©2013 | BrightEdge Technologies

Data & Metrics That Matter Planning for Success Steve Krull, CEO & Co-Founder – Be Found Online

Introduction

Agenda §  The Metric we all share! §  Big Data Small Bites §  Planning Outcomes §  Show Me the Money §  Audience Participation §  Summary & Roadmap

What Matters Most?

One Metric We Can All Agree On

Big Data Can Be Overwhelming

45% of marketing execs feel they lack the capacity to put big data to work

Only 24% of executives report using data for actionable insights

Source: Lyris – Economist Intelligence Unit – June 2013

An Analogy

Reviewing your data can be like going to the grocery store without a list. You end up spending more time and money than you wanted and you end up with a bunch of stuff you don’t need. - Eric Erlebacher “BFO”

Planning Outcomes

Planning  Outcomes  Ø Goals  &  Timing  Ø Tac.cs  &  Challenges  Ø Metrics  Ø Impacts  

Tracking  Outputs  Ø Baseline  Comparison  Ø Goal  Mapping  Ø KPI  Challenge  Baseline/Launch  

Ø Repor.ng  Benchmarks  Ø Campaign  Review  Ø Launch  

Count  

Planning the Outcome Defines the Output

Find, Win, Keep

Perspective Matters

Anything Can Cost or Make Money

But Wait…Show me the Money!

“Why am I spending all this money on content?”

Is organic traffic to landing pages up?

“Why are conversion rates down?”

What changed and when?

“Can you explain to me why our brand is driving all the revenue”

Have we looked at attribution?

A.  Image A B.  Image B C.  Neither D.  Both

Perspective Check

Which is the Mississippi River?

A.  Doesn’t Matter B.  Bad C.  Could be Either D.  Good

Customer Engagement

Is this Time on Site Increase Good or Bad?

A.  Awesome B.  Not Sure C.  Could be better

About Keywords

How are These Keywords Doing?

But…

Summary & Roadmap

•  Fix Your Analytics •  Plan to Profit

•  “Ready, Fire, Aim” might work sometimes, but “Ready, Aim, Fire” wins much more of the time

•  Your Metrics Matter – As Does Perspective •  What matters are metrics that matter to you –

define them early •  Make sense of the data you have before

embarking on the latest & greatest •  Aggregate Information

•  Organize the data you need to make decisions (in this order) – The Business, The Site, The Channel, The Campaign

•  CRMs & Marketing Automation tools can be wonderful, but so can Analytics and even spreadsheets

•  Define the job before you decide the tool

Gratuitous Contact Information

Me Steve Krull Phone 773.904.1182 Email Steve@BeFoundOnline.com LinkedIn www.LinkedIn.com/in/SteveKrull

Us Be Found Online Phone 877.553.6863 Twitter Twittter.com/BeFoundOnline Site www.BeFoundOnline.com

THANK YOU!

Resources

§  Econ Intelligence Stats §  http://www.lyris.com/us-en/company/news/2013/eiu-reveals-data-challenges-have-

created-significant-gaps-in-marketers-understanding-of-consumers-us §  Video tracking & why

§  http://www.lunametrics.com/blog/2013/07/23/why-track-video/#utm_source=(direct)&utm_medium=(none)&utm_campaign=(direct)&utm_content=-slb&ts=1374246220

§  http://www.gooddata.com/blog/5-pieces-of-big-data-hype-debunked/ §  http://www.techrepublic.com/blog/big-data-analytics/preparing-today-for-the-big-

data-challenges-of-tomorrow/ §  Wins for SEO: http://moz.com/blog/5-ways-to-prove-to-the-client-that-the-traffic-

will-come §  http://www.lunametrics.com/blog/2013/07/23/why-track-video/

#utm_source=(direct)&utm_medium=(none)&utm_campaign=(direct)&utm_content=-slb&ts=1374246220

§  http://www.wordstream.com/blog/ws/2013/07/11/landing-page-conversion-rate-guide?mkt_tok=3RkMMJWWfF9wsRogvq7IZKXonjHpfsX76%2BsqUaG3lMI%2F0ER3fOvrPUfGjI4GSsNnI%2BSLDwEYGJlv6SgFTLLHMaJo2bgIWhY%3D