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 that is made, as choosing the wrong metrics can lead to bad decisions. - Metrics need to align with client goals, which do not always match internal goals, so multiple reports may be needed. - When building reports, use principles of data visualization like simplifying information, comparing data over time, exploring different views of data, and being honest about performance.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

17. #stateofsearch @dfwsem @danaditomaso

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

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

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

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

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

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

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

25. #stateofsearch @dfwsem @danaditomaso
1. Simplify.

26. #stateofsearch @dfwsem @danaditomaso
2. Compare.

27. #stateofsearch @dfwsem @danaditomaso
3. Attend.

28. #stateofsearch @dfwsem @danaditomaso
4. Explore.

29. #stateofsearch @dfwsem @danaditomaso
5. View diversely.

30. #stateofsearch @dfwsem @danaditomaso
6. Ask why.

31. #stateofsearch @dfwsem @danaditomaso
7. Be skeptical.

32. #stateofsearch @dfwsem @danaditomaso
8. Respond.

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

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

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

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

37. #stateofsearch @dfwsem @danaditomaso
Data is without ego.

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