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We Are the Champions of . . . What, Exactly? Tracking Digital Metrics That Matter

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Learn to map metrics across your digital platforms to your organization's mission, compare them to industry trends, and examine methods to optimize your communications strategy.

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We Are the Champions of . . . What, Exactly? Tracking Digital Metrics That Matter

  1. 1. We are the Champions of...What? Tracking Digital Metrics That Matter
  2. 2. Introduction to the TeamWelcome! Autumn Rose Director, Analytics @aarose Arose@forumone.com Minal Bopaiah Former Communications Manager, PSI @brevityandwit#17NTCDataChamps
  3. 3. #DataChamp Champion your Cause, Measure your Success #17NTCDataChamps
  4. 4. We do a lot. As communications professionals we are spread thin, working on multiple initiatives across multiple channels with multiple stakeholders #17NTCDataChamps
  5. 5. Mission Initiative Initiative Initiative Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Initiative Tactic Initiative Tactic Tactic Ta Tactic Initiative Tactic Tactic ic Tactic c Initiative Tactic Tactic Tactic Tactic ic Tactic
  6. 6. Sometimes we can lose sight of our mission. #17NTCDataChamps
  7. 7. But our mission is what gives us clarity in setting our direction.
  8. 8. Mission It All Starts with Your Mission Your mission should be used as the glue that ties together all your communications activities. #17NTCDataChamps
  9. 9. Initiative Initiative Initiative Mission Map out how your organization is working towards achieving its mission; this often aligns with program areas or your organizational structure. Map it Together #17NTCDataChamps
  10. 10. Initiative Initiative Initiative Objective Objective Mission Objective Objective Objective Objective Objective Objective Map it Together Identify the specific projects and activities that your organization is taking on to achieve those initiatives. #17NTCDataChamps
  11. 11. Objective Objective Objective Initiative Initiative Initiative Objective Objective Mission Objective Objective Objective Objective Objective Objective ? Map it Together Identify the specific projects and activities that your organization is taking on to achieve those initiatives. Are there things that fall outside of those core initiatives?
  12. 12. Objective Objective Objective Initiative Initiative Initiative Objective Objective Mission Objective Objective Objective Objective Objective Objective Just say no. Aligning Your Work If you can’t map a tactic to your mission… it’s time to reevaluate.
  13. 13. Our Power Comes From Our Mission Every initiative we take on and every tactic we leverage, should be moving our mission forward, making an impact. #17NTCDataChamps
  14. 14. Mission Help people in the developing world lead healthier lives by marketing affordable products and services. Mission PSI: Mapping it Out
  15. 15. Initiative Mission Help people in the developing world lead healthier lives by marketing affordable products and services. Initiative Innovate fundraising mechanisms to help create sustainable and strong health systems. e Mission PSI: Mapping it Out
  16. 16. Initiative Objective Mission Objective Nurture relationships with catalytic donor organizations (e.g., BMGF, UNITAID, etc.). Help people in the developing world lead healthier lives by marketing affordable products and services. Initiative Innovate fundraising mechanisms to help create sustainable and strong health systems. e ective Mission Objective PSI: Mapping it Out
  17. 17. Initiative Objective Mission Objective Nurture relationships with catalytic donor organizations (e.g., BMGF, UNITAID, etc.). Help people in the developing world lead healthier lives by marketing affordable products and services. Initiative Innovate fundraising mechanisms to help create sustainable and strong health systems. e ective Mission Objective Tactic Tactics Publish strategic content; ask donors and partners to promote on social; drive traffic to content thru email. Tactic Tactic PSI: Mapping it Out
  18. 18. Once we can frame our work, determine the KPIs that tell our story of success #17NTCDataChamps
  19. 19. Why do we need KPIs? Align teams across the organization to work towards a consistent set of objectives, saving time and money Demonstrate ROI on specific activities and initiatives Simplify reporting by developing a consistent method of quantifying success #17NTCDataChamps
  20. 20. Selecting your KPIs Prioritizing & Storytelling Unambiguously tell the story of performance Metrics should be able to be directly influenced through your work Have the staff and resources to impact and monitor your KPIs in the long term Get buy in from leadership #17NTCDataChamps
  21. 21. Setting Targets Set your goals based on past performance; collect 6 months of data before making final selections Be careful with industry standards; it’s unlikely to find true apple to apple comparisons Ensure they are sustainable in both staff time and budget Reaching Your Goals #17NTCDataChamps
  22. 22. Get the Right Equipment #17NTCDataChamps
  23. 23. Time to Stretch It’s audience participation time #17NTCDataChamps
  24. 24. Site Performance Tools ● Performance of specific content ● User engagement ● Traffic sources Google Analytics - Free #17NTCDataChamps
  25. 25. Social Media Tools ● Tweets ● Retweets ● Posts ● Reach ● Shares ● Likes #17NTCDataChamps
  26. 26. Email Tools ● Subscribers ● New subscribers ● Emails sent ● Emails opened Recommended: N/A ● Clickthrough ● Unsubscribe ● Forward #17NTCDataChamps
  27. 27. Once we have the data, how do we set benchmarks? #17NTCDataChamps
  28. 28. There are no “right” targets. You are always competing against yourself. #17NTCDataChamps
  29. 29. Why can’t I compare? How analytics is configured can significantly impact how data is collected or calculated There are different targets for various types of content Various target audiences behave differently #17NTCDataChamps
  30. 30. Bounce Rate 63% Bounce Rate Information Distribution Sites 60% Bounce Rate Community Sites 34% Bounce Rate Data Exploration Sites Site Performance #17NTCDataChamps
  31. 31. Pages per Session 2.35 pages per session Information Distribution Sites 2.75 pages per session Community Sites 4.4 pages per session Data Exploration Sites Site Performance #17NTCDataChamps
  32. 32. Specific tangible and concrete Measurable using tools & strategies Achievable by you and your team Realistic in the real world Timebound monthly, quarterly, yearly Be Smart in Selecting your Benchmarks #17NTCDataChamps
  33. 33. Initiative Objective e ective Mission Objective Tactic Tactic Tactic Now that we’ve done the work...
  34. 34. Initiative Objective e ective Mission Objective Tactic Tactic Tactic ...how do we communicate the results?
  35. 35. Pro Tip Impact stories will align with your audiences; your reporting will align with your organizational structure. #17NTCDataChamps
  36. 36. The Do-ers Frequency Real time, self service Content Granular reporting on the performance of their activities Compare year over year performance & benchmarksInitiative Objective e ective Mission Objective Tactic Tactic Tactic Reporting it Up
  37. 37. Frequency Weekly/Monthly Synthesized Reports Content Summarize tactic performance in relationship to the objectives they are looking to achieve Compare year over year performance & benchmarks Propose opportunities to improve, expand, or revise the tactics Initiative Objective e ective Mission Objective Tactic Tactic Tactic Reporting it Up Program Managers
  38. 38. Frequency Monthly Synthesized Reports Content Monthly performance summary of all related objectives Highlight tactics that were uniquely successful (or failures) Offer specific recommendations to improve impact on overall initiative Provide insight into anticipated future performance Initiative Objective e ective Mission Objective Tactic Tactic Tactic Reporting it Up Directors
  39. 39. Frequency Quarterly/Yearly Content High level summary of progress towards yearly goals Showcase select successes and learnings Provide insight into anticipated future goals Reporting it Up CEO & Board
  40. 40. Introduction to the TeamThank You! Autumn Rose Director, Analytics @aarose Arose@forumone.com Minal Bopaiah Consultant @brevityandwit minal@brevityandwit.com#17NTCDataChamps
  41. 41. Introduction to the TeamYour Next Steps Download Our White Paper Available at forumone.com, learn more about best practices, selecting metrics, and building a sustainable analytics strategy. Give Us a Call Discuss your needs, your ideas, or where you are running into issues. We can help! arose@forumone.com #17NTCDataChamps

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