Webinar: “KPIs in Digital Marketing” - presented by Jacques Warren

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In this webinar, Jacques Warren presents his successful methodology that he has been using to define Digital Marketing KPIs in many companies over the last 10 years. - What is a KPI? - Why are KPIs useful, even necessary? - Carrying out a successful project of defining KPIs within your company - Defining metrics which are adapted the most to your strategic objectives

Business

Online Intelligence Solutions

Proven Methodology for Digital Marketing
KPIs
LIVE WEBINAR 27/02/2013

Today’s Speaker

Jacques WARREN
CEO
WAO/MARKETING

If you feel like it: #measure

Why Care About KPIs?

Marketing without measure is like driving
blind

Without KPIs, you see the
road, but you don’t know
where you are going!

Why Care About KPIs? Analytics
Governance

KPIs belong
here

What Are KPIs? A Definition

KPIs are metrics that focus on strategy execution
quality.
Their main characteristics are:

- Aligned with strategy
- Clear (easy to
- Owned understand)
- Actionable
- Predictive

Why KPIs Should Be Aligned With
Strategy?

Online Strategy
Strategy - KPIs -
& Business
Data
Strategy

A Word About What “Actionable” Is?

Probably one of the biggest buzzword in KPI
discussion!

As a marketer, what metrics can I influence and how?

Conducting A KPI Project

What is involved in a KPI
project?
- Definition workshop(s)

- Validation & Approbation

- Metrics DNA

- Evaluate possible side effects

- Communicate

Conducting A KPI Project

Definition Workshop(s)

- Why use workshop(s)

- Dual Goals: Definition & Consensus

- KPIs are a communication means, too!

Conducting A KPI Project

Definition Workshop(s)

- How to conduct the workshop(s)

- Get the stakeholders

- Start with strategic context and “What if” questions

Analysis needs always trump technology

Conducting A KPI Project

Validation & Approbation

- Keep making sure consensus is built
in

- Of course, get executive buy-in

Conducting A KPI Project

Metric DNA

- Document!!!

- What data are KPIs made of?

- Which systems are data coming from?

Conducting A KPI Project

Evaluate Potential Side Effects

- KPIs can encourage unexpected, undesirable behaviors!

- Use simulation, what-ifs, targets

- “Guardrail Metrics”

Conducting A KPI Project

Communicating KPIs

- Communicating KPIs to all

Win the hearts and minds

KPIs and Other Metrics

EXAMPLE

Primary/Traffic Metrics

KPIs and Other Metrics: Building The Value Chain
Primary/Traffic Metrics Drivers/Operational KPIs

Key Performance

Operationalizing KPIs

KPIs and the Analysis Process

©Jessica
Hagy

KPIs and Segmentation

Operationalizing KPIs

Measuring Marketing is measuring people!

Operationalizing KPIs

KPIs and the Analysis Process

KPIs work better when aligned with the
performance measurement system.

The Spitzer Law: People tend to behave the
way they are paid to.

Operationalizing KPIs

KPIs and Organizational Culture

Don’t miss our next webinar!

Optimal Data Visualization and
Dashboard Design
Thursday, April 4th
4 PM CET
10 AM EDT

Thank you!

Online Intelligence Solutions

contact@atinternet.com jw@waomarketing.com
www.atinternet.co www.waomarketing.co
m m

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