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From Lag to Lead: Actionable Analytics

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As content marketers, we're rich with data but still far too poor with insights. Find out how to see both the forest and the trees, and to create "lead" metrics that look forward, instead of always just measuring success and failure in the past.

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From Lag to Lead: Actionable Analytics

  1. 1. FROM LAG TO LEAD: ACTIONABLE ANALYTICS DR. PETE MEYERS • MARKETING SCIENTIST • MOZ
  2. 2. WTF DOES THIS MEAN?!
  3. 3. GOOGLE SOLVED THIS, RIGHT?
  4. 4. HOW DID WE DO YESTERDAY
  5. 5. CHALLENGE: IT’S ALL RELATIVE
  6. 6. CHALLENGE: SEEING THE INVISIBLE
  7. 7. CHALLENGE: MEASURING ROI DOES THIS SELL?
  8. 8. CHALLENGE: MEASURING ROI
  9. 9. CHALLENGE: DEFINING SUCCESS
  10. 10. http://mz.cm/1pmnsFF
  11. 11. CHALLENGE: SHORT-TERM VIEW 2011 = 73,266 PVs
  12. 12. CHALLENGE: SHORT-TERM VIEW 2011 = 73,266 PVs LIFETIME = 1,383,782 PVs
  13. 13. ROLL YOUR OWN ANALYTICS
  14. 14. http://mz.cm/1metric
  15. 15. ROLLING SIX METRICS INTO ONE
  16. 16. THE PROBLEM WITH RELATIVITY
  17. 17. MAKING APPLES INTO LEMONADE
  18. 18. THE TROUBLE WITH AVERAGES
  19. 19. THE TROUBLE WITH AVERAGES
  20. 20. THE TROUBLE WITH AVERAGES
  21. 21. HAVE YOUR FOREST CAKE & EAT IT Image via ShutterStock ©2014 Eugenio Marongiu ARE YOU DRUNK?
  22. 22. HOW WILL WE DO TOMORROW
  23. 23. CHALLENGE: CAN’T BE EXPLAINED
  24. 24. CHALLENGE: CAN’T BE REPLICATED
  25. 25. CHALLENGE: LIVING IN THE PAST
  26. 26. CHALLENGE: LIVING IN THE PAST
  27. 27. EXAMPLE: LAG VS. LEAD GOALS
  28. 28. EXAMPLE: LAG VS. LEAD GOALS
  29. 29. WHAT CAN WE DO TO SUCCEED
  30. 30. TAKE ON GOOGLE? MORE RAND? GET MORE!
  31. 31. GOAL: EXPLOIT DATA ON GOOGLE+
  32. 32. GOAL: EXPLOIT DATA ON GOOGLE+
  33. 33. RESULTS: 59 POSTS 1,711 +1s 779 SHARES
  34. 34. GOAL: DATA-JACK BREAKING NEWS
  35. 35. GOAL: DATA-JACK BREAKING NEWS
  36. 36. RESULTS: 126,177 UNIQUE VISITS (IN 1 POST)
  37. 37. http://www.uservoice.com
  38. 38. MOVING FROM LAG TO LEAD
  39. 39. MOVING FROM LAG TO LEAD
  40. 40. MOVING FROM LAG TO LEAD
  41. 41. IT’S TIME TO TAKE ACTION Image via ShutterStock ©2014 Eugenio Marongiu
  42. 42. peter@moz.com • @dr_pete THANKS FOR WATCHING!

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