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Digital Analytics is far simpler when your website is your main conversion point. But how do you measure success when your website plays only a minor role in your overall digital ecosystem? This presentation looks at how you define more holistic campaign KPIs, to measure success across channels like social and mobile, in conjunction with your website.
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DIGITAL ANALYTICS
WHEN YOUR WEBSITE ISN'T TOP DOG
Partner, Web Analytics [email protected]@michelejkiss
MICHELE KISS
@michelejkiss
@michelejkiss
WHO AM I?
@michelejkiss
Global leader in digital analytics consulting
We literally wrote the book(s) on digital analytics!
WEB ANALYTICS DEMYSTIFIED
@michelejkiss
@michelejkiss
2003
@michelejkiss
ONLY 10 YEARS AGO...
April 2004
February 2004
February 2005
March 2006X
@michelejkiss
@michelejkiss@michelejkiss
@michelejkiss
2013
@michelejkiss
@michelejkiss
WHAT IS MORE ENGAGING?
@michelejkiss
OR ...
@michelejkiss
THERE’S NO VALUE TO A WEBSITE
That’s not to say that there isn’t a place for websites.
And it’s not to say there can’t be great content!
Consumers only want to spend so much
time on your website!
@michelejkiss
It’s tempting to try to force consumers to your website...
@michelejkiss
YOU HAVE CONTROL• Over measurement • Over responses
@michelejkiss
After all, there is less of a chance of this ...
@michelejkiss
where the fish areIT’S ABOUT FISHING
@michelejkiss
So let’s say you’re ready to embrace the challenge
What does that look like?
@michelejkiss
@michelejkiss
THINGS REMAIN SIMPLER1 IN ECOMMERCEThe website may continue to have prominence. After all, the it is the ultimate conversion point.
1 (a little)
@michelejkiss
?
THE ONLINE/OFFLINE CHALLENGE
@michelejkiss
SO HOW DO CLEVER MARKETERS DEAL WITH THIS?
@michelejkiss
1. DON’T THINK ABOUT METRICS.START WITH GOALS AND
OBJECTIVES.
Metrics for metrics’ sake areworthless.
What are the business goals?What are the campaign goals? What do you WANT?
How will you know if you got it?
@michelejkiss
WHAT IS THE GOAL?This is a business question, not an implementation question!
@michelejkiss
@michelejkiss
2. DO THE PREP
Defining what’s important is more work up front, but gives you a measuring stick to use after the campaign.
@michelejkiss
@michelejkiss
YOU’LL BE SURPRISED!Thinking through your Goals may also
highlight problems with your strategywhile you still have time to fix
them
@michelejkiss
@michelejkiss
3. DEFINE KPIS
This isn’t a list of “every metric we can think
of to put on a report”or “every metric I can pull
out of Facebook Insights”
These critical metrics will be used to determine success.
They define what you want out of the campaign.
@michelejkiss
EXAMPLE• Goal: Create an audience
for lightly-branded entertainment content
• Sample KPIs:– Increase YouTube Subscribers by XX%– Generate XX video views– XX% video completion rate
@michelejkiss
EXAMPLE• Goal: Create successful
loyalty program• Phase 1: Build audience• Sample KPIs:
– XX,XXX Total Members in the first 60 days– XX% Active Members– X.X+ Visits per Visitor per Month to loyalty
site– XX% of of Members complete a Share activity
@michelejkiss
EXAMPLE• Goal: Participation and
engagement by customers in photo sharing campaign
• Sample KPIs:– Participation:
• XXX tweets to #hashtag • XXX images shared to #hashtag via Instagram• XXX photo shares via Facebook brand timeline
– Engagement:• XX% Return visitation to web/mobile site to view new
submissions
@michelejkiss
SO NOW YOU KNOW YOUR GOAL...
In a perfect world, how would we measure it?
In the real world, how can we measure it?
(Including leading indicators or directional metrics)
@michelejkiss
@michelejkiss
PERFECT vs. REAL WORLDWhat we would like to measure ≠ what we can measure
Not everything is possible.“I want to track consumers
from Facebook to You Tube and then into the store.”
@michelejkiss@michelejkiss
That doesn’t mean something isn’t possible.
Use leading indicators.
What measures will suggest that those goals were fulfilled? (Even if they’re not perfect.)
@michelejkiss
BENEFIT OF LEADING INDICATORS
Get results more quickly!
Offline sales could take months to judgeNeed to inform your next campaign!
Now > PerfectDirectional results now are better than perfect answers in 6 months
@michelejkiss
EXAMPLE• Goal: Encourage product new customer
trial and current customer cross-product trial.
• Sample KPIs: – XX,XXX Coupon Prints– XX,XXX Redemptions
• Secondary KPIs:– XX,XXX Coupon Shares
@michelejkiss
EXAMPLE• Goals: Awareness and Trial
of new product• Sample KPIs:
– XX% lift in product awareness and product consideration (via survey methodology)
– XXMM ad impressions, with XX% visibility – XX% increase in site search for coupons– XX% increase in navigation to products
@michelejkiss
4. DON’T PRIORITISE “EASY”
@michelejkiss
IT’S NOT EASY
@michelejkiss
“Yeah, so like our KPIs are impressions and time on site.”
THAT’S NOT WHAT MATTERS!
@michelejkiss@michelejkiss
It’s about ACTIONWhat action did you want?
Did you get it?
@michelejkiss
5. BROADEN YOUR (MEASUREMENT) HORIZONS
@michelejkiss
How?
1. Experiment
@michelejkiss
How?
2. Plan & Research
@michelejkiss
6. WEIGH ALL THE EVIDENCENothing is more useless than channel-siloed
metrics.
RESULTS
=
Using the KPIs established at the beginning!
(+ more)
@michelejkiss@michelejkiss
Partner, Web Analytics [email protected]@michelejkiss
MICHELE KISS