How to conduct a KPI definition project in Digital Marketing. My proven methodology built through 10 years of working with organizations from many industries.

1. Online Intelligence Solutions
Proven Methodology for Digital Marketing
KPIs
LIVE WEBINAR 27/02/2013

2. Today’s Speaker
Jacques WARREN
CEO
WAO/MARKETING
If you feel like it: #measure

3. 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!

4. Why Care About KPIs? Analytics
Governance
KPIs belong
here

5. 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

6. Why KPIs Should Be Aligned With
Strategy?
Online Strategy
Strategy - KPIs -
& Business
Data
Strategy

7. 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?

8. Conducting A KPI Project
What is involved in a KPI
project?
- Definition workshop(s)
- Validation & Approbation
- Metrics DNA
- Evaluate possible side effects
- Communicate

9. Conducting A KPI Project
Definition Workshop(s)
- Why use workshop(s)
- Dual Goals: Definition & Consensus
- KPIs are a communication means, too!

10. 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

11. Conducting A KPI Project
Validation & Approbation
- Keep making sure consensus is built
in
- Of course, get executive buy-in

12. Conducting A KPI Project
Metric DNA
- Document!!!
- What data are KPIs made of?
- Which systems are data coming from?

13. Conducting A KPI Project
Evaluate Potential Side Effects
- KPIs can encourage unexpected, undesirable behaviors!
- Use simulation, what-ifs, targets
- “Guardrail Metrics”

14. Conducting A KPI Project
Communicating KPIs
- Communicating KPIs to all
Win the hearts and minds

15. KPIs and Other Metrics
EXAMPLE
Primary/Traffic Metrics

16. KPIs and Other Metrics: Building The Value Chain
Primary/Traffic Metrics Drivers/Operational KPIs
Key Performance

17. Operationalizing KPIs
KPIs and the Analysis Process
©Jessica
Hagy
KPIs and Segmentation

18. Operationalizing KPIs
Measuring Marketing is measuring people!

19. 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.

20. Operationalizing KPIs
KPIs and Organizational Culture

21. Don’t miss our next webinar!
Optimal Data Visualization and
Dashboard Design
Thursday, April 4th
4 PM CET
10 AM EDT

22. Thank you!
Online Intelligence Solutions
contact@atinternet.com jw@waomarketing.com
www.atinternet.co www.waomarketing.co
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