from lag to lead: actionable analytics
DESCRIPTION
As content marketers, we're rich with data but still far too poor with insights. Find out how to see both the forest and the trees, and to create "lead" metrics that look forward, instead of always just measuring success and failure in the past.TRANSCRIPT
FROM LAG TO LEAD: ACTIONABLE ANALYTICS
D R . P E T E M E Y E R S • M A R K E T I N G S C I E N T I S T • M O Z
WTF DOES THIS MEAN?!
GOOGLE SOLVED THIS, RIGHT?
HOW DID WE DO
YESTERDAY
CHALLENGE: IT’S ALL RELATIVE
CHALLENGE: SEEING THE INVISIBLE
CHALLENGE: MEASURING ROI
DOES THIS SELL?
CHALLENGE: MEASURING ROI
CHALLENGE: DEFINING SUCCESS
http://mz.cm/1pmnsFF
CHALLENGE: SHORT-TERM VIEW
2011 = 73,266 PVs
CHALLENGE: SHORT-TERM VIEW
2011 = 73,266 PVs
LIFETIME = 1,383,782 PVs
ROLL YOUR OWN
ANALYTICS
http://mz.cm/1metric
ROLLING SIX METRICS INTO ONE
THE PROBLEM WITH RELATIVITY
MAKING APPLES INTO LEMONADE
THE TROUBLE WITH AVERAGES
THE TROUBLE WITH AVERAGES
THE TROUBLE WITH AVERAGES
HAVE YOUR FOREST CAKE & EAT IT
Image via ShutterStock ©
2014 Eugenio Marongiu
ARE YOU DRUNK?
HOW WILL WE DO
TOMORROW
CHALLENGE: CAN’T BE EXPLAINED
CHALLENGE: CAN’T BE REPLICATED
CHALLENGE: LIVING IN THE PAST
CHALLENGE: LIVING IN THE PAST
EXAMPLE: LAG VS. LEAD GOALS
EXAMPLE: LAG VS. LEAD GOALS
WHAT CAN WE DO
TO SUCCEED
TAKE ON GOOGLE? MORE RAND? GET MORE!
GOAL: EXPLOIT DATA ON GOOGLE+
GOAL: EXPLOIT DATA ON GOOGLE+
RESULTS: 59 POSTS 1,711 +1s 779 SHARES
GOAL: DATA-JACK BREAKING NEWS
GOAL: DATA-JACK BREAKING NEWS
RESULTS: 126,177 UNIQUE VISITS (IN 1 POST)
http://www.uservoice.com
MOVING FROM LAG TO LEAD
MOVING FROM LAG TO LEAD
MOVING FROM LAG TO LEAD
IT’S TIME TO TAKE ACTION
Image via ShutterStock ©
2014 Eugenio Marongiu
p e t e r @ m o z . c o m • @ d r _ p e t e THANKS FOR WATCHING!