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AARRG! A Framework for Measuring Owned Media


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Online platforms provide a plethora of numbers for us to wade through. It's easy to get stuck in a mire of numbers. Having the right framework pulls the numbers into a cohesive narrative that provides answers rather than additional questions. Adapted from Dave McClure's pirate framework and presented at PodCamp Toronto 2017

Published in: Data & Analytics
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AARRG! A Framework for Measuring Owned Media

  1. 1. A Framework for Measuring Owned Media
  2. 2. Rob Clark Director, Data & Analytics Environics Communications Inc. @theelusivefish
  3. 3. OWNED
  4. 4. OWNED Web Site Social Media
  5. 5. 2,450,382Page Views Avg Pages 3.29 Bounce Rate 37% Q2 2,033,743 3.11 32% Q1 17% 6% 15% % Change Engagements Facebook 3,754 3,589 5% Even a man who is pure of heart and says his prayers at night, may find himself forced to swallow number soup full of percentages and fury signifying nothing. DIGITAL PERFORMANCE
  6. 6. Why do we measure? There are decisions to be made, but we are lacking the information needed to do so with clarity.
  7. 7. AARRG
  8. 8. AARRG• Acquisition • Activation • Retention • Referral • Goals
  9. 9. AARRG• Acquisition • Activation • Retention • Referral • Goals
  10. 10. AARRG • Who is your audience? • How did they come to you? Quisition
  11. 11. AARRGAudience Size Quisition # of sessions Monthly active users Follower count Follower retention Follower count Follower retention Subscribers Subscribers Lost Viewers
  12. 12. AARRGAudience Composition Quisition Demographics / Psychographics Geography Demographics Demographics / Psychographics Share of conversation by followers Subscriber demographics Viewer demographics
  13. 13. AARRGSource of Traffic Quisition Channels (Direct / Email / Organic Search / Paid Search / Referral / Other) Source / Medium Playback location Viewer origin Paid / Organic Paid / Organic Paid / Organic
  14. 14. AARRG • Is your audience seeing what you want them to see? • Is your audience doing what you want them to do? ctivation
  15. 15. AARRGctivation Exposure to Content Page, Landing Page, Exit Page Events Watch time • Paid / Organic Impressions / Views • Paid / Organic Impressions / Views • Paid / Organic
  16. 16. AARRGctivation Engagement with Content Events Conversions Conversation (replies / comments) • Sentiment Applause (likes ) Amplification (retweets / shares) Click-through
  17. 17. AARRG • Is your audience giving you permission to reach them again? • Is your audience returning for more? etention
  18. 18. AARRGetention Returning Visitors • New vs Returning • Monthly active users Click-through to additional branded property Newsletter sign-up Subscribe / Follower Growth & Retention Repeat Engagement (Share of Conversation by Followers)
  19. 19. AARRG • Is your audience sharing and directing others to you? eferral
  20. 20. AARRGeferral Referral traffic On-site reviews, testimonials, endorsements Amplification (shares / retweets) Viewer origin
  21. 21. AARRG • Did you accomplish your business or communication objectives? oal
  22. 22. Not everything that can be counted counts. Not everything that counts can be counted. If it changes, it can be measured.
  23. 23. Goals Business Objectives Communication Objectives • Revenue • Talent Acquisition • Customer Retention • Awareness • Education / Understanding • Build / Re-Establish Trust • Create a Positive Association • Form or Change an Opinion • Drive an Action • Build an Audience
  24. 24. • Acquisition Who’s your audience and how did you pull them into your audience? • Activation Is your audience seeing what you want them to see? Doing what you want them to do? • Retention Is your audience giving you permission to keep reaching out to them? Are they coming back for more? • Referral Is your audience directing others your way? • Goals Are you achieving your objectives?
  25. 25. It’s important to know ‘what’ is happening. Understanding the ‘context’ and being able to say ‘why’ it’s happening and ‘how’ it matters is the difference between good and great reporting.
  26. 26. • Compare current period to running averages (e.g. current month to previous month, 3-month and 12-month averages) • What’s changed? • What caused it to change? • Is the change the result of something you did or outside forces? • Can the change be mitigated, replicated or scaled? • Is this a one-time occurrence or the start of a trend? Getting context
  27. 27. Questions?