Making Sense of
Performance
Metrics
October 17, 2013
a presentation by

Kate Eyler-Werve
@mightybytes
Monday, October 21, ...
Mightybytes: A Full Service Creative Firm
We solve problems by:
• UX research and strategy
• Responsive web design and
dev...
Who We Work With
Mightybytes has over a decade of experience helping both for-profit and nonprofit organizations
meet thei...
A Day in the Life of Kate

Cats’R’Us

Cats’R’Us, a store that sells everything cats,
publishes fresh content daily. They w...
Performance Metrics: The Shocking Truth
Identifying metrics is easy. The hard part is figuring out what
constitutes good pe...
Today’s Adventure!
Putting performance metrics in context with a content strategy
and metrics model.

• An outline and bri...
Content Strategy and Metrics Model
Name of the Organization
1. Mission Statement
2. Organizational
Objectives
3. Website G...
Adapted from Kaushik’s Digital
Marketing and Measurement Model
Avinash Kaushik was Google’s Digital Marketing Evangelist a...
What problems
does this model
solve?
a presentation by

Monday, October 21, 13
Problem 1: Getting Buy In
Build a shared understanding
across the team on:
• Defining “good performance”
• Choosing Key Pe...
Problem 2: Tying Content to Strategy
Make the links between strategy,
content and metrics explicit to:
• Provide a guide f...
Problem 3: Identifying Actionable Insights
Set the stage for effective analysis
by choosing KPIs, targets and
segments tha...
Case Study:
RoadShare
Chicago
a presentation by

Monday, October 21, 13
Step 1: State Your Organizational Mission
Key Question: Why does your organization exist?
Who should answer: Executives (m...
Step 2: Define Organizational Objectives
Key Question: What does your organization actually DO?
Who should answer: Executi...
Step 3: Identify Website Goals
Key Question: How can you advance your organizational
objectives on your website?
Who shoul...
Step 4: Connect Content to Web Goals
Key Question: What content can you create that will help you meet
your website goals?...
Key Performance Indicators Detour
1. Help you understand if you are meeting your objectives, and
2. Help you decide what t...
KPIs vs Goals in Google Analytics
There are four types of goals in Google Analytics:
1. Destination: A specific location l...
Everyone’s Favorite KPI: Sales
Google Analytics tracks page views. Funnels show the pages visitors view on
their path to p...
Step 5: Identify Your KPIs
Key Question: What metric best tells you if you’re meeting your
website goal?
Who should answer...
Step 5: Identifying KPIs
Key Question: What metric best tells you if you’re meeting
your website goal?
Who should answer: ...
Step 5: Identifying KPIs
Key Question: What metric best tells you if you’re meeting
your website goal?
Who should answer: ...
Step 6: Choose Targets
Key Question: What are you aiming for?
Who should answer: Marketing, analytics and you.
RoadShare C...
Step 6: Choose Targets
Key Question: What are you aiming for?
Who should answer: Marketing, analytics and you.
RoadShare C...
Step 6: Choose Targets
Key Question: What are you aiming for?
Who should answer: Marketing, analytics and you.
RoadShare C...
Segments: Your Secret Weapon
Segmenting your data lets you isolate the traffic sources, visitor
behaviors and outcomes you...
Google Analytics Segments
Choose the default segments that make sense for you and then
start experimenting with custom seg...
Step 7: Segments
Key Questions: What keywords are driving visits? What traffic sources is
marketing focusing on? Who are t...
Step 7: Segments
Key Questions: What keywords are driving visits? What traffic sources is
marketing focusing on? Who are t...
Step 7: Segments
Key Questions: What keywords are driving visits? What traffic sources is
marketing focusing on? Who are t...
Your Content Strategy and Metrics Model
RoadShare Chicago
We create healthy communities, healthy people and healthy busine...
Now, Sign It In Blood

“The Iron Rule of performance metrics is:
Any stakeholder that doesn’t sign off on your objectives,...
Social Media Campaign Model
The Content Strategy Metrics Model can also be applied to any
kind of campaign.
RoadShare Chic...
Key Take Away

a presentation by

Monday, October 21, 13
There Are No Wrong Answers
The specific information you include in your model is less important
than the act of engaging y...
Questions?

a presentation by

Kate Eyler-Werve
kate@mightybytes.com
Monday, October 21, 13
Content Strategy and Metrics Model
Name of the Organization
1. Mission Statement
2. Organizational
Objectives
3. Website G...
Content Strategy and Metrics Model
RoadShare Chicago
We create healthy communities, healthy people and healthy businesses ...
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Making Sense of Performance Metrics Presented By: Kate Eyler-Werve

  1. 1. Making Sense of Performance Metrics October 17, 2013 a presentation by Kate Eyler-Werve @mightybytes Monday, October 21, 13
  2. 2. Mightybytes: A Full Service Creative Firm We solve problems by: • UX research and strategy • Responsive web design and development • Content strategy • Digital marketing and SEO • Motion graphics • Product development • Drupal, Wordpress, Expression Engine Monday, October 21, 13
  3. 3. Who We Work With Mightybytes has over a decade of experience helping both for-profit and nonprofit organizations meet their goals. Monday, October 21, 13
  4. 4. A Day in the Life of Kate Cats’R’Us Cats’R’Us, a store that sells everything cats, publishes fresh content daily. They would like recommendations on how to double their blog traffic. Clean Green, a company that manufactures eco-friendly cleaners, asked their intern to establish a company Twitter presence. Now the intern is gone and they’d like recommendations on how to grow their 10,000 followers to 30,000. Monday, October 21, 13 Clean Green
  5. 5. Performance Metrics: The Shocking Truth Identifying metrics is easy. The hard part is figuring out what constitutes good performance. In other words, everyone who told you wasted your time learning soft skills at your liberal arts college can eat it. Monday, October 21, 13
  6. 6. Today’s Adventure! Putting performance metrics in context with a content strategy and metrics model. • An outline and brief history of the model • 3 specific problems that the model solves for • Case study: the model in the wild (with several fascinating detours) Monday, October 21, 13
  7. 7. Content Strategy and Metrics Model Name of the Organization 1. Mission Statement 2. Organizational Objectives 3. Website Goals 4. Content 5. Key Performance Indicators 6. Targets 7. Segments Monday, October 21, 13 What the organization does to execute against its mission What specific strategies you can pursue on your website or campaign to meet the organization’s mission What content supports the website’s goals Measures that help you understand if you are meeting your objectives Pre-determined indicators of success or failure A group of people with a set of behaviors, sources or outcomes in common
  8. 8. Adapted from Kaushik’s Digital Marketing and Measurement Model Avinash Kaushik was Google’s Digital Marketing Evangelist and went on to co-found a company called Market Motive. He blogs at www.kaushik.net and is the Ryan Gosling of Digital Metrics. = Hey girl, your happiness is my key performance indicator. Monday, October 21, 13
  9. 9. What problems does this model solve? a presentation by Monday, October 21, 13
  10. 10. Problem 1: Getting Buy In Build a shared understanding across the team on: • Defining “good performance” • Choosing Key Performance Indicators • Process for analyzing metrics to produce actionable insights Monday, October 21, 13
  11. 11. Problem 2: Tying Content to Strategy Make the links between strategy, content and metrics explicit to: • Provide a guide for writers, designers and other content creators • Make it easy for executives and managers to provide useful feedback 4 Monday, October 21, 13
  12. 12. Problem 3: Identifying Actionable Insights Set the stage for effective analysis by choosing KPIs, targets and segments that help you decide: • What content/campaigns should we allocate more time and budget to? • What content/campaigns should we cut? 4 6 Monday, October 21, 13
  13. 13. Case Study: RoadShare Chicago a presentation by Monday, October 21, 13
  14. 14. Step 1: State Your Organizational Mission Key Question: Why does your organization exist? Who should answer: Executives (mission statement). RoadShare Chicago We create healthy communities, healthy people and healthy businesses through bike lanes Monday, October 21, 13
  15. 15. Step 2: Define Organizational Objectives Key Question: What does your organization actually DO? Who should answer: Executives (mission statement). RoadShare Chicago We create healthy communities, healthy people and healthy businesses through bike lanes Conduct and promote Drive community Organizational research on the benefits campaigns supporting Objectives of bike lanes bike lane legislation 5 Monday, October 21, 13 Raise money from grant-making bodies and individuals
  16. 16. Step 3: Identify Website Goals Key Question: How can you advance your organizational objectives on your website? Who should answer: Executives and you. RoadShare Chicago We create healthy communities, healthy people and healthy businesses through bike lanes Organizational Objectives Website Goals Conduct and promote Drive community campaigns Raise money from grant- research on the benefits of bike lanes supporting bike lane legislation making bodies and individuals Promote research Host online petitions 5 6 Monday, October 21, 13 Host secure online donations
  17. 17. Step 4: Connect Content to Web Goals Key Question: What content can you create that will help you meet your website goals? Who should answer: You. RoadShare Chicago We create healthy communities, healthy people and healthy businesses through bike lanes Organizational Objectives Website Goals Content Conduct and promote research on the benefits of bike lanes Drive community campaigns supporting bike lane legislation Promote research Host online petitions White papers Testimonials from community members/ businesses 5 6 8 Monday, October 21, 13 Raise money from grantmaking bodies and individuals Host secure online donations Case studies on RoadShare Chicago’s impact
  18. 18. Key Performance Indicators Detour 1. Help you understand if you are meeting your objectives, and 2. Help you decide what to do next. Flat Metrics Actionable KPIs # of Twitter followers Page views Page views per new and returning customers # of email newsletter subscribers # and % of email newsletter opens and click-throughs # of registered users Monday, October 21, 13 # of shares by Tweet content # and % of active users
  19. 19. KPIs vs Goals in Google Analytics There are four types of goals in Google Analytics: 1. Destination: A specific location loads 2. Duration: A visitor stays on site for a specific amount of time 3. Pages per visit: A visitor views a specific number of pages 4. Event: An action you’ve defined as an event is triggered Monday, October 21, 13
  20. 20. Everyone’s Favorite KPI: Sales Google Analytics tracks page views. Funnels show the pages visitors view on their path to purchase. Hence confirmation screens. Monday, October 21, 13
  21. 21. Step 5: Identify Your KPIs Key Question: What metric best tells you if you’re meeting your website goal? Who should answer: You. RoadShare Chicago We create healthy communities, healthy people and healthy businesses through bike lanes Organizational Objective Conduct and promote research on the benefits of bike lanes Website Goals Promote research Content White papers Key Performance Indicators # of links to each white paper 5 6 8 9 Monday, October 21, 13 # of downloads of each white paper
  22. 22. Step 5: Identifying KPIs Key Question: What metric best tells you if you’re meeting your website goal? Who should answer: You. RoadShare Chicago We create healthy communities, healthy people and healthy businesses through bike lanes Organizational Objective Drive community campaigns supporting bike lane legislation Website Goals Host online petitions Content Testimonials from community members/businesses Key Performance Indicators Monday, October 21, 13 # of people who sign each petition % of visitors who sign each petition
  23. 23. Step 5: Identifying KPIs Key Question: What metric best tells you if you’re meeting your website goal? Who should answer: You. RoadShare Chicago We create healthy communities, healthy people and healthy businesses through bike lanes Organizational Objective Website Goals Raise money from grant-making bodies and individuals Host secure online donation Content Case studies on RoadShare Chicago’s impact Key Performance Indicators Average donation value Monday, October 21, 13
  24. 24. Step 6: Choose Targets Key Question: What are you aiming for? Who should answer: Marketing, analytics and you. RoadShare Chicago We create healthy communities, healthy people and healthy businesses through bike lanes Organizational Objectives Conduct and promote research on the benefits of bike lanes Website Goals Promote research Content White papers Key Performance Indicators # of downloads of each white paper # of links to each white paper Targets 100 links within a month of publication; 500 within a year of publication 45 10 5 6 8 9 Monday, October 21, 13
  25. 25. Step 6: Choose Targets Key Question: What are you aiming for? Who should answer: Marketing, analytics and you. RoadShare Chicago We create healthy communities, healthy people and healthy businesses through bike lanes Organizational Objectives Drive community campaigns supporting bike lane legislation Website Goals Host online petitions Content Testimonials from community members/businesses Key Performance Indicators # of people who sign each petition Targets 25,000 Monday, October 21, 13 % of visitors who sign each petition 45%
  26. 26. Step 6: Choose Targets Key Question: What are you aiming for? Who should answer: Marketing, analytics and you. RoadShare Chicago We create healthy communities, healthy people and healthy businesses through bike lanes Organizational Objectives Website Goals Raise money from grant-making bodies and individuals Host secure online donation Content Case studies on RoadShare Chicago’s impact Key Performance Indicators Average donation value Target $35 Monday, October 21, 13
  27. 27. Segments: Your Secret Weapon Segmenting your data lets you isolate the traffic sources, visitor behaviors and outcomes you are most interested in so you can start figuring out the effect your strategy is having in the field. Acquisition: How do visitors get to your site? Includes paid ads, organic search, direct, social media, email marketing, etc. Behaviors: What are people doing on your site? Includes visiting pages and using any tools you provide. Outcomes: Who are the people who are converting goals? Ranges from signing up for a newsletter to purchasing a product. Monday, October 21, 13
  28. 28. Google Analytics Segments Choose the default segments that make sense for you and then start experimenting with custom segments. Monday, October 21, 13
  29. 29. Step 7: Segments Key Questions: What keywords are driving visits? What traffic sources is marketing focusing on? Who are the visitors that are donating the most? Who should answer: Marketing, analytics and you. RoadShare Chicago We create healthy communities, healthy people and healthy businesses through bike lanes Organizational Objectives Conduct and promote research on the benefits of bike lanes Website Goals Promote research Content White papers Key Performance Indicators # of downloads of each white paper # of links to each white paper Targets 100 links within a month of publication; 500 within a year of publication 45 Segments Monday, October 21, 13 Traffic sources: Direct, ads, search, social, email
  30. 30. Step 7: Segments Key Questions: What keywords are driving visits? What traffic sources is marketing focusing on? Who are the visitors that are donating the most? Who should answer: Marketing, analytics and you. RoadShare Chicago We Create Healthy Communities, healthy people and healthy businesses through bike lanes Organizational Objectives Drive community campaigns supporting bike lane legislation Website Goals Host online petitions Content Testimonials from community members/businesses Key Performance Indicators # of people who sign each petition % of visitors who sign each petition Targets 25,000 45% Segments Monday, October 21, 13 New vs. returning signers Traffic sources: Direct, ads, search, social, email
  31. 31. Step 7: Segments Key Questions: What keywords are driving visits? What traffic sources is marketing focusing on? Who are the visitors that are donating the most? Who should answer: Marketing, analytics and you. RoadShare Chicago We create healthy communities, healthy people and healthy businesses through bike lanes Organizational Objectives Website Goals Raise money from grant-making bodies and individuals Host secure online donation Content Case studies on RoadShare Chicago’s impact Key Performance Indicators Average donation value Target $35 Segment Monday, October 21, 13 First time vs. repeat donors Individual donors who contributed over $100
  32. 32. Your Content Strategy and Metrics Model RoadShare Chicago We create healthy communities, healthy people and healthy businesses through bike lanes Organizational Objectives Conduct and promote research on the benefits of bike lanes Website Goals Promote research. Content White Papers Key Performance Indicators # Links to each white paper # White paper downloads Targets 100 links w/ in year of launch 45 Segments Traffic (Ads, Direct, Social, Search) Drive community campaigns supporting bike lane legislation Raise money from grantmaking bodies and individuals. Host online petitions. Host secure donation collection platform Testimonials from community members/businesses who benefit from bike lanes # of people % of visitors who who sign sign each each petition petition 2,500 New vs. repeat signatures 10 11 5 6 8 9 Monday, October 21, 13 45% Annual Report Average donation value $35 New vs. repeat donors Top donors
  33. 33. Now, Sign It In Blood “The Iron Rule of performance metrics is: Any stakeholder that doesn’t sign off on your objectives, goals, KPIs and segments will not accept the results of your assessment” Janet Eyler and Dwight Giles, Where’s the Learning in Service Learning Monday, October 21, 13
  34. 34. Social Media Campaign Model The Content Strategy Metrics Model can also be applied to any kind of campaign. RoadShare Chicago We create healthy communities, healthy people and healthy businesses through bike lanes Organizational Objectives Drive community campaigns supporting bike lane legislation Social Media Campaign Goals Collect petition signatures Content Infographic showing the impact the petition is hoping to prevent Key Performance Indicators # of signatures from visitors who clicked through the campaign % of visitors who clicked through and signed Targets 5,000 80% New vs. returning signers Segments Traffic sources:Facebook, Twitter, Pinterest Monday, October 21, 13
  35. 35. Key Take Away a presentation by Monday, October 21, 13
  36. 36. There Are No Wrong Answers The specific information you include in your model is less important than the act of engaging your team in a structured conversation about performance metrics. Content Strategy and Metrics Model > Organizational Mission Organizational Objectives Website Goals Content Key Performance Indicators Targets Segments Monday, October 21, 13
  37. 37. Questions? a presentation by Kate Eyler-Werve kate@mightybytes.com Monday, October 21, 13
  38. 38. Content Strategy and Metrics Model Name of the Organization 1. Mission Statement 2. Organizational Objectives 3. Website Goals 4. Content 5. Key Performance Indicators 6. Targets 7. Segments Monday, October 21, 13 What the organization does to execute against its mission What specific strategies you can pursue on your website or campaign to meet the organization’s mission What content supports the website’s goals Measures that help you understand if you are meeting your objectives Pre-determined indicators of success or failure A group of people with a set of behaviors, sources or outcomes in common
  39. 39. Content Strategy and Metrics Model RoadShare Chicago We create healthy communities, healthy people and healthy businesses through bike lanes Organizational Objectives Conduct and promote research on the benefits of bike lanes Website Goals Promote research. Content White Papers Key Performance Indicators # Links to each white paper # White paper downloads Targets 100 links w/ in year of launch 45 Segments Monday, October 21, 13 Traffic (Ads, Direct, Social, Search) Drive community campaigns supporting bike lane legislation Raise money from grantmaking bodies and individuals. Host online petitions. Host secure donation collection platform Testimonials from community members/businesses who benefit from bike lanes # of people % of visitors who who sign sign each each petition petition 2,500 45% New vs. repeat signatures Annual Report Average donation value $35 New vs. repeat donors Top donors

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