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Reporting and Performance Metrics for the Boss

BlitzMetrics

Presented by: Dennis Yu, BlitzMetrics, CEO

dennis@blitzmetrics.com July 2, 2009

Reporting is PAINFUL

Current Reporting is Painful

So what?

Top Keyword by Spend

Roofing Denver 64 visits CPC $4.94 $315.96

Metal roofing (network) 147 visits CPC $1.67 $237.47

Metal roofing (results pages) 90 visits CPC $1.74 $156.87

Roof repair 25 visits CPC $5.90 $147.50

Steel roofing 56 visits CPC $2.20 $123.30

Roofing companies 19 visits CPC $5.47 $103.95

Replacement windows 21 visits CPC $4.29 $90.01

Roofing company 19 visits CPC $4.65 $88.33

Denver roofing 18 visits CPC $4.66 $83.83

Roofing price 26 visits CPC $2.87 $74.53

Roofing cost 20 visits CPC $3.54 $70.80

Roof shingles 31 visits CPC $1.79 $55.37

Balancing metrics

Click Through Rate vs. Position

Facebook Volume Curve

Opposing Metrics

Analytics = Linear Programming

Metrics decomposition

margin vs. volume

conversion rate

Influenced by…

offer landing page

Metrics

Image of linear programming, efficient frontier, or other form of maximization subject to constraints.

Metrics

Image of linear programming, efficient frontier, or other form of maximization subject to constraints.

Analysis and Action

Image of linear programming, efficient frontier, or other form of maximization subject to constraints.

Where to focus?

Conversion

Event set 1

SEM / SEODirect Email

Event set 2

Event set 3

auto email (H)

atuo email (M)

auto email (L)

Event set #1

1. visited prd grp xyz > 1

2. # of return visit to prd grp last 7

days > 2

3. # pgvw / visit to prd grp XYZ > 5

Event set #2

1. downloaded datasheet >= 1

2. not download any design tool

3. not visit back > 5 days

Event set #3

1. downloaded design tool >= 1

2. not purchase any sample

3. not visit back > 10 days

Landing PageLanding PageLanding Pages

Metrics Decomposition

Metrics

Analysis

Gross revenue received from affiliates Date From To

02/01/09 02/22/09

Gross Revenue ($K)

wk #1 02/01/09 $80 Period

wk #2 02/08/09 $100 Week (Day, Month, Quarter, Year)

wk #3 02/15/09 $120

… …

$80K

$100K+$15K

-$20K

+$25K

wk #1 wk #2

New Publishers

generated these

incremental revenueLost revenue due

to Churn; lost

publishers

Incremental revenue due to

organic grow th from

existing publishers

Campaigns Monitoring Platform

Metrics--imprs

(current)

Metrics--imprs

(prior period)

Compare

% diff

exceeds

threshold?

Metrics

(any KPI)

Any Campaign

& Ad Group

Workflow process to determine if

degradation is a problem, e.g. by

validating dependent metrics

Imprs (-10%)

Clicks (-15%)

Conv (-8%)

Workflow process to

find root cause and

provide corrective

actions

Send alerts to

responsible

analyst(s), repeat

until acknowldeged

1. Monitor and detect campaign

performance degradation that exceeds

pre-defined thresholds

2. Campaign performance is defined by

key performance indicators, at the most

granular level

3. Automate problem detection when it

happens, provide root cause analysis,

and send alerts

Metrics > Analysis > Action

• Say no to unjustified

reports

• Ask “so what”?

• Metrics decomposition

• Consider what is

actionable

• Demonstrate impact of

metrics > analysis >

action

Thank You!

Contact us:

Dennis Yu

Twitter.com/dennisyu

dennis@blitzmetrics.com

+1 817-913-0780