Post on 20-Aug-2015
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Don’t be obsessed with Absolute No's
Look for Trends & Patterns!
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Don’t look for a universal formula
Every channel has its own metrics
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Two Dimensions of Measurement
What “Returns” did you get?
How much of “Returns” can be
“Attributed” to the investment?
Returns
Attribution
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Types of Returns
A clear & direct metric
Units Sold, Leads Generated, Total
Registrations, Referral Traffic
At most an indicative metric
Brand Awareness, Reputation, Customer
Satisfaction, Customer Loyalty
Tangible
Intangible
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Attribution is a Hard Problem
Broken Chains
Missing Metrics
Mixed Influence
More often than not, it’s hard to
establish a credible sequence of events.
Not all the metrics are available or
captured automatically.
Multiple marketing efforts with a single
outcome coincide with each other.
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Unbroken Chain of Events: e-commerceAttribution
1. You Post a Link of
your Product Page
on Facebook
2. Total 3500 people
visit product page
through that link
3a. Total 17 of these
buy the product in
first visit
3b. Total 250 people
register for Free Trial
version
4. In 15 days period,
34 people upgrade
to paid from trial
Investment: Posting a link on Facebook
Result: 51 product units sold
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Unbroken Chain of Events - ServicesAttribution
1. You see 38 tweets
by people looking for
web design
2. You respond to all
of them introducing
your services
3. Total 7 people
interact with you for
further details
4. You close
business worth
$7.5K with 3 of
them.
Investment: Listening on Twitter & Responding to prospects
Result: $7.5K worth of Business
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Broken Chains of Events
You Promote your
product on LinkedIn
Attribution – Broken Chains
You use a Blog for
thought leadership
You interact with
people on FB/Twitter
You resolve people’s
issues on FB/Twitter
You get $20K
worth of
Business with
“unknown
source”
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Fixing Broken ChainsAttribution – Broken Chains
• Ask your customers
where they came from “if
you can”
• Could be part of
registration process or
included at some other
step
• Not reliable but might
provide indicators
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Missing Metrics ExamplesAttribution – Missing Metrics
How many issues
were resolved on
Twitter?
How many $ were
saved/earned by
resolution of issues?
Did you note down
that FB was used for
Market Research?And that lead came
from an introduction
over LinkedIn!
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Resolving Issues around MetricsAttribution – Missing Metrics
Issue: All the metrics are not captured in a tool.
E.g. if you resolved a customer issue on
Twitter, which tool recorded this?
Resolution: Needs deploying a tool or a simple manual
capturing of the data in a document. The
choice depends on the scale.
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Resolving Issues around MetricsAttribution – Missing Metrics
Issue: All the metrics are not fully measurable.
E.g. value of resolving a customer issue on
Twitter. Is it $20 or $2K or $2M?
Needs a simple model to find approximate
value. E.g. resolving a customer issue could
be worth the business given by that customer.
Resolution:
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The problem of Mixed InfluencesAttribution – Mixed Influence
Social Media
TV
Offline
Online
Reputation
Impossible to measure influence of a
single campaign when everything is
executed together
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Start with Objectives
Reach & Visibility
Engagement
Reputation
Leads & Sales
Feedback
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Define the Metrics
Engagement
Posts by Members
Comments/Likes
Tags
Votes
Bookmarks
Referrals
Leads and Sales
No of leads
No of transactions
Speed, time and cost of
sales cycle
Conversion
improvement
Customer Retention
Customer Referrals
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Define the Metrics
Reputation
Search Results
Tonality
Referrals
Visibility
No of Search Results
Views
Traffic
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Map it to the Channel
Measure 1 Measure 2 Measure 3 Measure 4
Blog
YouTube
SlideShare
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