Marketing measurement lecture presented to the Honors MBA program at Ben Gurion University on July 1, 2012. These students had already taken an intro marketing course, and this lecture was designed to help them take a step forward, as they are in the Applied Project course, in which they act as management consultants to area businesses.

1. Meaningful Measurements for Marketers
Rebecca Steinberg Herson
Lecture for: Applied Project for Honors MBA Program
Ben Gurion University, Israel
July 1, 2012
www.theleanmarketer.com Copyright © 2012 Rebecca Steinberg Herson 1

2. A bit about me
• Led global marketing for over a decade in tech
companies & non-profits
• 3 high-growth Deloitte Fast 50 companies
• Primarily B2B, some B2C
• Today: founder & principal at The Lean Marketer,
providing outsourced CMO services to companies
in:
– SaaS
– Social Networking
– Big Data
– Physical Security
– etc.
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3. Agenda
• Marketing and Measurement
• Pre-launch Measurements
• Promotion Measurements
– Web
– Email Marketing
– Media Relations (PR)
– Everything Else
• Calculating ROI & What’s Working
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4. Old School Marketing Measurement
Half the money I spend
on advertising is wasted, and
the problem is I do not know
which half.”
Lord Leverhulme 1851-1925
British founder of Unilever and philanthropist
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5. So many metrics, so little time…
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6. Avoid Vanity Metrics
Metrics that make
you feel good, but
don’t move your
business forward.
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7. PRE-LAUNCH MEASUREMENTS
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8. Early Tests and Measurements
• What the customer wants
• What the customer will BUY
• What the competition is doing
• What is working for the competition
• …..
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9. Market Surveys
• Use surveys to
– test product ideas
– confirm your instincts
– refine your message
– discover new potential customers
• Google docs - its completely free
– Can be edited collaboratively (whoever you allow)
– Lots of available designs, or embed in your own web page or blog
• LinkedIn Polls
– Survey your own network for free
– Survey specific demographics for a fee (~$1/response)
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10. Paid Survey Audience Solutions
• B2B:
– http://www.thinkspeed.com/ $3 - 5K/ survey depending on
the audience
• B2C:
– SurveyMonkey Audience
http://www.surveymonkey.com/mp/audience/
– $3.00 per finished response for standard demographics
(gender, age, income, education, employment, location.
Requires professional plan (~$20/month)
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11. Free tools for Web research
• Identify industry events, active companies, potential
partners, competitors http://www.google.com 
• Identify market trends over time, estimate potential volume
and geographies http://www.google.com/insights/search/
• Estimate traffic volume, cost of acquisition, find related
keywords https://adwords.google.co.il/o/KeywordTool
• Identify your competitors keywords:
http://www.keywordspy.com/
• Get your questions answered: http://www.quora.com/
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12. A-B Testing
• http://pickfu.com - $10 for 50 opinions
– Use for A/B testing
– Gauge popular opinion
– Determine consumer preference
– Predict consumer behavior
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13. Test Early and Often
There is no substitute for watching real people try
(and fail) to use your product
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14. PROMOTION MEASUREMENTS
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15. Each Promotion Type Has Metrics
Social
Networking
MIT Sloane School Marketing Management Course Lecture
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16. Measure and track
things that will help
you take ACTION and
make better DECISIONS
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17. Calls To Action How can I
optimize this
Which
sources lead
process?
to customers?
• Sign up for our newsletter
• Visit our web site
• Download this white paper
Which
• Enter this contest clicks lead
• Meet us at this event What is to trials?
working?
• What do you think about X? Tell us in the comments
• Register for our free version
• View this webinar
• Answer our survey
• Call our hotline… operators standing by
• BUY!!!
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18. WEB METRICS
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19. What is the Meaning of These Figures?
Hint: not much…
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20. How many people What sources
that register for a do they come
demo become from?
customers?
Which call(s) to
action lead to our
most profitable
customers?
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21. Web Metrics
Revenues per
traffic source
Value
Revenues per
site offer
Customers acquired
Conversions per source
Conversions/registrations
Inbound links/ traffic sources
Time on site; # pages viewed
# of unique visitors
Difficulty to obtain
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22. EMAIL MARKETING METRICS
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23. Subject Tests
Subject 1: Email- Subject 2: 400% Language
borne malware increase in email versions
makes a huge borne malware (subject 1)
comeback
Unique open rate 17.5% 15.5% 17.7%
Unique click
4.2% 2.8% 2.8%
through rate
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24. Goal: Deliverability Unsubscribes
600
500
March
400 April
May
June
300
July
August
Sept
200
October
November
December
100
0
Undeliverable Unsubscribes Deliverability Rate
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25. Email Marketing Metrics
Revenues/
$ invested
Value
WHY Deals at advanced
unsubscribed Pipeline stages
Opportunities
Better subject
CT leading to
(AB Testing)
desired action
unsubscribes
Clickthroughs
Opens
Sent
Difficulty to obtain
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26. MEDIA RELATIONS METRICS
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27. PR Metrics
Revenues/
$ invested
Value
Deals from media
coverage
Media coverage per
content/ time investment
Qualified
media coverage
Media coverage
Announcements/ interviews
Difficulty to obtain
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28. Media Hits Over Time
120
100
80
60
Total Media Hits
40
20
0
Jan-10 Mar-10 May-10 Jul-10 Sep-10 Nov-10 Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11
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29. Media Hits by Publication Type
120
100
80
60 Data
Business
40
20
0
Jan-10 Mar-10 May-10 Jul-10 Sep-10 Nov-10 Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11
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30. Announcement Effectiveness
Compromised
Outbound Spam Accounts Survey
Analyst Study Major drop in spam
120
Trend report
100
80
60 Data
Business
40
20
0
Jan-10 Mar-10 May-10 Jul-10 Sep-10 Nov-10 Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11
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31. www.theleanmarketer.com 31

32. Twitter Metrics Revenues per
$ invested
Value
# Deals
CT leading to
registration
Clickthroughs
Retweets
Mentions
# of tweets
Difficulty to obtain
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33. Event Metrics
Revenues/
Value
$ invested
Closed Deals
Deals at advanced
Pipeline stages
Value of time spent
Amount spent Opportunities
Qualified leads
# of badges scanned
Difficulty to obtain
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34. HOW TO KNOW WHAT’S WORKING (ROI)
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35. Sales & Marketing Funnel
Leads
Customers
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36. How to Measure What’s Working?
• SALES (of course)
• What if you’re not selling? Divide your pipeline into specific stages, and track
opportunities as they progress
Traditional Enterprise Product: Social/ SaaS:
1-Qualified suspect – meets our 1-free trial registrant
criteria 2-spent time on site/app
2-Initiated contact 3-populated personal profile
3-Interest expressed – potential 4-asked support question
opportunity identified …
… 8-signed up for 1 month paid
9-Verbal commitment to purchase 9-Renewed for 1 year paid
Closed Won
Closed Lost
Stalled/Postponed
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37. Sample Pipeline by Lead Source
14
12 Trade Show
London
10
Twitter
8
6 Google Ads
4
Webinar
2
Articles
0
Stage Stage Stage Stage Sold
6 7 8 9
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38. Iterate, Iterate and Iterate Again
• Build in feedback models
– A-B testing
– Track opens, clicks, event attendance, registrations, etc.
• Do it better the next time
• Adjust your message
• Adjust your demo
• Adjust your home page
• Adjust your marketing channel
• Try to improve the # of leads coming into the funnel
• Track and improve your conversion rate at every step in the funnel
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39. Thank You!
Rebecca Steinberg Herson
rebecca@theleanmarketer.com
+972-54-444-2372
http://il.linkedin.com/in/rebeccaherson
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40. Measuring Conversion Rate
4700
Email blast sent
1175 Invitations Opened 25% open rate
94 Unique page views 2% of invited
41 Respondents 44% page conversion
58 Attendees Attendees > respondents indicates WOM
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