Analytics as Listening Device: Use Search, Website, and Social Media Analytics to Better Understand Your AudienceNAMP Conference

Ron Evans, November 12, 2011

Housekeeping

● My social media policy (important to let the audience know about before the experience): phone, Facebook, Twitter, all ok... go wild. (I'm @groupofminds, conference: #nampc)

● However, I do sometimes randomly call on people, so pay attention. ;) <--- Evil Grin.

● Take notes if the spirit moves you, or not, the slides will be available with all the live link goodness.

● Topics for today:○ Measurement & Experimentation

Marketing measurement

Remember a time when you had good marketing information you needed to make a good decision at work or in other hobbies of yours. What was that like?

"If you can think it, you can measure it."

"Don't do it if you can't measure it."

"If you can not measure it, you can not improve it."

"Marketing IS measurement"

"Measurement that doesn't lead to action or improvement is wasted"

Marketing is like a river. It is constantly flowing, over rocks and branches, under bridges. A marketer:

1) Defines what is to be measured2) Creates a method for measurement (or multiple methods in the case of A/B testing experiments)3) Measures4) Interprets the results5) Chooses a course of action

People using our websites, social media, etc. are like people crossing the river. They leave footprints in the sand. They splash water when they walk. As marketers, we listen and watch for these effects on our environment.

"Everyone who walks into a crime scene brings something in and takes something out. Evidence is destroyed or changed. "

Marketing measurement

Today, we'll go over the major tools used to see "footprints in the sand" on:

● Your website● Facebook● Twitter● Youtube● Email marketing

Marketing measurement

The Pareto Principle● 80% of the effects come from 20% of the causes.

○ 80% of your profits come from 20% of your customers○ 80% of your complaints come from 20% of your

customers○ 80% of your profits come from 20% of the time you spend○ 80% of your sales come from 20% of your products○ 80% of your sales are made by 20% of your sales staff

● http://en.wikipedia.org/wiki/Pareto_principle● http://en.wikipedia.org/wiki/Vilfredo_Pareto

Website = Google Analytics

http://www.google.com/analytics/

Google website optimizer

Also check out:http://whichtestwon.com/

Facebook: Insights

Twitter: So many!

http://twittertoolsbook.com/10-awesome-twitter-analytics-visualization-tools/

Email marketing

Video (Youtube)

Experimentation

Experimentation

● In an ideal world, every marketing choice you make would include an experiment, so that you improve over time -- experimentation should be a cornerstone of your marketing

● Reality and day-to-day makes this hard● It's easy to carry out small experiments though -- an

A/B test on an email campaign, a postcard with different copy and promotion code, an A/B button on the website for email signup using optimizer

● Let's talk about a Facebook advertising experiment

Real-life scenarios

Think about how we bring these all together?

Some real-life scenarios

A funder gives you a grant for $10,000, to market your Latino-heritage events to your community. How would you spend the money to get the most long-term benefit, and how would you measure the impact?

Some real-life scenarios

You run a small jazz organization with monthly jazz events. A newspaper calls you and says "we have 85,000 people on our email list -- I'll sell you an email blast to that list for $1000." What kinds of questions would you ask him/her about measurement? What type of experiment could you conduct?

Q&A

Analytics as Listening Device: Use Search, Website, and Social Media Analytics to Better Understand Your AudienceNAMP Conference

Ron Evans, November 12, 2011