Measurement
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The document outlines key points from a seminar on measurement and analytics. It discusses the meaning of measurement, analytics, and their connection to business operations. Examples are provided of how different organizations have used measurement and analytics to better understand customer needs and improve business outcomes. The presentation concludes by emphasizing the importance of measuring awareness, interest, advocacy, and profits to create an effective marketing plan.
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Measurement
- 1. _seminar : john ream, president © 2011 Connect Agency. All rights reserved.
- 2. measurement - "we're here to report that reports aren't all that they're reported to be" _goal: not to collect data, but develop insights © 2011 Connect Agency. All rights reserved.
- 3. agenda - measurement. *meanings *state of the industry *biz cases *take away _outcome : measurement that aligns with business. © 2011 Connect Agency. All rights reserved.
- 4. meaning - "wiki." *the search for knowledge, or as any systematic investigation, with an open mind, to establish novel facts, usually using a scientific method. _measurement © 2011 Connect Agency. All rights reserved.
- 5. meaning - "wiki." *the application of computer, technology, operational research, and statistics to solve problems in business and industry. _analytics © 2011 Connect Agency. All rights reserved.
- 6. meaning - "wiki." *the ability to predict, or the action of predicting, what will happen or what is needed in the future. _business operations analytics © 2011 Connect Agency. All rights reserved.
- 7. meaning - "connect." *insights that drive marketing strategies to gain the greatest business impact. _measurement & analytics © 2011 Connect Agency. All rights reserved.
- 8. state of the industry - "norm" *data collection, rather than analytics. *tabulation of visits and page views. *video views, Likes, number of fans or reTweets became the ends instead of the ends to a means. _measurement & analytics © 2011 Connect Agency. All rights reserved.
- 9. fcpn - ask the doc. who: network of cancer centers. obj: create online website traffic. q: what is most important to a patient? q: what are the hurdles? _conversation : still important. © 2011 Connect Agency. All rights reserved.
- 10. fcpn - ask the doc... _conversation : still important. © 2011 Connect Agency. All rights reserved.
- 11. fcpn - ask the doc. a: portal to create relationships with the patient. a: quality interaction was necessary. a: evaluation of website effectiveness. _measurement : scheduled appointments. © 2011 Connect Agency. All rights reserved.
- 12. grocer - what are they saying. who: south east grocery chain. obj: focus on being a neighborhood customer service driven grocery store. q: marketing changing public opinion? _reputation : can you measure that? © 2011 Connect Agency. All rights reserved.
- 13. grocer - what are they saying. a: measure negative sentiment. a: measure public complaints. a: benchmark to measure success of marketing campaigns. a: benefit everyone, even operations. _measurement : public opinion. © 2011 Connect Agency. All rights reserved.
- 14. connect - report cards. who: us. obj: gain realtime pulse on all relationships. q: are we providing a value? _customer service : survey your audience. © 2011 Connect Agency. All rights reserved.
- 15. connect - report cards. _audience surveys : feelings toward your brand. © 2011 Connect Agency. All rights reserved.
- 16. connect - report cards. a: allows us to turn insights into action. a: benefits everyone, even sales. a: measure key performance identicators. a: understand what value we provide. _measurement : customer satisfaction. © 2011 Connect Agency. All rights reserved.
- 17. take away - so, what should you measure? _remember : this is the part to really pay attention. © 2011 Connect Agency. All rights reserved.
- 18. awareness - how well do people know your product name and brand attributes? survey results are the best place to start. _take away : this is the part to really pay attention. © 2011 Connect Agency. All rights reserved.
- 19. interest - are your customers searching for you, related key words, geographically? this is easily measured & critical to success. _take away : this is the part to really pay attention. © 2011 Connect Agency. All rights reserved.
- 20. advocacy - another way of measuring customer satisfaction. are your satisfied customers acting as brand ambassdors? _take away : this is the part to really pay attention. © 2011 Connect Agency. All rights reserved.
- 21. profits - not sales, profits. profitability comes from getting the best results at the lowest cost. repeat those campaigns which produce profitable sales. _take away : this is the part to really pay attention. © 2011 Connect Agency. All rights reserved.
- 22. bottomline - if you can track the results from your marketing all the way to profitability and customer advocacy, you can create a winning marketing plan. _take away : this is the part to really pay attention. © 2011 Connect Agency. All rights reserved.
- 23. feedback - help us help you. *how you will use this *give us a review *workshops *share and invite others - the deck _up coming : seminars © 2011 Connect Agency. All rights reserved.
- 24. next - "continued ed." *integrated marketing (april) _up coming : seminars © 2011 Connect Agency. All rights reserved.
Editor's Notes
- - remember to always make it about the people in the room and their business. - maybe ask people in the room how relates to them.
- Do your marketing reports show something is happening, but you don ’t see it on the bottom line? Well, lets save some trees because numbers, graphs, and pretty power points really don’t matter if you’re measuring the means vs. the end. Join us to learn some new approaches on how to set-up great measurement strategies that align with what the big boss really wants to see. You know, “how is it changing my business!” Develop strategy to be successful then put tools in place to measure that so you can benchmark. So you can implement evidence based marketing ideas.
- what you should leave with today are great measurement startegies that align with business goals.
- What started as the tabulation of visits and page views has become the means of all marketing validation. Industry metrics for marketing success went from operational sales and profit goals to things that have no direct connection to the bottom-line.
- How they we're going to measure with website traffic and how we suggested a trackable tool like the ask the doc.
- Capture information into a lead generation report to measure success.
- Engagement with the customer and quality conversations with the customer is very important and should be a huge component in the evaluation of overall marketing effectiveness.
- They were measuring their advertising spend and the brand impressions from that, but if that's not driving new customers, what's wrong? Need to measure public opinion to understand where the disconnect is.
- Measurement and analytics help marketers gain insights that drive marketing and customer strategies and optimize marketing efforts. CompCare - Elizabeth Benchmark to know how successful your marketing is. Example are you spending $100 to market a $10 pre-employment physical? Then we know something is wrong and we need to create a new strategy.
- Are you delivering what you promised to deliver? It's as simple as asking your customer. No need for market research study to generate loads of data. Just ask one-on-one. They will tell you.
- River Club - If you are promising the best dining experience downtown but customer surveys are ranking you 2 out of 5 in that area, then we need to correct something.
- We need to survey our clients to measure the spectrum of activity they have with us, from the initial meeting to possibly referring us to friends, to understand what value we are providing and where we are falling short.
- Your first challenge is to get your product or service known. You want to know whether spending it on radio, email newsletters or a Facebook crusade will yield the best results. The only way to find out is to test and measure. See if you are moving the needle. Quanitative and Qualitative HealthSource Mag - Vanessa Are readers aware of your website. Great source for information. Track and measure what they are reading, package that and send it out in blast to draw more in. Increase ad revenue to the site.
- google insights social mention website submissions phone calls Coconut Water - Frank Brewer Before the first dollar is invested, you can measure and analyze the interest for coconut water, how much they are willing to pay, etc. Develop our marketing strategies based on your insights.
- The more people who recommend you, the more likely it is that you are marketing well, have a good product, are selling it at a good price and providing good service. google blogs yelp, digg
- If you had to spend $100 to get someone to buy a $5 product, you've got a problem. Use YMCA example. $50 for lead to take a tour, knowing 60% would join and pay the $100 joining fee, plus stay a member for average of 3 months. Bailey Publishing - Donna Repeat those campaigns which were profitable. That's the benefit in your line of work. Package it and sell to other like-companies. Selling proven results is much easier.