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A presentation on content marketing measurement that I did at the #BCon Event in Toronto Canada. This presentation discusses the measurement pyramid - and how working toward a more structured series of measurements and reporting can help us drive toward meaning instead of mediocrity.
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We can skip this, yes?
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Ratio of CMO’s that use data solely to facilitate transactions, not deepen the relationship with consumers.
Stretched to Strengthened: IBM Study of CMO’s
Still Use Analytics To Prove Not Improve
Outperforming companies vs. underperforming companies that use data to bond and deepen relationships with consumers.
While Deeper Relationships Elude Most
Stretched to Strengthened: IBM Study of CMO’s
an a lyt ics / anl’itiks / noun plural noun: analytics
1. The systematic computational analysis of data or statistics. Information resulting from the systematic analysis of data or statistics
. . . Analytics Defined:
an a lyt ics / anl’itiks / WMD Weapon Of Mass Delusion
1. A systematic way to make any effort look like a massive success or failure depending on your agenda
. . . Analytics Re-Defined:
Goals: Indicate progress to achievement
Key KPI’s Secondary goals and indicators
Indicators Data that improve process
The Measurement Pyramid
Goal: Increase leads by 10% w/ no extra cost in 6 months
Reporting: • # of Leads / % of Increase • Cost Increase or Decrease
• Subscribers • Conversion rates • Email response rates • Cost per lead by channel
KEY KPI’s
• Likes / Followers • Page views • Social metrics • Keyword reports
INDICATORS
The Measurement Pyramid
Measure what’s important and, more importantly, meaningful.
Frees the team from “always up and to the right” mentality
Prevents departmental competition
The Pyramid Benefits
But We Haven’t……
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1. Still operate that content is separate
from “real marketing”
2. Still think measurement is a way to prove worth, rather than improve a process
3. We still think that “content” is an
attribute of marketing instead of value in and of itself
We Haven’t Changed…
1. Can we infuse the content marketing
approach into existing strategy
2. Can we stop measuring in silos? And all the way down?
3. Can we stop “acting” like a media
company and actually BE a media company?
But can we make it better?
WEB BANNER
SEARCH ADS PRINT
SEARCH
Let’s look at an example… Advertising
1 Customer -‐ $3,000 Cost Per Customer
50,000 Impressions 1% CTR -‐ (500 Visitors)
$6.00 CPC
30 Demo Requests -‐ 6% Conversion Rate 10 DemonstraEons -‐ $300 / Demo
Let’s look at an example… Advertising
75 Downloads -‐ 30% Conversion Rate ($20 ea)
9 DemonstraEons ($166) 3 Customers -‐ $500 Cost Per Customer
Let’s look at an example… Advertising 50,000 Impressions
.5% CTR -‐ (250 Visitors) $6.00 CPC
Sometimes Content Marketing IS more expensive but can it create a better customer? “The Switching Economy” $5.9 Trillion up for grabs… Engaging experiences are not “nice to have’s” any longer.
Measuring the whole journey 670 Miles
$100 Dollar B
ills
B2B Training Company Methodology to measure all the way through – from first awareness to customer service. 8 Months later… • 1.2x the cost • 1.5x the time
Loyalty. Upsell. Evangelism
Customers closed through content marketing infusion Spent 2X as much Stayed 5X as long 2X more likely to share… It’s not just more likes, leads or customers. It’s also: Better likes, leads, customers – relationships.
Loyalty. Upsell. Evangelism.
A"en%on Metrics (Audience Development) Measuring consumpEon & brand awareness as a means of widening the
funnel
Social Metrics (Conversa%on Influence) Measuring the creaEon of influence, the power of sharing, and the larger discussion about our
approach
Effec%veness Metrics (Content Purpose) Measuring intended purpose at influencing behavior at various parts of the funnel
3 Types of CM Measurement
Visitors/Customers Awareness recall Visitor loyalty
Share of voice
Brand Awareness % Earned Media
Impressions Page views Downloads
Earned Media $$ Visitors/Leads Discussion LiZ
Total CPL Customer Cost RaEo
NPS -‐ Loyalty
Social Shares SenEment Analysis Influencer MenEons
Tweets, Likes +1’s
Forwards Inbound Links
Cost Per Visitor Lead (by channel) Total Value by lead
Blog subscripEons
Time on site Referral Traffic
Some examples for ya…
Broad range of campaigns Winnow and place our bets on campaigns/projects Map into phrases:
Plan, Development, Launch, Manage Separate these phases by stage gates.
Go/No Go – Move On or Kill It
Stage Gate Vs. Discovery Driven
Key decisions based on: • What we know – prior results • What we’re guessing – WAG • Current risks – Can we deliver? What does that do? • Risky, innovative – potentially
meaningful - things always die • Incremental “safe” things go
forward • We Koboyashi Maru the results
Perpetuates “analytics” as WMD
Start with success. What does it look like. What needs to be true? List/Prioritize in rank order. Showstoppers, and Easily tested Now – ideas/projects to make these true. Map them into your phases. If a critical assumption isn’t true – then revise, learn and iterate. Lots of small steps.
Discovery Driven Planning
The goal remains the same – but assumptions to reach the goal are what must be changed. Leaders in the business can help clear the way for the assumptions rather than view practitioners as trying to move the goalpost. Most failure in marketing comes from failing to ask the right question, not because of the accuracy, detail or our ability to get an answer.
Shine the light on meaning, not numbers
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