Product Marketing by Numbers - Objectives, Goals and KPI frameworks
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Transcript of Product Marketing by Numbers - Objectives, Goals and KPI frameworks
@jonoaldersonDigital Marketing By Numbers
Jono AldersonHead of Insight @ Linkdex
@jonoalderson
Technical SEO + analytics geek
Closet web developer & WordPress fanatic
@jonoaldersonDigital Marketing By Numbers
A lack of direction
The discovery of magical, ‘’interesting’ insight
@jonoaldersonDigital Marketing By Numbers
Difficulty articulating success
You can’t say “Hold on, what are our objectives again?”
@jonoaldersonDigital Marketing By Numbers
Obsessive comparison to the past
“How well did we do last time” is lazy.
“How well do we want to do this time?” is better.
@jonoaldersonDigital Marketing By Numbers
Using a framework data to fuel your decision-making
Overcome these hurdles with a simple process
@jonoaldersonDigital Marketing By Numbers
You have bespoke data and bespoke needs
Design something from scratch
@jonoaldersonDigital Marketing By Numbers
Evolving ThisFor larger or established organisations &
products
@jonoaldersonDigital Marketing By Numbers
Objective Goal KPI Key Segments Performance
Be seen as thought leaders
Get people reading and engaging with our content
# triggers of time on page > 2 mins on a blog post (per month) Category, author
# average comments-per-post (rolling)
Double YoY revenue
Increase sales revenue from digital channels
# qualified sales (per month) where the sale had digital attribution Department, channel, product
£ qualified sales revenue (per month), where the sale had digital attribution
Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3 months (rolling, YoY)
Channel, source, campaign, keyword, gender, geographic region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best customer service
Provide great content and help users find the information they need
% task completion rate (per month) Initiating page, Channel, source, campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (roling)
Compete on marketing efficiency
Maintain a high conversion rate to sale
% visitors to macroconversions (per month) Channel, source, campaign, keyword, call type
Increase self-service actions on the website
£ value of microconversions (per month) Microconverion, channel, source, campaign, keyword
@jonoaldersonDigital Marketing By Numbers
Objective Goal KPI Key Segments Performance
Be seen as thought leaders
Get people reading and engaging with our content
# triggers of time on page > 2 mins on a blog post (per month) Category, author
# average comments-per-post (rolling)
Double YoY revenue
Increase sales revenue from digital channels
# qualified sales (per month) where the sale had digital attribution Department, channel, product
£ qualified sales revenue (per month), where the sale had digital attribution
Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3 months (rolling, YoY)
Channel, source, campaign, keyword, gender, geographic region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best customer service
Provide great content and help users find the information they need
% task completion rate (per month) Initiating page, Channel, source, campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (roling)
Compete on marketing efficiency
Maintain a high conversion rate to sale
% visitors to macroconversions (per month) Channel, source, campaign, keyword, call type
Increase self-service actions on the website
£ value of microconversions (per month) Microconverion, channel, source, campaign, keyword
@jonoaldersonDigital Marketing By Numbers
Get your key stakeholders in a room
Go all the way to the top.
You only get once chance...
@jonoaldersonDigital Marketing By Numbers
Get to the top-level objectives
There are no wrong answers
@jonoaldersonDigital Marketing By Numbers
The rulesObjectives must increase revenue, decrease cost or improve brand.
Anything else is probably a goal or a KPI.
@jonoaldersonDigital Marketing By Numbers
Objective Goal KPI Key Segments Performance
Be seen as thought leaders
Get people reading and engaging with our content
# triggers of time on page > 2 mins on a blog post (per month) Category, author
# average comments-per-post (rolling)
Double YoY revenue
Increase sales revenue from digital channels
# qualified sales (per month) where the sale had digital attribution Department, channel, product
£ qualified sales revenue (per month), where the sale had digital attribution
Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3 months (rolling, YoY)
Channel, source, campaign, keyword, gender, geographic region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best customer service
Provide great content and help users find the information they need
% task completion rate (per month) Initiating page, Channel, source, campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (roling)
Compete on marketing efficiency
Maintain a high conversion rate to sale
% visitors to macroconversions (per month) Channel, source, campaign, keyword, call type
Increase self-service actions on the website
£ value of microconversions (per month) Microconverion, channel, source, campaign, keyword
@jonoaldersonDigital Marketing By Numbers
Make your KPIs ultra-specific and document the details
# conversions
# qualified macroconversions
# macroconversions (valuable contact form submissions, valuable phone calls, and offline conversions which cite ‘web’
as source)
@jonoaldersonDigital Marketing By Numbers
Setting Targets1. Calculate average monthly/seasonal variation
2. Normalise any spikes due to known abnormalities and common sense (‘sensible’ is better than ‘perfect’)
3. Trend this forwards (trend() and forecast() in Excel are useful)
4. Modify each time period based on predicted activity and one-off and equity-creating impact
5. Include external/campaign costs
@jonoaldersonDigital Marketing By Numbers
Objective Goal KPI Key Segments Performance
Be seen as thought leaders
Get people reading and engaging with our content
# triggers of time on page > 2 mins on a blog post (per month) Category, author
# average comments-per-post (rolling)
Double YoY revenue
Increase sales revenue from digital channels
# sales (per month) where the sale had qualified digital attribution Department, channel, product
£ sales revenue (per month), where the sale had qualified digital attribution
Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3 months (rolling, YoY)
Channel, source, campaign, keyword, gender, geographic region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best customer service
Provide great content and help users find the information they need
% task completion rate (per month) Initiating page, Channel, source, campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (per month)
Compete on marketing efficiency
Maintain a high conversion rate to sale
% visitors to macroconversions (per month) Channel, source, campaign, keyword, call type
Increase self-service actions on the website
£ value of microconversions (per month) Microconverion, channel, source, campaign, keyword
@jonoaldersonDigital Marketing By Numbers
Build analysis criteria and KPIs into product
specs“How do we know if this is working?”
@jonoaldersonDigital Marketing By Numbers
Encourage gamification of self-
validation.“"I completed a task!“ or “this was useful”
prompts to differentiate between lost/looking
@jonoaldersonDigital Marketing By Numbers
You know what success and failure looks like before you
explore or crunch the numbers.
And you know what actions to take depending on what you find
@jonoaldersonDigital Marketing By Numbers
Hippos are locked in to defined performance
definitions.
You’ve removed the opportunity to object, flake, or u-turn
@jonoaldersonDigital Marketing By Numbers
Shortcomings in processes, resource, tools & culture are accommodated for, and can’t
be used as excuses.
Opportunities - not limitations
@jonoaldersonDigital Marketing By Numbers
Thanks!Any questions?
Jono AldersonHead of Insight @ Linkdex
@jonoalderson