1. ©2013 | BrightEdge Technologies
Data & Metrics That Matter
Planning for Success
Steve Krull, CEO & Co-Founder – Be Found Online

2. Introduction

4. Agenda
§ The Metric we all share!
§ Big Data Small Bites
§ Planning Outcomes
§ Show Me the Money
§ Audience Participation
§ Summary & Roadmap

5. What Matters Most?
One Metric We Can All Agree On

6. Big Data Can Be Overwhelming
45% of marketing execs
feel they lack the capacity
to put big data to work
Only 24% of executives
report using data for
actionable insights
Source: Lyris – Economist Intelligence Unit – June 2013

7. An Analogy
Reviewing your data can be like going to the grocery store
without a list. You end up spending more time and money
than you wanted and you end up with a bunch of stuff you
don’t need. - Eric Erlebacher “BFO”

8. Planning Outcomes
Planning
Outcomes
Ø Goals
&
Timing
Ø Tac.cs
&
Challenges
Ø Metrics
Ø Impacts
Tracking
Outputs
Ø Baseline
Comparison
Ø Goal
Mapping
Ø KPI
Challenge
Baseline/Launch
Ø Repor.ng
Benchmarks
Ø Campaign
Review
Ø Launch
Count
Planning the Outcome Defines the Output

9. Find, Win, Keep
Perspective Matters

10. Anything Can Cost or Make Money
But Wait…Show me the Money!
“Why am I spending all this
money on content?”
Is organic traffic to landing pages up?
“Why are conversion rates
down?”
What changed and when?
“Can you explain to me why our
brand is driving all the revenue”
Have we looked at attribution?

12. A. Image A
B. Image B
C. Neither
D. Both
Perspective Check
Which is the Mississippi River?

13. A. Doesn’t Matter
B. Bad
C. Could be Either
D. Good
Customer Engagement
Is this Time on Site Increase Good or Bad?

14. A. Awesome
B. Not Sure
C. Could be better
About Keywords
How are These Keywords Doing?
But…

15. Summary & Roadmap
• Fix Your Analytics
• Plan to Profit
• “Ready, Fire, Aim” might work sometimes, but
“Ready, Aim, Fire” wins much more of the time
• Your Metrics Matter – As Does Perspective
• What matters are metrics that matter to you –
define them early
• Make sense of the data you have before
embarking on the latest & greatest
• Aggregate Information
• Organize the data you need to make decisions
(in this order) – The Business, The Site, The
Channel, The Campaign
• CRMs & Marketing Automation tools can be
wonderful, but so can Analytics and even
spreadsheets
• Define the job before you decide the tool

16. Gratuitous Contact Information
Me Steve Krull
Phone 773.904.1182
Email Steve@BeFoundOnline.com
LinkedIn www.LinkedIn.com/in/SteveKrull
Us Be Found Online
Phone 877.553.6863
Twitter Twittter.com/BeFoundOnline
Site www.BeFoundOnline.com
THANK YOU!

17. Resources
§ Econ Intelligence Stats
§ http://www.lyris.com/us-en/company/news/2013/eiu-reveals-data-challenges-have-
created-significant-gaps-in-marketers-understanding-of-consumers-us
§ Video tracking & why
§ http://www.lunametrics.com/blog/2013/07/23/why-track-video/
#utm_source=(direct)&utm_medium=(none)&utm_campaign=(direct)&utm_content=-
slb&ts=1374246220
§ http://www.gooddata.com/blog/5-pieces-of-big-data-hype-debunked/
§ http://www.techrepublic.com/blog/big-data-analytics/preparing-today-for-the-big-
data-challenges-of-tomorrow/
§ Wins for SEO: http://moz.com/blog/5-ways-to-prove-to-the-client-that-the-traffic-
will-come
§ http://www.lunametrics.com/blog/2013/07/23/why-track-video/
#utm_source=(direct)&utm_medium=(none)&utm_campaign=(direct)&utm_conten
t=-slb&ts=1374246220
§ http://www.wordstream.com/blog/ws/2013/07/11/landing-page-conversion-rate-
guide?mkt_tok=3RkMMJWWfF9wsRogvq7IZKXonjHpfsX76%2BsqUaG3lMI
%2F0ER3fOvrPUfGjI4GSsNnI%2BSLDwEYGJlv6SgFTLLHMaJo2bgIWhY%3D