Some thoughts about how digital marketing agencies can provide great data insights for clients without killing themselves (and their margins) in the process.

1. The Data Game
Providing Meaningful Metrics
for Multiple Campaigns

2. What We Will Not Cover
Source Attribution
Latency Affects from Multiple
Touchpoints & Campaigns
Best Methods for Creating
Reports (covered previously)
slideshare.net/agencyside

3. Teach to Fish Digital
Helps Companies
Learn How to
Manage Their
Own Campaigns
Assists Agencies
with Projects
Search, Email,
Social Media, &
Analytics

4. Current Issues
Too Much Data

5. Current Issues
Too Much Data
Not Enough Time/
Money to Provide
Consistent Value

6. Current Issues
Too Much Data
Not Enough Time/
Money to Provide
Consistent Value
Disparate Sources,
Disparate Reports,
Disparate Insights &
Recommendations

7. Why Does This Happen?
It’s Your Fault

8. Why Does This Happen?
wah
...
I
wanna
see
how
ALL
my
ad
groups
performed
...
wah
...
It’s Your Client’s Fault

9. Why Does This Happen?
Blame it on the Campaign

10. Possible Solutions
1. Goals First Approach
2. Interval Reporting Approach
3. Story Tellers Approach

11. Goals First
A. Determine Client Goals
B. Identify Relevant Measures
by Tactical Implementation
C. Report Metrics that Align
with Goals

12. Goals First
Improve Site
Increase Increase
Program Sales by 20%
Conversion to
Awareness
4.0%
PPC # Branded
SEM PPC $ Conv % Searches
Display % New
Display Ad $ Conv % Visitors
Email
Email Newsletter $
Conv %

13. Goals First
AGENCY LOGO
{
Increase Sales
100
Goal 1 50
0
{
2007 2009
Improve Conversion70
Goal 2 35
0
2007 2009
{
Brand Awareness
Goal 3

14. Interval Reporting
16
12
Reporting Hours
8
4
0
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Happy Client Happy Agency

15. Interval Reporting
12
9
Reporting Hours
6
3
0
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Happy Medium

16. Interval Reporting
Month 1 Month 3
70
35
75 AGENCY LOGO
AGENCY LOGO
AGENCY LOGO
0
0 100
70
2007 2010 2007 2010
100
75
35 50
50
25 0 0
100 2007 2009
0
2007 2008 2009 2010
2007 2009
Month 2 50
0
70
75 200
35 150
2007 2009
0
0 100
50
2007 2010 2007 2010
0
2007 2008 2009 2010
100
75
Notes
50
25
0
2007 2008 2009 2010

17. Story Telling
70
75
35
+
0
0
2007 2010
100
2007 2010
75
50
25
0
2007 2008 2009 2010
________________

18. Story Telling
PROS CONS
1. They understand 1. Not for every
quickly client (or agency)
2. You can share 2. Factor in editing
real data from time
the source
3. Requires software
3. Makes for very
PC - Camtasia
productive face
time Mac - Screenflow

19. Story Telling

20. Automate Where Possible

21. Account People = Analytics People
“Keep ‘em well
“Keep ‘em happy”
informed”

22. Organic Growth
For Clients For Agencies
70 100 70 100
52.5 52.5
35 50 35 50
17.5 17.5
0 0 0
2007 2008 2009 2010
0
100 100
2007 2008 2009 2010
2007 2009 2007 2009
50 50
200
0 0
200
150
100
2007 2009 150
100
2007 2009
50 50
0 0
2007 2008 2009 2010 2007 2008 2009 2010
Notes Notes
PAST FUTURE

23. Questions?
Chris Sietsema
Teach to Fish Digital
(480) 389.5435
teachtofishdigital.com
linkedin.com/in/sietsema
twitter.com/sietsema
slideshare.net/sietsema

24. Slide-ography
Slide 3 “The Planet Data Center” by The Planet on Flickr Creative Commons
Slide 3 “Alarm Clock” by alancleaver_2000 on Flickr Creative Commons
Slide 3 “Confusing Traffic Sign, Boston, MA” by NNECPA on Flickr Creative
Commons
Slide 4 - The infamous Matthew Lesko
Slide 5 - “(don’t) Cry” by Pedro Klien on Flickr Creative Commons
Slide 6 - Blindfolded Holiday Gift Wrapping by Christine and Justin Gignac