MDK Social | Digital Marketing KPI's Explained
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MDKSocial explains digital KPI's and how to measure the success of your business and marketing objectives. Handy deck for any advertising agency, marketeer, or those interested in using metrics to ensure the success of their communications campaigns. Want to Download this Deck? Sure! Just Pay With a Tweet via the link below for your own copy. http://www.paywithatweet.com/pay/?id=eb80ca3fa94475c62ee314f6d902f06f Further Related Reading: Avinash Kaushik's blog - Occam's Razor www.kaushik.net Google Analytics How-To - http://www.google.com/analytics/learn/index.html Julian Cole's Slideshare on How to Measure Digital http://www.slideshare.net/juliancole/how-to-measure-digital-finals
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MDK Social | Digital Marketing KPI's Explained
- 1. MDK SOCIAL EXPLAINS:! KEY PERFORMANCE INDICATORS!
- 2. WITH DIGITAL, YOU CAN NOW MEASURE ALMOST ANYTHING!
- 3. BUT, ALL THAT INFORMATION CAN BE PRETTY OVERWHELMING.!
- 4. ESPECIALLY WHEN TRYING TO DEMONSTRATE HOW YOUR DIGITAL MARKETING HAS HELPED ADVANCE YOUR BUSINESS GOALS!
- 5. GOAL! SO, HOW DO YOU CHOOSE THE BEST A SINGLE OR SERIES OF OBJECTIVES THAT THE MARKETING INITIATIVE SHOULD ACHIEVE! STRATEGY! IS A PLAN FOR OBTAINING A GOAL BASED ON ALL AVAILABLE INFORMATION ON HAND! DIGITAL MARKETING MEASUREMENTS?! TACTICS! A COMBINATION OF ACTIVITIES DESIGNED TO SUPPORT THE STRATEGY! KPI’S! A MEASURE OF HOW WELL THE TACTICS PERFORM IN REACHING THE GOAL!
- 6. GOAL! OBJECTIVES THAT THE MARKETING INITIATIVE SEEKS TO ACHIEVE! START BY ESTABLISHING CLEAR BUSINESS GOALS! STRATEGY! PLAN FOR OBTAINING A GOAL BASED ON ALL AVAILABLE INFORMATION! TACTICS! COMBINATION OF ACTIVITIES DESIGNED TO SUPPORT THE STRATEGY! KPI’S! MEASURE OF HOW WELL THE TACTICS PERFORM IN REACHING THE GOAL!
- 7. GOAL! OBJECTIVES THAT THE MARKETING INITIATIVE SEEKS TO ACHIEVE! STRATEGY! PLAN FOR OBTAINING A GOAL BASED ON ALL AVAILABLE INFORMATION! THEN DEVELOP A THOUGHTFUL PLAN ON HOW TO ACHIEVE THEM! TACTICS! COMBINATION OF ACTIVITIES DESIGNED TO SUPPORT THE STRATEGY! KPI’S! MEASURE OF HOW WELL THE TACTICS PERFORM IN REACHING THE GOAL!
- 8. GOAL! OBJECTIVES THAT THE MARKETING INITIATIVE SEEKS TO ACHIEVE! STRATEGY! PLAN FOR OBTAINING A GOAL BASED ON ALL AVAILABLE INFORMATION! TACTICS! COMBINATION OF ACTIVITIES DESIGNED TO SUPPORT THE STRATEGY! SUPPORT STRATEGY WITH A CREATIVE BLEND OF MEANINGFUL ACTIVITIES! KPI’S! MEASURE OF HOW WELL THE TACTICS PERFORM IN REACHING THE GOAL!
- 9. GOAL! OBJECTIVES THAT THE MARKETING INITIATIVE SEEKS TO ACHIEVE! STRATEGY! PLAN FOR OBTAINING A GOAL BASED ON ALL AVAILABLE INFORMATION! TACTICS! COMBINATION OF ACTIVITIES DESIGNED TO SUPPORT THE STRATEGY! KPI’S! THEN MEASURE THESE TACTICS AGAINST YOUR CREATIVE GOALS & MEASURE OF HOW WELL THE TACTICS PERFORM IN REACHING THE GOAL! SPECIFIC TARGETS PER ACTION!
- 10. GOAL! OBJECTIVES THAT THE MARKETING INITIATIVE SEEKS TO ACHIEVE! START BY ESTABLISHING CLEAR BUSINESS GOALS! STRATEGY! PLAN FOR OBTAINING A GOAL BASED ON ALL AVAILABLE INFORMATION! THEN DEVELOP A THOUGHTFUL PLAN ON HOW TO ACHIEVE THEM! TACTICS! COMBINATION OF ACTIVITIES DESIGNED TO SUPPORT THE STRATEGY! SUPPORT STRATEGY WITH A CREATIVE BLEND OF MEANINGFUL ACTIVITIES! KPI’S! THEN MEASURE THESE TACTICS AGAINST YOUR CREATIVE GOALS & MEASURE OF HOW WELL THE TACTICS PERFORM IN REACHING THE GOAL! SPECIFIC TARGETS PER ACTION!
- 11. BUT WHAT ARE KPI’S, EXACTLY?! KPI’S ARE SPECIFIC MEASUREMENTS THAT HELP US UNDERSTAND HOW WE ARE DOING AGAINST OUR MARKETING OBJECTIVES.! DEFINITION CREDIT: KAUSHIK.NET!
- 12. WITHOUT CLEAR MARKETING OBJECTIVES, YOU’RE JUST PLAYING WITH THIN AIR…!
- 13. WHEN YOU REALLY JUST NEED YOUR MARKETING ASSETS TO SHINE!
- 14. SO, TO START WITH, HERE ARE SOME COMMON MARKETING OBJECTIVES & RELATED MEASUREMENTS! MARKETING OBJECTIVES! AWARENESS! CONSIDERATION! PREFERENCE! PURCHASE! RETENTION! DIGITAL MEASUREMENTS! • IMPRESSIONS! • BRAND • BRAND FAVORABILITY! • CAUSAL ATTRIBUTION! • SOCIAL CONNECTIONS! • BRAND RECALL! CONSIDERATION! • PURCHASE INTENT! • COST PER ACQUISITION! • SOCIAL ENGAGEMENT! • SOCIAL VOLUME! • SENTIMENT ANALYSIS! • ENTRANCE SOURCES! • SITE VISITORS!
- 15. AND LOOK GREAT IN A HANDY MEASUREMENT FRAMEWORK LIKE THIS ONE:! BUSINESS OBJECTIVES! THIS FRAMEWORK HELPS SHOW OBJECTIVE 1! OBJECTIVE 2! OBJECTIVE N! THE LINK BETWEEN BUSINESS OBJECTIVES, MARKETING GOALS, GOALS! GOALS! GOALS ! KPI’S, & THEIR MEASUREMENTS AT KPI! KPI! KPI! A GLANCE.! TARGETS! TARGETS! TARGETS!
- 16. MEASUREMENT FRAMEWORK: HOW IT WORKS! THE PROCESS! 1. IDENTIFY THE BUSINESS OBJECTIVES AND SET BUSINESS OBJECTIVES! PARAMETERS FOR THE WORK WE ARE DOING.! RAISE AWARENESS! DRIVE PREFERENCE! HIGHLIGHT PRODUCTS!
- 17. MEASUREMENT FRAMEWORK: HOW IT WORKS! THE PROCESS! 1. IDENTIFY THE BUSINESS OBJECTIVES AND SET BUSINESS OBJECTIVES! PARAMETERS FOR THE WORK WE ARE DOING.! 2. ESTABLISH CLEAR GOALS FOR EACH BUSINESS RAISE AWARENESS! DRIVE PREFERENCE! HIGHLIGHT PRODUCTS! OBJECTIVE. EXECUTIVES PLAY A BIG ROLE IN THIS DISCUSSION.! REINFORCE OFFLINE/ONLINE RAISE POSITIVE SOCIAL MEDIA ENGAGE COMMUNITY VIA ADVERTISING! SENTIMENT! PRODUCT REVIEWS!
- 18. MEASUREMENT FRAMEWORK: HOW IT WORKS! THE PROCESS! 1. IDENTIFY THE BUSINESS OBJECTIVES AND SET BUSINESS OBJECTIVES! PARAMETERS FOR THE WORK WE ARE DOING.! 2. ESTABLISH CLEAR GOALS FOR EACH BUSINESS RAISE AWARENESS! DRIVE PREFERENCE! HIGHLIGHT PRODUCTS! OBJECTIVE. EXECUTIVES PLAY A BIG ROLE IN THIS DISCUSSION.! REINFORCE OFFLINE/ONLINE RAISE POSITIVE SOCIAL MEDIA ENGAGE COMMUNITY VIA 3. ASSEMBLE KPI’S IN PARTNERSHIP WITH THE ADVERTISING! SENTIMENT! PRODUCT REVIEWS! CLIENT’S ANALYTICS TEAM! BRANDED AMPLIFICATION NET PROMOTER “TALKING VISITOR BROCHURE TRAFFIC! RATE! SCORE! ABOUT THIS”! LOYALTY! DOWNLOADS! SPECIFIC APPLAUSE RATE! PAGEVIEWS!
- 19. MEASUREMENT FRAMEWORK: HOW IT WORKS! THE PROCESS! 1. IDENTIFY THE BUSINESS OBJECTIVES AND SET BUSINESS OBJECTIVES! PARAMETERS FOR THE WORK WE ARE DOING.! 2. ESTABLISH CLEAR GOALS FOR EACH BUSINESS RAISE AWARENESS! DRIVE PREFERENCE! HIGHLIGHT PRODUCTS! OBJECTIVE. EXECUTIVES PLAY A BIG ROLE IN THIS DISCUSSION.! REINFORCE OFFLINE/ONLINE RAISE POSITIVE SOCIAL MEDIA ENGAGE COMMUNITY VIA 3. ASSEMBLE KPI’S IN PARTNERSHIP WITH THE ADVERTISING! SENTIMENT! PRODUCT REVIEWS! CLIENT’S ANALYTICS TEAM! BRANDED AMPLIFICATION NET PROMOTER “TALKING VISITOR BROCHURE 4. SET SUCCESS METRICS UPFRONT BY IDENTIFYING TRAFFIC! RATE! SCORE! ABOUT THIS”! LOYALTY! DOWNLOADS! TARGETS FOR EACH KPI. YOUR CLIENT’S SPECIFIC MARKETING AND FINANCE TEAMS PLAY A BIG APPLAUSE RATE! PAGEVIEWS! ROLE HERE.! 7K VISITS/ 3K SHARES/ 50% REPEAT NPS 9! 2K/MONTH! 150/MONTH! MONTH! MONTH! VISITS! 4K SHARES/ 2% BOUNCE POST! RATE!
- 20. MEASUREMENT FRAMEWORK: HOW IT WORKS! THE PROCESS! 1. IDENTIFY THE BUSINESS OBJECTIVES AND SET BUSINESS OBJECTIVES! PARAMETERS FOR THE WORK WE ARE DOING.! 2. ESTABLISH CLEAR GOALS FOR EACH BUSINESS RAISE AWARENESS! DRIVE PREFERENCE! HIGHLIGHT PRODUCTS! OBJECTIVE. EXECUTIVES PLAY A BIG ROLE IN THIS DISCUSSION.! VISITOR DIMENSIONS! REINFORCE OFFLINE/ONLINE RAISE POSITIVE SOCIAL MEDIA ENGAGE COMMUNITY VIA 3. ASSEMBLE KPI’S IN PARTNERSHIP WITH THE ADVERTISING! SENTIMENT! UNITED PRODUCT REVIEWS! CLIENT’S ANALYTICS TEAM! KINGDOM! PPC CAMPAIGN! PAGE X VIEWED! BRANDED AMPLIFICATION NET PROMOTER “TALKING VISITOR BROCHURE 4. SET SUCCESS METRICS UPFRONT BY IDENTIFYING TRAFFIC! RATE! SCORE! ABOUT THIS”! LOYALTY! DOWNLOADS! TARGETS FOR EACH KPI. YOUR CLIENT’S SPECIFIC MARKETING AND FINANCE TEAMS PLAY A BIG APPLAUSE CHROME OS! RATE! PLAYED VIDEO X! PAGEVIEWS! ROLE HERE.! 7K VISITS/ 3K SHARES/ 50% REPEAT 4TH VISIT THIS NPS 9! 2K/MONTH! 150/MONTH! 5. FOR EXTRA CREDIT, ALSO IDENTIFY THE SEGMENTS MONTH! MONTH! MONTH! COMMENTATOR! VISITS! OF PEOPLE, BEHAVIOUR, AND OUTCOMES WE 4K SHARES/ 2% BOUNCE SHOULD STUDY TO UNDERSTAND WHY WE POST! RATE! SUCCEEDED (OR FAILED).!
- 21. IN A LITTLE MORE DETAIL:! HOW TO SET UP MEANINGFUL KPI’S!
- 22. SETTING UP YOUR DIGITAL ! KEY PERFORMANCE INDICATORS! 1.! BUSINESS START WITH YOUR COMPANY’S HIGH- OBJECTIVES! LEVEL BUSINESS OBJECTIVES. ! EXAMPLES:! THESE BUSINESS OBJECTIVES ANSWER • CREATE AWARENESS! WHAT YOUR BUSINESS IS LOOKING TO • GENERATE LEADS! ACCOMPLISH BY BEING ON THE WEB.! • DRIVE PURCHASE INTENT! • ENGAGE SOCIAL CONNECTIONS! • BUILD BRAND FAVOURABILITY! • ETC.!
- 23. SETTING UP YOUR DIGITAL ! KEY PERFORMANCE INDICATORS! 1.! 2.! NEXT, IDENTIFY THE SPECIFIC STRATEGIES BUSINESS MARKETING OBJECTIVES! GOALS! THAT WILL BE USED TO ACHIEVE THE BUSINESS OBJECTIVES.! EXAMPLES:! MAKE SURE THESE MARKETING GOALS ARE • GROW UNIQUE WEBSITE VISIT COUNT! • INCREASE NEWSLETTER SIGNUPS! D.U.M.B. (DOABLE, UNDERSTANDABLE, • ENABLE CROSS-MEDIA SOCIAL SHARING! MANAGABLE, AND BENEFICIAL)! • REDUCE CALL-CENTRE SUPPORT DEMAND! • ENCOURAGE POSITIVE BRAND SENTIMENT! • ETC.!
- 24. SETTING UP YOUR DIGITAL ! KEY PERFORMANCE INDICATORS! 1.! 2.! 3.! THEN, CREATE DIGITAL KPI’S WITH BUSINESS MARKETING SPECIFIC TARGETS THAT ENABLE YOU TO OBJECTIVES! GOALS! DIGITAL KPI’S! TRACK AND ANSWER YOUR MARKETING GOALS.! EXAMPLES:! • ONLINE REGISTRATIONS! FOR ADDED AWESOMENESS, ENHANCE • POSITIVE COMMENTS / POST! YOUR KPI’S WITH SEGMENTATIONS FROM • SHARES PER POST! • BROCHURE DOWNLOADS! YOUR VISITOR DIMENSIONS.! • ON-SITE PURCHASES! • MOBILE USERS! • RETURN VISITS! • CONVERSION RATE!
- 25. VISITOR DIMENSIONS HELP SEGMENT USER BEHAVIOURS & OPTIMIZE MARKETING SPEND! UNITED KINGDOM! VISITOR DIMENSIONS ARE ATTRIBUTES OF THE PPC CAMPAIGN! PAGE X VIEWED! PEOPLE WHO VISIT YOUR WEBSITES.! THIS HELPS YOU SEPARATE THE MARKETING CHROME OS! PLAYED VIDEO X! TACTICS THAT WORK FROM THOSE THAT DON’T, AND REDIRECT AD SPEND FROM AREAS WHERE 4TH VISIT THIS SALIENCE IS LOW.! MONTH! COMMENTATOR!
- 26. ALWAYS REMEMBER:! TARGETING AND MEASURING PERFORMANCE IS AN ONGOING, ITERATIVE PROCESS.! 1.! 2.! 3.! BUSINESS MARKETING DIGITAL KPI’S! OBJECTIVES! GOALS! ADAPT, IMPROVE!
- 27. FOR YOU TO REACH MEANINGFUL DECISIONS FROM YOUR DATA, ALWAYS ESTABLISH A CLEAR LINK BETWEEN YOUR MARKETING GOALS AND WHAT YOU CHOOSE TO MEASURE!
- 28. BUT IF DONE WELL, DIGITAL METRICS CAN BE YOUR BIGGEST ALLY IN BUILDING, MANAGING AND GROWING AN ONGOING (AND TOTALLY AWESOME) DIGITAL MARKETING CAMPAIGN!!
- 29. WHO IS THIS GUY? ! I’m Michael Koenka, a freelance social marketing strategist from Montréal Canada, living in Amsterdam. ! Contact me today!!
- 30. @MDKOENKA! MICHAEL@STARTTHECONVERSATION.CO! NL.LINKEDIN.COM/IN/MICHAELKOENKA! WWW.STARTTHECONVERSATION.INFO!