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THE MEASUREMENT BEHIND 
@mackfogelson 
Your Integrated Marketing Strategy 
MACK FOGELSON 
Founder & CEO | Mack Web
BEHOLD 
the mountain 
@mackfogelson 
of success.
THE MOUNTAIN OF SUCCESS 
@mackfogelson
THE MOUNTAIN OF SUCCESS 
@mackfogelson
THE MOUNTAIN OF SUCCESS 
@mackfogelson
IMAGE CREDIT: http://fr.pinterest.com/pin/2462974766990991/ 
@mackfogelson
IMAGE CREDIT: http://fr.pinterest.com/pin/2462974766990991/ 
@mackfogelson
@mackfogelson 
NEWS FLASH 
! 
YOU DON’T HAVE 
2-3 YEARS 
TO BUILD A BRAND IF YOU CAN’T 
PROVE VALUE 
! 
http://www.refiner...
ARE YOUR EFFORTS 
moving the business 
@mackfogelson 
forward?
@mackfogelson 
WHY DOES 
an integrated approach work?
@mackfogelson 
An integrated approach is about building a better business. 
IMAGE CREDIT: https://40.media.tumblr.com/962a...
@mackfogelson 
An integrated approach is about building a better business. 
This is a transformation that happens from the...
@mackfogelson 
An integrated approach promotes and improves the business. 
IMAGE CREDIT: http://www.hejorama.com/wp/wp-con...
An integrated approach promotes and improves the business. 
A variety of channels work together over time not just to grow...
An integrated approach builds an experience and a relationship. 
IMAGE CREDIT: http://31.media.tumblr.com/a2163656f18496b8...
An integrated approach builds an experience and a relationship. 
Companies don’t have to be perfect, but they must be real...
@mackfogelson 
An integrated approach honors community and revenue. 
IMAGE CREDIT: http://33.media.tumblr.com/eb41d1b34861...
An integrated approach honors community and revenue. 
Communities form and grow around companies that have something 
mean...
LET’S LOOK AT 
an example 
@mackfogelson 
in real life.
@mackfogelson 
Authenticity 
works its way from 
the inside out
@mackfogelson
@mackfogelson 
THEIR COMPANY 
doesn’t just sell wine.
@mackfogelson 
THEIR COMPANY 
doesn’t just sell wine. 
Their company changes women’s lives.
Before 
@mackfogelson
@mackfogelson 
After
Telling real 
stories of real 
@mackfogelson 
people
@mackfogelson 
BUILD 
A BETTER 
BUSINESS
@mackfogelson 
BUILD 
A BETTER 
BUSINESS 
ATTRACT 
A STRONGER 
COMMUNITY
@mackfogelson 
BUILD 
A BETTER 
BUSINESS 
ATTRACT 
A STRONGER 
COMMUNITY 
GROW 
YOUR AUDIENCE 
& BRAND
@mackfogelson 
HOW DOES AN 
integrated process work?
Growing Your Business 
@mackfogelson 
Through Community and 
Integrated Marketing 
bit.ly/c3-mackweb
@mackfogelson
@mackfogelson
@mackfogelson
@mackfogelson
@mackfogelson
@mackfogelson
@mackfogelson
@mackfogelson
@mackfogelson 
HOW DO YOU 
communicatse value with 
an integrated approach?
HOLD ON, KIDS 
this is the part that 
@mackfogelson 
can be kind of tricky.
@mackfogelson 
I’m a lead 
I submit 
a form 
I become a 
consultant 
I interact 
website 
social 
blog 
mobile 
offline 
I...
Start Finish 
THE REAL PATH TO CONVERSION 
@mackfogelson
YOU CAN’T ALWAYS 
directly measure 
@mackfogelson 
everything that you do.
COMMUNICATING 
value always starts 
@mackfogelson 
with goals.
@mackfogelson
SO LET’S SAY 
these are the goals 
@mackfogelson 
you want to accomplish.
VISIONARY 
GOALS 
@mackfogelson
@mackfogelson 
BUSINESS 
& BRAND 
GOALS 
VISIONARY 
GOALS
@mackfogelson 
BUSINESS 
& BRAND 
GOALS 
VISIONARY 
GOALS 
CAMPAIGN 
GOALS
@mackfogelson 
VISIONARY 
1) Become a $50 million dollar company 
2) Become a household name 
IMAGE CREDIT: https://www.fl...
@mackfogelson 
BUSINESS & BRAND 
1) Attract more of the right leads 
2) Earn their trust 
IMAGE CREDIT: http://www.pintere...
@mackfogelson 
1) Increase organic traffic by 30% 
2) Increase lead conversions by 5% 
3) Increase community conversation ...
@mackfogelson 
CAMPAIGN 
GOALS
@mackfogelson 
CAMPAIGN 
GOALS 
BUSINESS 
& BRAND 
GOALS
@mackfogelson 
BUSINESS 
& BRAND 
GOALS 
VISIONARY 
GOALS 
CAMPAIGN 
GOALS
YOUR GOALS 
break down into tactics 
@mackfogelson 
that you can measure.
YOUR TACTICS 
will build 
@mackfogelson 
the integrated experience.
@mackfogelson 
An integrated 
approach goes 
deeper than 
optimizing a 
lead form
@mackfogelson 
We assessed 
communication 
gaps
We identified 
persona 
touch points 
@mackfogelson
We built 
persona pages 
@mackfogelson
We built 
content for the 
blog and social 
media 
@mackfogelson
We curated 
content and 
fostered 
community 
@mackfogelson
We helped 
their sales team 
adapt to a new 
approach 
@mackfogelson
@mackfogelson 
A 
We conducted 
A/B Tests 
B
MEASURING TACTICS 
to KPIs (one-to-one) 
@mackfogelson 
doesn’t communicate value.
@mackfogelson 
EMAIL 
Campaign Delivery Rate, 
Open Rate, 
Click to Delivery Rate, Sessions, 
Bounce Rate, Pages/Visit, 
A...
BE THOUGHTFUL 
about the story 
@mackfogelson 
your data is telling.
@mackfogelson 
COMMUNICATE 
! 
the power of 
INTEGRATION 
AND THE RESULTS IT DRIVES AS A 
WHOLE 
! 
IMAGE CREDIT: http://w...
@mackfogelson 
KEEP THE FOCUS 
! 
ON THE LONG TERM AND THE 
BIG PICTURE 
TO STRESS PROGRESS TOWARD 
GOALS 
! 
IMAGE CREDIT...
change 
over 8 months 
56% increase 
year/year 
@mackfogelson 
91% increase 
year/year 
108% increase in 
conversation 
ov...
@mackfogelson 
EMPHASIZE 
! 
PROGRESS MADE FOR THE 
BUSINESS 
AS WELL AS FOR THE 
BRAND 
! 
IMAGE CREDIT: http://www.pinte...
@mackfogelson 
11% increase 
year/year BUSINESS 
37% increase in lead form submissions 
over the last three months (Jul-Se...
@mackfogelson 
BUSINESS 
56% increase 
year/year
@mackfogelson 
BRAND 
91% increase 
year/year 
108% increase in 
conversation 
over 8 months
@mackfogelson 
BUSINESS & BRAND 
1:1 relationship 
progress
THESE EFFORTS 
are the stepping stones 
@mackfogelson 
toward visionary goals.
“BUT WE DON’T RANK #1 FOR 
[ENTER KEYWORD HERE].” 
! 
- YOUR CLIENT 
@mackfogelson
@mackfogelson 
“AND P.S. WE REALLY WANT TO 
INCREASE OUR FOLLOWER COUNT.” 
! 
- THAT SAME CLIENT
IMAGE CREDIT: http://en.wikipedia.org/wiki/Facepalm 
@mackfogelson
BRING THE 
CONVERSATION 
! 
Back to Goals 
IMAGE CREDIT: http://bit.ly/1sji9Dj 
@mackfogelson
@mackfogelson 
1) Become a $50 million dollar company 
2) Become a household name 
IMAGE CREDIT: https://www.flickr.com/ph...
@mackfogelson 
BUSINESS & BRAND 
1) Attract more of the right leads 
2) Earn their trust 
IMAGE CREDIT: http://www.pintere...
change over 
over 8 months 
56% increase 
year/year 
@mackfogelson 
91% increase 
year/year 
108% increase in 
conversatio...
THE MOUNTAIN OF SUCCESS 
@mackfogelson
@mackfogelson 
HOW DO YOU 
s 
seize opportunities in the data?
“DON’T MEASURE ANYTHING 
UNLESS THE DATA HELPS YOU 
MAKE A BETTER DECISION 
OR CHANGE YOUR ACTIONS.” 
! 
- SETH GODIN 
@ma...
@mackfogelson
@mackfogelson 
Identify items 
in your reports 
that can be 
integrated back 
into strategy
Assign each 
item to members 
of your team and 
keep track of 
@mackfogelson 
progress
@mackfogelson 
Meet monthly 
to stay 
accountable 
and assign new 
opportunities
FOCUS ON THE 
right things not just 
@mackfogelson 
the shiny things.
@mackfogelson 
SHINY THING CHECK 
1) Does the opportunity align with goals? 
2) Does it need to be addressed during 
this ...
CREATE A 
“future strategy” list 
@mackfogelson 
to guide your next 90.
@mackfogelson
@mackfogelson 
REMEMBER 
s 
these things about integrated.
Image credit: IMAGE CREDIT: https://www.flickr.com/photos/pedromourapinheiro/5075612989 
@mackfogelson 
Nothing works in i...
@mackfogelson 
Nothing works in isolation. 
All of your efforts work together to accomplish goals. 
Image credit: IMAGE CR...
IMAGE CREDIT: http://40.media.tumblr.com/270fd5dd292cfd18389e0159dc0687fa/tumblr_myy2fjOoMT1ri50lgo1_500.jpg 
@mackfogelso...
It’s not just about what you measure. 
It’s the story you tell. 
IMAGE CREDIT: http://40.media.tumblr.com/270fd5dd292cfd18...
IMAGE CREDIT: https://www.flickr.com/photos/mitikusa/2488309395 
@mackfogelson 
Contrast breeds clarity.
@mackfogelson 
Contrast breeds clarity. 
Continually test and modify the KPIs you use to prove your value. 
IMAGE CREDIT: ...
THE MOUNTAIN OF SUCCESS 
@mackfogelson
@mackfogelson 
FOLLOW THESE KIDS 
@SteveWebb 
@AnnieCushing 
@MSimmonds 
@AyeletMackWeb
@mackfogelson 
Get the Link Bundle 
https://bitly.com/bundles/mackwebsolutions/c 
Connect With Us 
http://mackwebsolutions...
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The Measurement Behind Your Integrated Marketing Strategy

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Everyone involved in brand building has encountered the problem of unrealistic performance expectations: too much expected, too soon. This seems especially true with online measures; after all, if it can be distributed at the speed of light, shouldn’t results arrive just as fast? Measuring and communicating the value of your integrated marketing strategy, then, presents a formidable challenge.

This slide deck, presented at SearchLove London, discusses how to approach integrated marketing measurement so that you can earn the trust of your boss or client – from correlating goals to the right metrics, to communicating the right key performance indicators, to putting the focus on the bigger picture your data is drawing.

Published in: Marketing
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The Measurement Behind Your Integrated Marketing Strategy

  1. 1. THE MEASUREMENT BEHIND @mackfogelson Your Integrated Marketing Strategy MACK FOGELSON Founder & CEO | Mack Web
  2. 2. BEHOLD the mountain @mackfogelson of success.
  3. 3. THE MOUNTAIN OF SUCCESS @mackfogelson
  4. 4. THE MOUNTAIN OF SUCCESS @mackfogelson
  5. 5. THE MOUNTAIN OF SUCCESS @mackfogelson
  6. 6. IMAGE CREDIT: http://fr.pinterest.com/pin/2462974766990991/ @mackfogelson
  7. 7. IMAGE CREDIT: http://fr.pinterest.com/pin/2462974766990991/ @mackfogelson
  8. 8. @mackfogelson NEWS FLASH ! YOU DON’T HAVE 2-3 YEARS TO BUILD A BRAND IF YOU CAN’T PROVE VALUE ! http://www.refinery29.com/the-dodo/47#slide-1
  9. 9. ARE YOUR EFFORTS moving the business @mackfogelson forward?
  10. 10. @mackfogelson WHY DOES an integrated approach work?
  11. 11. @mackfogelson An integrated approach is about building a better business. IMAGE CREDIT: https://40.media.tumblr.com/962ac2fd067df67f17bd3725b7224723/tumblr_n9nh01QUu11qlmppmo1_500.jpg
  12. 12. @mackfogelson An integrated approach is about building a better business. This is a transformation that happens from the inside out. IMAGE CREDIT: https://40.media.tumblr.com/962ac2fd067df67f17bd3725b7224723/tumblr_n9nh01QUu11qlmppmo1_500.jpg
  13. 13. @mackfogelson An integrated approach promotes and improves the business. IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.jpg
  14. 14. An integrated approach promotes and improves the business. A variety of channels work together over time not just to grow the company but to advance it. IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.jpg @mackfogelson
  15. 15. An integrated approach builds an experience and a relationship. IMAGE CREDIT: http://31.media.tumblr.com/a2163656f18496b862a3dad95a782a3b/tumblr_n8q7h7Mge01qh424ko1_500.jpg @mackfogelson
  16. 16. An integrated approach builds an experience and a relationship. Companies don’t have to be perfect, but they must be real, authentic, transparent, and human. IMAGE CREDIT: http://31.media.tumblr.com/a2163656f18496b862a3dad95a782a3b/tumblr_n8q7h7Mge01qh424ko1_500.jpg @mackfogelson
  17. 17. @mackfogelson An integrated approach honors community and revenue. IMAGE CREDIT: http://33.media.tumblr.com/eb41d1b34861536c2884788c08d9ea24/tumblr_ncrx0zoqPr1rcrcdeo1_500.jpg
  18. 18. An integrated approach honors community and revenue. Communities form and grow around companies that have something meaningful at the core of the business beyond money. IMAGE CREDIT: http://33.media.tumblr.com/eb41d1b34861536c2884788c08d9ea24/tumblr_ncrx0zoqPr1rcrcdeo1_500.jpg @mackfogelson
  19. 19. LET’S LOOK AT an example @mackfogelson in real life.
  20. 20. @mackfogelson Authenticity works its way from the inside out
  21. 21. @mackfogelson
  22. 22. @mackfogelson THEIR COMPANY doesn’t just sell wine.
  23. 23. @mackfogelson THEIR COMPANY doesn’t just sell wine. Their company changes women’s lives.
  24. 24. Before @mackfogelson
  25. 25. @mackfogelson After
  26. 26. Telling real stories of real @mackfogelson people
  27. 27. @mackfogelson BUILD A BETTER BUSINESS
  28. 28. @mackfogelson BUILD A BETTER BUSINESS ATTRACT A STRONGER COMMUNITY
  29. 29. @mackfogelson BUILD A BETTER BUSINESS ATTRACT A STRONGER COMMUNITY GROW YOUR AUDIENCE & BRAND
  30. 30. @mackfogelson HOW DOES AN integrated process work?
  31. 31. Growing Your Business @mackfogelson Through Community and Integrated Marketing bit.ly/c3-mackweb
  32. 32. @mackfogelson
  33. 33. @mackfogelson
  34. 34. @mackfogelson
  35. 35. @mackfogelson
  36. 36. @mackfogelson
  37. 37. @mackfogelson
  38. 38. @mackfogelson
  39. 39. @mackfogelson
  40. 40. @mackfogelson HOW DO YOU communicatse value with an integrated approach?
  41. 41. HOLD ON, KIDS this is the part that @mackfogelson can be kind of tricky.
  42. 42. @mackfogelson I’m a lead I submit a form I become a consultant I interact website social blog mobile offline I interact email social blog mobile offline THE PATH TO CONVERSION
  43. 43. Start Finish THE REAL PATH TO CONVERSION @mackfogelson
  44. 44. YOU CAN’T ALWAYS directly measure @mackfogelson everything that you do.
  45. 45. COMMUNICATING value always starts @mackfogelson with goals.
  46. 46. @mackfogelson
  47. 47. SO LET’S SAY these are the goals @mackfogelson you want to accomplish.
  48. 48. VISIONARY GOALS @mackfogelson
  49. 49. @mackfogelson BUSINESS & BRAND GOALS VISIONARY GOALS
  50. 50. @mackfogelson BUSINESS & BRAND GOALS VISIONARY GOALS CAMPAIGN GOALS
  51. 51. @mackfogelson VISIONARY 1) Become a $50 million dollar company 2) Become a household name IMAGE CREDIT: https://www.flickr.com/photos/thereeljames/11133725735
  52. 52. @mackfogelson BUSINESS & BRAND 1) Attract more of the right leads 2) Earn their trust IMAGE CREDIT: http://www.pinterest.com/pin/352547477051416145/
  53. 53. @mackfogelson 1) Increase organic traffic by 30% 2) Increase lead conversions by 5% 3) Increase community conversation by 35% IMAGE CREDIT: http://www.pinterest.com/pin/441775044669801635/ CAMPAIGN
  54. 54. @mackfogelson CAMPAIGN GOALS
  55. 55. @mackfogelson CAMPAIGN GOALS BUSINESS & BRAND GOALS
  56. 56. @mackfogelson BUSINESS & BRAND GOALS VISIONARY GOALS CAMPAIGN GOALS
  57. 57. YOUR GOALS break down into tactics @mackfogelson that you can measure.
  58. 58. YOUR TACTICS will build @mackfogelson the integrated experience.
  59. 59. @mackfogelson An integrated approach goes deeper than optimizing a lead form
  60. 60. @mackfogelson We assessed communication gaps
  61. 61. We identified persona touch points @mackfogelson
  62. 62. We built persona pages @mackfogelson
  63. 63. We built content for the blog and social media @mackfogelson
  64. 64. We curated content and fostered community @mackfogelson
  65. 65. We helped their sales team adapt to a new approach @mackfogelson
  66. 66. @mackfogelson A We conducted A/B Tests B
  67. 67. MEASURING TACTICS to KPIs (one-to-one) @mackfogelson doesn’t communicate value.
  68. 68. @mackfogelson EMAIL Campaign Delivery Rate, Open Rate, Click to Delivery Rate, Sessions, Bounce Rate, Pages/Visit, Avg. Visit Duration, Sign ups CONTENT Landing Pages (sessions, bounce rate, goals, page depth) Pageviews by Channel SOCIAL Impressions, Followers, Amplification, Applause, Conversation, Avg Engagement Rate, Total Clicks, Click Through Rate SEO Organic Traffic, Historical Sessions, Page Depth, Time on Page, Goals, Bounce Rate, Branded Mentions GOALS Total Goal Completions for Goals (segmented by marketing channels), Landing Pages for Conversions (top 10) MULTI-CHANNEL FUNNELS Goals by first click, last click, and assists segmented by marketing channels Goals from all last click interactions, assists and total segmented by marketing channels. Time Lag (days to conversions), Path Length
  69. 69. BE THOUGHTFUL about the story @mackfogelson your data is telling.
  70. 70. @mackfogelson COMMUNICATE ! the power of INTEGRATION AND THE RESULTS IT DRIVES AS A WHOLE ! IMAGE CREDIT: http://www.imcreator.com/free/sports-fitness/team-3
  71. 71. @mackfogelson KEEP THE FOCUS ! ON THE LONG TERM AND THE BIG PICTURE TO STRESS PROGRESS TOWARD GOALS ! IMAGE CREDIT: https://www.flickr.com/photos/jdhancock/4896996561
  72. 72. change over 8 months 56% increase year/year @mackfogelson 91% increase year/year 108% increase in conversation over 8 months 11% increase year/year
  73. 73. @mackfogelson EMPHASIZE ! PROGRESS MADE FOR THE BUSINESS AS WELL AS FOR THE BRAND ! IMAGE CREDIT: http://www.pinterest.com/pin/545991154796612383/
  74. 74. @mackfogelson 11% increase year/year BUSINESS 37% increase in lead form submissions over the last three months (Jul-Sep) compared to the previous three months (Apr-Jun)
  75. 75. @mackfogelson BUSINESS 56% increase year/year
  76. 76. @mackfogelson BRAND 91% increase year/year 108% increase in conversation over 8 months
  77. 77. @mackfogelson BUSINESS & BRAND 1:1 relationship progress
  78. 78. THESE EFFORTS are the stepping stones @mackfogelson toward visionary goals.
  79. 79. “BUT WE DON’T RANK #1 FOR [ENTER KEYWORD HERE].” ! - YOUR CLIENT @mackfogelson
  80. 80. @mackfogelson “AND P.S. WE REALLY WANT TO INCREASE OUR FOLLOWER COUNT.” ! - THAT SAME CLIENT
  81. 81. IMAGE CREDIT: http://en.wikipedia.org/wiki/Facepalm @mackfogelson
  82. 82. BRING THE CONVERSATION ! Back to Goals IMAGE CREDIT: http://bit.ly/1sji9Dj @mackfogelson
  83. 83. @mackfogelson 1) Become a $50 million dollar company 2) Become a household name IMAGE CREDIT: https://www.flickr.com/photos/thereeljames/11133725735 VISIONARY
  84. 84. @mackfogelson BUSINESS & BRAND 1) Attract more of the right leads 2) Earn their trust IMAGE CREDIT: http://www.pinterest.com/pin/352547477051416145/
  85. 85. change over over 8 months 56% increase year/year @mackfogelson 91% increase year/year 108% increase in conversation over 8 months 11% increase year/year
  86. 86. THE MOUNTAIN OF SUCCESS @mackfogelson
  87. 87. @mackfogelson HOW DO YOU s seize opportunities in the data?
  88. 88. “DON’T MEASURE ANYTHING UNLESS THE DATA HELPS YOU MAKE A BETTER DECISION OR CHANGE YOUR ACTIONS.” ! - SETH GODIN @mackfogelson
  89. 89. @mackfogelson
  90. 90. @mackfogelson Identify items in your reports that can be integrated back into strategy
  91. 91. Assign each item to members of your team and keep track of @mackfogelson progress
  92. 92. @mackfogelson Meet monthly to stay accountable and assign new opportunities
  93. 93. FOCUS ON THE right things not just @mackfogelson the shiny things.
  94. 94. @mackfogelson SHINY THING CHECK 1) Does the opportunity align with goals? 2) Does it need to be addressed during this 90-day iteration? IMAGE CREDIT: https://www.flickr.com/photos/ebolasmallpox/2700723090
  95. 95. CREATE A “future strategy” list @mackfogelson to guide your next 90.
  96. 96. @mackfogelson
  97. 97. @mackfogelson REMEMBER s these things about integrated.
  98. 98. Image credit: IMAGE CREDIT: https://www.flickr.com/photos/pedromourapinheiro/5075612989 @mackfogelson Nothing works in isolation.
  99. 99. @mackfogelson Nothing works in isolation. All of your efforts work together to accomplish goals. Image credit: IMAGE CREDIT: https://www.flickr.com/photos/pedromourapinheiro/5075612989
  100. 100. IMAGE CREDIT: http://40.media.tumblr.com/270fd5dd292cfd18389e0159dc0687fa/tumblr_myy2fjOoMT1ri50lgo1_500.jpg @mackfogelson It’s not just about what you measure.
  101. 101. It’s not just about what you measure. It’s the story you tell. IMAGE CREDIT: http://40.media.tumblr.com/270fd5dd292cfd18389e0159dc0687fa/tumblr_myy2fjOoMT1ri50lgo1_500.jpg @mackfogelson
  102. 102. IMAGE CREDIT: https://www.flickr.com/photos/mitikusa/2488309395 @mackfogelson Contrast breeds clarity.
  103. 103. @mackfogelson Contrast breeds clarity. Continually test and modify the KPIs you use to prove your value. IMAGE CREDIT: https://www.flickr.com/photos/mitikusa/2488309395
  104. 104. THE MOUNTAIN OF SUCCESS @mackfogelson
  105. 105. @mackfogelson FOLLOW THESE KIDS @SteveWebb @AnnieCushing @MSimmonds @AyeletMackWeb
  106. 106. @mackfogelson Get the Link Bundle https://bitly.com/bundles/mackwebsolutions/c Connect With Us http://mackwebsolutions.com/connect/

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