Choosing Metrics That Matter, State of Search 2015

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Dana Ditomaso discusses the importance of choosing the right metrics to measure for clients and campaigns. Key points include: - Picking the right metrics may be the most important decision, as the wrong metrics can lead to bad decisions. - Metrics like rankings, bounce rate, and time on site are commonly used but aren't always the best indicators of goals. - Reports should be tailored to different audiences and include multiple reports. Data should be presented honestly and without ego.

#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
CHOOSING METRICS THAT
MATTER
DANA DITOMASO

#stateofsearch @dfwsem @danaditomaso
Yay, you signed a big client!

#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
What are you going
to measure?

#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
Picking the right metrics
may be the most important
decision you make.

#stateofsearch @dfwsem @danaditomaso
Choosing the wrong metrics
leads to bad decisions.

#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
Sometimes it’s obvious.

#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
But not always.

#stateofsearch @dfwsem @danaditomaso
Why do SEOs still report on
rankings?

#stateofsearch @dfwsem @danaditomaso
Why does bounce rate
matter?

#stateofsearch @dfwsem @danaditomaso
Is time on site something
that matters?

#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
Start these conversations
early.

#stateofsearch @dfwsem @danaditomaso
Try to fix the metrics
before signing the contract.

#stateofsearch @dfwsem @danaditomaso
What if…
Tracking likes instead of
engagement?

#stateofsearch @dfwsem @danaditomaso
What if…
“We must rank higher than
that competitor!”

#stateofsearch @dfwsem @danaditomaso
What if…
Prioritizing AdWords volume
over conversions.

#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
How can you turn goals into
metrics?

#stateofsearch @dfwsem @danaditomaso
Choose the right tactics to
match KPIs.

#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
Clients don’t have the same
goals that we do.

#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
(If they did, they wouldn’t
need us.)

#stateofsearch @dfwsem @danaditomaso
Your report needs to be built
for your audience(s).

#stateofsearch @dfwsem @danaditomaso
Yup, that means multiple
reports.

#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
How do you build a good
report?

#stateofsearch @dfwsem @danaditomaso
Use the 8 core principles of
data visualization.

#stateofsearch @dfwsem @danaditomaso
1. Simplify.

#stateofsearch @dfwsem @danaditomaso
2. Compare.

#stateofsearch @dfwsem @danaditomaso
3. Attend.

#stateofsearch @dfwsem @danaditomaso
4. Explore.

#stateofsearch @dfwsem @danaditomaso
5. View diversely.

#stateofsearch @dfwsem @danaditomaso
6. Ask why.

#stateofsearch @dfwsem @danaditomaso
7. Be skeptical.

#stateofsearch @dfwsem @danaditomaso
8. Respond.

#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
Don’t stuff reports to hide
bad data.

#stateofsearch @dfwsem @danaditomaso
Be honest when things
aren’t going well.

#stateofsearch @dfwsem @danaditomaso
Give credit where
credit is due.

#stateofsearch @dfwsem @danaditomaso
Don’t give your ad groups
weird names.

#stateofsearch @dfwsem @danaditomaso
Data is without ego.

#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
THANK YOU!

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Falcon Invoice Discounting

Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.

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Skye Residences | Extended Stay Residences Near Toronto Airport

一比一原版加拿大渥太华大学毕业证（uottawa毕业证书）如何办理

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falcon-invoice-discounting-a-premier-platform-for-investors-in-india