Andrew BatesEnterprise Data Strategy Director

@andrewbates / @AARP

@andrewbates

Our Objectives

Determine who the influencers and decision makers are in your organization

Decide which metrics drive decisions based on the goals of each decision maker

Interpret your measurements and communicate the results to those executives

Blend qualitative and quantitative analysis Speak to the results

Analytics In The Context Of AARP’s Marketing Funnel

Awareness

Advise

Intent

Conversion

1

Sustained Engagement

Advocacy

Membership

@andrewbates

@andrewbates

Navigating The C-Suite&

Speaking To Needs of The Decision Makers

Executive PersonasCMO

COO / CFO

CIO / CTO

General Council

Brand Manager

Content Manager

Digital / Web Manager

Social Media Manager

All Marketing Concepts – Online & Offline

ROI, Operations & Forecasting

Technology, Infrastructure & Security

Legal & Liability

Awareness, Sentiment & Reach

Blog, Video & Social

Search, Website & Analytics

Community & Outreach@andrewbates

Executive KPIsCMO

COO / CFO

CIO / CTO

General Council

Brand Manager

Content Manager

Digital / Web Manager

Social Media Manager

Full Funnel Metrics

Conversions, Lifetime Value & Costs of Resources

Software & Technology Integration

Crisis Management, IP Law & Brand Protection

Brand Mentions, Marketing Reach & Sentiment

Visits, Video Views, Downloads & Engagements

CTR, CPC, CPA & All Traffic Metrics

Meaningful Engagements, Reach & Sentiment@andrewbates

@andrewbates

The Organization’s GoalsVS.

Your Team’s Success Metrics

Leadership Doesn’t Care About Every Metric

What will you be held accountable for at the end of year?

What are the overarching goals of the organization?

Sales & profit?

New clients & ongoing contracts?

Memberships & donations?

Event registrations & attendance?

@andrewbates

AARP’s Social Media Dashboard KPIs

@andrewbates

Calculating Earned Organic Reach

@andrewbates

Earned Organic Reach (EOR) is the reach that your social media post receives when users who have seen your post via paid promotion engage with it. When a user engages with a promoted post, that user’s contacts

may see that post organically.

EOR = Organic Reach x (Amount Spent / Paid Reach)1000 1000

@andrewbates

Resources & Tactics

The Skills Required To Do The Job

Your analysts don’t need to be experts in everything, but they do need to understand two things from the beginning:

Context & Intent

Jack of some trades:

Content MarketingSocial Analysis

Online ListeningWeb Analytics

SEO, SEM & Direct Marketing@andrewbates

Matching the Right Tools to Your KPIs

Listening & Monitoring

Community Management

CRM

Marketing

Social Analytics &Dashboard

Web Analytics

Enterprise: Sysomos, Radian6SMB: Sprout Social, Social Mention

Enterprise: Sprinklr, SpredfastSMB: Hootsuite, Percolate

Enterprise: SalesforceSMB: Salesforce, Infusionsoft

Enterprise: Adobe Media OptimizerSMB: Native Platform

Enterprise: Sprinklr, Adobe SocialSMB: Simply Measured, Native Platform

Enterprise: Adobe Analytics (Omniture)SMB: Google Analytics

@andrewbates

@andrewbates

My Tools of Choice

Social Media Management & Analytics - Sprinklr

@andrewbates

Social Media Online Listening - Sprinklr

@andrewbates

Going To The Source – Facebook Business Manager

@andrewbates

Going To The Source – YouTube

@andrewbates

Going To The Source – Twitter

@andrewbates

Going To The Source – Adobe Analytics / Omniture

@andrewbates

@andrewbates

Crafting Your Reports

“Nice to Know” Metrics vs. Insights & KPIs

Ask yourself one question when reviewing data:

“So what?” Data doesn’t matter without insights Facts are not useful without context What is valuable to one decision maker is

not necessarily important for all “How” doesn't matter. “Where” is interesting

“What” is not enough. “Why” is an insight

@andrewbates

@andrewbates

@andrewbates

@andrewbates

@andrewbates

@andrewbates

@andrewbates

@andrewbates

Putting It Together

Determine who the influencers and decision makers are in your organization

Decide which metrics drive decisions based on your goals of each decision maker

Interpret your measurements and communicate the results to leaders

Blend qualitative and quantitative analysis Speak to the results

@andrewbates