let the data be your guide - marketing analytics 1,2,3

Let the Data Be Your Guide

How to put data to work to gain valuable customer insight

"To measure is to know.”- Lord Kelvin

Steve Riegel Founder, Director of Insights

Demographic+ Male+ 35-55+ Homeowner

Psychographic+ Entrepreneur+ Heavy Internet user+ Hockey fan/player

+ Father of twins+ Expertise in data analysis+ Likes to make lists of three

Sociographic

Faction Media at a glance

Faction Media was founded on the principles of digital marketing:

know your audience, value their time, and use data to repeat success.

+ + + + + +

Fortune 500Clients5Years Old(Started 2005)6

Employees(and counting)50Results-based

Awards110MillionAnnual Billing$12

Headquartered in

DenverWith an office in

Phoenix

Thought LeadershipPartners are active in local and

national organizations, serve as judges in marketing competitions and

contribute to industry publications.

Tech

nolo

gy

Part

ners

WHY OUR JOBS ARE GETTING MORE COMPLEX EVERY YEAR

1994

2012

2005

XML

HTML 2JAVASCRIPT

SITES: 3.3 MILLION SITES: 346 MILLION

AJAXCSS3

HTML5WEB APPS

SMARTPHONE

LINKEDINYOUTUBE

TWITTER

FACEBOOK

DESKTOPTABLET

LAPTOP

THE CHALLENGE: KEEPING UP WITH THE DATA EXPLOSION6

NPR SHOWS MORE ONLINE DATA IS CREATED EVERY MINUTE7

OVERWHELMED BY DATA?

A survey of marketing leaders by CMO.com and Adobe in 2012 found that just 20% had full confidence in their ability to perform these basic tasks:

+ Measure overall campaign effectiveness

+ Allocate budget with ROI in mind

+ Communicate performance to C-level executives

YOU ARE NOT ALONE...

Analytics should do more than inform your business.

They should transform your business.

9

TEST MEASURE MODIFY

(AND REPEAT)

LET’S REVIEW THE BASICS OF ANALYTICS

GETTING STARTED

DEFINE ‘TRUE’ BUSINESS GOALS

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Before you ever launch a campaign, you need clear answers to these questions:

1) Who is your audience?

2) What do you want them to do?

3) How will you measure success?

WHO IS YOUR AUDIENCE?IDENTIFY VALUE & VOICE THROUGH PERSONAS

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C-LEVEL IT IT MANAGERS LINE-OF-BUSINESS END USERS

TRADITIONAL INFLUENCE CHAIN

TODAY’S INFLUENCE CHAIN

ACQUISITION

How did they get there?

Traffic drivers: Search, Display, Social, Campaigns, Email, etc.

SEGMENTATION

Who are they?

The “Graphics”: Geo, Demo,

Pyscho, Techno, Audience, Logged in,

etc.

ENGAGEMENT

What did they do?

Event Based: Video, Download,

Consume, Register, Navigate

RETENTION

Did they come back?

Repeatables: Loyalty programs,Visit/sales intervals

Multi-touch

WHAT DO YOU WANT YOUR AUDIENCE TO DO?IDENTIFY MEASUREMENT AROUND WHAT WE MAY KNOW

Move beyond reporting on impressions, clicks and leads. Take time to think inside these boxes.

1) Define your key performance indicators (KPIs) 2) Determine how you will define success (what to measure against)3) Decide how results will be reported (to whom, when, where, how often)

HOW WILL YOU MEASURE SUCCESS?SETTING UP REPORTING

Key Business Goals Key Audience Success Event KPIs

Decrease customer support costs Current Clients

Drive customers to self service documents

1) Customer survey scores2) Download ratios

Increase sales opportunities Potential Clients

Drive leads to registration

conformation

1) Conversion Rate2) Campaign Bounce Rate

DURING CAMPAIGN

Don’t just report data. Be a change agent.

Fundamentals of change+ Get visual

Data is everywhere, make it easy to consume with dashboards

+ Do the mathRate your success on as many facets of the campaign as possible

+ Act on data Make small changes, but don’t day trade

“Be the ball, Danny”Caddyshack

Political Skills

Number Cruncher

BusinessAcumen

ChangeAgent

Leader Analyst

Siren

GET VISUAL

CUT THROUGH THE CLUTTER

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For every campaign, get a dashboard to:

+ Segment your audiences

+ Identify the who/what/where/when

+ Look for unexpected in the how/why and dive in deeper when you see it

DO THE MATH

BEHAVIOR MEASUREMENT

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Assign relative values to website actions:

+ Set values for major campaign goals

+ Set values for site activity and other success elements (report by traffic drivers, campaign elements, key visitors, segments, etc.)

+ Compare value per visitor by each tactic, invest in those that work best

XcelEnergy $5

Switch to RBN $1

EnergyStar $1

State Agencies $1

Social connect/links $1

Success Stories $3

Video Gallery $3

Downloads $3

EE Quick Tool Launch $3

CO Download Submit $2

Contact Us $10

Mail to $10

Small Biz Registration $10

NM Cooing Registration $10

CO Cooling Registration $10

Small Biz Reg Form Visit $5

Business ContactsBusiness Engagements Business Links

ACT ON THE DATA

Be flexible and make adjustments as you go

by changing tactics based on data, offers,

subjects lines, positions, paths into lead forms, content locations, etc.

Check numbers after each wave

and be prepared to optimize as needed (without getting too

carried away)

Find out ‘why’ users do what they do

with surveys driven by site actions

OPTIMIZE FOR NEXT CAMPAIGN

Being insightful is...having the perspective to articulate the obvious and the ability to provide meaningful direction.

+ Perform quantitative analysis

+ Do your best qualitative analysis

+ Identify successes and failures

AFTER CAMPAIGN

Being nimble is...finding the right balance between observing and acting.

+ Be reflective but responsive

+ Constantly re-evaluate your goals

+ Use data to drive organizational success

AFTER CAMPAIGN

"There is nothing new to be discovered... All that remains is

more and more precise

measurement."

- Lord Kelvin

THANK YOU

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stever@factionmedia.comTwitter: @faction

Steve RiegelFounder, Director of Insights