Learn how to measure the success of Using Digital Metrics to Gain Member Insight. We'll find out what metrics are important, how to collect & interpret them so that your organization thrives.

1. Welcome to HighRoad U
HighRoad Solution is a qualified provider of CAE credits from
ASAE

2. Introductions
Maneesha Manges, Director of Consulting
• Over 15 years of experience in digital marketing
• Consulting experience in the association world
around digital strategy, field and social media
marketing and change management
• Expertise in lead generation
Ways to Connect:
• Twitter: @maneeshamanges
• LinkedIn: www.linkedin.com/in/maneeshamanges

4. HighRoad U – Office Hours
http://pages.highroadsolution.com/highroad-office-hours
Starting Wednesday, June 22 @3p Eastern
Bring your challenges,
questions or current work to
get feedback and guidance.
Topics we can cover:
• What tools you can use for your
problem
• Email marketing
• Social media marketing
• Website design & function
• User experience
• Interpreting analytics
• Digital advertising
• SEO
• Marketing automation

5. Using Digital Metrics to
Gain Member Insights

6. Topics We’ll Cover
• Recap – Metrics 101
• Data-Driven Marketing
• Advanced Metrics
• What are they
• How to calculate

7. Why are Metrics so Important?
Consistent way to measure:
• Performance
• Progress
• Efficiency
• Efficacy
• Quality

8. Data versus Insights
What is Data?
• Information in raw or unorganized forms
• # Page Views / # Likes / # Shares
What are Insights?
• Actionable, data-driven findings that create business
value
• Different from raw data
• “Members prefer in-person education series as opposed to
on-demand webinars”
• “Social Posts with an Image and a link are far more engaging
and of use to members”

9. Best Practices (aka Common Sense)
• Establish a Baseline
• Measure Frequently and Consistently
• Interpret and Infer Results
• Act on Insights
• Refine Campaigns

10. Identify Your KPIs
• What will you measure
to demonstrate:
• Growth
• Success
• Opportunity
• Map your KPIs to your
goals:
• Growth = Digital
Advertising / Uplift
• Success = Blog Views
• Opportunity = Lead
Gen Programs

12. Your Challenge

13. Worksheets – Marketer’s Best Friend
Month over Month Lead Gen
Programs
• Easy to compare progress
• Monthly compilation
• Puts the KPIs you want to
measure into context

14. Website Vs Blog Visits

15. Data-Driven Marketing / Decision Making
“Data-Driven Marketing – process of collecting,
analyzing and executing on insights from
unstructured and multi-structured data that is
integrated across the enterprise”
• Raw Data  Insights
• 1 Dimensional vs Multi-Dimensional Data

16. Consider Your Approach to Finding
Insights
• Analyzing data available to understand marketing
and business performance
• Combining different or multiple data sources to get
to insights
• Incorporate new data points as they become
available
• Use the insights to take action and improve
marketing performance

17. What is Not Data-Driven Marketing?
• If single view of member does not exist
• Not taking a coordinated cross-channel approach to
connecting with the member
• Using mass marketing tactics
• Direct mail
• Print ads
• Billboards
• Email “Blasts”

18. Metrics Executives Want to See
“73% of executives don’t believe that marketers are
focused enough on results to truly drive incremental
customer demand”
• Which marketing metrics matter?
• Total cost of marketing
• Salaries
• Overhead
• Revenue
• Customer acquisitions

19. Customer Acquisition Cost (CAC)

21. Marketing % of Customer Acquisition
Cost

23. Ratio of Customer Lifetime Value to
CAC

25. Marketing Influenced Customer %

27. Recap
• Know your Data vs Insights
• Establish Baseline and Measure Regularly
• Identify KPIs to measure your growth / success
• Remember to Act on Insights
• Consider Advanced Metrics for your Executives
• Move towards Data-Driven Marketing Tactics
• Avoid speculation – rely on insights for future action

28. Upcoming in July
Building Digital Ecosystems that Deliver ROI
• July 15 – Overview
• July 22 – Best Practices
• July 29 - Measurement