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Bruno Dillen (These Days) shares insights and tips in how to overcome pitfalls on data accuracy, KPI settings and putting the right targets.
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THE BRANDINTERACTION
COMPANY
04/13/2023 © THESE DAYS – The Brand Interaction Company
A RACE TO THE BOTTOMTHESE DAYS > ONLINE CONVERSION MANAGER > BRUNO DILLEN
04/13/2023 © THESE DAYS – The Brand Interaction Company
DATA PITFALLS
04/13/2023 © THESE DAYS – The Brand Interaction Company
EXAMPLE 1: HIGH VOLUME, LOW CONVERSION
04/13/2023 © THESE DAYS – The Brand Interaction Company
04/13/2023 © THESE DAYS – The Brand Interaction Company
CONVERSIONS
04/13/2023 © THESE DAYS – The Brand Interaction Company
Visitors 1 000 000
Conversions 10 0,001%
04/13/2023 © THESE DAYS – The Brand Interaction Company
04/13/2023 © THESE DAYS – The Brand Interaction Company
04/13/2023 © THESE DAYS – The Brand Interaction Company
TIP 1
While it may seem obvious that there is a big difference between qualified and non-qualified traffic, we see –time and time again- campaigns and websites being judged mainly on total visit volume.
Make sure you’re not blinded by a single metric! It could make your results show more rosy than they actually are.
04/13/2023 © THESE DAYS – The Brand Interaction Company
KPI PITFALLS
04/13/2023 © THESE DAYS – The Brand Interaction Company
EXAMPLE 2: ADWORDS KPI’S
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Cost/conv target €25
Yearly growth target 5%
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€10 cost/conv €50 cost/conv
04/13/2023 © THESE DAYS – The Brand Interaction Company
€10 cost/conv €50 cost/conv
04/13/2023 © THESE DAYS – The Brand Interaction Company
# conversions Total cost Cost per conversion
Lada 60 €600 €10
Ferrari 36 €1800 €50
totaal 96 €2400 €25
# conversions Total cost Cost per conversionLada 65 €650 €10
Ferrari 36 €1872 €52
totaal 101 €2400 €25
Y0
Y1
# conversions Total cost Cost per conversion
Lada 83 €996 €12
Ferrari 36 €1980 €55
totaal 119 €2976 €25
Y2
04/13/2023 © THESE DAYS – The Brand Interaction Company
€50 cost/conv
04/13/2023 © THESE DAYS – The Brand Interaction Company
TIP 2
Everything can be measured with AdWords, so make sure you measure everything. All KPI’s should be monitored on a level as deep as possible (matched search query) in order to analyse and optimise. Add other data (such as multi-channel funnels) to the equation as well.
At each monthly or quarterly review, don’t forget to re-evaluate all parameters.
04/13/2023 © THESE DAYS – The Brand Interaction Company
EXAMPLE 3: FACEBOOK FAN VALUATION
04/13/2023 © THESE DAYS – The Brand Interaction Company
04/13/2023 © THESE DAYS – The Brand Interaction Company
10$ per fan
04/13/2023 © THESE DAYS – The Brand Interaction Company
04/13/2023 © THESE DAYS – The Brand Interaction Company
04/13/2023 © THESE DAYS – The Brand Interaction Company
TIP 3
Don’t ever be impressed by any data or results you are shown. Keep asking, keep digging for anything that might be relevant.
Otherwise you might have been sold “12 000$” worth of Facebook fans which were bought for 5$. This goes for other services (eg. linkbuilding, viral video’s) as well.
04/13/2023 © THESE DAYS – The Brand Interaction Company
TARGET PITFALLS
04/13/2023 © THESE DAYS – The Brand Interaction Company
EXAMPLE 4: THE GOOD OR THE BAD
04/13/2023 © THESE DAYS – The Brand Interaction Company
04/13/2023 © THESE DAYS – The Brand Interaction Company
When times are bad, we react rather than act. Run faster, waste more energy.
When times are good, we stop, sit back and relax from all the running.
04/13/2023 © THESE DAYS – The Brand Interaction Company
When times are bad, we should relax and give ourselves the time to think.
When times are good, we should turn the volume up to 11. Scale what’s great.
04/13/2023 © THESE DAYS – The Brand Interaction Company
TIP 4
Management by numbers can lead to being a reactionary rather than “actionary” organisation. Set goals but don’t write them in stone. Dare to exceed (and sometimes miss) targets.
04/13/2023 © THESE DAYS – The Brand Interaction Company
KEY TAKEAWAYS
1. Always distrust data you see and especially data you are presented with.2. Understand the full process behind every single one of your metrics. Build targets bottom-up to reach company-wide goals.3. Decide on a few KPI’s which you monitor on a day-to-day basis and re-evaluate these at least quarterly.4. Don’t manage by numbers because people will actually do anything to reach the goals you’ve set.
THE BRANDINTERACTION
COMPANY
THE BRANDINTERACTION
COMPANY
