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Reporting and Performance Metrics for the Boss
BlitzMetrics
Presented by: Dennis Yu, BlitzMetrics, CEO
[email protected] 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
