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By Jeff Sauer
Founder of Knowledge Land
How to Avoid Ready-
Fire-Aim Marketing
Creating a Meaningful
Measurement Strategy
Measurement
Strategy
What is Strategy?
@jeffalytics
Strategy is like the game of Chess
@jeffalytics
An Easy Way to Think About Strategy
This is
Strategy
@jeffalytics
Tactics are the pieces we have to play
This is
Strategy
These are
Tactics
@jeffalytics
Most industry focus is on this
@jeffalytics
Or we don’t even understand the game
@jeffalytics
So we see stuff like this
@jeffalytics
And this
@jeffalytics
P.S. We are not spammers
That is not
Strategy!
That is a good
idea gone bad
Strategy in Three
Steps
@jeffalytics
Strategies win championships
3 Main Points for Today
Understand the possible
Find your strategic framework
Strategies Win
Championships
Tactics Win Games
Start with the
outcome
@jeffalytics
We should do a site survey
because I heard they were
cool (and sales keeps calling)
Start with the outcome in...
@jeffalytics
We should do a site survey
because I heard they were
cool (and sales keeps calling)
If I can reduce unhappy
c...
@jeffalytics
What does
success look like?
@jeffalytics
What does
success feel like?
@jeffalytics
How do we get
there?
@jeffalytics
Start with the outcome in mind
Goal: Sign up 5,000 new users in 2015
@jeffalytics
•  5,000 new
users
•  416 users/
month OR
•  352 users +
3% growth/
month
•  Budget
$100,000
Goal: Sign up 5,...
@jeffalytics
•  5,000 new
users
•  416 users/
month OR
•  352 users +
3% growth/
month
•  Budget
$100,000
Goal: Sign up 5,...
@jeffalytics
•  5,000 new
users
•  416 users/
month OR
•  352 users +
3% growth/
month
•  Budget
$100,000
Goal: Sign up 5,...
@jeffalytics
•  5,000 new
users
•  416 users/
month OR
•  352 users +
3% growth/
month
•  Budget
$100,000
Goal: Sign up 5,...
@jeffalytics
Let’s try another
@jeffalytics
Start with the outcome in mind
Goal: Reduce Customer Complaints by 50%
@jeffalytics
•  100
complaints/
month
•  Down from
200
•  Revenue
impact:
$50,000
Goal: Reduce Customer Complaints by 50%
...
@jeffalytics
One more
@jeffalytics
Start with the outcome in mind
Goal: Improve Our Conversion Rate by 50%
@jeffalytics
•  3% Conversion
Rate
•  Up from 2%
•  Revenue Potential
$1,000,000
Goal: Improve Our Conversion Rate by 50%
...
@jeffalytics
Put it all together
Goal 1: Increase
number of new users
KPI: Active Users
• Target: 5,000 Registered Users
K...
@jeffalytics
Who uses this
strategy?
@jeffalytics
Amazon.com a $75 bn Online Retailer
Read this blog post at: bit.ly/amazonbackwards
Back in
2006!
Brilliant
@jeffalytics
80 Percent ofYour Results Come
from 20 Percent ofYour Efforts
The 80/20 Rule of Marketing
20 Percent ofYour R...
@jeffalytics
80/20 Rule of Marketing
More on this concept: bit.ly/80-20-marketing
@jeffalytics
Strategy
Involves eliminating the 80% that doesn’t work
Understand the
possible
@jeffalytics
Change
Is the only constant
@jeffalytics
Demographics Reports
What is new in Google Analytics?
Benchmarking Reports
Channel Groupings Content Grouping...
@jeffalytics
Benchmarking is Awesome
@jeffalytics
Universal Analytics is Here
@jeffalytics
New method of collecting
visitor data
What is Universal Analytics?
Less Reliant on Cookies
Tracks Users Acros...
@jeffalytics
Custom Dimensions
Universal Analytics Capabilities
Custom Metrics
User Based Reporting Custom Data Upload
Mea...
@jeffalytics
What’s New: Google Tag Manager
@jeffalytics
Google Tag Manager: Tangible Benefits
Less Reliance on Developer Resources
More Forgiving and Less Errors
Spee...
@jeffalytics
Automatic Event Tracking
Google Tag Manager Capabilities
No Code Updates
Remarketing Custom Data Layers
Varia...
@jeffalytics
Custom HTML Tags
Google Tag Manager Capabilities
JavaScript Macros
Custom Tag Firing Schedules
Trigger Based ...
Cool is Not a
Strategy
@jeffalytics
Things website
owners find awesome
May piss off our users
@jeffalytics
We want to track users!
@jeffalytics
We outsource our content
Image from The Next Web
@jeffalytics
We value your opinion!
@jeffalytics
We want to do and track everything
@jeffalytics
We don’t care if it bloats our sites!
@jeffalytics
We Want To Email You!
@jeffalytics
No, We REALLY Want To Email You!
@jeffalytics
Yes No
Did the user enjoy this experience?
@jeffalytics
No
@jeffalytics
Ask yourself:
Is our benefit >
customer experience?
@jeffalytics
Just because it’s in the tool
Doesn’t mean that you have to implement it
@jeffalytics
How does (not provided) fit your strategy?
@jeffalytics
How does Universal GA fit your strategy?
@jeffalytics
How does GTM fit your strategy?
@jeffalytics
How do demographics fit your strategy?
Demographics Insights from Jeffalytics -
http://bit.ly/demosegments
@jeffalytics
How does attribution fit your Strategy?
@jeffalytics
How does attribution fit your Strategy?
Significantly
for Some
Companies
@jeffalytics
It’s not just Google!
@jeffalytics
How does Moz fit your strategy?
@jeffalytics
How does AWR fit your strategy?
@jeffalytics
How does SEMRush fit your strategy?
@jeffalytics
How does BrightEdge fit your strategy?
@jeffalytics
You will need to use
many tools to
achieve your goals
@jeffalytics
But it’s not always
your choice
@jeffalytics
One for them
One for me
@jeffalytics
One for them: Universal Analytics Upgrade
@jeffalytics
One for me: Using Google Tag Manager
@jeffalytics
One for them: Legacy Reporting
@jeffalytics
Lean Analytics
One for me: Experimental Analytics
User Analytics
Audience Analytics Site Surveys
Conversion O...
@jeffalytics
It’s OK essential
To use more than one measurement tool
Find your strategic
framework
@jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Strategic Digital Marketing
@jeffalytics
What do you want to do this year?
Goal: Sign up 5,000 new users in 2015
Goal: Reduce Customer Complaints by 5...
@jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Set Targets
Strategic Digital Marketing
@jeffalytics
How are you going to get there?
•  5,000 new users
•  416 users/month OR
•  352 users + 3% growth/month
•  Bu...
@jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Set Targets
Agree on Tactics
Strategic...
@jeffalytics
Agree on which tactics to deploy
Tactics
•  Big Content
•  Email capture
•  Auto-responder
•  Guest posts
•  ...
@jeffalytics
20%
of Efforts
80%
of Results
Mind the 80/20 Rule
@jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Who is accountable for the results?
Fo...
@jeffalytics
Who do we need to call in?
Teams
•  Writers
•  CTO
•  Video Producer
•  Graphic Designer
•  SEO
•  PPC
@jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Who is accountable for the results?
Fo...
@jeffalytics
What tools will get us there?
Tools
•  Landing Page software
•  Email opt in
•  Email software
•  Buzzsumo
• ...
@jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Who is accountable for the results?
Fo...
@jeffalytics
Work the plan
@jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Who is accountable for the results?
Fo...
@jeffalytics
Get noticed
@jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Who is accountable for the results?
Fo...
Strategy
It’s not about your pieces
Strategy
It’s about winning the game
You are a strategic
asset
@jeffalytics
Strategies win championships
3 Main Points for Today
Understand the possible
Find your strategic framework
@jeffalytics
Thank You!
jeff@knowledge.land
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Digital Measurement Strategy - Avoiding Ready Fire Aim Marketing

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Published on

Most marketing programs suck, because they are done without a purpose in mind. It's time to start growing up with our web marketing by setting a solid strategy before we launch our marketing campaigns.

How do we do this? Start with the outcome and work backwards. This is the strategy that Amazon employs, and you should too! Learn how it's all done in this presentation.

This presentation was originally given at SMX Munich 2015. It covers a framework for strategic measurement of web analytics programs.

Measure twice, cut once. While that is the golden rule of carpentry, the same can’t be said for most online marketing programs. The truth is that unless you set forth a sound measurement strategy before launching your marketing campaigns, you will have trouble effectively analyzing your results. Without effective measurement, endless amounts time and money will be wasted. This happens every day in the online marketing world, but by following these simple frameworks, you can tailor your online campaigns toward the one thing that matters: results.

Published in: Internet

Digital Measurement Strategy - Avoiding Ready Fire Aim Marketing

  1. 1. By Jeff Sauer Founder of Knowledge Land How to Avoid Ready- Fire-Aim Marketing Creating a Meaningful Measurement Strategy
  2. 2. Measurement Strategy
  3. 3. What is Strategy?
  4. 4. @jeffalytics Strategy is like the game of Chess
  5. 5. @jeffalytics An Easy Way to Think About Strategy This is Strategy
  6. 6. @jeffalytics Tactics are the pieces we have to play This is Strategy These are Tactics
  7. 7. @jeffalytics Most industry focus is on this
  8. 8. @jeffalytics Or we don’t even understand the game
  9. 9. @jeffalytics So we see stuff like this
  10. 10. @jeffalytics And this
  11. 11. @jeffalytics P.S. We are not spammers
  12. 12. That is not Strategy!
  13. 13. That is a good idea gone bad
  14. 14. Strategy in Three Steps
  15. 15. @jeffalytics Strategies win championships 3 Main Points for Today Understand the possible Find your strategic framework
  16. 16. Strategies Win Championships Tactics Win Games
  17. 17. Start with the outcome
  18. 18. @jeffalytics We should do a site survey because I heard they were cool (and sales keeps calling) Start with the outcome in mind
  19. 19. @jeffalytics We should do a site survey because I heard they were cool (and sales keeps calling) If I can reduce unhappy customers I will generate more sales and more money Start with the outcome in mind
  20. 20. @jeffalytics What does success look like?
  21. 21. @jeffalytics What does success feel like?
  22. 22. @jeffalytics How do we get there?
  23. 23. @jeffalytics Start with the outcome in mind Goal: Sign up 5,000 new users in 2015
  24. 24. @jeffalytics •  5,000 new users •  416 users/ month OR •  352 users + 3% growth/ month •  Budget $100,000 Goal: Sign up 5,000 new users in 2015 Targets
  25. 25. @jeffalytics •  5,000 new users •  416 users/ month OR •  352 users + 3% growth/ month •  Budget $100,000 Goal: Sign up 5,000 new users in 2015 Targets Tactics •  Big Content •  Email capture •  Auto-responder •  Guest posts •  Podcasts •  Webinars •  SEO •  Paid Search •  Facebook •  Referrals •  Blogging •  Affiliates •  Videos
  26. 26. @jeffalytics •  5,000 new users •  416 users/ month OR •  352 users + 3% growth/ month •  Budget $100,000 Goal: Sign up 5,000 new users in 2015 Targets Tactics Teams •  Big Content •  Email capture •  Auto-responder •  Guest posts •  Podcasts •  Webinars •  SEO •  Paid Search •  Facebook •  Referrals •  Blogging •  Affiliates •  Videos •  Writers •  CTO •  Video Producer •  Graphic Designer •  SEO •  PPC
  27. 27. @jeffalytics •  5,000 new users •  416 users/ month OR •  352 users + 3% growth/ month •  Budget $100,000 Goal: Sign up 5,000 new users in 2015 Targets Tactics Teams Tools •  Big Content •  Email capture •  Auto-responder •  Guest posts •  Podcasts •  Webinars •  SEO •  Paid Search •  Facebook •  Referrals •  Blogging •  Affiliates •  Videos •  Writers •  CTO •  Video Producer •  Graphic Designer •  SEO •  PPC •  Landing Page software •  Email opt in •  Email software •  Buzzsumo •  iTunes Store •  Google Analytics
  28. 28. @jeffalytics Let’s try another
  29. 29. @jeffalytics Start with the outcome in mind Goal: Reduce Customer Complaints by 50%
  30. 30. @jeffalytics •  100 complaints/ month •  Down from 200 •  Revenue impact: $50,000 Goal: Reduce Customer Complaints by 50% Targets Tactics Teams Tools •  Make support pages crawlable •  Website survey •  Redesign navigation •  Site search engine •  Support knowledge base •  Developers •  Analysts •  UX •  Designers •  Vendors •  Technical writers •  Survey tool •  Google Analytics •  Content Management system •  Search software •  Voice of customer
  31. 31. @jeffalytics One more
  32. 32. @jeffalytics Start with the outcome in mind Goal: Improve Our Conversion Rate by 50%
  33. 33. @jeffalytics •  3% Conversion Rate •  Up from 2% •  Revenue Potential $1,000,000 Goal: Improve Our Conversion Rate by 50% Targets Tactics Teams Tools •  A/B Testing •  Multivariate Testing •  Personalization •  Product availability •  Buttons •  Pricing •  Call to action •  Writers •  Analysts •  Graphic Designer •  PPC •  Developers •  Landing Page software •  Testing engine •  Google Analytics
  34. 34. @jeffalytics Put it all together Goal 1: Increase number of new users KPI: Active Users • Target: 5,000 Registered Users KPI: New User Growth • Target: 416 Users/Month KPI: Worldwide Coverage • Target: 25 Countries Goal 2: Reduce customer complaints KPI: Reduce complaints • Target: Reduce to 100 complaints a month KPI: Customer Referrals • Target: 10% of Users Refer KPI: Renew unhappy customers • Target: 50 Renewals Goal 3: Increase conversion rate KPI: Conversion rate Increase • Target: 3% conversion rate by end of year KPI: Market Share • Target: Top 5 in Sales
  35. 35. @jeffalytics Who uses this strategy?
  36. 36. @jeffalytics Amazon.com a $75 bn Online Retailer Read this blog post at: bit.ly/amazonbackwards Back in 2006! Brilliant
  37. 37. @jeffalytics 80 Percent ofYour Results Come from 20 Percent ofYour Efforts The 80/20 Rule of Marketing 20 Percent ofYour Results Come from The Other 80 Percent 80/20 Marketing: perrymarshall.com/80-20/
  38. 38. @jeffalytics 80/20 Rule of Marketing More on this concept: bit.ly/80-20-marketing
  39. 39. @jeffalytics Strategy Involves eliminating the 80% that doesn’t work
  40. 40. Understand the possible
  41. 41. @jeffalytics Change Is the only constant
  42. 42. @jeffalytics Demographics Reports What is new in Google Analytics? Benchmarking Reports Channel Groupings Content Groupings Universal Analytics Google Tag Manager
  43. 43. @jeffalytics Benchmarking is Awesome
  44. 44. @jeffalytics Universal Analytics is Here
  45. 45. @jeffalytics New method of collecting visitor data What is Universal Analytics? Less Reliant on Cookies Tracks Users Across Devices Processes Data in the Cloud Allows Custom Data Integration Most new features are Universal Only
  46. 46. @jeffalytics Custom Dimensions Universal Analytics Capabilities Custom Metrics User Based Reporting Custom Data Upload Measurement Protocol Cloud Based Configuration
  47. 47. @jeffalytics What’s New: Google Tag Manager
  48. 48. @jeffalytics Google Tag Manager: Tangible Benefits Less Reliance on Developer Resources More Forgiving and Less Errors Speed of Deployment
  49. 49. @jeffalytics Automatic Event Tracking Google Tag Manager Capabilities No Code Updates Remarketing Custom Data Layers Variables (formerly Macros) Cross Domain Tracking
  50. 50. @jeffalytics Custom HTML Tags Google Tag Manager Capabilities JavaScript Macros Custom Tag Firing Schedules Trigger Based Execution (Formerly called Rules) Third Party Tags Weather Tracking
  51. 51. Cool is Not a Strategy
  52. 52. @jeffalytics Things website owners find awesome May piss off our users
  53. 53. @jeffalytics We want to track users!
  54. 54. @jeffalytics We outsource our content Image from The Next Web
  55. 55. @jeffalytics We value your opinion!
  56. 56. @jeffalytics We want to do and track everything
  57. 57. @jeffalytics We don’t care if it bloats our sites!
  58. 58. @jeffalytics We Want To Email You!
  59. 59. @jeffalytics No, We REALLY Want To Email You!
  60. 60. @jeffalytics Yes No Did the user enjoy this experience?
  61. 61. @jeffalytics No
  62. 62. @jeffalytics Ask yourself: Is our benefit > customer experience?
  63. 63. @jeffalytics Just because it’s in the tool Doesn’t mean that you have to implement it
  64. 64. @jeffalytics How does (not provided) fit your strategy?
  65. 65. @jeffalytics How does Universal GA fit your strategy?
  66. 66. @jeffalytics How does GTM fit your strategy?
  67. 67. @jeffalytics How do demographics fit your strategy? Demographics Insights from Jeffalytics - http://bit.ly/demosegments
  68. 68. @jeffalytics How does attribution fit your Strategy?
  69. 69. @jeffalytics How does attribution fit your Strategy? Significantly for Some Companies
  70. 70. @jeffalytics It’s not just Google!
  71. 71. @jeffalytics How does Moz fit your strategy?
  72. 72. @jeffalytics How does AWR fit your strategy?
  73. 73. @jeffalytics How does SEMRush fit your strategy?
  74. 74. @jeffalytics How does BrightEdge fit your strategy?
  75. 75. @jeffalytics You will need to use many tools to achieve your goals
  76. 76. @jeffalytics But it’s not always your choice
  77. 77. @jeffalytics One for them One for me
  78. 78. @jeffalytics One for them: Universal Analytics Upgrade
  79. 79. @jeffalytics One for me: Using Google Tag Manager
  80. 80. @jeffalytics One for them: Legacy Reporting
  81. 81. @jeffalytics Lean Analytics One for me: Experimental Analytics User Analytics Audience Analytics Site Surveys Conversion Optimization Something we haven’t even thought of yet
  82. 82. @jeffalytics It’s OK essential To use more than one measurement tool
  83. 83. Find your strategic framework
  84. 84. @jeffalytics How do we grow our business through digital marketing? Establish Goals Strategic Digital Marketing
  85. 85. @jeffalytics What do you want to do this year? Goal: Sign up 5,000 new users in 2015 Goal: Reduce Customer Complaints by 50% Goal: Improve Our Conversion Rate by 50%
  86. 86. @jeffalytics How do we grow our business through digital marketing? Establish Goals Set Targets Strategic Digital Marketing
  87. 87. @jeffalytics How are you going to get there? •  5,000 new users •  416 users/month OR •  352 users + 3% growth/month •  Budget $100,000 Targets
  88. 88. @jeffalytics How do we grow our business through digital marketing? Establish Goals Set Targets Agree on Tactics Strategic Digital Marketing
  89. 89. @jeffalytics Agree on which tactics to deploy Tactics •  Big Content •  Email capture •  Auto-responder •  Guest posts •  Podcasts •  Webinars •  SEO •  Paid Search •  Facebook •  Referrals •  Blogging •  Affiliates •  Videos
  90. 90. @jeffalytics 20% of Efforts 80% of Results Mind the 80/20 Rule
  91. 91. @jeffalytics How do we grow our business through digital marketing? Establish Goals Who is accountable for the results? Form Teams Set Targets Agree on Tactics Strategic Digital Marketing
  92. 92. @jeffalytics Who do we need to call in? Teams •  Writers •  CTO •  Video Producer •  Graphic Designer •  SEO •  PPC
  93. 93. @jeffalytics How do we grow our business through digital marketing? Establish Goals Who is accountable for the results? Form Teams Set Targets Agree on Tactics Choose Tools Strategic Digital Marketing
  94. 94. @jeffalytics What tools will get us there? Tools •  Landing Page software •  Email opt in •  Email software •  Buzzsumo •  iTunes Store •  Google Analytics
  95. 95. @jeffalytics How do we grow our business through digital marketing? Establish Goals Who is accountable for the results? Form Teams Set Targets Agree on Tactics Choose Tools Do what the plan says and work toward reaching defined targets Work the Plan Strategic Digital Marketing
  96. 96. @jeffalytics Work the plan
  97. 97. @jeffalytics How do we grow our business through digital marketing? Establish Goals Who is accountable for the results? Form Teams Set Targets Agree on Tactics Sell the Results Choose Tools Do what the plan says and work toward reaching defined targets Work the Plan Strategic Digital Marketing
  98. 98. @jeffalytics Get noticed
  99. 99. @jeffalytics How do we grow our business through digital marketing? Establish Goals Who is accountable for the results? Form Teams Set Targets Agree on Tactics Sell the Results Choose Tools Do what the plan says and work toward reaching defined targets Work the Plan Do more of the things that worked and stop with the ineffective efforts Reflect and Repeat Strategic Digital Marketing
  100. 100. Strategy It’s not about your pieces
  101. 101. Strategy It’s about winning the game
  102. 102. You are a strategic asset
  103. 103. @jeffalytics Strategies win championships 3 Main Points for Today Understand the possible Find your strategic framework
  104. 104. @jeffalytics Thank You! jeff@knowledge.land

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