Public Webinar on KPIs
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Transcript of Public Webinar on KPIs
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Online Intelligence Solutions
Proven Methodology for Digital Marketing KPIs
LIVE WEBINAR 27/02/2013
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Jacques WARRENCEOWAO/MARKETING
Today’s Speaker
If you feel like it: #measure
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Why Care About KPIs?
Marketing without measure is like driving blind
Without KPIs, you see the road, but you don’t
know where you are going!
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Why Care About KPIs? Analytics Governance
KPIs belong here
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What Are KPIs? A Definition
KPIs are metrics that focus on strategy execution quality.
Their main characteristics are:
- Aligned with strategy
- Owned
- Predictive
- Clear (easy to understand)- Actionable
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Why KPIs Should Be Aligned With Strategy?
Online Strategy & Business Strategy
Strategy - KPIs - Data
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A Word About What “Actionable” Is?
Probably one of the biggest buzzword in KPI discussion!
As a marketer, what metrics can I influence and how?
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Conducting A KPI Project
What is involved in a KPI project?
- Definition workshop(s)
- Metrics DNA
- Evaluate possible side effects
- Validation & Approbation
- Communicate
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Conducting A KPI Project
Definition Workshop(s)
- Why use workshop(s)- Dual Goals: Definition & Consensus- KPIs are a communication means, too!
SPEAK
KPIs!!
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Conducting A KPI Project
Definition Workshop(s)
- How to conduct the workshop(s)
- Start with strategic context and “What if” questions
- Get the stakeholders
Analysis needs always trump technology
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Conducting A KPI Project
Validation & Approbation
- Keep making sure consensus is built in
- Of course, get executive buy-in
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Conducting A KPI Project
Metric DNA
- What data are KPIs made of?
- Which systems are data coming from?
FEASiBILITY!
- Document!!!
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Conducting A KPI Project
Evaluate Potential Side Effects
- KPIs can encourage unexpected, undesirable behaviors!
- Use simulation, what-ifs, targets
- “Guardrail Metrics”
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Conducting A KPI Project
Communicating KPIs
- Communicating KPIs to all
Win the hearts and minds
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KPIs and Other Metrics
Primary/Traffic Metrics
EXAMPLE
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KPIs and Other Metrics: Building The Value ChainPrimary/Traffic
MetricsDrivers/Operational KPIs
Key Performance Indicators
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Operationalizing KPIs
KPIs and Segmentation
KPIs and the Analysis Process
©Jessica Hagy
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Operationalizing KPIs
Measuring Marketing is measuring people!
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KPIs work better when aligned with the performance measurement system.
The Spitzer Law: People tend to behave the way they are paid to.
Operationalizing KPIs
KPIs and the Analysis Process
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Operationalizing KPIs
KPIs and Organizational Culture
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Don’t miss our next webinar!
Optimal Data Visualization and Dashboard Design
Thursday, April 4th
4 PM CET10 AM EDT
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Online Intelligence Solutions
www.waomarketing.com
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Thank you!