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Tell me what you measure
and I will tell you how
much money do you
waste
Damjan Planinc
Saša Stanković
What can we measure on TV?
What can we measure in print?
What can we measure online?
Examples of metrics
Sources of metrics

•
•
•
•
•
•

Web Analytics
Adserver
Social media
Email
CRM
....

more than

230 metrics only in GA!
Sources of metrics
What makes great metrics?
• Well understood to all involved in decision making process

• Relevant to our business
• On ri...
What companies do wrong?
• Drowning in data
• Choose Vanity Metrics
• Measuring What is Easy
• Not supportive decision mak...
What do you see when open GA?
Does this matter?
Example of better metrics
Example of better metrics
We have metrics, what about KPIs?

impact the business bottomline
Examples of KPIs
How to start?
Establish measurement model
Establish measurement model
But don’t forget
90% is about people: roles, responsibilities, processes, skills,..

10% is about technology, tools
What happens if we optimize on wrong metric?

Real question is – what happens if we reduce
marketing budget?
a/ smaller am...
What happens if we optimize on wrong metric?
100
90

-20%

80

70
60
50
40

30
20

-55%

10
0
Before

After
Which metrics to avoid?
•
•
•
•

Compound metrics
Vanity metrics
Focusing on Quantity, not Quality
Measuring What Is Easy
...
Metrics limitations

• Multiscreen world
• Problems with multiscreen world?
user coming from multiple screens
before conve...
Metrics limitations
• Multiscreen world

"90% of people move between devices to
accomplish a goal, whether that’s on
smart...
Metrics limitations
• Multiscreen world
Metrics limitations
• Multiscreen world
• Is there any solution to track
multiscreen user?
Google AdWords report
(new feat...
Recommendations
• Choose no more than five key metrics.
• Show trends for those metrics over time
• Put on a dashboard for ...
Tell me what you measure and I will tell you how much money do you waste (Damjan Planinc, Saša Stankovič, Interactive.agency)
Tell me what you measure and I will tell you how much money do you waste (Damjan Planinc, Saša Stankovič, Interactive.agency)
Tell me what you measure and I will tell you how much money do you waste (Damjan Planinc, Saša Stankovič, Interactive.agency)
Tell me what you measure and I will tell you how much money do you waste (Damjan Planinc, Saša Stankovič, Interactive.agency)
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Tell me what you measure and I will tell you how much money do you waste (Damjan Planinc, Saša Stankovič, Interactive.agency)

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Today's media and marketing experts are mostly drowning in available data. The main question is: how do you separate the wheat from the weeds and which (online) business metrics are relevant and affect both, business and marketing results? Are metrics of web analytics sufficient enough? Using practical examples, we will present how to create an effective (web) metric model and how to adapt them into the different phases of the behavioral process.

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Tell me what you measure and I will tell you how much money do you waste (Damjan Planinc, Saša Stankovič, Interactive.agency)

  1. 1. Tell me what you measure and I will tell you how much money do you waste Damjan Planinc Saša Stanković
  2. 2. What can we measure on TV?
  3. 3. What can we measure in print?
  4. 4. What can we measure online?
  5. 5. Examples of metrics
  6. 6. Sources of metrics • • • • • • Web Analytics Adserver Social media Email CRM .... more than 230 metrics only in GA!
  7. 7. Sources of metrics
  8. 8. What makes great metrics? • Well understood to all involved in decision making process • Relevant to our business • On right time • Actionable
  9. 9. What companies do wrong? • Drowning in data • Choose Vanity Metrics • Measuring What is Easy • Not supportive decision making process
  10. 10. What do you see when open GA?
  11. 11. Does this matter?
  12. 12. Example of better metrics
  13. 13. Example of better metrics
  14. 14. We have metrics, what about KPIs? impact the business bottomline
  15. 15. Examples of KPIs
  16. 16. How to start?
  17. 17. Establish measurement model
  18. 18. Establish measurement model
  19. 19. But don’t forget 90% is about people: roles, responsibilities, processes, skills,.. 10% is about technology, tools
  20. 20. What happens if we optimize on wrong metric? Real question is – what happens if we reduce marketing budget? a/ smaller amount of visits on our web site b/ all metrics go down c/ conversions? (real metric)
  21. 21. What happens if we optimize on wrong metric? 100 90 -20% 80 70 60 50 40 30 20 -55% 10 0 Before After
  22. 22. Which metrics to avoid? • • • • Compound metrics Vanity metrics Focusing on Quantity, not Quality Measuring What Is Easy • example: Visits, Page Views, Time on Site, Impressions, Clicks, Number of Followers/Likes, Video Views
  23. 23. Metrics limitations • Multiscreen world • Problems with multiscreen world? user coming from multiple screens before converting
  24. 24. Metrics limitations • Multiscreen world "90% of people move between devices to accomplish a goal, whether that’s on smartphones, PCs, tablets or TV.„ source: Google
  25. 25. Metrics limitations • Multiscreen world
  26. 26. Metrics limitations • Multiscreen world • Is there any solution to track multiscreen user? Google AdWords report (new feature rolling out for adwords accounts with conversion tracking: columns -> conversions -> est. conversion) Universal Analytics
  27. 27. Recommendations • Choose no more than five key metrics. • Show trends for those metrics over time • Put on a dashboard for everyone to see • Test and repeat

Today's media and marketing experts are mostly drowning in available data. The main question is: how do you separate the wheat from the weeds and which (online) business metrics are relevant and affect both, business and marketing results? Are metrics of web analytics sufficient enough? Using practical examples, we will present how to create an effective (web) metric model and how to adapt them into the different phases of the behavioral process.

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