1. 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

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

3. A Walk on the Wild Side Photo credit Lip Kee on Flickr

4.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com It Ain’t Easy!  Must measure multiple touch points  From a multitude of data sources  Which activity (activities) should get the "conversion credit“?

5.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com 1. Notice Us? Consumption Metrics  Page views  Video views  Podcast listens  Document views  Downloads  Share of voice  Inbound links  Search behaviour Photo by Diamond Farah, Flickr

6.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com 2. Love us? 1 st 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

7.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com 1 st Kiss (Lead Generation Metrics)  Form completions  Downloads  Email subscriptions, opens & clicks  Blog subscriptions Photo by Julie Jordan Scott on Flickr

8.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com True Love = Sales  Conversion rates  Impact on offline sales  Customer retention  Order frequency  Average order size/price Photo by Quinn Dombrowski on Flickr

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

10.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com 4. Cost-Effective (Profitability Metrics)  Cost/lead  Revenue/lead  Customer service costs (declining?)  # of sales per sales rep  Returns rate  Online ad campaign profitability

11.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com You Thought That Was Tough…

12.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Measurement Challenges Much is trackable, but… 1. Connecting and tracking through multiple systems 2. Correlation vs. causality 3. How to control for other variables 4. Potential reach vs. actual

13.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Tools  Data Gathering & Posting  Data Analysis  Testing & Refinement Lots of overlap

14.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Data Gathering & Posting Tools Photo by Alan, Flickr

15.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Data Gathering Tools  Google Analytics (universal analytics)  Google Webmaster Tools (esp for kw)  Competitive Research Tools  Social Sign-in  Lots of Social Listening Tools

16.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Competitor research tools  Free at basic level:  Quantcast.com Quantcast.com  Alexa.com Alexa.com  Compete.com Compete.com  Google Trends Google Trends  (See also “social listening tools”)

17.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Social Listening Tools  HootSuite – great for posting too HootSuite  Tweetreach – reach, impressions, activites Tweetreach  Social Mention - Strength, Passion, Sentiment and Reach (for comp analysis too) Social Mention  Addictomatic – includes Bing & more Addictomatic  Bottlenose.com – fun to watch Bottlenose.com  Klout – influence score Klout

18.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com More free tools  Facebook Insights  [don’t just “boost post]  Twitter Analytics  YouTube  Pinterest  Etc. … Almost all platforms have analytics –

19.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Analysis Tools Creative Commons photo of Sigmund Freud

20.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com 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 http://socialmediatoday.com/pamdyer/1458746/50-top-tools-social-media- monitoring-analytics-and-management-2013  HubSpot  Domo.com  SproutSocial  Radian 6 Mention.net, Sysomos, Viralheat - For measuring social chatter

21.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Hazards in Analysis  Statistical significance  Double-counted data  Exclude your staff  Separate paid vs earned media  Text analysis errors

22.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com A/B Testing & More  Test many things! (But not all at once)  Test often!  Test hypotheses  Visual Website Optimizer (free) Visual Website Optimizer  Google Content Experiments (free) Google Content Experiments

23.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com 3. Show Me The Money (ROI) Photo by gavin1 on Flickr

24.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Return on Investment  ROI =  (Investment – Revenues)/Investment  Investment includes:  Staff costs  Overhead that can be attributed to that medium or effort  Outsourcing costs, e.g. design, hosting, subscriptions, software, tools

25.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Essential Tools  Google Analytics  Hootsuite  Buffer  Bit.ly (or other shortener)  A/B Testing tool

26.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com Future?  Better in-store tracking & linking with online channels  Real-time data, sync’d across channels  Customer panels/ communities

27.  Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com http://youtu.be/aH41_Dc0yQk

28. Thank You tema@frankonlinemarketing.com 780-249-9262 LinkedIn: http://www.linkedin.com/in/temafrank Twitter: twitter.com/temafrank Facebook: facebook.com/frankonlinemarketing Google+: plus.google.com/+FrankOnlineMarketinghttp://www.linkedin.com/in/temafranktwitter.com/temafrankfacebook.com/frankonlinemarketingplus.google.com/+FrankOnlineMarketing Website: frankonlinemarketing.comfrankonlinemarketing.com Listen to Canada's weekly online marketing strategy show: frankonlinemarketing.com/ show