Post on 14-Jul-2015
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Jordan Koene Chief Evangelist Searchmetrics Follow: @jtkoene or search “Jordan Koene”
The Unknown KPIs of Internet SuperstarsKnow What You Don't Know
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Contents
1 Change Your Metrics
2 Keywords to Topics
3 Traffic to Insights
4 User Cohorts
Change Your Metrics Iceberg Theory
Thank you
ICEBERG THEORYLooking for visionary metrics, which drive the entire business. Often these metrics have a singular focus such as revenue growth and user adoption. Examples include “magic” numbers, increase on shareholder value and new customer market share.
Executives
01
The best marketers are always concerned with the efficiency of campaigns. For this reason marketers are looking at drive metrics vs. visionary numbers. Examples include marginal cost per click, conversion rate, and lifetime value.
Marketers
02
Thank you
ICEBERG THEORYLooking for visionary metrics, which drive the entire business. Often these metrics have a singular focus such as revenue growth and user adoption. Examples include “magic” numbers, increase on shareholder value and new customer market share.
Executives
01
The best marketers are always concerned with the efficiency of campaigns. For this reason marketers are looking at drive metrics vs. visionary numbers. Examples include marginal cost per click, conversion rate, and lifetime value.
Marketers
02
These metrics often attempt to explain the unknown or imprecise data people are looking to understand. Example include market share, competitive insights, and volume metrics .
Industry
03
Often created for the success of a particular marketing channel, these metrics make the marketing operators successful. Key to success is in the ability to connect these metrics with executive or business goals. Examples include impressions, click-through-rate, and rankings.
Channel
04
Thank you
ICEBERG THEORYLooking for visionary metrics, which drive the entire business. Often these metrics have a singular focus such as revenue growth and user adoption. Examples include “magic” numbers, increase on shareholder value and new customer market share.
Executives
01
The best marketers are always concerned with the efficiency of campaigns. For this reason marketers are looking at drive metrics vs. visionary numbers. Examples include marginal cost per click, conversion rate, and lifetime value.
Marketers
02
These metrics often attempt to explain the unknown or imprecise data people are looking to understand. Example include market share, competitive insights, and volume metrics .
Industry
03
Often created for the success of a particular marketing channel, these metrics make the marketing operators successful. Key to success is in the ability to connect these metrics with executive or business goals. Examples include impressions, click-through-rate, and rankings.
Channel
04
Your own personal metrics consist of daily numbers, which help you understand what is working. These numbers are often consistent with the idea of “Time to Move the Needle” thinking. Examples include Cost per “engagement, conversion”, open rates, testing results.
Personal
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The difficultly with external metrics is the inability to predict the future. External factors are often “tracked” or “tagged” with traditional metrics applied. Examples of external factors include, Google changes, prohibiting site changes and Penguins.
External
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Keywords to Topics Linking your keywords together
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Keyword Topic – Todays world
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Keyword Topic: What your boss is thinking
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Keyword Topics – Identify topics
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Keyword Topics – Ask questions
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Keyword Topics – Market share of Topic “Car Rentals”
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Keyword Topics – Market share “Car Rental”
Traffic Insights Not all traffic is equal
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Traffic Insights: Classic view
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Traffic Insights: Not all things are created equal!
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Traffic Insights: Not all things are created equal!
• Mercedes-Benz F 015 driverless car
• Electric hybrid system with 1100 kilometer range (600 miles)
• Touch screen interior
• Four swiveling lounge chairs
• “mobile living space”
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Traffic Insights: Not all traffic is the same
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Traffic Insights: Segmentation
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Traffic Insights: Not all traffic is the same
Credit: http://cohortanalysis.com/
User Cohorts Understanding users is not just an art
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User Cohort: Understanding Cohorts
• A cohort is a group of people who share a common characteristic over a certain period of time.
Credit: http://cohortanalysis.com/
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User Cohort: Understanding Cohorts
Credit: http://cohortanalysis.com/
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User Cohort: Understand Cohorts
• Cohort analysis is a study that focuses on the activities of a particular cohort.
Credit: http://cohortanalysis.com/
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User Cohort: Understanding Cohorts
Credit: http://cohortanalysis.com/
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Users Cohort: What we understand today
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Users Cohort: Time on site
𝜌2014 = 0.09
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User Cohorts: Click-through-rate
𝜌2014 = 0.67
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User Cohorts: News website activation for SEO
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User Cohort: Snapchat
5 Sec
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User Cohorts: Ice Bucket Challenge
http://www.bmj.com/content/349/bmj.g7185
Questions?
Jordan Koene - Chief Evangelist Searchmetrics Follow: @jtkoene or search “Jordan Koene”