Metrics Madness

Metrics Madness“The end goal is action, not eyeballs”

Quote source: Content Marketing Institute: Field Guide to the Four Types of Content Marketing Metrics

Tema Frank

@temafrank

1-866-544-9262

June 10, 2014

Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com


A Walk on the Wild Side

Photo credit Lip Kee on Flickr


It Ain’t Easy!Must measure multiple touch points

From a multitude of data sources

Which activity (activities) should get the "conversion credit“?


1. Notice Us? Consumption MetricsPage viewsVideo views Podcast listensDocument viewsDownloadsShare of voice Inbound linksSearch behaviour

Photo by Diamond Farah, Flickr


2. Love us? 1st Date (Engagement Metrics)Applause rate (likes, faves, +1s)

SM conversion rate audience comments/post

Amplification rate retweets/post or shares/post

Social Influence Mktg Score (SIM)

NPS x conversation share x 1,000

Photo by Kris Krug, Flickr


1st Kiss (Lead Generation Metrics)

Form completionsDownloadsEmail subscriptions, opens & clicks

Blog subscriptions

Photo by Julie Jordan Scott on Flickr


True Love = SalesConversion rates Impact on offline sales

Customer retention Order frequencyAverage order size/price

Photo by Quinn Dombrowski on Flickr


3. How Can We Improve?• Our Response Rate• Speed of Response• User Activity Peak Times• Analysis of Negative Content• Conversion rates from:

Custom landing pages Custom promo codes


4. Cost-Effective (Profitability Metrics)

Cost/leadRevenue/leadCustomer service costs (declining?)# of sales per sales repReturns rateOnline ad campaign profitability


You Thought That Was Tough…


Measurement Challenges

Much is trackable, but…1. Connecting and tracking through multiple

systems2. Correlation vs. causality3. How to control for other variables4. Potential reach vs. actual


ToolsData Gathering & Posting

Data Analysis

Testing & Refinement

Lots of overlap


Data Gathering & Posting ToolsPhoto by Alan, Flickr


Data Gathering ToolsGoogle Analytics (universal analytics)

Google Webmaster Tools (esp for kw)

Competitive Research ToolsSocial Sign-inLots of Social Listening Tools


Competitor research tools

Free at basic level:Quantcast.com Alexa.comCompete.com Google Trends (See also “social listening tools”)

http://quantcast.com/

http://alexa.com/

http://compete.com/

http://www.google.ca/trends/


Social Listening ToolsHootSuite – great for posting tooTweetreach – reach, impressions, activitesSocial Mention - Strength, Passion,

Sentiment and Reach (for comp analysis too)Addictomatic – includes Bing & moreBottlenose.com – fun to watchKlout – influence score

http://hootsuite.com/

http://tweetreach.com/

http://www.socialmention.com/

http://addictomatic.com/

http://bottlenose.com/

http://klout.com/


More free toolsFacebook Insights

[don’t just “boost post]Twitter AnalyticsYouTube PinterestEtc. … Almost all platforms have analytics –


Analysis ToolsCreative Commons photo of Sigmund Freud


Enough to drive you crazy!!

Review of 50 tools at http://socialmediatoday.com/pamdyer/1458746/50-top-tools-social-media-monitoring-analytics-and-management-2013

HubSpot Domo.com SproutSocialRadian 6 Mention.net, Sysomos, Viralheat - For measuring social chatter

http://socialmediatoday.com/pamdyer/1458746/50-top-tools-social-media-monitoring-analytics-and-management-2013




Hazards in AnalysisStatistical significanceDouble-counted data Exclude your staffSeparate paid vs earned media

Text analysis errors


A/B Testing & MoreTest many things! (But not all at once)Test often! Test hypothesesVisual Website Optimizer (free)

Google Content Experiments (free)

http://visualwebsiteoptimizer.com/free-ab-split-testing-tools/

https://support.google.com/analytics/answer/1745147


3. Show Me The Money (ROI)

Photo by gavin1 on Flickr


Return on InvestmentROI =

(Investment – Revenues)/InvestmentInvestment includes:

Staff costsOverhead that can be attributed to that

medium or effortOutsourcing costs, e.g. design, hosting,

subscriptions, software, tools


Essential ToolsGoogle AnalyticsHootsuiteBufferBit.ly (or other shortener)A/B Testing tool


Future? Better in-store tracking & linking with online channels

Real-time data, sync’d across channels

Customer panels/ communities


http://youtu.be/aH41_Dc0yQk



Thank [email protected]

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Metrics Madness

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