Actionable: 3 Steps to Strategy-Changing Marketing Insights & Analytics

Actionable: 3 Steps to Strategy-Changing Marketing Insights & Analytics

Rob Kischuk - @rkischuk - CEO & Founder, Converge ConvergeHQ.com - @GetConverge

Dallas Digital Summit, December 2015

Slides available at slideshare.net/RobKischuk

@rkischuk

Everyone Has a Data Problem

@rkischuk

The Marketing Data Problem

“60% of our reporting time is gathering data”

Social Digital Offline KPIs

The 3 Steps to Actionability

! Single-Channel - Measure each data channel well

! Multi-Channel - Make different channels comparable

! Make it Real - Link Digital/Social data back to the offline & core of the business

4

@rkischuk

Why Does High Quality, ROI-Chasing Reporting Matter in Marketing?

5

@rkischuk

Why Report?

! Build Trust ! Win / Lose Business ! Increasing Trackability and

Attribution is the Future

6

@rkischuk

Principles of Good Insights & Analytics

! Don’t Move the Football (Trust) ! Cut the Clutter (Overload) ! Connect the ROI (The Future) ! Add the Insight (The Why?)

7

@rkischuk

Principles of Picking Data

! What is Available? ! What is Important? ! What is Comparable?

(across channels)

8

@rkischuk

Single Channel Principles

! Choose cross-platform Metrics ! Impressions, Engagements, Audience Size, Engagement

Rate, Total Posts ! “Potential Engagement Rate” as an equalizer

(Engagements / Audience Size)

9

@rkischuk

@rkischuk

! Engagements: Like, Comment, Share, Link Click, Video Views

! Impressions (paid+unpaid), Reach Also Available ! Video Metrics (don’t drown) - use the new

metrics. Prefer 95% viewed, just be consistent. ! Not - “other clicks”

@rkischuk

! Engagements: Like, Retweet, Reply, URL Click ! Possibly Include: App Opens, App Installs ! Impressions (paid+unpaid) - Reach Not Available ! Not - Detail Expands, Media Views, User Profile

Clicks, Hashtag Clicks, Permalink Clicks, other weird consequences of bad UI

! Wish List - better video tracking

@rkischuk

! Engagements: Comments, Thumbs Up, ! Possibly Include: Thumbs Down, Sentiment ! Video Views (Impressions)

@rkischuk

! Engagements: Comments, Likes ! No Impressions ! Manual Grunt Work

! Engagements: Comments, Likes, Revines

! “Loops” = Impressions ! Manual Grunt Work

What About Email?

! Campaigns = Posts ! Subscribers = Audience ! Opens = Impressions ! Clicks = Engagement

14

@rkischuk

Blog Traffic

! Posts = Posts ! Visitors or Subscribers = Audience ! Pageviews = Impressions ! Likes / Comments = Engagement

15

@rkischuk

How Do we Make it Real?

! Ecommerce - Conversions & Revenue (Google Data) ! CPG - Share of Receipt (IRI / Nielsen Walmart Data) ! Retail - Share of Wallet (Cardlytics) ! TV - Ratings (Nielsen / Rentrak) ! TV Ads (Media Agency Data) ! B2B - Competitive Press Mentions (Cision) ! Brand - Social Sentiment (Crimson Hexagon) ! Content - Social Amplification (Gnip), Web Analytics

16

@rkischuk

@rkischuk

Don’t Be Discouraged. Start With Something Consistent and Keep Moving.

Thank You!

! Questions/Comments?

18

@rkischuk

Rob@ConvergeHQ.com 404.663.9945

@rkischuk

Slides available at slideshare.net/RobKischuk