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A Framework for
Measuring Owned Media
Rob Clark
Director, Data & Analytics
Environics Communications Inc.
@theelusivefish
OWNED
OWNED
Web Site Social Media
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3,754 3,589 5%
Even a man who is
pure of heart and
says his prayers at
night, may find
himself forced to
swallow number
soup full of
percentages and fury
signifying nothing.
DIGITAL PERFORMANCE
Why do we measure?
There are decisions to be made,
but we are lacking the information
needed to do so with clarity.
AARRG
AARRG• Acquisition
• Activation
• Retention
• Referral
• Goals
AARRG• Acquisition
• Activation
• Retention
• Referral
• Goals
AARRG
• Who is your audience?
• How did they come to you?
Quisition
AARRGAudience Size
Quisition
# of sessions
Monthly active users
Follower count
Follower retention
Follower count
Follower retention
Subscribers
Subscribers Lost
Viewers
AARRGAudience Composition
Quisition
Demographics / Psychographics
Geography
Demographics
Demographics / Psychographics
Share of conversation by followers
Subscriber demographics
Viewer demographics
AARRGSource of Traffic
Quisition
Channels (Direct / Email / Organic
Search / Paid Search / Referral / Other)
Source / Medium
Playback location
Viewer origin
Paid / Organic
Paid / Organic
Paid / Organic
AARRG
• Is your audience seeing
what you want them to see?
• Is your audience doing what
you want them to do?
ctivation
AARRGctivation
Exposure to Content
Page, Landing Page, Exit Page
Events
Watch time
• Paid / Organic
Impressions / Views
• Paid / Organic
Impressions / Views
• Paid / Organic
AARRGctivation
Engagement with Content
Events
Conversions
Conversation (replies / comments)
• Sentiment
Applause (likes )
Amplification (retweets / shares)
Click-through
AARRG
• Is your audience giving you
permission to reach them
again?
• Is your audience returning
for more?
etention
AARRGetention
Returning Visitors
• New vs Returning
• Monthly active users
Click-through to additional branded property
Newsletter sign-up
Subscribe / Follower Growth & Retention
Repeat Engagement (Share of
Conversation by Followers)
AARRG
• Is your audience sharing
and directing others to you?
eferral
AARRGeferral
Referral traffic
On-site reviews, testimonials, endorsements
Amplification (shares / retweets)
Viewer origin
AARRG
• Did you accomplish your
business or communication
objectives?
oal
Not everything that can be counted counts.
Not everything that counts can be counted.
If it changes,
it can be measured.
Goals
Business Objectives Communication Objectives
• Revenue
• Talent Acquisition
• Customer Retention
• Awareness
• Education / Understanding
• Build / Re-Establish Trust
• Create a Positive Association
• Form or Change an Opinion
• Drive an Action
• Build an Audience
• Acquisition
Who’s your audience and how did you pull them into
your audience?
• Activation
Is your audience seeing what you want them to see?
Doing what you want them to do?
• Retention
Is your audience giving you permission to keep
reaching out to them? Are they coming back for more?
• Referral
Is your audience directing others your way?
• Goals
Are you achieving your objectives?
It’s important to know
‘what’ is happening.
Understanding the ‘context’
and being able to say ‘why’ it’s
happening and ‘how’ it matters
is the difference between good
and great reporting.
• Compare current period to running averages
(e.g. current month to previous month, 3-month and 12-month
averages)
• What’s changed?
• What caused it to change?
• Is the change the result of something you did or
outside forces?
• Can the change be mitigated, replicated or scaled?
• Is this a one-time occurrence or the start of a trend?
Getting context
Questions?

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AARRG! A Framework for Measuring Owned Media

  • 2. Rob Clark Director, Data & Analytics Environics Communications Inc. @theelusivefish
  • 3.
  • 6. 2,450,382Page Views Avg Pages 3.29 Bounce Rate 37% Q2 2,033,743 3.11 32% Q1 17% 6% 15% % Change Engagements Facebook 3,754 3,589 5% Even a man who is pure of heart and says his prayers at night, may find himself forced to swallow number soup full of percentages and fury signifying nothing. DIGITAL PERFORMANCE
  • 7.
  • 8. Why do we measure? There are decisions to be made, but we are lacking the information needed to do so with clarity.
  • 10. AARRG• Acquisition • Activation • Retention • Referral • Goals
  • 11. AARRG• Acquisition • Activation • Retention • Referral • Goals
  • 12. AARRG • Who is your audience? • How did they come to you? Quisition
  • 13. AARRGAudience Size Quisition # of sessions Monthly active users Follower count Follower retention Follower count Follower retention Subscribers Subscribers Lost Viewers
  • 14. AARRGAudience Composition Quisition Demographics / Psychographics Geography Demographics Demographics / Psychographics Share of conversation by followers Subscriber demographics Viewer demographics
  • 15. AARRGSource of Traffic Quisition Channels (Direct / Email / Organic Search / Paid Search / Referral / Other) Source / Medium Playback location Viewer origin Paid / Organic Paid / Organic Paid / Organic
  • 16. AARRG • Is your audience seeing what you want them to see? • Is your audience doing what you want them to do? ctivation
  • 17. AARRGctivation Exposure to Content Page, Landing Page, Exit Page Events Watch time • Paid / Organic Impressions / Views • Paid / Organic Impressions / Views • Paid / Organic
  • 18. AARRGctivation Engagement with Content Events Conversions Conversation (replies / comments) • Sentiment Applause (likes ) Amplification (retweets / shares) Click-through
  • 19. AARRG • Is your audience giving you permission to reach them again? • Is your audience returning for more? etention
  • 20. AARRGetention Returning Visitors • New vs Returning • Monthly active users Click-through to additional branded property Newsletter sign-up Subscribe / Follower Growth & Retention Repeat Engagement (Share of Conversation by Followers)
  • 21. AARRG • Is your audience sharing and directing others to you? eferral
  • 22. AARRGeferral Referral traffic On-site reviews, testimonials, endorsements Amplification (shares / retweets) Viewer origin
  • 23. AARRG • Did you accomplish your business or communication objectives? oal
  • 24. Not everything that can be counted counts. Not everything that counts can be counted. If it changes, it can be measured.
  • 25. Goals Business Objectives Communication Objectives • Revenue • Talent Acquisition • Customer Retention • Awareness • Education / Understanding • Build / Re-Establish Trust • Create a Positive Association • Form or Change an Opinion • Drive an Action • Build an Audience
  • 26. • Acquisition Who’s your audience and how did you pull them into your audience? • Activation Is your audience seeing what you want them to see? Doing what you want them to do? • Retention Is your audience giving you permission to keep reaching out to them? Are they coming back for more? • Referral Is your audience directing others your way? • Goals Are you achieving your objectives?
  • 27. It’s important to know ‘what’ is happening. Understanding the ‘context’ and being able to say ‘why’ it’s happening and ‘how’ it matters is the difference between good and great reporting.
  • 28. • Compare current period to running averages (e.g. current month to previous month, 3-month and 12-month averages) • What’s changed? • What caused it to change? • Is the change the result of something you did or outside forces? • Can the change be mitigated, replicated or scaled? • Is this a one-time occurrence or the start of a trend? Getting context