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Focused Reporting: Fewer Reports that Do More
The document discusses the importance of effective reporting and measurement in digital marketing, emphasizing that monitoring is different from reporting. It advocates for a customer-centric approach, focusing on understanding and addressing customer problems rather than solely internal metrics. Additionally, it highlights the need for clear goal charters to guide marketing efforts and ensure accountability.
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Focused Reporting: Fewer Reports that Do More
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- 3. #MozCon @danaditomaso But westill keep doing the same things.
- 4. #MozCon @danaditomaso Letās shareour struggles.
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- 8. #MozCon @danaditomaso How canwe fix this?
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- 10. #MozCon @danaditomaso What isreporting?
- 11. #MozCon @danaditomaso Monitoring isdata. Reporting is insight.
- 12. #MozCon @danaditomaso example: decreasein organic traffic
- 13. #MozCon @danaditomaso Monitoring isstill important. But it isnāt a report.
- 14. #MozCon @danaditomaso Reports shouldtell you if youāre meeting your goals.
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- 19. #MozCon @danaditomaso Weāve allmade bad reports.
- 20. #MozCon @danaditomaso Why dowe do this?
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- 22. #MozCon @danaditomaso If youcanāt trust the data, then we canāt trust you.
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- 24. #MozCon @danaditomaso Start withthe end.
- 25. #MozCon @danaditomaso Introduce agoal charter.
- 26. #MozCon @danaditomaso A goalcharter answers three questions.
- 27. #MozCon @danaditomaso What areyour goals?
- 28. #MozCon @danaditomaso Why dothese goals exist?
- 29. #MozCon @danaditomaso How willwe know when weāve met the goal?
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- 31. #MozCon @danaditomaso What woulda client want to know?
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- 33. #MozCon @danaditomaso Goal: How muchbudget should we put towards local listings management?
- 34. #MozCon @danaditomaso Objective 1: Knowthat weāre spending the right budget on local listings management.
- 35. #MozCon @danaditomaso Objective 2: Understandthe ROI of listings management.
- 36. #MozCon @danaditomaso How tomeasure results?
- 37. #MozCon @danaditomaso Do thisfor every goal.
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- 39. #MozCon @danaditomaso Once youhit a goal, start on another.
- 40. #MozCon @danaditomaso We stillhave a problem when it comes to goals.
- 41. #MozCon @danaditomaso We measurewhatās important to the company, not the customer.
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- 47. #MozCon @danaditomaso We arenātfocused on helping our customers solve their problems as fast as possible.
- 48. #MozCon @danaditomaso Have youasked your customers what their problems are?
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- 50. #MozCon @danaditomaso We needto be customer centric.
- 51. #MozCon @danaditomaso This shiftisnāt just desirable, itās important.
- 52. #MozCon @danaditomaso Success isnātmeasured in campaign cycles.
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- 54. #MozCon @danaditomaso Can wesolve their problems faster?
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- 56. #MozCon @danaditomaso The oldway is measuring conversion rate on a form fill or a purchase.
- 57. #MozCon @danaditomaso The newway is measuring how fast an order arrives.
- 58. #MozCon @danaditomaso The newway is measuring the moment they tell their friends that they can see perfectly post-Lasik.
- 59. #MozCon @danaditomaso The newway is when their father likes and respects the new home care nurse you sent out.
- 60. #MozCon @danaditomaso Letās callthese customer conversions.
- 61. #MozCon @danaditomaso How doyou measure them?
- 62. #MozCon @danaditomaso Number offeatured snippets.
- 63. #MozCon @danaditomaso Facebook conversationrate and sentiment analysis.
- 64. #MozCon @danaditomaso Was yourcontent consumed?
- 65. #MozCon @danaditomaso How longwould it take someone to read this content?
- 66. #MozCon @danaditomaso When doesthe content end?
- 67. #MozCon @danaditomaso Did boththese things happen?
- 68. #MozCon @danaditomaso If so,the content was consumed.
- 69. #MozCon @danaditomaso If not,you abandoned, skimmed, or hoarded the tab for later.
- 70. #MozCon @danaditomaso Start measuringcontent consumption: kickpoint.ca/mozcon2018
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- 72. #MozCon @danaditomaso Share yourgoal charter!
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- 74. #MozCon @danaditomaso Letās facea few hard truths.
- 75. #MozCon @danaditomaso People donātswitch agencies or hire new in-house marketers because they want more of the same.
- 76. #MozCon @danaditomaso People makechanges when they donāt understand.
- 77. #MozCon @danaditomaso Without understanding, welose accountability and trust.
- 78. #MozCon @danaditomaso And thenwe end up in the blame game.
- 79. #MozCon @danaditomaso Weāre alltrying to help people do better.
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