Transcript MRIA National Conference 2014 rev

Quote source: Content Marketing Institute: Field Guide to the Four Types of Content Marketing Metrics
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A Walk on the Wild Side
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Photo credit Lip Kee on Flickr
It Ain’t Easy!
 Must measure
multiple touch
points
 From a multitude of
data sources
 Which activity
(activities) should
get the
"conversion
credit“?
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1. Notice Us?
Consumption Metrics
 Page views
 Video views
 Podcast listens
 Document views
 Downloads
 Share of voice
 Inbound links
 Search behaviour
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Photo by Diamond Farah, Flickr
2. Love us?
1st 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
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1st Kiss (Lead Generation Metrics)
 Form completions
 Downloads
 Email subscriptions,
opens & clicks
 Blog subscriptions
Photo by Julie Jordan Scott on Flickr
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True Love = Sales
 Conversion rates
 Impact on offline
sales
 Customer retention
 Order frequency
 Average order
size/price
Photo by Quinn Dombrowski on Flickr
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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
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4. Cost-Effective (Profitability
Metrics)
 Cost/lead
 Revenue/lead
 Customer service costs (declining?)
 # of sales per sales rep
 Returns rate
 Online ad campaign profitability
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You Thought That Was Tough…
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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
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Tools
 Data
Gathering
& Posting
 Data
Analysis
 Testing &
Refinement
Lots of overlap
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Data Gathering & Posting Tools
Photo by Alan, Flickr
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Data Gathering Tools
 Google Analytics (universal analytics)
 Google Webmaster Tools (esp for kw)
 Competitive Research Tools
 Social Sign-in
 Lots of Social Listening Tools
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Competitor research tools
 Free at basic level:
 Quantcast.com
 Alexa.com
 Compete.com
 Google Trends
 (See also “social listening tools”)
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Social Listening Tools
 HootSuite – great for posting too
 Tweetreach – reach, impressions, activites
 Social Mention - Strength, Passion,
Sentiment and Reach (for comp analysis too)
 Addictomatic – includes Bing & more
 Bottlenose.com – fun to watch
 Klout – influence score
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More free tools
 Facebook Insights
 [don’t just “boost post]
 Twitter Analytics
 YouTube
 Pinterest
 Etc. … Almost all platforms have
analytics –
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Analysis Tools
Creative Commons photo of Sigmund Freud
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Enough to drive you crazy!!
Review of 50 tools at
http://socialmediatoday.com/pamdyer/1458746/50-top-tools-social-mediamonitoring-analytics-and-management-2013
HubSpot
Domo.com
SproutSocial
Radian 6 Mention.net,
Sysomos, Viralheat - For
measuring social chatter
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Hazards in Analysis
Statistical significance
Double-counted data
Exclude your staff
Separate paid vs earned
media
Text analysis errors
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A/B Testing & More
 Test many things! (But not all at once)
 Test often!
 Test hypotheses
 Visual Website Optimizer (free)
 Google Content Experiments (free)
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3. Show Me The Money
(ROI)
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Photo by gavin1 on Flickr
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
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Essential Tools
 Google Analytics
 Hootsuite
 Buffer
 Bit.ly (or other shortener)
 A/B Testing tool
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Future?
 Better in-store
tracking &
linking with
online channels
 Real-time data,
sync’d across
channels
 Customer
panels/
communities
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http://youtu.be/aH41_Dc0yQk
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Thank You