The world has changed. Users demand exceptional brand experiences. Google rewards good experiences and customer-centric thinking. Surviving means putting the consumer first.
But your CEO doesn't give a damn about user experience. Your marketing manager only obsesses about conversion rate and revenue. Your channel teams are judged on visitor volumes and acquisition costs. Your organisation runs on dashboards which ask, "How many people did we get to the website? How many of them did the thing we want them to do?" You're the opposite of customer-centric - and all of the feel-good, aspirational Instagram content and Facebook video you produce doesn't change a thing.
It's time to change the way we think about success for brands, content, and marketing. It's time to help users do what they want to do - and to make a ton of money in the process.
15. @jonoalderson
Keep your hands up if…
Your content strategy is judged on how well
you influence brand recall & preference
16. @jonoalderson
Keep your hands up if…
You’re running PPC ads to your educational
and inspirational resources to influence
consumer perception of your brand
39. @jonoalderson
“Best LCD TVs 2018”
“Compare LCD TVs”
“Best LCD TV”
These all have different
intents, and you can’t
win just by being the
biggest or richest or
good or evil
65. @jonoalderson
“Of course I understand that we need to be
consumer-centric, and that our reputation plays an
important role in consumer purchase decisions”
- Your CEO
67. @jonoalderson
“I can’t justify this expenditure without a
demonstrable return. Spend all of the marketing
money on PPC and generate more leads/sales”
- ALSO Your CEO
84. @jonoalderson
You need to fix your whole organisational
outlook, objectives and measurement strategy
You have to extend your reach beyond SEO and PPC
90. @jonoalderson
Objective Goal KPI Performance
Make lots of
money
Sell lots of stuff to everybody
who visits our site
● # transactions
● £ sales revenue
6/10
7/10
Be loved by
everyone
Make content which people
like, share and read
● Visitors to our blog
● Newsletter signups
● Referral entrances
to blog content
3/10
2/10
1/10
Objective Goal KPI Performance
Make lots of
money
Sell lots of stuff to everybody
who visits our site
● # transactions
● £ sales revenue
6/10
7/10
Objective Goal KPI Performance
!?
92. @jonoalderson
Objective Goal KPI Key Segments Performance
Be known as the
leading brand in
our market
Produce content which people discover
and read
# new organic+referral+email visitors to blog posts (per month) Category, author
# average comments-per-post (rolling)
Grow our owned and earned audiences # Active new email signups
Double YoY
revenue
Increase sales revenue from digital
channels
# qualified sales (per month) where the sale had digital attribution Department, channel, product
£ qualified sales revenue (per month), where the sale had digital attribution
Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3
months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic
region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best
customer
experiences in
our market
Provide great content and help users
find the information they need
% task completion rate (per month) Entrance page, Channel,
source, campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (roling)
Compete on
marketing
efficiency
Maintain a high conversion rate to sale % visitors to macroconversions (per month) Channel, source, campaign,
keyword, call type
Increase self-service actions on the
website
£ value of microconversions (per month) Microconverion, channel,
source, campaign, keyword
Ensure that audience-centric activity
drives commercial outcomes
£ qualified sales revenue (per month), where the sale had audience campaign
attribution
Campaign
96. @jonoalderson
Start with getting task completion rate
and satisfaction rate in your analytics
“How well are we enabling our consumers to
do the thing they want to do?”
98. @jonoalderson
1. “What did you come here to do today?” (list)
2. “Were you able to do it?” (Y/N)
3. “How would you rate your experience?” (x/10)
4. “Any other comments?”
99. @jonoalderson
1. “What did you come here to do today?” (list)
2. “Were you able to do it?” (Y/N)
3. “How would you rate your experience?” (x/10)
4. “Any other comments?”
100. @jonoalderson
1. “What did you come here to do today?” (list)
2. “Were you able to do it?” (Y/N)
3. “How would you rate your experience?” (x/10)
4. “Any other comments?”
101. @jonoalderson
1. “What did you come here to do today?” (list)
2. “Were you able to do it?” (Y/N)
3. “How would you rate your experience?” (x/10)
4. “Any other comments?”
104. @jonoalderson
“We have loads of visitors from this
channel who land on that page, who say
they’re looking for these things but that
they can’t find them”
108. @jonoalderson
Objective Goal KPI Key Segments Performance
Be known as the
leading brand in
our market
Produce content which people discover
and read
# new organic+referral+email visitors to blog posts (per month) Category, author
# average comments-per-post (rolling)
Grow our owned and earned audiences # Active new email signups
Double YoY
revenue
Increase sales revenue from digital
channels
# qualified sales (per month) where the sale had digital attribution Department, channel, product
£ qualified sales revenue (per month), where the sale had digital attribution
Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3
months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic
region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best
customer
experiences in
our market
Provide great content and help users
find the information they need
% task completion rate (per month) Entrance page, Channel,
source, campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (roling)
Compete on
marketing
efficiency
Maintain a high conversion rate to sale % visitors to macroconversions (per month) Channel, source, campaign,
keyword, call type
Increase self-service actions on the
website
£ value of microconversions (per month) Microconverion, channel,
source, campaign, keyword
Ensure that audience-centric activity
drives commercial outcomes
£ qualified sales revenue (per month), where the sale had audience campaign
attribution
Campaign
111. @jonoalderson
1. Help stakeholders realise that they don’t have a shared set of
definitions for success
2. Extract their knowledge (and opinions)
3. Define the goals & KPIs
4. Demonstrate segments, define targets
5. Define an implementation roadmap
113. @jonoalderson
1. Help stakeholders realise that they don’t have a shared set of
definitions for success
2. Extract their knowledge (and opinions)
3. Define the goals & KPIs
4. Demonstrate segments, define targets
5. Define an implementation roadmap
118. @jonoalderson
1. Help stakeholders realise that they don’t have a shared set of
definitions for success
2. Extract their knowledge (and opinions)
3. Define the goals & KPIs
4. Demonstrate segments, define targets
5. Define an implementation roadmap
121. @jonoalderson
Objective Goal
Be known as the
leading brand in
our market
Produce content which people discover
and read
Grow our owned and earned audiences
Double YoY
revenue
Increase sales revenue from digital
channels
Increase customer lifetime value
Provide the best
customer
experiences in
our market
Provide great content and help users
find the information they need
Compete on
marketing
efficiency
Maintain a high conversion rate to sale
Increase self-service actions on the
website
Ensure that audience-centric activity
drives commercial outcomes
135. @jonoalderson
Objective Goal KPI
Be known as the
leading brand in
our market
Produce content which people discover
and read
# new organic+referral+email visitors to blog posts (per month)
# average comments-per-post (rolling)
Grow our owned and earned audiences # Active new email signups
Double YoY
revenue
Increase sales revenue from digital
channels
# qualified sales (per month) where the sale had digital attribution
£ qualified sales revenue (per month), where the sale had digital attribution
Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3
months (rolling, YoY)
Average time between repeat purchases (rolling, YoY)
Provide the best
customer
experiences in
our market
Provide great content and help users
find the information they need
% task completion rate (per month)
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (roling)
Compete on
marketing
efficiency
Maintain a high conversion rate to sale % visitors to macroconversions (per month)
Increase self-service actions on the
website
£ value of microconversions (per month)
Ensure that audience-centric activity
drives commercial outcomes
£ qualified sales revenue (per month), where the sale had audience campaign
attribution
136. @jonoalderson
1. Help stakeholders realise that they don’t have a shared set of
definitions for success
2. Extract their knowledge (and opinions)
3. Define the goals & KPIs
4. Demonstrate segments, define targets
5. Define an implementation roadmap
138. @jonoalderson
Objective Goal KPI Key Segments
Be known as the
leading brand in
our market
Produce content which people discover
and read
# new organic+referral+email visitors to blog posts (per month) Category, author
# average comments-per-post (rolling)
Grow our owned and earned audiences # Active new email signups
Double YoY
revenue
Increase sales revenue from digital
channels
# qualified sales (per month) where the sale had digital attribution Department, channel, product
£ qualified sales revenue (per month), where the sale had digital attribution
Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3
months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic
region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best
customer
experiences in
our market
Provide great content and help users
find the information they need
% task completion rate (per month) Entrance page, Channel,
source, campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (roling)
Compete on
marketing
efficiency
Maintain a high conversion rate to sale % visitors to macroconversions (per month) Channel, source, campaign,
keyword, call type
Increase self-service actions on the
website
£ value of microconversions (per month) Microconverion, channel,
source, campaign, keyword
Ensure that audience-centric activity
drives commercial outcomes
£ qualified sales revenue (per month), where the sale had audience campaign
attribution
Campaign
141. @jonoalderson
Objective Goal KPI Key Segments Performance
Be known as the
leading brand in
our market
Produce content which people discover
and read
# new organic+referral+email visitors to blog posts (per month) Category, author
# average comments-per-post (rolling)
Grow our owned and earned audiences # Active new email signups
Double YoY
revenue
Increase sales revenue from digital
channels
# qualified sales (per month) where the sale had digital attribution Department, channel, product
£ qualified sales revenue (per month), where the sale had digital attribution
Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3
months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic
region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best
customer
experiences in
our market
Provide great content and help users
find the information they need
% task completion rate (per month) Entrance page, Channel,
source, campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (roling)
Compete on
marketing
efficiency
Maintain a high conversion rate to sale % visitors to macroconversions (per month) Channel, source, campaign,
keyword, call type
Increase self-service actions on the
website
£ value of microconversions (per month) Microconverion, channel,
source, campaign, keyword
Ensure that audience-centric activity
drives commercial outcomes
£ qualified sales revenue (per month), where the sale had audience campaign
attribution
Campaign
145. @jonoalderson
1. Help stakeholders realise that they don’t have a shared set of
definitions for success
2. Extract their knowledge (and opinions)
3. Define the goals & KPIs
4. Demonstrate segments, define targets
5. Define an implementation roadmap
146. @jonoalderson
Objective Goal KPI Key Segments Performance
Be known as the
leading brand in
our market
Produce content which people discover
and read
# new organic+referral+email visitors to blog posts (per month) Category, author
# average comments-per-post (rolling)
Grow our owned and earned audiences # Active new email signups
Double YoY
revenue
Increase sales revenue from digital
channels
# qualified sales (per month) where the sale had digital attribution Department, channel, product
£ qualified sales revenue (per month), where the sale had digital attribution
Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3
months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic
region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best
customer
experiences in
our market
Provide great content and help users
find the information they need
% task completion rate (per month) Entrance page, Channel,
source, campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (roling)
Compete on
marketing
efficiency
Maintain a high conversion rate to sale % visitors to macroconversions (per month) Channel, source, campaign,
keyword, call type
Increase self-service actions on the
website
£ value of microconversions (per month) Microconverion, channel,
source, campaign, keyword
Ensure that audience-centric activity
drives commercial outcomes
£ qualified sales revenue (per month), where the sale had audience campaign
attribution
Campaign