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@jonoaldersonDigital Marketing By Numbers
Digital Marketing
By Numbers
@jonoaldersonDigital Marketing By Numbers
Jono Alderson
GLobal Head of Digital @ Linkdex
@jonoalderson
Technical SEO + ana...
@jonoaldersonDigital Marketing By Numbers
@jonoaldersonDigital Marketing By Numbers
It’s frameworks, not
data, which drive success
@jonoaldersonDigital Marketing By Numbers
Nobody’s succeeding.
@jonoaldersonDigital Marketing By Numbers
HIPPO culture
This guy is not an
expert at choosing
KPIs.
@jonoaldersonDigital Marketing By Numbers
A lack of direction
The discovery of
magical, ‘’interesting’
insight
@jonoaldersonDigital Marketing By Numbers
Analysis Paralysis
@jonoaldersonDigital Marketing By Numbers
? ?
? ?
@jonoaldersonDigital Marketing By Numbers
@jonoaldersonDigital Marketing By Numbers
The box
of lies
The Great Crime of the Analytics Industry
@jonoaldersonDigital Marketing By Numbers
@jonoaldersonDigital Marketing By Numbers
@jonoaldersonDigital Marketing By Numbers
Difficulty articulating success
You can’t say “Hold
on, what are our
objectives ...
@jonoaldersonDigital Marketing By Numbers
Obsessive comparison to the past
“How well did we do
last time” is lazy.
“How we...
@jonoaldersonDigital Marketing By Numbers
Only looking at the clickstream
@jonoaldersonDigital Marketing By Numbers
@jonoaldersonDigital Marketing By Numbers
@jonoaldersonDigital Marketing By Numbers
Using a framework & data to
fuel your decision-making
Overcome these hurdles wit...
@jonoaldersonDigital Marketing By Numbers
You have bespoke data and
bespoke needs
Design something from scratch
@jonoaldersonDigital Marketing By Numbers
The HEART Framework
For user-centric focus
@jonoaldersonDigital Marketing By Numbers
@jonoaldersonDigital Marketing By Numbers
@jonoaldersonDigital Marketing By Numbers
Evolving This
For larger or established organisations & products
@jonoaldersonDigital Marketing By Numbers
Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get peopl...
@jonoaldersonDigital Marketing By Numbers
Visualise performance with bullet charts
@jonoaldersonDigital Marketing By Numbers
Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get peopl...
@jonoaldersonDigital Marketing By Numbers
You’ll need 5 things...
@jonoaldersonDigital Marketing By Numbers
@jonoaldersonDigital Marketing By Numbers
Get your key stakeholders in
a room
Go all the way to the top.
You only get once...
@jonoaldersonDigital Marketing By Numbers
Remove the elephant from the room
Hansel & Gretel
@jonoaldersonDigital Marketing By Numbers
Get to the top-level objectives
There are no
wrong answers
@jonoaldersonDigital Marketing By Numbers
The rules
Objectives must increase revenue,
decrease cost or improve brand.
Anyt...
@jonoaldersonDigital Marketing By Numbers
Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get peopl...
@jonoaldersonDigital Marketing By Numbers
Make your KPIs ultra-specific and
document the details
# conversions
# qualified...
@jonoaldersonDigital Marketing By Numbers
Encourage gamification
and self-validation for
experiential KPIs.
“I found this ...
@jonoaldersonDigital Marketing By Numbers
Build analysis criteria and
KPIs into product, service
and campaign specs
“How d...
@jonoaldersonDigital Marketing By Numbers
Setting Targets
1. Calculate average monthly/seasonal variation
2. Normalise any...
@jonoaldersonDigital Marketing By Numbers
Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get peopl...
@jonoaldersonDigital Marketing By Numbers
Step by step implementation
@jonoaldersonDigital Marketing By Numbers
Pirate Metrics
For agile, growth-focused start-ups & apps
@jonoaldersonDigital Marketing By Numbers
@jonoaldersonDigital Marketing By Numbers
@jonoaldersonDigital Marketing By Numbers
Self Evaluation
For getting better at this over time
@jonoaldersonDigital Marketing By Numbers
Move from this…
http://www.cardinalpath.com/services/online-analytics-maturity-m...
@jonoaldersonDigital Marketing By Numbers
Move from this...
http://www.cardinalpath.com/services/online-analytics-maturity...
@jonoaldersonDigital Marketing By Numbers
To this.
http://www.cardinalpath.com/services/online-analytics-maturity-model/as...
@jonoaldersonDigital Marketing By Numbers
Tools
….come last.
@jonoaldersonDigital Marketing By Numbers
eCRM?
@jonoaldersonDigital Marketing By Numbers
Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get peopl...
@jonoaldersonDigital Marketing By Numbers
Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get peopl...
@jonoaldersonDigital Marketing By Numbers
So.
Frameworks...
@jonoaldersonDigital Marketing By Numbers
An aside…
Don’t let people shit on your
parade have differing
opinions.
Searching higher up the funnel @jonoalderson
C-level
Be in control
“I can set a binding
vision”
Marketing
Minimise risk
“I...
@jonoaldersonDigital Marketing By Numbers
Bringing this together...
@jonoaldersonDigital Marketing By Numbers
You know what success and
failure looks like before you
explore or crunch the nu...
@jonoaldersonDigital Marketing By Numbers
Hippos are locked in to defined
performance definitions.
You’ve removed the oppo...
@jonoaldersonDigital Marketing By Numbers
Shortcomings in processes,
resource, tools & culture are
accommodated for, and c...
@jonoaldersonDigital Marketing By Numbers
Decisions are made about the
things that matter
@jonoaldersonDigital Marketing By Numbers
Thanks!
Any questions?
Jono Alderson
Global Head of Digital @ Linkdex
@jonoalder...
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Product Marketing by Numbers - Objectives, Goals and KPI frameworks

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Published on

Product management should be data driven, consumer-centric, and informed by deep insights derived from tracking and analysing user behaviour at scale.

But this can only happen if you use a framework; if you've defined what 'good' looks like before you start implementing tracking and collecting data points.

I explore a couple of frameworks - including my own hybrid model - and share processes which overcome analysis paralysis and enable truly data-driven product development.

Published in: Education

Product Marketing by Numbers - Objectives, Goals and KPI frameworks

  1. 1. @jonoaldersonDigital Marketing By Numbers Digital Marketing By Numbers
  2. 2. @jonoaldersonDigital Marketing By Numbers Jono Alderson GLobal Head of Digital @ Linkdex @jonoalderson Technical SEO + analytics geek + agency guy Closet web developer & WordPress fanatic
  3. 3. @jonoaldersonDigital Marketing By Numbers
  4. 4. @jonoaldersonDigital Marketing By Numbers It’s frameworks, not data, which drive success
  5. 5. @jonoaldersonDigital Marketing By Numbers Nobody’s succeeding.
  6. 6. @jonoaldersonDigital Marketing By Numbers HIPPO culture This guy is not an expert at choosing KPIs.
  7. 7. @jonoaldersonDigital Marketing By Numbers A lack of direction The discovery of magical, ‘’interesting’ insight
  8. 8. @jonoaldersonDigital Marketing By Numbers Analysis Paralysis
  9. 9. @jonoaldersonDigital Marketing By Numbers ? ? ? ?
  10. 10. @jonoaldersonDigital Marketing By Numbers
  11. 11. @jonoaldersonDigital Marketing By Numbers The box of lies The Great Crime of the Analytics Industry
  12. 12. @jonoaldersonDigital Marketing By Numbers
  13. 13. @jonoaldersonDigital Marketing By Numbers
  14. 14. @jonoaldersonDigital Marketing By Numbers Difficulty articulating success You can’t say “Hold on, what are our objectives again?”
  15. 15. @jonoaldersonDigital Marketing By Numbers Obsessive comparison to the past “How well did we do last time” is lazy. “How well do we want to do this time?” is better.
  16. 16. @jonoaldersonDigital Marketing By Numbers Only looking at the clickstream
  17. 17. @jonoaldersonDigital Marketing By Numbers
  18. 18. @jonoaldersonDigital Marketing By Numbers
  19. 19. @jonoaldersonDigital Marketing By Numbers Using a framework & data to fuel your decision-making Overcome these hurdles with a simple process
  20. 20. @jonoaldersonDigital Marketing By Numbers You have bespoke data and bespoke needs Design something from scratch
  21. 21. @jonoaldersonDigital Marketing By Numbers The HEART Framework For user-centric focus
  22. 22. @jonoaldersonDigital Marketing By Numbers
  23. 23. @jonoaldersonDigital Marketing By Numbers
  24. 24. @jonoaldersonDigital Marketing By Numbers Evolving This For larger or established organisations & products
  25. 25. @jonoaldersonDigital Marketing By Numbers Objective Goal KPI Key Segments Performance Be seen as thought leaders Get people reading and engaging with our content # triggers of time on page > 2 mins on a blog post (per month) Category, author # average comments-per-post (rolling) Double YoY revenue Increase sales revenue from digital channels # qualified sales (per month) where the sale had digital attribution Department, channel, product £ qualified sales revenue (per month), where the sale had digital attribution Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3 months (rolling, YoY) Channel, source, campaign, keyword, gender, geographic region, entry page Average time between repeat purchases (rolling, YoY) Provide the best customer service Provide great content and help users find the information they need % task completion rate (per month) Initiating page, Channel, source, campaign, keyword % satisfaction rate (per month) Delta % against average competitor satisfaction rate (roling) Compete on marketing efficiency Maintain a high conversion rate to sale % visitors to macroconversions (per month) Channel, source, campaign, keyword, call type Increase self-service actions on the website £ value of microconversions (per month) Microconverion, channel, source, campaign, keyword
  26. 26. @jonoaldersonDigital Marketing By Numbers Visualise performance with bullet charts
  27. 27. @jonoaldersonDigital Marketing By Numbers Objective Goal KPI Key Segments Performance Be seen as thought leaders Get people reading and engaging with our content # triggers of time on page > 2 mins on a blog post (per month) Category, author # average comments-per-post (rolling) Double YoY revenue Increase sales revenue from digital channels # qualified sales (per month) where the sale had digital attribution Department, channel, product £ qualified sales revenue (per month), where the sale had digital attribution Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3 months (rolling, YoY) Channel, source, campaign, keyword, gender, geographic region, entry page Average time between repeat purchases (rolling, YoY) Provide the best customer service Provide great content and help users find the information they need % task completion rate (per month) Initiating page, Channel, source, campaign, keyword % satisfaction rate (per month) Delta % against average competitor satisfaction rate (roling) Compete on marketing efficiency Maintain a high conversion rate to sale % visitors to macroconversions (per month) Channel, source, campaign, keyword, call type Increase self-service actions on the website £ value of microconversions (per month) Microconverion, channel, source, campaign, keyword
  28. 28. @jonoaldersonDigital Marketing By Numbers You’ll need 5 things...
  29. 29. @jonoaldersonDigital Marketing By Numbers
  30. 30. @jonoaldersonDigital Marketing By Numbers Get your key stakeholders in a room Go all the way to the top. You only get once chance...
  31. 31. @jonoaldersonDigital Marketing By Numbers Remove the elephant from the room Hansel & Gretel
  32. 32. @jonoaldersonDigital Marketing By Numbers Get to the top-level objectives There are no wrong answers
  33. 33. @jonoaldersonDigital Marketing By Numbers The rules Objectives must increase revenue, decrease cost or improve brand. Anything else is probably a goal or a KPI.
  34. 34. @jonoaldersonDigital Marketing By Numbers Objective Goal KPI Key Segments Performance Be seen as thought leaders Get people reading and engaging with our content # triggers of time on page > 2 mins on a blog post (per month) Category, author # average comments-per-post (rolling) Double YoY revenue Increase sales revenue from digital channels # qualified sales (per month) where the sale had digital attribution Department, channel, product £ qualified sales revenue (per month), where the sale had digital attribution Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3 months (rolling, YoY) Channel, source, campaign, keyword, gender, geographic region, entry page Average time between repeat purchases (rolling, YoY) Provide the best customer service Provide great content and help users find the information they need % task completion rate (per month) Initiating page, Channel, source, campaign, keyword % satisfaction rate (per month) Delta % against average competitor satisfaction rate (roling) Compete on marketing efficiency Maintain a high conversion rate to sale % visitors to macroconversions (per month) Channel, source, campaign, keyword, call type Increase self-service actions on the website £ value of microconversions (per month) Microconverion, channel, source, campaign, keyword
  35. 35. @jonoaldersonDigital Marketing By Numbers Make your KPIs ultra-specific and document the details # conversions # qualified macroconversions # macroconversions (valuable contact form submissions, valuable phone calls, and offline conversions which cite ‘web’ as source)
  36. 36. @jonoaldersonDigital Marketing By Numbers Encourage gamification and self-validation for experiential KPIs. “I found this helpful”, “I completed a task!“ or “this was useful” prompts to differentiate between lost/looking
  37. 37. @jonoaldersonDigital Marketing By Numbers Build analysis criteria and KPIs into product, service and campaign specs “How do we know if this is working?”
  38. 38. @jonoaldersonDigital Marketing By Numbers Setting Targets 1. Calculate average monthly/seasonal variation 2. Normalise any spikes due to known abnormalities and common sense (‘sensible’ is better than ‘perfect’) 3. Trend this forwards (trend() and forecast() in Excel are useful) 4. Modify each time period based on predicted activity and one-off and equity-creating impact 5. Include external/campaign costs
  39. 39. @jonoaldersonDigital Marketing By Numbers Objective Goal KPI Key Segments Performance Be seen as thought leaders Get people reading and engaging with our content # triggers of time on page > 2 mins on a blog post (per month) Category, author # average comments-per-post (rolling) Double YoY revenue Increase sales revenue from digital channels # sales (per month) where the sale had qualified digital attribution Department, channel, product £ sales revenue (per month), where the sale had qualified digital attribution Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3 months (rolling, YoY) Channel, source, campaign, keyword, gender, geographic region, entry page Average time between repeat purchases (rolling, YoY) Provide the best customer service Provide great content and help users find the information they need % task completion rate (per month) Initiating page, Channel, source, campaign, keyword % satisfaction rate (per month) Delta % against average competitor satisfaction rate (per month) Compete on marketing efficiency Maintain a high conversion rate to sale % visitors to macroconversions (per month) Channel, source, campaign, keyword, call type Increase self-service actions on the website £ value of microconversions (per month) Microconverion, channel, source, campaign, keyword
  40. 40. @jonoaldersonDigital Marketing By Numbers Step by step implementation
  41. 41. @jonoaldersonDigital Marketing By Numbers Pirate Metrics For agile, growth-focused start-ups & apps
  42. 42. @jonoaldersonDigital Marketing By Numbers
  43. 43. @jonoaldersonDigital Marketing By Numbers
  44. 44. @jonoaldersonDigital Marketing By Numbers Self Evaluation For getting better at this over time
  45. 45. @jonoaldersonDigital Marketing By Numbers Move from this… http://www.cardinalpath.com/services/online-analytics-maturity-model/assessment/
  46. 46. @jonoaldersonDigital Marketing By Numbers Move from this... http://www.cardinalpath.com/services/online-analytics-maturity-model/assessment/
  47. 47. @jonoaldersonDigital Marketing By Numbers To this. http://www.cardinalpath.com/services/online-analytics-maturity-model/assessment/
  48. 48. @jonoaldersonDigital Marketing By Numbers Tools ….come last.
  49. 49. @jonoaldersonDigital Marketing By Numbers eCRM?
  50. 50. @jonoaldersonDigital Marketing By Numbers Objective Goal KPI Key Segments Performance Be seen as thought leaders Get people reading and engaging with our content # triggers of time on page > 2 mins on a blog post (per month) Category, author # average comments-per-post (rolling) Double YoY revenue Increase sales revenue from digital channels # sales (per month) where the sale had qualified digital attribution Department, channel, product £ sales revenue (per month), where the sale had qualified digital attribution Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3 months (rolling, YoY) Channel, source, campaign, keyword, gender, geographic region, entry page Average time between repeat purchases (rolling, YoY) Provide the best customer service Provide great content and help users find the information they need % task completion rate (per month) Initiating page, Channel, source, campaign, keyword % satisfaction rate (per month) Delta % against average competitor satisfaction rate (per month) Compete on marketing efficiency Maintain a high conversion rate to sale % visitors to macroconversions (per month) Channel, source, campaign, keyword, call type Increase self-service actions on the website £ value of microconversions (per month) Microconverion, channel, source, campaign, keyword
  51. 51. @jonoaldersonDigital Marketing By Numbers Objective Goal KPI Key Segments Performance Be seen as thought leaders Get people reading and engaging with our content # triggers of time on page > 2 mins on a blog post (per month) Category, author # average comments-per-post (rolling) Double YoY revenue Increase sales revenue from digital channels # sales (per month) where the sale had qualified digital attribution Department, channel, product £ sales revenue (per month), where the sale had qualified digital attribution Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3 months (rolling, YoY) Channel, source, campaign, keyword, gender, geographic region, entry page Average time between repeat purchases (rolling, YoY) Provide the best customer service Provide great content and help users find the information they need % task completion rate (per month) Initiating page, Channel, source, campaign, keyword % satisfaction rate (per month) Delta % against average competitor satisfaction rate (per month) Compete on marketing efficiency Maintain a high conversion rate to sale % visitors to macroconversions (per month) Channel, source, campaign, keyword, call type Increase self-service actions on the website £ value of microconversions (per month) Microconverion, channel, source, campaign, keyword
  52. 52. @jonoaldersonDigital Marketing By Numbers So. Frameworks...
  53. 53. @jonoaldersonDigital Marketing By Numbers An aside… Don’t let people shit on your parade have differing opinions.
  54. 54. Searching higher up the funnel @jonoalderson C-level Be in control “I can set a binding vision” Marketing Minimise risk “I can change our priorities” Finance Minimise cost “I can agree to spend, to accumulate” Third parties & other SEOs Defend themselves “I can challenge the status quo” Tech & Legal Maintain status quo “I can veto anything” bit.ly/linkdex-videos
  55. 55. @jonoaldersonDigital Marketing By Numbers Bringing this together...
  56. 56. @jonoaldersonDigital Marketing By Numbers You know what success and failure looks like before you explore or crunch the numbers. And you know what actions to take depending on what you find
  57. 57. @jonoaldersonDigital Marketing By Numbers Hippos are locked in to defined performance definitions. You’ve removed the opportunity to object, flake, or u-turn
  58. 58. @jonoaldersonDigital Marketing By Numbers Shortcomings in processes, resource, tools & culture are accommodated for, and can’t be used as excuses. Opportunities - not limitations
  59. 59. @jonoaldersonDigital Marketing By Numbers Decisions are made about the things that matter
  60. 60. @jonoaldersonDigital Marketing By Numbers Thanks! Any questions? Jono Alderson Global Head of Digital @ Linkdex @jonoalderson

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