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Measuring the Future: The KPIs that really matter to your marketing team

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My presentation for OMCap Berlin in October 2015.

Published in: Leadership & Management
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Measuring the Future: The KPIs that really matter to your marketing team

  1. 1. BERLIN Measuring the future: The KPIs that really matters for your marketing team
  2. 2. Agenda Measuring the Future Measuring Everything Communicating the results to the company Choosing the best KPIS
  3. 3. Measuring everything
  4. 4. We can understand the world around us better by measuring and learning from the data we have.
  5. 5. Every company need to align they Key Goals with their metrics.
  6. 6. Main KPI Characteristics
  7. 7. KPI Analysis • 1. Did we accomplish our Goals? • 2. Why or why not?
  8. 8. Focus on Analysis and Trends
  9. 9. What KPIs are companies using? (Source Emarketer.com)
  10. 10. • 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
  11. 11. • Lifetime Value • Average Revenue Per User • Monthly Recurrent Revenue • Churn Rate • Top Keywords (SEO) • Top Searches • Delivery time • Stock Rotation • % Devolutions SaaS Metrics
  12. 12. • Lifeteme Value • Average Ticket Price • Stock Rotation • Fraud Ratio • Conversion Rate • Buyer Growth Rate • Merchant Growth Rate • Customer Acquisition Cost MarketPlace Metrics
  13. 13. • Customer Acquisition Cost • Lifetime Value • Average Revenue Per User • Cost per install • Conversion Rate • Churn Rate • Daily Active Users • Monthly Active Users Apps Metrics
  14. 14. • Ads Ratio • CTR • Correlations between content and Ads • Audience • Churn Rate • Advertising Inventory Content Metrics
  15. 15. Communicating the results to the company
  16. 16. The are 3 major mistakes you should avoid when presenting results
  17. 17. Mistake 1 “Love of Numbers”
  18. 18. Putting all the information in 1 slide hoping someone will understand you it’s a mistake.
  19. 19. Putting all the information in 1 slide hoping someone will understand you it’s a mistake.
  20. 20. 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.
  21. 21. 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.
  22. 22. 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.
  23. 23. Putting just 1 metric and the name is also a mistake. Example 1.
  24. 24. Putting just 1 metric and the name is also a mistake. Example 2:
  25. 25. Putting just 1 metric and the name is also a mistake. Example 3:
  26. 26. Mistake 2 No Anticipating questions
  27. 27. 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
  28. 28. The problem with presenting data is that you may confuse them.
  29. 29. The problem with presenting data is that you may confuse them.
  30. 30. The problem with presenting data is that you may confuse them.
  31. 31. Mistake 3 Getting to long to the point
  32. 32. The most precious asset in every company is
  33. 33. Это не просто визуальные элементы, они усиливают ВАШЕ СООБЩЕНИЕ.
  34. 34. CHOOSING THE BEST KPI’S
  35. 35. Brand Perception
  36. 36. » Tone and emotion of the mentions » Relationship with local Opinion Leaders » Relationship with local media Brand Perception KPI’s
  37. 37. Marketing Strategy Effectivness
  38. 38. » Google Top 10 » Invitation to speech, webinars, guest posts, etc. » Social Shares (not likes or favorites) Marketing Strategy Effectivness KPI’s
  39. 39. Incomes Growth
  40. 40. » Connection between registration, fans, downloads, subscribers, comments, followers and sales Incomes Growth KPIs

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