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Metrics & Analytics That Matter - Steve Krull, CEO, Be Found Online
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Transcript of Metrics & Analytics That Matter - Steve Krull, CEO, Be Found Online
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©2013 | BrightEdge Technologies
Data & Metrics That Matter Planning for Success Steve Krull, CEO & Co-Founder – Be Found Online
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Introduction
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Agenda § The Metric we all share! § Big Data Small Bites § Planning Outcomes § Show Me the Money § Audience Participation § Summary & Roadmap
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What Matters Most?
One Metric We Can All Agree On
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Big Data Can Be Overwhelming
45% of marketing execs feel they lack the capacity to put big data to work
Only 24% of executives report using data for actionable insights
Source: Lyris – Economist Intelligence Unit – June 2013
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An Analogy
Reviewing your data can be like going to the grocery store without a list. You end up spending more time and money than you wanted and you end up with a bunch of stuff you don’t need. - Eric Erlebacher “BFO”
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Planning Outcomes
Planning Outcomes Ø Goals & Timing Ø Tac.cs & Challenges Ø Metrics Ø Impacts
Tracking Outputs Ø Baseline Comparison Ø Goal Mapping Ø KPI Challenge Baseline/Launch
Ø Repor.ng Benchmarks Ø Campaign Review Ø Launch
Count
Planning the Outcome Defines the Output
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Find, Win, Keep
Perspective Matters
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Anything Can Cost or Make Money
But Wait…Show me the Money!
“Why am I spending all this money on content?”
Is organic traffic to landing pages up?
“Why are conversion rates down?”
What changed and when?
“Can you explain to me why our brand is driving all the revenue”
Have we looked at attribution?
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A. Image A B. Image B C. Neither D. Both
Perspective Check
Which is the Mississippi River?
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A. Doesn’t Matter B. Bad C. Could be Either D. Good
Customer Engagement
Is this Time on Site Increase Good or Bad?
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A. Awesome B. Not Sure C. Could be better
About Keywords
How are These Keywords Doing?
But…
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Summary & Roadmap
• Fix Your Analytics • Plan to Profit
• “Ready, Fire, Aim” might work sometimes, but “Ready, Aim, Fire” wins much more of the time
• Your Metrics Matter – As Does Perspective • What matters are metrics that matter to you –
define them early • Make sense of the data you have before
embarking on the latest & greatest • Aggregate Information
• Organize the data you need to make decisions (in this order) – The Business, The Site, The Channel, The Campaign
• CRMs & Marketing Automation tools can be wonderful, but so can Analytics and even spreadsheets
• Define the job before you decide the tool
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Gratuitous Contact Information
Me Steve Krull Phone 773.904.1182 Email [email protected] LinkedIn www.LinkedIn.com/in/SteveKrull
Us Be Found Online Phone 877.553.6863 Twitter Twittter.com/BeFoundOnline Site www.BeFoundOnline.com
THANK YOU!
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Resources
§ Econ Intelligence Stats § http://www.lyris.com/us-en/company/news/2013/eiu-reveals-data-challenges-have-
created-significant-gaps-in-marketers-understanding-of-consumers-us § Video tracking & why
§ http://www.lunametrics.com/blog/2013/07/23/why-track-video/#utm_source=(direct)&utm_medium=(none)&utm_campaign=(direct)&utm_content=-slb&ts=1374246220
§ http://www.gooddata.com/blog/5-pieces-of-big-data-hype-debunked/ § http://www.techrepublic.com/blog/big-data-analytics/preparing-today-for-the-big-
data-challenges-of-tomorrow/ § Wins for SEO: http://moz.com/blog/5-ways-to-prove-to-the-client-that-the-traffic-
will-come § http://www.lunametrics.com/blog/2013/07/23/why-track-video/
#utm_source=(direct)&utm_medium=(none)&utm_campaign=(direct)&utm_content=-slb&ts=1374246220
§ http://www.wordstream.com/blog/ws/2013/07/11/landing-page-conversion-rate-guide?mkt_tok=3RkMMJWWfF9wsRogvq7IZKXonjHpfsX76%2BsqUaG3lMI%2F0ER3fOvrPUfGjI4GSsNnI%2BSLDwEYGJlv6SgFTLLHMaJo2bgIWhY%3D