Today's B2B buyer is more discerning than ever before, and has access to more information than ever before. They research online, get peer views and opinion, and they call you when their ready to buy, rather than when you’re ready to sell. So you’re involved late in the process, or more commonly, not at all. To get onto the shortlist, you’ve got to be there early in the buying cycle. And to do this takes a programme of great content.
It has to be relevant, useful and interesting. First problem; where does this content come from? Well, every organisation has their own content dungeon – just waiting to be unlocked. But, how do you do it, what’s going to be lurking down there, and how do you tame it? Then, once you’ve thrown the keys away, what are you going to do with all this content? How do you get it into the hearts and minds of the people that matter?
This presentation will involve B2B examples across different sectors and using content in all its possible guises: mobile, video, integrated infographics, Social debates. Even the odd whitepaper...
Session will look at:
Ways to find great content in your organisation, without actually creating anything
What content works, at what stage in the buying cycle
Practical ways to use interesting and different content formats
10 steps to create and implement a content marketing strategy
Internet advertising experts will provide a thorough breakdown of the elements of a company’s internet presence from corporate site to landing pages to emails and provide insights into how consumers view the entire customer experience. The purpose of this session is to help attendees understand how consumers see their property presence and respond to what is offered at each step of the way. The presenters will be providing tens of thousands of dollars of free consulting insights to the lucky firm that agrees to be analyzed, and to all attendees in general.
Presenters:
Scott Esmond, Director of Business Development, Red Door Interactive
Tony Felice, Senior Strategist, Red Door Interactive
Today's B2B buyer is more discerning than ever before, and has access to more information than ever before. They research online, get peer views and opinion, and they call you when their ready to buy, rather than when you’re ready to sell. So you’re involved late in the process, or more commonly, not at all. To get onto the shortlist, you’ve got to be there early in the buying cycle. And to do this takes a programme of great content.
It has to be relevant, useful and interesting. First problem; where does this content come from? Well, every organisation has their own content dungeon – just waiting to be unlocked. But, how do you do it, what’s going to be lurking down there, and how do you tame it? Then, once you’ve thrown the keys away, what are you going to do with all this content? How do you get it into the hearts and minds of the people that matter?
This presentation will involve B2B examples across different sectors and using content in all its possible guises: mobile, video, integrated infographics, Social debates. Even the odd whitepaper...
Session will look at:
Ways to find great content in your organisation, without actually creating anything
What content works, at what stage in the buying cycle
Practical ways to use interesting and different content formats
10 steps to create and implement a content marketing strategy
Internet advertising experts will provide a thorough breakdown of the elements of a company’s internet presence from corporate site to landing pages to emails and provide insights into how consumers view the entire customer experience. The purpose of this session is to help attendees understand how consumers see their property presence and respond to what is offered at each step of the way. The presenters will be providing tens of thousands of dollars of free consulting insights to the lucky firm that agrees to be analyzed, and to all attendees in general.
Presenters:
Scott Esmond, Director of Business Development, Red Door Interactive
Tony Felice, Senior Strategist, Red Door Interactive
Using Social Behaviours as part of B2B lead generationJohn Watton
Social media presents new opportunities for customer engagement and lead generation. But to get it right requires a whole bunch of new skills that are both creative and process oriented. Find out how a behavioural marketing approach to lead generation will net amazing results, and how social media can be a key tool in a multi-channel lead generation strategy.
Georgea Frank-Tann talks about the digital marketing model versus the traditional marketing model. Harnessing the power of digital marketing, continuous evaluation, and optimisation. How digital analytics can inform campaign decisions and drive ROI.
This is the presentation that James Burnes VP of Development and Strategy and Mike Rendel Senior Art Director at MediaSauce. The presentation talks about the changes in communicating with your prospects, and how can you use other alternatives to the brochure.
A precognitive marketing overview presented by Kathy Miller and Ric Lipman at the June 12, 2012 KCDMA luncheon. The discussion focused on the power of precognitive marketing and how it can be used to uncover unique audience insights that generate game-changing business results.
Your brand has advocates that can help increase sales, improve customer service and elevate how the marketplace perceives your products and services. In our latest white paper, we highlight the most effective ways to motivate and enable your advocates to become influencers.
A talk I gave at the Infopresse Femmes et Communications conference in Montreal in June 2013. It addressed the business opportunity that women represent, both within businesses as people we hire, promote and retain; and in the way ideas creative agencies and departments produce address women as customers.
How To Talk To Real People About Abstract Stuff - Lean Startup Machine KeynoteThe Difference Engine
I gave this talk at the Lean Startup Machine bootcamp in April in NYC. Great audience, great engagement - sadly I was felled by allergies and missed the rest of the weekend! Nevertheless, thanks to those who asked great questions and gave great feedback.
Why marketers should market to women intelligently and hire intelligent women (Hint: It's just good business). Presented to Ad Club of New Orleans and Ad Club of Lafayette
The Difference Engine has relaunched with a new team, and renewed focus on helping companies improve their existing products, services, and customer experiences, and on helping companies identify opportunities for innovation and organizational change.
My talk from Lean Day London, hosted by Made by Many & Neo, March 25-26, 2014, on how Lean approaches to qualitative research make it more useful and scalable.
Research Rebooted: Market Research is Broken, How Lean Can Help Fix It #leand...The Difference Engine
The presentation from my talk at #LeanDayWest, September 17, 2013 in Portland, OR. Research Rebooted: Market Research is Broken, How Lean Can Help Fix It.
A talk I've given at Circus Festival in Sydney in March 2013, at Google Sandbox in Cannes in July 2013, and at Reactive's Adweek event in October 2013.
Lean Planning for Nimble Agences - Mirren New Business Conference 2012The Difference Engine
This was the talk I presented at the Mirren New Business Conference on May 2, 2012 in New York. The audience was mainly small and mid-sized agencies - and we had an excellent, engaged audience. Thanks to all who made it (or watched over the streaming service)!
Using Social Behaviours as part of B2B lead generationJohn Watton
Social media presents new opportunities for customer engagement and lead generation. But to get it right requires a whole bunch of new skills that are both creative and process oriented. Find out how a behavioural marketing approach to lead generation will net amazing results, and how social media can be a key tool in a multi-channel lead generation strategy.
Georgea Frank-Tann talks about the digital marketing model versus the traditional marketing model. Harnessing the power of digital marketing, continuous evaluation, and optimisation. How digital analytics can inform campaign decisions and drive ROI.
This is the presentation that James Burnes VP of Development and Strategy and Mike Rendel Senior Art Director at MediaSauce. The presentation talks about the changes in communicating with your prospects, and how can you use other alternatives to the brochure.
A precognitive marketing overview presented by Kathy Miller and Ric Lipman at the June 12, 2012 KCDMA luncheon. The discussion focused on the power of precognitive marketing and how it can be used to uncover unique audience insights that generate game-changing business results.
Your brand has advocates that can help increase sales, improve customer service and elevate how the marketplace perceives your products and services. In our latest white paper, we highlight the most effective ways to motivate and enable your advocates to become influencers.
A talk I gave at the Infopresse Femmes et Communications conference in Montreal in June 2013. It addressed the business opportunity that women represent, both within businesses as people we hire, promote and retain; and in the way ideas creative agencies and departments produce address women as customers.
How To Talk To Real People About Abstract Stuff - Lean Startup Machine KeynoteThe Difference Engine
I gave this talk at the Lean Startup Machine bootcamp in April in NYC. Great audience, great engagement - sadly I was felled by allergies and missed the rest of the weekend! Nevertheless, thanks to those who asked great questions and gave great feedback.
Why marketers should market to women intelligently and hire intelligent women (Hint: It's just good business). Presented to Ad Club of New Orleans and Ad Club of Lafayette
The Difference Engine has relaunched with a new team, and renewed focus on helping companies improve their existing products, services, and customer experiences, and on helping companies identify opportunities for innovation and organizational change.
My talk from Lean Day London, hosted by Made by Many & Neo, March 25-26, 2014, on how Lean approaches to qualitative research make it more useful and scalable.
Research Rebooted: Market Research is Broken, How Lean Can Help Fix It #leand...The Difference Engine
The presentation from my talk at #LeanDayWest, September 17, 2013 in Portland, OR. Research Rebooted: Market Research is Broken, How Lean Can Help Fix It.
A talk I've given at Circus Festival in Sydney in March 2013, at Google Sandbox in Cannes in July 2013, and at Reactive's Adweek event in October 2013.
Lean Planning for Nimble Agences - Mirren New Business Conference 2012The Difference Engine
This was the talk I presented at the Mirren New Business Conference on May 2, 2012 in New York. The audience was mainly small and mid-sized agencies - and we had an excellent, engaged audience. Thanks to all who made it (or watched over the streaming service)!
Social Media Monitoring the Alterian Ecademy OpportunityAlterian
Social media marketing has emerged as a legitimate marketing channel that your brand is able to utilize in a number of ways. The first step is listening, and with Alterian SM2 you can track conversations, review positive/negative sentiment for your brand, clients, competitors and partners across social media channels such as blogs, wikis, micro-blogs, social networks, video/photo sharing sites and real-time alerts.
In this Markedu webinar, Michael Leander will show you how you can measure and monitor your social media marketing activities and how you can increase your social media marketing ROI by reacting to the knowledge you obtain.
Using his own practical and hands-on experiences, Michael Leander will share with you:
- How to identify social media marketing goals or KPI’s
- How to calculate the ROI for social media marketing activities
- Which tools to use to monitor and measure your social media marketing ROI
He will also provide you real-life examples of how his own activities are measured and reacted upon.
If social media marketing ROI is on your agenda, this webinar will give you inspiration and food-for-thought that can help you address Return on Marketing Investment for your social media marketing activities.
Tycoon created this presentation specifically for participants in New York's Startup Weekend Global Fashion Battle on September 5-7 2014. As dedicated sponsors in this amazing event, Tycoon covers business and marketing fundamentals such as the elevator pitch, customer empathy map, customer decision journey, marketing map and key performance indicators.
This document is built to understand the scope of online branding in current market, to understand our capabilities and gaps in analytics and propose a business case to build on a framework and its target markets
Partner Plus Brand Basics Session 2 WorkbookCisco Partners
This document is to help you put into practice what you have learned in Partner Plus Brand Basics Session 2,, this workbook is your tool to help you understand the following:
• Creating a brand strategy
• Brand positioning tools
• Practical applications of the strategy
Predicting Customer Behavior - An Introduction to iSkyiSky
iSky helps companies and brand owners predict customer behavior.
Our industry experts and research specialists design fully-integrated customer engagement programs to capture the motives behind customer behavior, and analyze the financial implications of this behavior on brand health and enterprise profitability. Our solutions are designed to support customer acquisition and retention initiatives and impact brand strategy.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
This webcast covered covered the key areas to review when developing a digital strategy for B2B Marketing to support the *Brilliant B2B Marketing Guide*.
Attribution and ROI Measurement was presented by Steve Latham at Search Engine Strategies 2010. To request a soft-copy please reach out via Twitter, LinkedIn or Facebook.
http://twitter.com/stevelatham
http://linkedin.com/in/stevelatham
http://facebook.com/slatham
What Happens to Everyone, When Everyone Learns to Code - by Farrah Bostic at ...The Difference Engine
What Happens to Everyone, When Everyone Learns to Code? We're all on the product team now. Conversational coders + plus customer-centric developers are the secret to making great products that create value. Here's the slides from the talk I gave in Chicago in April 2014 at RailsConf.
These are the slides from a presentation I delivered on September 30, 2010 for MDC Partners' Ad Week Speaker Series, 5 for 5: New Yorkers Creating Change Through Ideas. Also on the panel: Perry Chen of Kickstarter, Ji Lee of Google Creative Labs, and Noah Brier of noahbrier.com & The Barbarian Group.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
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In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
5. BINGO
TIME
SIGN-
KPI UPS
ON CPM IMPRESSIONS
SITE
CPA CPC REACH &
FREQUENCY LIKES ENGAGEMENT
PAGE
LTV SENTIMENT
ANALYSIS ROI VIEWS FOLLOWS
MENTIONS CTR DOWNLOADS
BRAND MEDIA MIX
ATTRIBUTES MODELING
SHARE
SALIENCE LIKEABILITY RECALL OF ??
WALLET
6. A WORD OF CAUTION
I notice increasing reluctance on
the part of marketing executives
to use judgment; they are coming
to rely too much on research, and
they use it as a drunkard uses a
lamp post: for support, rather
than for illumination.
David Ogilvy
7. WHY DO METRICS MATTER?
1. Metrics reduce arguments based on opinion.
2. Metrics give you answers about what really works.
3. Metrics show you where you’re strong.
4. Metrics allow you to test anything you want.
5. Clients love metrics.
http://bokardo.com/talks/metrics-driven-design-sxsw.pdf
8. WHAT ELSE CAN MEASUREMENT HELP YOU DO?
UNDERSTAND CONTEXT OF BRAND & PRODUCT
DETECT DEMAND EXPLORE CONSUMER SENTIMENT
MENTIONS
Now we can easily assess pre- Spontaneous product comments Digital makes it is easier to
existing demand among our target: and mentions reveal sentiment detect problems or possible
how easy is user acquisition going around them, and help us areas for improvement related
to be? overcome existing boundaries for products/service use.
product adoption.
DEFINE CONSUMERS’ OBSERVE SOCIAL GESTURES & CONTENT
UNCOVER CONSUMER MOTIVATION
MULTIPLE IDENTITIES INTERACTION
Digital traces reveal important Understanding different Our targets’ gift-giving of content
drivers of human behavior that identities our audience assumes gives us insights into where we
we can use in shaping brand’s lets us help them in their role- can insert brand into their social
online actions. playing and is also useful in exchanges.
targeting.
via @andjelicaaa
9. THERE ARE ONLY 3 RULES OF MEASUREMENT
Your metrics will be as UNIQUE as your business.
If metrics aren’t ACTIONABLE, they aren’t worth using.
DON’T TRY TO MEASURE EVERYTHING.
11. IT’S EASY TO FOCUS ON VANITY METRICS
“Numbers that make us
look good but don’t really
help make decisions.”
Eric Ries,
The Lean Start-up
12. WHAT’S A VANITY METRIC?
A lot of the time, we
measure for a show
reel, instead of for
business results.
http://bokardo.com/talks/metrics-driven-design-sxsw.pdf
13. WHAT MATTERS IS VALUE CREATION
To your To your
BUSINESS PROSPECT
CONVERSION ENGAGEMENT
15. USE ‘PIRATE’ METRICS
Acquisition: users from channels come
to site, landing page, widget, etc
Activation: users enjoy 1st visit, "happy"
user experience
*
Retention: users re-visit multiple times
Referral: users like experience enough *
to refer others via email, links, likes,
blogs, widgets, word-of-mouth, etc
Revenue: users buy, download, sign-up
http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
16. WHAT ARE SOME ‘VALUE’ METRICS?
To your To your
BUSINESS PROSPECT
CONVERSION ENGAGEMENT
17. Acquisition - drawing people
into the brand experience
To your
BUSINESS Revenue - converting visitors
into customers
Referral - converting
customers into advocates
CONVERSION
18. BEWARE THE CTR...
The starting metric for Acquisition isn’t CTR or “Site
Visits”...
It’s CPA: Cost Per Acquisition
(e.g., how much did you spend to get a new user)
But this by itself is irrelevant
If the CPA is higher than the lifetime value (LTV) of a new
user, you’re in trouble
19. Activation - people enjoyed the
experience...
To your
Retention - enough to come PROSPECT
back more than once...
Referral - and recommended
the experience to others
ENGAGEMENT
20. HOW DO YOU MEASURE RETENTION & REFERRAL?
Returning
Visitors
Registered Users Likes, +1s, RTs
Frequency Mentions
Time on Site Email referrals
Daily Active
Users
22. SO WHAT’S MORE IMPORTANT?
Brand growth comes from Acquisition.
Contrary to popular belief, acquisition is actually cheaper,
and more beneficial to the brand, than retention.
Marketing should be geared toward Acquisition.
Product & service design should be geared toward
Activation & Retention.
23. BUT WHAT ABOUT THE OTHER STUFF?
Brand attributes?
Loyalty?
Share of wallet?
Media mix modeling?
24.
25. THERE ARE MARKETING LAWS
Double Jeopardy Law: the lower market share brands in a market
have far fewer buyers in a time period and also lower brand loyalty.
Retention Double Jeopardy: All brands lose some buyers; this loss is
proportionate with market share.
Pareto Law is 60/20 (not 80/20): Slightly more than half of a brand’s
sales come from the top 20% of customers.
Law of Buyer Moderation: Heavy buyers sometimes buy less often,
light buyers sometimes buy more often, non-buyers sometimes
become buyers.
Law of Prototypicality: Image attributes that describe the product
category score higher than less prototypical attributes
Duplication of Purchase Law: A brand’s customer base overlaps with
the customer base of other brands, in line with their market share.
26. AND SOME INCONVENIENT TRUTHS
User bases seldom vary:
Rival brands sell to very similar customer bases.
Attitudes and brand beliefs reflect behavioral loyalty:
Consumers know and say more about brands they use often,
and they think and say little about brands they do not use.
Usage drives attitude:
Consumers like what they buy.
27. 3. TOOLS YOU CAN USE FOR DIGITAL
EXPERIENCE MEASUREMENT
28. APPS & SITES HELP ANSWER QUESTIONS...
I NEVER FELT LIKE I
WAS LEARNING
ANYTHING IMPORTANT
29. WHICH ONE IS MORE SUCCESSFUL?
@37SIGNALS
http://www.slideshare.net/stueccles/lean-startup-metrics
30. WHEN DOES SUCCESS HAPPEN?
EXTENDED SIGN-UP FUNNEL
http://www.slideshare.net/stueccles/lean-startup-metrics
31. WHERE IS SUCCESS COMING FROM?
COHORT METRICS - CREATED
PROJECT
http://www.slideshare.net/stueccles/lean-startup-metrics
32. DON’T HAVE ACCESS TO GOOGLE ANALYTICS?
First -
get access. :)
Second -
try QuantCast:
Gives high-level
insight into traffic
sources, frequency
and volume to site,
and basic
demographic and
socio-economic data
about your visitors.
And it’s free.
33. OR THERE’S CHARTBEAT
For $10/month, try
ChartBeat. It provides
real-time tracking and
engagement metrics like
user paths, time spent
with content, and micro-
actions like clicks,
downloads, and scrolls
that show whether people
are actively engaging with
the site content.
34. HACK THE METRICS
Use unique links - through services like Bit.ly - to
track the behavior that a social mention or display
ad or site/page leads to.
Stop paying for CPMs - pay for conversions (but
define clearly what a ‘conversion’ is, and design ad
units & digital experiences for conversion
moments).
35. REMEMBER RULE 3 -
DON’T MEASURE EVERYTHING -
[WE’RE LOOKING FOR WHAT MAKES MEANINGFUL DIFFERENCES]
40. HOW TO TALK TO CLIENTS & COLLEAGUES ABOUT METRICS
Setting Goals Accountability Transparency
Assessing
Optimizing Learning
Effectiveness
Good measurement practices improve:
client-agency relationships
insight
design
results
41. SETTING REASONABLE KPI’S
What are the business objectives?
What are the campaign objectives?
What are the channels/touchpoints?
What is the campaign experience & message?
What do we expect people to do?
42. SUMMING UP
Measure what will teach you the most and help you make the
most important decisions.
Use bespoke, not off-the-shelf, metrics and measurement
tools.
Focus on ‘metrics’ that connect to value creation for the
business and drive brand growth.
Don’t measure everything.