Team Training: 3 Critical Steps in Client Performance Measurement

Critical Components of
Client Performance
Measurement
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
How to improve your
chances at making a six
figure salary as a
marketing professional
How to improve the
likelihood of client
retention
3 Critical Steps In Client
Performance
Measurement

But first…
Some Old Guy Is Yelling & Why Maybe You Should Listen

Get The Data
Step One

Get More Data Than You Really Need
Google
Analytics
Google Search
Console

Find The Export Function
Google
Analytics
Google Search
Console

Spreadsheets Are Your BEST Friend
Sort Columns
Freeze Panes
(Rows /
Columns)
Format Cells
• Key Excel Functions to keep in mind when viewing a significant number of rows and / or
columns of data

Cell Versus Cell Comparisons
• Key Excel Functions to keep in mind when analyzing spreadsheet data & making
performance assessments
Formula
=(“CELL 1”-”CELL 2”)
/”CELL 1”
Match Data Based From “Like”
Information Formula
=VLOOKUP
(lookup_value, table_array,
col_index_num,
[range_lookup])”
Matching data from Analytics, Search Console, and BuzzSumo

AutoFill (for a significant number
of rows or columns)
• Key Excel Functions to keep in mind when analyzing spreadsheet data & making
performance assessments
Keyboard
Shortcuts
For Mac
Step 1: Command + Arrow
Step 2: Control + D
De-dupe Data (for multiple
identical entries)
For Windows
Step 1: Control + Arrow
Step 2: Control + D

Create a Comparison
Step Two

• A singular set of performance data fails to demonstrate why [the data] is of any significance.
• Show or explain comparative metrics
Was This Successful?
Infographic Performance Highlights:
• 300,000+ page views
• 2,500+ inbound links
• 9 of the top 10 blog posts
viewed in past 12 months were
infographic assets
• 3 of top 10 pages viewed overall
• Top 9 posts accounted for 40%
of all blog traffic and 20% of all
site traffic.

Comparative Points to Consider:
• Period To Period Performance
• Year over year, month to month, quarter versus quarter etc.
• The key is measuring performance in blocks of time SPECIFIC to program / tactical
execution dates
• Create annotations for start dates / record preliminary benchmarks for future comparisons
• Download and format data to analyze specific percentages and to avoid missing out on lost
or inaccessible data points

• Channel Versus Channel Performance
• Remember to keep in mind relationship with other associated programs or partners

• Asset-Specific Performance (“Our Stuff” Versus “Their Stuff”) – Custom Segments

Navigating Through Google Analytics
• Custom Segments
• Examples & Implementation: https://blog.kissmetrics.com/new-google-analytics-advanced-
segments/

• Custom Segments

• Goal Tracking / Conversion Tracking

• Goal Tracking / Conversion Tracking
• Reference & Implementation: https://support.google.com/analytics/answer/1032415?hl=en
Sales-Ready Opportunities
• Request a Quote
• Request a Demo
• Request an Evaluation
• Free Trial
• Free Download
• Free Evaluation
• Technical Specifications Requests
• Requests for Proposal
• Contact Sales
• General Contact Request
Lead Generation & Nurturing
• White Paper Downloads / Requests
• Independent Research Reports
• Third Party Studies
• Analyst Reports / Collateral
• Webinar Registrations
• Podcast Subscriptions
• Email Newsletter Sign-Ups
• Traditional Newsletters
• Daily Blog Updates
• Company Updates
• “Premium” or Subscription Based Content

• Event Tracking
• Reference & Implementation:
https://developers.google.com/analytics/devguides/collection/analyticsjs/events

• Event Tracking
• Case Study Downloads (Example – a click on a PDF document)
• Technical Information
• Product Brochure Downloads
• Live Chat Interactions
• Video Views
• Testimonial Page Views
• Social Media Clicks
• Image Downloads / Clicks
• Email Address Clicks
• Phone Number Clicks
• Rating a Product
• Adding a Review / Testimonial
• “Additional Links” / Supporting or Cross-Linked Content Assets Recommended for
Viewing

• Event Tracking

• Event Tracking - Don’t forget that events can be tracked as GOALS as well…
Step 1
Step 2

Visualize Your Point(s)
Step Three

The Importance of Visualization in Reports
Sometimes our programs absolutely exceed expectations and we’re able to demonstrate
success metrics even our initial sales discussions would not have forecasted. Unfortunately, our
clients and their associated leadership often have a lot on their plate and are not able to review
as much detail and information as we would hope they would be able to. We often only have a
limited amount of time to present key points and performance metrics as well. And finally,
sometimes our clients are not as well versed or experienced in presenting information to senior
leadership, for whatever reason. As a result, success metrics get buried in presentation slides
with lots of unnecessary text or in documents and spreadsheets with poor layouts or an
overwhelming amount of information. It’s not all on the client side either. Sometimes we make
the mistake of wanting to illustrate the amount of work we put in, in order to show how complex
or how much time and attention it took to get to whatever performance metrics we want or need
to present. Examples of this can include rows of spreadsheet information with key platform
metrics, historical data sets and values, a summary of action items or milestone, etc. As a
result, it is important that when developing presentations that highlight key performance
metrics, we always focus on providing the most impactful visualizations, charts, and tables. In
doing so, we stand a better chance of keeping the attention of key stakeholders and getting
greater buy-in on the value and impact of our (your) program work. Thank you very much for
reading all of this message and I hope you enjoy the rest of the presentation this afternoon!

Charts That Document Trends

Charts That Document Impact
All time program
highs for organic
search over last
two months

Charts That Compare Performance Metrics
• Despite more than a 1:3 ratio of KoMarketing-authored blog posts vs. non-KoMarketing
posts, our posts performed an average of 10x as well as other posts (for page views, 11x
for unique page views, 16x for entrances, etc.).

Slides That Document Trends & Compare Metrics
• Growth in overall website traffic increased over 150% year over year and over 125% year
over year the last two 12 month periods

• KoMarketing has reduced cost per click in PPC advertising from over $21 per click in June /
July 2015 to an average of $7.50 per click over the past three months.
• Traffic from search campaigns have improved over 100% in the same time period
Slides That Document Trends & Compare Metrics

Slides That Summarize Key Points
• Use Bullets, Callouts, and Highlights
• Bold Key Points
• Use Succinct Statements and Headlines
• Get As Close As Possible to Tying Your Marketing Tactics to Sales
Revenue

Final
points…

In Summary:
• Get The Data
– Get as much information as possible
– Download, format, and archive key information for later use
• Create A Comparison
– Period to Period
– Channel versus Channel
– Asset-Specific Performance (and “Our Stuff” Versus “Their Stuff”)
• Visualize Your Point(s)
– Use Charts & Callouts to Highlight Trends, Impact, and Compare Metrics

Final, FINAL
points…

KoMarketing • @KoMarketing
Thank You!
Who has questions?

Team Training: 3 Critical Steps in Client Performance Measurement

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