My presentation for OMCap Berlin in October 2015.

1. BERLIN
Measuring the future: The KPIs that
really matters for your marketing team

3. Agenda
Measuring the Future
Measuring
Everything
Communicating
the results to the
company
Choosing the
best KPIS

4. Measuring everything

5. We can understand the world
around us better by measuring and
learning from the data we have.

8. Every company need to align they
Key Goals with their metrics.

9. Main KPI Characteristics

10. KPI Analysis
• 1. Did we accomplish our Goals?
• 2. Why or why not?

11. Focus on Analysis and Trends

12. What KPIs are companies using?
(Source Emarketer.com)

13. • Conversion Rate
• Average Ticket Price
• % Shopping Cart
Abandonment
• Customer Acquisition Cost
• Lifetime Value
• Top Keywords (SEO)
• Top Searches
• Delivery time
• Stock Rotation
• % Devolutions
E-commerce Metrics

14. • Lifetime Value
• Average Revenue Per User
• Monthly Recurrent
Revenue
• Churn Rate
• Top Keywords (SEO)
• Top Searches
• Delivery time
• Stock Rotation
• % Devolutions
SaaS Metrics

15. • Lifeteme Value
• Average Ticket Price
• Stock Rotation
• Fraud Ratio
• Conversion Rate
• Buyer Growth Rate
• Merchant Growth Rate
• Customer Acquisition Cost
MarketPlace Metrics

16. • Customer Acquisition Cost
• Lifetime Value
• Average Revenue Per User
• Cost per install
• Conversion Rate
• Churn Rate
• Daily Active Users
• Monthly Active Users
Apps Metrics

17. • Ads Ratio
• CTR
• Correlations between
content and Ads
• Audience
• Churn Rate
• Advertising Inventory
Content Metrics

19. Communicating the results
to the company

20. The are 3 major mistakes you should
avoid when presenting results

21. Mistake 1
“Love of Numbers”

22. Putting all the information in 1 slide hoping someone
will understand you it’s a mistake.

23. Putting all the information in 1 slide hoping someone
will understand you it’s a mistake.

24. Problems?
1. Overwhelming the executives with data leaves the confused
2. When the executives are confused, they won’t make decisions
3. Delayed decisions cost money to your company.

25. Problems?
1. Overwhelming the executives with data leaves the confused
2. When the executives are confused, they won’t make decisions
3. Delayed decisions cost money to your company.

26. Problems?
1. Overwhelming the executives with data leaves the confused
2. When the executives are confused, they won’t make decisions
3. Delayed decisions cost money to your company.

27. Putting just 1 metric and the name is also a mistake.
Example 1.

28. Putting just 1 metric and the name is also a mistake.
Example 2:

29. Putting just 1 metric and the name is also a mistake.
Example 3:

31. Mistake 2
No Anticipating questions

32. Not anticipating questions is a sign of not preparation
and sometimes it’s a sign of falsification
Maybe for you is clear But is not for your colleagues

33. The problem with presenting data is
that you may confuse them.

34. The problem with presenting data is
that you may confuse them.

35. The problem with presenting data is
that you may confuse them.

36. Mistake 3
Getting to long to the point

37. The most precious asset in every company is

38. Это не просто визуальные элементы, они усиливают
ВАШЕ
СООБЩЕНИЕ.

40. CHOOSING THE BEST KPI’S

42. Brand Perception

43. » Tone and emotion of the mentions
» Relationship with local Opinion Leaders
» Relationship with local media
Brand Perception KPI’s

44. Marketing Strategy Effectivness

45. » Google Top 10
» Invitation to speech, webinars, guest posts, etc.
» Social Shares (not likes or favorites)
Marketing Strategy Effectivness KPI’s

46. Incomes Growth

47. » Connection between registration, fans, downloads,
subscribers, comments, followers and sales
Incomes Growth KPIs