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# 3 Critical Steps In Client Performance Measurement

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A look at the fundamentals for demonstrating client program performance as well as key functions and reporting elements to use in development.

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### 3 Critical Steps In Client Performance Measurement

1. 1. Critical Components of Client Performance Measurement Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content How to improve your chances at making a six figure salary as a marketing professional How to improve the likelihood of client retention 3 Critical Steps In Client Performance Measurement
2. 2. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content But first… Some Old Guy Is Yelling & Why Maybe You Should Listen
3. 3. Get The Data Step One Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
4. 4. Get More Data Than You Really Need Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Google Analytics Google Search Console
5. 5. Find The Export Function Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Google Analytics Google Search Console
6. 6. Spreadsheets Are Your BEST Friend Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Sort Columns Freeze Panes (Rows / Columns) Format Cells • Key Excel Functions to keep in mind when viewing a significant number of rows and / or columns of data
7. 7. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Cell Versus Cell Comparisons • Key Excel Functions to keep in mind when analyzing spreadsheet data & making performance assessments Spreadsheets Are Your BEST Friend Formula =(“CELL 1”-”CELL 2”) /”CELL 1” Match Data Based From “Like” Information Formula =VLOOKUP (lookup_value, table_array, col_index_num, [range_lookup])” Matching data from Analytics, Search Console, and BuzzSumo
8. 8. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content AutoFill (for a significant number of rows or columns) • Key Excel Functions to keep in mind when analyzing spreadsheet data & making performance assessments Spreadsheets Are Your BEST Friend Keyboard Shortcuts For Mac Step 1: Command + Arrow Step 2: Control + D De-dupe Data (for multiple identical entries) For Windows Step 1: Control + Arrow Step 2: Control + D
9. 9. Create a Comparison Step Two Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
10. 10. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content • A singular set of performance data fails to demonstrate why [the data] is of any significance. • Show or explain comparative metrics Was This Successful? Infographic Performance Highlights: • 300,000+ page views • 2,500+ inbound links • 9 of the top 10 blog posts viewed in past 12 months were infographic assets • 3 of top 10 pages viewed overall • Top 9 posts accounted for 40% of all blog traffic and 20% of all site traffic.
11. 11. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Comparative Points to Consider: • Period To Period Performance • Year over year, month to month, quarter versus quarter etc. • The key is measuring performance in blocks of time SPECIFIC to program / tactical execution dates • Create annotations for start dates / record preliminary benchmarks for future comparisons • Download and format data to analyze specific percentages and to avoid missing out on lost or inaccessible data points
12. 12. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Comparative Points to Consider: • Channel Versus Channel Performance • Remember to keep in mind relationship with other associated programs or partners
13. 13. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Comparative Points to Consider: • Asset-Specific Performance (“Our Stuff” Versus “Their Stuff”) – Custom Segments
14. 14. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Navigating Through Google Analytics • Custom Segments • Examples & Implementation: https://blog.kissmetrics.com/new-google-analytics-advanced- segments/
15. 15. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Navigating Through Google Analytics • Custom Segments
16. 16. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Navigating Through Google Analytics • Goal Tracking / Conversion Tracking
17. 17. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Navigating Through Google Analytics • Goal Tracking / Conversion Tracking
19. 19. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Navigating Through Google Analytics • Goal Tracking / Conversion Tracking
20. 20. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Navigating Through Google Analytics • Event Tracking • Reference & Implementation: https://developers.google.com/analytics/devguides/collection/analyticsjs/events
22. 22. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Navigating Through Google Analytics • Event Tracking
23. 23. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Navigating Through Google Analytics • Event Tracking
24. 24. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Navigating Through Google Analytics • Event Tracking
25. 25. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Navigating Through Google Analytics • Event Tracking - Don’t forget that events can be tracked as GOALS as well… Step 1 Step 2
26. 26. Visualize Your Point(s) Step Three Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
27. 27. The Importance of Visualization in Reports Sometimes our programs absolutely exceed expectations and we’re able to demonstrate success metrics even our initial sales discussions would not have forecasted. Unfortunately, our clients and their associated leadership often have a lot on their plate and are not able to review as much detail and information as we would hope they would be able to. We often only have a limited amount of time to present key points and performance metrics as well. And finally, sometimes our clients are not as well versed or experienced in presenting information to senior leadership, for whatever reason. As a result, success metrics get buried in presentation slides with lots of unnecessary text or in documents and spreadsheets with poor layouts or an overwhelming amount of information. It’s not all on the client side either. Sometimes we make the mistake of wanting to illustrate the amount of work we put in, in order to show how complex or how much time and attention it took to get to whatever performance metrics we want or need to present. Examples of this can include rows of spreadsheet information with key platform metrics, historical data sets and values, a summary of action items or milestone, etc. As a result, it is important that when developing presentations that highlight key performance metrics, we always focus on providing the most impactful visualizations, charts, and tables. In doing so, we stand a better chance of keeping the attention of key stakeholders and getting greater buy-in on the value and impact of our (your) program work. Thank you very much for reading all of this message and I hope you enjoy the rest of the presentation this afternoon! Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
28. 28. Charts That Document Trends Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
29. 29. Charts That Document Impact Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content All time program highs for organic search over last two months
30. 30. Charts That Compare Performance Metrics Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content • Despite more than a 1:3 ratio of KoMarketing-authored blog posts vs. non-KoMarketing posts, our posts performed an average of 10x as well as other posts (for page views, 11x for unique page views, 16x for entrances, etc.).
31. 31. Slides That Document Trends & Compare Metrics Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content • Growth in overall website traffic increased over 150% year over year and over 125% year over year the last two 12 month periods
32. 32. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content • KoMarketing has reduced cost per click in PPC advertising from over \$21 per click in June / July 2015 to an average of \$7.50 per click over the past three months. • Traffic from search campaigns have improved over 100% in the same time period Slides That Document Trends & Compare Metrics
33. 33. Slides That Summarize Key Points Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content • Use Bullets, Callouts, and Highlights • Bold Key Points • Use Succinct Statements and Headlines • Get As Close As Possible to Tying Your Marketing Tactics to Sales Revenue
34. 34. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Final points…
35. 35. In Summary: • Get The Data – Get as much information as possible – Download, format, and archive key information for later use • Create A Comparison – Period to Period – Channel versus Channel – Asset-Specific Performance (and “Our Stuff” Versus “Their Stuff”) • Visualize Your Point(s) – Use Charts & Callouts to Highlight Trends, Impact, and Compare Metrics Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
36. 36. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Final, FINAL points…
37. 37. Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing Thank You! Who has questions?