OMS London PPT Accountability - Jen Brady


Published on

Marketers today are fronted with audience dictates when it comes to reach and engagement. Learn how to determine which metrics you need to be evaulating in order to ensure your messaging is on target and correctly timed.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

OMS London PPT Accountability - Jen Brady

  1. 1. Actionable Analytics What to measure? <ul><li>Jen Brady </li></ul><ul><li>CEO, Fred & Associates </li></ul><ul><li>@jenbrady </li></ul><ul><li>@fredassociates </li></ul>24.2.11
  2. 2. Agenda <ul><li>Role of Analytics </li></ul><ul><li>Analytics and KPIs </li></ul><ul><li>Overall Accountability </li></ul><ul><li>Key Takeaways </li></ul><ul><li>Q&A </li></ul>
  3. 3. Role of Analytics <ul><li>Intangible: </li></ul><ul><ul><li>Justifies someone’s job </li></ul></ul><ul><ul><li>Justifies headcount </li></ul></ul><ul><ul><li>Creates a new meeting on the calendar </li></ul></ul><ul><li>Tangible: </li></ul><ul><ul><li>Defines the success of a marketing initiative </li></ul></ul>
  4. 4. Analytics <ul><li>Webster’s Definition: </li></ul><ul><li>Logical? Aren’t KPIs a marketing spin? </li></ul>
  5. 5. KPI <ul><li>What are KPIs? </li></ul><ul><ul><li>K ey P erformance I ndicators </li></ul></ul><ul><ul><ul><li>e.g. Leads, Sales, Gross Homepage Visits, Unique Site Interactions </li></ul></ul></ul><ul><ul><li>Industry Jargon </li></ul></ul><ul><ul><li>Helps to define “what’s important” to campaign investment yields – yet is also similar to the “soup of the day” </li></ul></ul>
  6. 6. KPI <ul><li>KPIs help to define what’s important </li></ul><ul><li>… yet … </li></ul><ul><li>Shouldn’t each tactic have the same measurement impact? </li></ul><ul><ul><li>i.e. An OOH billboard should have similar accountability as a search engine marketing lead </li></ul></ul><ul><li>… but alas … </li></ul><ul><li>This is not the case. The tactics with the higher accountability measurements and tools have the harder accountability indices. </li></ul>
  7. 7. Accountability <ul><li>Accountability needs to be established for all marketing tactics beyond [presumed] impressions and [presumed] reach </li></ul><ul><li>Analytics provides insights for campaign effectiveness and campaign efficiencies </li></ul><ul><li>Why is it that online marketing budgets continue to only receive and average of 10% of overall marketing budgets? </li></ul><ul><ul><li>Is it because Online Marketing is too ACCOUNTABILE???? </li></ul></ul>
  8. 8. Accountability
  9. 9. Accountability <ul><li>We can’t lie and if we did, our industry would flounder </li></ul><ul><li>We are innovators </li></ul><ul><li>Therefore, let’s lead the charge </li></ul>
  10. 10. Accountability <ul><li>What should we measure? </li></ul><ul><ul><li>Comprehend that too much data kills the dinner </li></ul></ul><ul><ul><li>Measure only what’s relevant even if under-kill </li></ul></ul><ul><ul><li>Remember that analytics is like a first date </li></ul></ul><ul><ul><ul><li>Don’t put out if it will kill the relationship </li></ul></ul></ul><ul><li>Measure and report back on the necessities of the marketing plan </li></ul><ul><ul><li>Set expectations and deliver on relevance </li></ul></ul><ul><ul><li>Don’t over-deliver if there’s no relevance </li></ul></ul><ul><ul><ul><li>Many companies build their business plans on the premise of overdelivery of nonsense </li></ul></ul></ul>
  11. 11. Accountability <ul><li>Sample tools for measurement </li></ul><ul><ul><li>Google Analytics URL Builder (Free) </li></ul></ul><ul><ul><ul><li>Measures activity from a web source and tactic </li></ul></ul></ul><ul><ul><li>DoubleClick DFA (Paid) </li></ul></ul><ul><ul><ul><li>Further integration with Google Analytics </li></ul></ul></ul><ul><ul><li>Google Analytics (Free) </li></ul></ul><ul><ul><li>Omniture (Paid) </li></ul></ul>
  12. 12. Takeaway Points <ul><li>Measure any and all tactics where possible </li></ul><ul><li>Set internal expectations with key stakeholders before campaigns launch </li></ul><ul><li>Empower yourself with knowledge from campaign accountability to drive strategic insights </li></ul><ul><li>Remember that if it has not been measured in the past, it does not mean it cannot be measured…make it happen! </li></ul>
  13. 13. Thank You What to measure? <ul><li>Jen Brady </li></ul><ul><li>CEO, Fred & Associates </li></ul><ul><li>@jenbrady </li></ul><ul><li>@fredassociates </li></ul>Actionable Analytics 24.2.11