Creative Collab 7-30-2015 - Measuring What Actually Matters
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Transcript of Creative Collab 7-30-2015 - Measuring What Actually Matters
454CREATIVE.COM
MEASURING WHAT
MATTERS
Human beings adjust behavior based on the metrics they’re
held against. Anything you measure will impel a person to
optimize his score on that metric. What you measure is what
you’ll get.
“There are lies, damned lies and statistics.”
—Mark Twain
We're a Digital Marketing Agency in Orange
County focused on building growth strategy for
emerging brands.
We value innovation, thoughtful design, and quality work. From
crafting powerful e-commerce websites to helping companies
!gure out how to use marketing intelligence software, we guide
our clients to success.
WHAT IS CREATIVE COLLAB?CREATIVE COLLAB IS A GATHERING OF LEADERS ACCELERATING
INNOVATION AND INVESTMENT INTO KINGDOM PROJECTS.
Human beings adjust behavior based
on the metrics they’re held against.
Anything you measure will impel a
person to optimize his score on that
metric. What you measure is what
you’ll get.
“There are lies, damned lies and
statistics.”
—Mark Twain/
WHY DON’T WE MEASURE THE RIGHT THINGS
WHY DON’T WE MEASURE THE RIGHT THINGS
1. It’s Hard Work
WHY DON’T WE MEASURE THE RIGHT THINGS
1. It’s Hard Work
2. Upside Down Economy
WHY DON’T WE MEASURE THE RIGHT THINGS
1. It’s Hard Work
2. Upside Down Economy
3. We Don’t Have Control Of The Outcome
WHEN FACED WITH AN INTANGIBLE GOAL, FOCUS
ON INPUTS (OUR PART) RATHER THAN OUTPUT
(GOD’S PART).
WHY DON’T WE MEASURE THE RIGHT THINGS
1. It’s Hard Work
2. Upside Down Economy
3. We Don’t Have Control Of The Outcome
WHY DON’T WE MEASURE THE RIGHT THINGS
1. It’s Hard Work
2. Upside Down Economy
3. We Don’t Have Control Of The Outcome
4. Lack of Organizational Alignment
WHY DON’T WE MEASURE THE RIGHT THINGS
1. It’s Hard Work
2. Upside Down Economy
3. We Don’t Have Control Of The Outcome
4. Lack of Organizational Alignment
5. Lack of True Accountability
WHAT IS THE ROLE OF METRICS?
WHAT IS THE ROLE OF METRICS?
1. Build Road Maps
WHAT IS THE ROLE OF METRICS?
1. Build Road Maps
2. Provide Actionable Accountability
WHAT IS THE ROLE OF METRICS?
1. Build Road Maps
2. Provide Actionable Accountability
3. Allocate Resources
WHAT IS THE ROLE OF METRICS?
1. Build Road Maps
2. Provide Actionable Accountability
3. Allocate Resources
4. Inspire Investment
WHAT IS THE ROLE OF METRICS?
1. Build Road Maps
2. Provide Actionable Accountability
3. Allocate Resources
4. Inspire Investment
5. Celebrate Achievement
WHAT DO GOOD KPI’S LOOK LIKE?
WHAT DO GOOD KPI’S LOOK LIKE?
1. Directly Aligned With True Success
WHAT DO GOOD KPI’S LOOK LIKE?
1. Directly Aligned With True Success
2. Customized To A Speci!c Goal
WHAT DO GOOD KPI’S LOOK LIKE?
1. Directly Aligned With True Success
2. Customized To A Speci!c Goal
3. Provide Attribution (ideally, Multiple Attribution modeling)
WHAT DO GOOD KPI’S LOOK LIKE?
1. Directly Aligned With True Success
2. Customized To A Speci!c Goal
3. Provide Attribution (ideally, Multiple Attribution modeling)
4. Include Multiple Stages of Conversion
WHAT DO GOOD KPI’S LOOK LIKE?
1. Directly Aligned With True Success
2. Customized To A Speci!c Goal
3. Provide Attribution (ideally, Multiple Attribution modeling)
4. Include Multiple Stages of Conversion
5. Carries Emotional Weight
1. De!ne Your Goal
1. De!ne Your Goal
2. Develop A Strategic Plan
1. De!ne Your Goal
2. Develop A Strategic Plan
3. Execute Your Plan
1. De!ne Your Goal
2. Develop A Strategic Plan
3. Execute Your Plan
4. Analyze The Results & Challenge Assumptions
1. De!ne Your Goal
2. Develop A Strategic Plan
3. Execute Your Plan
4. Analyze The Results & Challenge Assumptions
5. Optimize Conversion Paths
1. State Your Goal
1. State Your Goal
2. Develop A Pathway of Change
1. State Your Goal
2. Develop A Pathway of Change
3. Take Action
1. State Your Goal
2. Develop A Pathway of Change
3. Take Action
4. Measure Your Impact
ONCE YOU’VE DEFINED YOUR
PATHS TO CONVERSION,
YOU CAN OPTIMIZE YOUR
ROLE IN THE PROCESS.
ONCE YOU’VE DEFINED YOUR
PATHS TO CONVERSION,
YOU CAN OPTIMIZE YOUR
ROLE IN THE PROCESS.
THEN THE MAN WHO HAD RECEIVED ONE BAG OF GOLD CAME. ‘MASTER,’
HE SAID, ‘I KNEW THAT YOU ARE A HARD MAN, HARVESTING WHERE
YOU HAVE NOT SOWN AND GATHERING WHERE YOU HAVE NOT
SCATTERED SEED. I WAS AFRAID AND WENT OUT AND HID YOUR GOLD
IN THE GROUND. SEE, HERE IS WHAT BELONGS TO YOU.’
OUR MISSION Empower people to rise above poverty.
VISION To create sustainable economic development programs that support holistic growth of individuals and communities living
in poverty.
To inspire the knowledge of a generation about their ability to bring change to a world that is in need.
VALUES People
Our Product Love
What is Impact ?
Impact is a result not an action.
True impact is measurable and provable.
GRADUATION
Thanks!
Q & A
Advocates!
