  36. 36. Benchmark & Forecast Realistic Goals 3#
  37. 37. RETENTIONPURCHASEEVALUATIONAWARENESS INTEREST Benchmark Historical Benchmark Data (2+ years - by Stage) Monthly data helps us to identify & incorporate seasonality
  38. 38. RETENTIONPURCHASEEVALUATIONAWARENESS INTEREST Benchmark Historical Benchmark Data (2+ years - by Stage) Monthly data helps us to identify & incorporate seasonality Financial modeling techniques that incorporate assumptions (aka Forecasting Levers... by Stage) Forecast
  39. 39. Macro Goal DECIDE/PURCHASE Increase Revenues What the C-Suite cares about Forecast Charts
  40. 40. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases Micro Goals Use Forecasts to Evaluate Goals & Set Targets
  41. 41. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases Micro Goals Use Forecasts to Evaluate Goals & Set Targets
  42. 42. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases Micro Goals Use Forecasts to Evaluate Goals & Set Targets
  43. 43. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases Micro Goals Use Forecasts to Evaluate Goals & Set Targets
  44. 44. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases Micro Goals Use Forecasts to Evaluate Goals & Set Targets
  45. 45. RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST Build Brand Awareness Increase Account Registrations Increase Downloads Increase Revenues Increase Repeat Purchases Micro Goals Use Forecasts to Evaluate Goals & Set Targets
  46. 46. Measurement Strategy Tips - PART 1 - Define S.M.A.R.T. Goals across Journey - PART 2 - Avoid Goal Setting Pitfalls - PART 3 - Better Goal Monitoring & Analysis - PART 4 - Actionable Reporting Tips
  47. 47. Define SMART Goals across the Journey - PART 1 -
  48. 48. AWARENESS Build Brand Awareness INTEREST Increase Account Registrations EVALUATION Increase Downloads DECIDE/PURCHASE Increase Revenues RETENTION Increase Repeat Purchases Your goals will be turned into measurable targets that provide leading indicators across your entire customer journey Objectives > Goals > KPIs > Segments > Targets Turn Broad Objectives into Clear Goals & Achievable Targets
  49. 49. AWARENESS Build Brand Awareness INTEREST Increase Account Registrations EVALUATION Increase Downloads DECIDE/PURCHASE Increase Revenues RETENTION Increase Repeat Purchases Your goals will be turned into measurable targets that provide leading indicators across your entire customer journey Objectives > Goals > KPIs > Segments > Targets Turn Broad Objectives into Clear Goals & Achievable Targets
  50. 50. Objective AWARENESS Build Brand Awareness AWARENESS Build Brand Awareness
  51. 51. Key Insight: Specific Measurable Attainable Relevant Timely Objective Goal AWARENESS Increase (7) Content Group Organic Visits by 20% by 1/2016 AWARENESS Build Brand Awareness Increase (7) Content Group Organic Visits by 20% by 1/2016
  52. 52. Objective Goal KPI AWARENESS (1) X, (2) X, (3) X, (4) X Content Group Organic Visits AWARENESS Build Brand Awareness Increase (7) Content Group Organic Visits by 20% by 1/2016 (1) X, (2) X, (3) X, (4) X Content Group Organic Visits
  53. 53. Objective Goal KPI Segment AWARENESS Metric = LP Visits to X Content Group Pages Medium = Organic Country = USA AWARENESS Build Brand Awareness Increase (7) Content Group Organic Visits by 20% by 1/2016 (1) X, (2) X, (3) X, (4) X Content Group Organic Visits Metric = LP Visits to X Content Group Pages Medium = Organic Country = USA
  54. 54. Objective Goal KPI Segment Target AWARENESS Jan 2016: 300,000 (Organic Search Visits) AWARENESS Build Brand Awareness Increase (7) Content Group Organic Visits by 20% by 1/2016 (1) X, (2) X, (3) X, (4) X Content Group Organic Visits Metric = LP Visits to X Content Group Pages Medium = Organic Country = USA Jan 2016: 300,000 (Organic Search Visits)
  55. 55. Objective Goal KPI Segment Target AWARENESS Google Analytics www.domain.com View Source AWARENESS Build Brand Awareness Increase (7) Content Group Organic Visits by 20% by 1/2016 (1) X, (2) X, (3) X, (4) X Content Group Organic Visits Metric = LP Visits to X Content Group Pages Medium = Organic Country = USA Jan 2016: 300,000 (Organic Search Visits) Google Analytics www.domain.com View
  56. 56. Digital Measurement Framework AWARENESS Build Brand Awareness Increase (7) Content Group Organic Visits by 20% by 1/2016 (1) X, (2) X, (3) X, (4) X Content Group Organic Visits Metric = LP Visits to X Content Group Pages Medium = Organic Country = USA Jan 2016: 300,000 (Organic Search Visits) Google Analytics www.domain.com View
  57. 57. Digital Measurement Framework AWARENESS Build Brand Awareness Increase (7) Content Group Organic Visits by 20% by 1/2016 (1) X, (2) X, (3) X, (4) X Content Group Organic Visits Metric = LP Visits to X Content Group Pages Medium = Organic Country = USA Jan 2016: 300,000 (Organic Search Visits) Google Analytics www.domain.com View INTEREST Increase Account Registrations Increase Organic Search Registrations by X% by 1/2016 Organic Search Registrations Metric = Goal 16 (Registrations) Completions Medium = Organic Country = USA Jan 2016: X (Registrations) Adobe Analytics Report Builder Repeat the process across the journey to provide a holistic framework for measuring the performance of your customer lifecycle.
  58. 58. Digital Measurement Framework AWARENESS Build Brand Awareness Increase (7) Content Group Organic Visits by 20% by 1/2016 (1) X, (2) X, (3) X, (4) X Content Group Organic Visits Metric = LP Visits to X Content Group Pages Medium = Organic Country = USA Jan 2016: 300,000 (Organic Search Visits) Google Analytics www.domain.com View INTEREST Increase Account Registrations Increase Organic Search Registrations by X% by 1/2016 Organic Search Registrations Metric = Goal 16 (Registrations) Completions Medium = Organic Country = USA Jan 2016: X (Registrations) Adobe Analytics Report Builder EVALUATION Increase Downloads Increase Organic Search Tool Downloads by X% by 1/2016 Organic Search Downloads Metric = Goal 10 (Download) Completions Medium = Organic Country = USA Jan 2016: X,XXX (Organic Search Downloads) Adobe Analytics Report Builder Repeat the process across the journey to provide a holistic framework for measuring the performance of your customer lifecycle.
  59. 59. Digital Measurement Framework AWARENESS Build Brand Awareness Increase (7) Content Group Organic Visits by 20% by 1/2016 (1) X, (2) X, (3) X, (4) X Content Group Organic Visits Metric = LP Visits to X Content Group Pages Medium = Organic Country = USA Jan 2016: 300,000 (Organic Search Visits) Google Analytics www.domain.com View INTEREST Increase Account Registrations Increase Organic Search Registrations by X% by 1/2016 Organic Search Registrations Metric = Goal 16 (Registrations) Completions Medium = Organic Country = USA Jan 2016: X (Registrations) Adobe Analytics Report Builder EVALUATION Increase Downloads Increase Organic Search Tool Downloads by X% by 1/2016 Organic Search Downloads Metric = Goal 10 (Download) Completions Medium = Organic Country = USA Jan 2016: X,XXX (Organic Search Downloads) Adobe Analytics Report Builder PURCHASE Increase Revenues Increase Organic Search Revenues/Orders by 20% by 1/2016 Organic Search Revenues/ Orders Metric = Order Revenues (Not product revenues which don’t exclude the Discount) Medium = Organic Country = USA Jan 2016: $XX,XXX (Organic Search Revenues) Google Analytics www.domain.com View Repeat the process across the journey to provide a holistic framework for measuring the performance of your customer lifecycle.
  60. 60. Digital Measurement Framework AWARENESS Build Brand Awareness Increase (7) Content Group Organic Visits by 20% by 1/2016 (1) X, (2) X, (3) X, (4) X Content Group Organic Visits Metric = LP Visits to X Content Group Pages Medium = Organic Country = USA Jan 2016: 300,000 (Organic Search Visits) Google Analytics www.domain.com View INTEREST Increase Account Registrations Increase Organic Search Registrations by X% by 1/2016 Organic Search Registrations Metric = Goal 16 (Registrations) Completions Medium = Organic Country = USA Jan 2016: X (Registrations) Adobe Analytics Report Builder EVALUATION Increase Downloads Increase Organic Search Tool Downloads by X% by 1/2016 Organic Search Downloads Metric = Goal 10 (Download) Completions Medium = Organic Country = USA Jan 2016: X,XXX (Organic Search Downloads) Adobe Analytics Report Builder PURCHASE Increase Revenues Increase Organic Search Revenues/Orders by 20% by 1/2016 Organic Search Revenues/ Orders Metric = Order Revenues (Not product revenues which don’t exclude the Discount) Medium = Organic Country = USA Jan 2016: $XX,XXX (Organic Search Revenues) Google Analytics www.domain.com View RETENTION Increase Repeat Purchases Increase Repeat Purchases by 20% by 1/2016 Repeat Purchase Revenues Metric = Existing Customer Order Revenues Medium = All Country = USA Jan 2016: $XXXXX (Existing Customer Order Revenues) Google Analytics www.domain.com View Repeat the process across the journey to provide a holistic framework for measuring the performance of your customer lifecycle.
  61. 61. Digital Measurement Framework AWARENESS Build Brand Awareness Increase (7) Content Group Organic Visits by 20% by 1/2016 (1) X, (2) X, (3) X, (4) X Content Group Organic Visits Metric = LP Visits to X Content Group Pages Medium = Organic Country = USA Jan 2016: 300,000 (Organic Search Visits) Google Analytics www.domain.com View INTEREST Increase Account Registrations Increase Organic Search Registrations by X% by 1/2016 Organic Search Registrations Metric = Goal 16 (Registrations) Completions Medium = Organic Country = USA Jan 2016: X (Registrations) Adobe Analytics Report Builder EVALUATION Increase Downloads Increase Organic Search Tool Downloads by X% by 1/2016 Organic Search Downloads Metric = Goal 10 (Download) Completions Medium = Organic Country = USA Jan 2016: X,XXX (Organic Search Downloads) Adobe Analytics Report Builder PURCHASE Increase Revenues Increase Organic Search Revenues/Orders by 20% by 1/2016 Organic Search Revenues/ Orders Metric = Order Revenues (Not product revenues which don’t exclude the Discount) Medium = Organic Country = USA Jan 2016: $XX,XXX (Organic Search Revenues) Google Analytics www.domain.com View RETENTION Increase Repeat Purchases Increase Repeat Purchases by 20% by 1/2016 Repeat Purchase Revenues Metric = Existing Customer Order Revenues Medium = All Country = USA Jan 2016: $XXXXX (Existing Customer Order Revenues) Google Analytics www.domain.com View Repeat the process across the journey to provide a holistic framework for measuring the performance of your customer lifecycle. Basic
  62. 62. INTEREST Increase Account Registrations Increase Organic Search Registrations by X% by 1/2016 Organic Search Registrations Metric = Goal 16 (Registrations) Completions Medium = Organic Country = USA Jan 2016: X (Registrations) Adobe Analytics Report Builder EVALUATION Increase Downloads Increase Organic Search Tool Downloads by X% by 1/2016 Organic Search Downloads Metric = Goal 10 (Download) Completions Medium = Organic Country = USA Jan 2016: X,XXX (Organic Search Downloads) Adobe Analytics Report Builder PURCHASE Increase Revenues Increase Organic Search Revenues/Orders by 20% by 1/2016 Organic Search Revenues/ Orders Metric = Order Revenues (Not product revenues which don’t exclude the Discount) Medium = Organic Country = USA Jan 2016: $XX,XXX (Organic Search Revenues) Google Analytics www.domain.com View RETENTION Increase Repeat Purchases Increase Repeat Purchases by 20% by 1/2016 Repeat Purchase Revenues Metric = Existing Customer Order Revenues Medium = All Country = USA Jan 2016: $XXXXX (Existing Customer Order Revenues) Google Analytics www.domain.com View AWARENESS Build Brand Awareness Increase (7) Content Group Organic Visits by 20% by 1/2016 (1) X, (2) X, (3) X, (4) X Content Group Organic Visits Metric = LP Visits to X Content Group Pages Medium = Organic Country = USA Jan 2016: 300,000 (Organic Search Visits) Google Analytics www.domain.com View Digital Measurement FrameworkEvolve
  63. 63. INTEREST Increase Account Registrations Increase Organic Search Registrations by X% by 1/2016 Organic Search Registrations Metric = Goal 16 (Registrations) Completions Medium = Organic Country = USA Jan 2016: X (Registrations) Adobe Analytics Report Builder EVALUATION Increase Downloads Increase Organic Search Tool Downloads by X% by 1/2016 Organic Search Downloads Metric = Goal 10 (Download) Completions Medium = Organic Country = USA Jan 2016: X,XXX (Organic Search Downloads) Adobe Analytics Report Builder PURCHASE Increase Revenues Increase Organic Search Revenues/Orders by 20% by 1/2016 Organic Search Revenues/ Orders Metric = Order Revenues (Not product revenues which don’t exclude the Discount) Medium = Organic Country = USA Jan 2016: $XX,XXX (Organic Search Revenues) Google Analytics www.domain.com View RETENTION Increase Repeat Purchases Increase Repeat Purchases by 20% by 1/2016 Repeat Purchase Revenues Metric = Existing Customer Order Revenues Medium = All Country = USA Jan 2016: $XXXXX (Existing Customer Order Revenues) Google Analytics www.domain.com View AFFINITY Improve Customer Advocacy Increase Customer Sharing by 20% by 1/2016 Social Shares (Likes, Pins, +1s, Emails, etc) Metric = Share Visits Medium = Referral Country = USA Jan 2016: 300,000 (Share Visits) Google Analytics www.domain.com View AWARENESS Build Brand Awareness Increase (7) Content Group Organic Visits by 20% by 1/2016 (1) X, (2) X, (3) X, (4) X Content Group Organic Visits Metric = LP Visits to X Content Group Pages Medium = Organic Country = USA Jan 2016: 300,000 (Organic Search Visits) Google Analytics www.domain.com View Digital Measurement FrameworkEvolve
  64. 64. INTEREST Increase Account Registrations Increase Organic Search Registrations by X% by 1/2016 Organic Search Registrations Metric = Goal 16 (Registrations) Completions Medium = Organic Country = USA Jan 2016: X (Registrations) Adobe Analytics Report Builder EVALUATION Increase Downloads Increase Organic Search Tool Downloads by X% by 1/2016 Organic Search Downloads Metric = Goal 10 (Download) Completions Medium = Organic Country = USA Jan 2016: X,XXX (Organic Search Downloads) Adobe Analytics Report Builder PURCHASE Increase Revenues Increase Organic Search Revenues/Orders by 20% by 1/2016 Organic Search Revenues/ Orders Metric = Order Revenues (Not product revenues which don’t exclude the Discount) Medium = Organic Country = USA Jan 2016: $XX,XXX (Organic Search Revenues) Google Analytics www.domain.com View RETENTION Increase Repeat Purchases Increase Repeat Purchases by 20% by 1/2016 Repeat Purchase Revenues Metric = Existing Customer Order Revenues Medium = All Country = USA Jan 2016: $XXXXX (Existing Customer Order Revenues) Google Analytics www.domain.com View AFFINITY Improve Customer Advocacy Increase Customer Sharing by 20% by 1/2016 Social Shares (Likes, Pins, +1s, Emails, etc) Metric = Share Visits Medium = Referral Country = USA Jan 2016: 300,000 (Share Visits) Google Analytics www.domain.com View AWARENESS Build Brand Awareness Increase (7) Content Group Organic Visits by 20% by 1/2016 (1) X, (2) X, (3) X, (4) X Content Group Organic Visits Metric = LP Visits to X Content Group Pages Medium = Organic Country = USA Jan 2016: 300,000 (Organic Search Visits) Google Analytics www.domain.com View Digital Measurement FrameworkEvolve
  65. 65. INTEREST Increase Account Registrations Increase Organic Search Registrations by X% by 1/2016 Organic Search Registrations Metric = Goal 16 (Registrations) Completions Medium = Organic Country = USA Jan 2016: X (Registrations) Adobe Analytics Report Builder EVALUATION Increase Downloads Increase Organic Search Tool Downloads by X% by 1/2016 Organic Search Downloads Metric = Goal 10 (Download) Completions Medium = Organic Country = USA Jan 2016: X,XXX (Organic Search Downloads) Adobe Analytics Report Builder PURCHASE Increase Revenues Increase Organic Search Revenues/Orders by 20% by 1/2016 Organic Search Revenues/ Orders Metric = Order Revenues (Not product revenues which don’t exclude the Discount) Medium = Organic Country = USA Jan 2016: $XX,XXX (Organic Search Revenues) Google Analytics www.domain.com View RETENTION Increase Repeat Purchases Increase Repeat Purchases by 20% by 1/2016 Repeat Purchase Revenues Metric = Existing Customer Order Revenues Medium = All Country = USA Jan 2016: $XXXXX (Existing Customer Order Revenues) Google Analytics www.domain.com View AFFINITY Improve Customer Advocacy Increase Customer Sharing by 20% by 1/2016 Social Shares (Likes, Pins, +1s, Emails, etc) Metric = Share Visits Medium = Referral Country = USA Jan 2016: 300,000 (Share Visits) Google Analytics www.domain.com View INTEREST Improve Share of Mind Increase Newsletter Signups by 5% by 1/2016 Newsletter Signups Metric = Newsletter Signup Visits Medium = Organic Country = USA Jan 2016: X (Signups) Adobe Analytics Report Builder AWARENESS Build Brand Awareness Increase (7) Content Group Organic Visits by 20% by 1/2016 (1) X, (2) X, (3) X, (4) X Content Group Organic Visits Metric = LP Visits to X Content Group Pages Medium = Organic Country = USA Jan 2016: 300,000 (Organic Search Visits) Google Analytics www.domain.com View Digital Measurement FrameworkEvolve
  66. 66. INTEREST Increase Account Registrations Increase Organic Search Registrations by X% by 1/2016 Organic Search Registrations Metric = Goal 16 (Registrations) Completions Medium = Organic Country = USA Jan 2016: X (Registrations) Adobe Analytics Report Builder EVALUATION Increase Downloads Increase Organic Search Tool Downloads by X% by 1/2016 Organic Search Downloads Metric = Goal 10 (Download) Completions Medium = Organic Country = USA Jan 2016: X,XXX (Organic Search Downloads) Adobe Analytics Report Builder PURCHASE Increase Revenues Increase Organic Search Revenues/Orders by 20% by 1/2016 Organic Search Revenues/ Orders Metric = Order Revenues (Not product revenues which don’t exclude the Discount) Medium = Organic Country = USA Jan 2016: $XX,XXX (Organic Search Revenues) Google Analytics www.domain.com View RETENTION Increase Repeat Purchases Increase Repeat Purchases by 20% by 1/2016 Repeat Purchase Revenues Metric = Existing Customer Order Revenues Medium = All Country = USA Jan 2016: $XXXXX (Existing Customer Order Revenues) Google Analytics www.domain.com View AFFINITY Improve Customer Advocacy Increase Customer Sharing by 20% by 1/2016 Social Shares (Likes, Pins, +1s, Emails, etc) Metric = Share Visits Medium = Referral Country = USA Jan 2016: 300,000 (Share Visits) Google Analytics www.domain.com View AWARENESS Increase Search Visibility Achieve 40+ New Top 3 Rankings for Target Content Themes by 1/2016 Top 10 Rankings Ranking = Top 3 Keywords = 60 Target Keywords in Each of 5 Themes Medium = Organic Source = Google.com Country = USA Jan 2016: 40+ New Top 3 Rankings for Content Theme 1, 2, 3, 4, 5 Moz Ranking Data for www.domain.com INTEREST Improve Share of Mind Increase Newsletter Signups by 5% by 1/2016 Newsletter Signups Metric = Newsletter Signup Visits Medium = Organic Country = USA Jan 2016: X (Signups) Adobe Analytics Report Builder AWARENESS Build Brand Awareness Increase (7) Content Group Organic Visits by 20% by 1/2016 (1) X, (2) X, (3) X, (4) X Content Group Organic Visits Metric = LP Visits to X Content Group Pages Medium = Organic Country = USA Jan 2016: 300,000 (Organic Search Visits) Google Analytics www.domain.com View Digital Measurement FrameworkEvolve
  67. 67. Avoid Goal Setting Pitfalls - PART 2 -
  68. 68. Goal Setting Pitfall - #1 -
  69. 69. Don’t Ignore Trends • Product Mix (Lack of Product Innovation) • Marketshare / Demand Potential (Declining) • Economic / Industry (Declining) • Competitor Threats (New) • Traffic Declining (Content Gaps / Low Velocity) • Poor Conversion (New/redesigned site) Future Performance is highly dependent on external influences, and past decisions/actions
  70. 70. 0 100 200 300 400 2008 2009 2010 2011 2012 2013 2014 160 185 215 235 250 257 390 REVENUES 15% Low or Declining Growth Trend but want miraculous instant growth
  71. 71. 0 100 200 300 400 2008 2009 2010 2011 2012 2013 2014 160 185 215 235 250 257 390 REVENUES 15% 28% Low or Declining Growth Trend but want miraculous instant growth
  72. 72. 0 100 200 300 400 2008 2009 2010 2011 2012 2013 2014 160 185 215 235 250 257 390 REVENUES 15% 28% 9% Low or Declining Growth Trend but want miraculous instant growth
  73. 73. 0 100 200 300 400 2008 2009 2010 2011 2012 2013 2014 160 185 215 235 250 257 390 REVENUES 15% 28% 9% 7% Low or Declining Growth Trend but want miraculous instant growth
  74. 74. 0 100 200 300 400 2008 2009 2010 2011 2012 2013 2014 160 185 215 235 250 257 390 REVENUES 15% 28% 9% 7% 3% Low or Declining Growth Trend but want miraculous instant growth
  75. 75. 0 100 200 300 400 2008 2009 2010 2011 2012 2013 2014 160 185 215 235 250 257 390 REVENUES 15% 28% 9% 7% 3% Low or Declining Growth Trend but want miraculous instant growth 50%
  76. 76. 0 100 200 300 400 2008 2009 2010 2011 2012 2013 2014 160 185 215 235 250 257 390 REVENUES 15% 28% 9% 7% 3% Highly unlikely without Dramatic Changes & Investment 50% X
  77. 77. 0 75 150 225 300 2008 2009 2010 2011 2012 2013 2014 160 185 215 235 250 257 272 REVENUES 15% 28% 9% 7% 3% If product hasn’t hit end of life and problem is lack of search visibility, marketing impact could provide realistic growth between last 2 years. 2012 15mil & 2013 7mil...+11mil would be reversing the downtrend. Realistic GOAL
  78. 78. 0 75 150 225 300 2008 2009 2010 2011 2012 2013 2014 160 185 215 235 250 257 272 REVENUES 15% 28% 9% 7% 3% ✓6% If product hasn’t hit end of life and problem is lack of search visibility, marketing impact could provide realistic growth between last 2 years. 2012 15mil & 2013 7mil...+11mil would be reversing the downtrend. Realistic GOAL
  79. 79. Goal Setting Pitfall - #2 -
  80. 80. 0 500 1,000 1,500 2,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 400 522 612 558 640 887 743 794 658 894 1,119 1,600 480 627 767 670 768 1,067 892 954 788 1,103 1,341 1,933 REVENUES +10% +10% +10% +10% +10% +10% +10% +10% +10% +10% +10% +10% Instant & Consistent Increase Blue = Actual Grey = Benchmark (Last Year)
  81. 81. 0 500 1,000 1,500 2,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 400 522 612 558 640 887 743 794 658 894 1,119 1,600 480 627 767 670 768 1,067 892 954 788 1,103 1,341 1,933 REVENUES Strategy +10% +10% +10% +10% +10% +10% +10% +10% +10% +10% +10% +10% Instant & Consistent Increase Blue = Actual Grey = Benchmark (Last Year)
  82. 82. 0 500 1,000 1,500 2,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 400 522 612 558 640 887 743 794 658 894 1,119 1,600 480 627 767 670 768 1,067 892 954 788 1,103 1,341 1,933 REVENUES Strategy +10% +10% +10% +10% +10% +10% +10% +10% +10% +10% +10% +10% Instant & Consistent Increase Tactical Implementation Blue = Actual Grey = Benchmark (Last Year)
  83. 83. Strategy Tactical Implementation +2% +4% +6% +10% +12% +14% +18% +20% +22% Growth Takes Time 0 500 1,000 1,500 2,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 400 522 612 558 640 887 743 794 658 894 1,119 1,600 437 468 633 620 696 977 832 905 788 1,103 1,400 1,933 LEADS
  84. 84. Better Goal Monitoring & Analysis - PART 3 -
  85. 85. Show Trajectory - Early -
  86. 86. 0 500 1,000 1,500 2,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 400 522 612 558 640 887 743 794 658 894 1,119 1,600 480 627 767 LEADS Continuously Measure Progress/Trend for each Micro Goal Blue = Actual Gold = Forecast Grey = Benchmark (Last Year)
  87. 87. 0 500 1,000 1,500 2,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 400 522 612 558 640 887 743 794 658 894 1,119 1,600 480 627 767 670 LEADS Continuously Measure Progress/Trend for each Micro Goal
  88. 88. 0 500 1,000 1,500 2,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 400 522 612 558 640 887 743 794 658 894 1,119 1,600 480 627 767 670 768 LEADS Continuously Measure Progress/Trend for each Micro Goal
  89. 89. Beware the Dip - Detect Early -
  90. 90. 0 500 1,000 1,500 2,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 400 522 612 558 640 887 743 794 658 894 1,119 1,600 480 627 767 670 768 755 LEADS Not meeting forecast Early Detection of off target goals
  91. 91. 0 500 1,000 1,500 2,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 400 522 612 558 640 887 743 794 658 894 1,119 1,600 480 627 767 670 768 755 689 LEADS Notify, request resources, implement solutions Raise Alarm
  92. 92. 0 500 1,000 1,500 2,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 400 522 612 558 640 887 743 794 658 894 1,119 1,600 480 627 767 670 768 755 689 850 LEADS Get back on track
  93. 93. 0 500 1,000 1,500 2,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 400 522 612 558 640 887 743 794 658 894 1,119 1,600 480 627 767 670 768 755 689 850 800 1,111 LEADS Get back on track
  94. 94. 0 500 1,000 1,500 2,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 400 522 612 558 640 887 743 794 658 894 1,119 1,600 480 627 767 670 768 755 689 850 800 1,111 1,555 2,000 LEADS Get back on track
  95. 95. Actionable Reporting Tips - PART 4 -
  96. 96. Ad Hoc Data Discovery Structured Goal Funnel Measurement Complementary Approaches Custom User Journey Measurement to monitor and optimize Key Business Performance Indicators and provide foundation to forecast and meet realistic goals (aka DMF) Creative, agile answering of ongoing ad hoc high value business questions (not addressing in this presentation)
  97. 97. Align with role 1Tip #
  98. 98. Digital Reporting by Role Executive SimpleStrategy • Executive Report • Executive Dashboard • Progress • Successes • Challenges • Trends Who Focus Detail ReportsNeed This is a conceptual visualization of the digital measurement reporting structure by role with the common reporting focus, level of detail, user needs and types of reports clarified at a high level. This is the starting point for reporting by role and can be highly customized to meet your exact needs.
  99. 99. Digital Reporting by Role Executive SimpleStrategy • Executive Report • Executive Dashboard • Progress • Successes • Challenges • Trends Manager Tactics Moderate • Digital Measurement Report • Department Reports* • Department Dashboards* • Ad Hoc Reports • Plus, Executive Reports • Priorities • Insights • Interactive Who Focus Detail ReportsNeed This is a conceptual visualization of the digital measurement reporting structure by role with the common reporting focus, level of detail, user needs and types of reports clarified at a high level. This is the starting point for reporting by role and can be highly customized to meet your exact needs.
  100. 100. Digital Reporting by Role Executive SimpleStrategy • Executive Report • Executive Dashboard • Progress • Successes • Challenges • Trends Manager Tactics Moderate • Digital Measurement Report • Department Reports* • Department Dashboards* • Ad Hoc Reports • Plus, Executive Reports • Priorities • Insights • Interactive Who Focus Detail ReportsNeed Analyst Data/Analysis Complex • Analyst Dashboards • Custom Reports • Data Exports • Intelligence Alerts • Data Source (UI) Access • Plus, Exec and Mgr Reports • Detailed Data • Deep Dive Analysis Note: Department specific and other role reporting breakdowns, is optional, as necessary This is a conceptual visualization of the digital measurement reporting structure by role with the common reporting focus, level of detail, user needs and types of reports clarified at a high level. This is the starting point for reporting by role and can be highly customized to meet your exact needs.
  101. 101. Interactive & Automated 2Tip #
  102. 102. Interactive & Automated 2Tip # Caveat Emptor: Get started quickly and evolve. Don’t get bogged down in a slow waterfall approach or new tools.
  103. 103. Track & Share BOTH: ✓what worked & why ✓what failed & why 3Tip # Clearly document and manage learnings
  104. 104. Keys to Success 1. User Centric 2. Leading Indicators 3. Realistic Goals
  105. 105. • Easier to manage • Fosters team alignment & engagement • Shines light on internal weaknesses & external threats • Complete view of “problem” before tactical solutions • Data driven priorities to maximize value of limited resources • Setup to succeed & show incremental progress (ROAI) • Get increased resources/budget based on results GREAT Rewards
  106. 106. Be S.M.A.R.T. & K.I.S.S. to be proactive and inform better decisions GOAL!!!
  107. 107. Discovery (Research & Interviews) Provide Digital Measurement Framework (DMF) Draft (Objectives, Goals, KPIs, Segments) Iterate with Stakeholders to Refine/Customize DMF Perform Historical Performance Benchmarking & Forecast Targets Add Targets, Dates, Data to DMF & Make Goals S.M.A.R.T. Define Executive Level Reporting Define Manager/Department/Role Level Reporting Define Analyst Level Reporting (Optional) Define Custom Dashboards Implement Reporting (setup automated reporting, integrate data, and start preparing manual reports that include analysis and more) Reporting Initiation/Scheduling (initiate automated and manual delivery on specified frequency on monthly, weekly, daily and real-time as specified to specific roles/ contacts as specified in report mapping) Evolve Reporting (adapt reporting as goals change, external factors change, analytics maturity matures, and level of digital marketing optimization increases. Typically, refine/change reporting annually or quarterly) 1 2 3 4 5 6 7 8 9 10 11 How to Get StartedTakeaw ay
  108. 108. Questions? Kayden Kelly CEO / Founder Thank you... @kaydenkelly
  109. 109. Phone (888) 252-7866 Email sales@blastam.comWeb www.blastam.com Roseville Office 6020 West Oaks Blvd, Suite 260 Rocklin, CA 95765 San Francisco Office 625 Second Street, Suite 280 San Francisco, CA 94107 New York Office 261 Madison Ave, 9th Floor New York, NY 10016 Seattle Office 500 Yale Avenue North Seattle, WA 98109 Los Angeles Office 7083 Hollywood Boulevard Los Angeles, CA 90028

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