That’s the Wrong Question презентация

That’s the Wrong Question Amy Vernon Co-Founder/CMO, Predictable.ly Predictive Analytics for News Publishers

Amy Vernon 20 years in newspaper journalism Miami Herald staff Pulitzer, 1992 Top female submitter of all time to Digg.com 15th most influential woman in tech on Twitter (Business Insider/Peer Index) Mommy, wife & Siberian Husky owner

The aforementioned Siberian Husky

What are you measuring?

Adding a Touch of Mystery

Where We’re Measuring

Don’t Forget Dark Social

Don’t Fear Dark Social

Stop Chasing Shiny Objects

The Conversation Prism, 2008

The Conversation Prism, 2014

That’s Nothing

Check Out the Marketing Tech Landscape

And You Thought That Looked Complicated…

Why are you measuring? To Diagnose What works? What doesn’t work? To Prioritize What goes where? What money goes where? To Evaluate You need to know what ROI you’re looking for

6 Steps to Measurement Set measurable objectives Choose your metrics Choose the tools to measure those metrics Implement Analyze and present Adjust and repeat

Step 1 You need to be able to set an objective you can actually measure. This is not a goal, this is an objective. Your objective should be realistic.

What’s a Realistic Objective? Goal: Increase traffic to and pageviews on website. Unrealistic Objective: Increase traffic and pageviews by 200% in the next month solely using Facebook and Twitter. Realistic Objective: Increase pageviews by 25% year-over-year, over the next six months using internal analytics and a mix of paid, earned and owned marketing.

Step 2

Choose Your Metrics Carefully What are the metrics you need to measure? Vistors Pageviews What kind of traffic is the “right” traffic? New vs returning visitors Time on site Bounce rate Pageviews per visitor Factors behind last year’s traffic

What Social Sites Matter to You

Be Where Your Audience Is

Not Where You Want Them To Be

Step 3

Listen

Engage

Quantify

Influence

Steps 4, 5, 6 Reminder: Implement Analyze & Present Adjust & Repeat

Keep in Touch!