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The Data Game
The document discusses the challenges companies face in managing data for multiple marketing campaigns, emphasizing the need for effective reporting methods. It presents a 'goals first' approach to align metrics with client objectives, alongside interval and storytelling methods to enhance understanding and communication. Additionally, it highlights common issues such as data overload and insufficient resources, providing potential solutions to improve campaign management.
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The Data Game
- 1. The Data Game ProvidingMeaningful Metrics for Multiple Campaigns
- 2. What We WillNot Cover Source Attribution Latency Affects from Multiple Touchpoints & Campaigns Best Methods for Creating Reports (covered previously) slideshare.net/agencyside
- 3. Teach to FishDigital Helps Companies Learn How to Manage Their Own Campaigns Assists Agencies with Projects Search, Email, Social Media, & Analytics
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- 5. Current Issues Too MuchData Not Enough Time/ Money to Provide Consistent Value
- 6. Current Issues Too MuchData Not Enough Time/ Money to Provide Consistent Value Disparate Sources, Disparate Reports, Disparate Insights & Recommendations
- 7. Why Does ThisHappen? It’s Your Fault
- 8. Why Does ThisHappen? wah ... I wanna see how ALL my ad groups performed ... wah ... It’s Your Client’s Fault
- 9. Why Does ThisHappen? Blame it on the Campaign
- 10. Possible Solutions 1. GoalsFirst Approach 2. Interval Reporting Approach 3. Story Tellers Approach
- 11. Goals First A. DetermineClient 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
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- 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 toFish Digital (480) 389.5435 teachtofishdigital.com linkedin.com/in/sietsema twitter.com/sietsema slideshare.net/sietsema
- 24. Slide-ography Slide 3 “ThePlanet 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