beyond analytics - measuring content meaning instead of mediocraty - robert ose
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Beyond analytics meaningful measurement - Robert oseTRANSCRIPT
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We can skip this, yes?
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Ratio of CMO’s that use data solely to facilitate transactions, not deepen the relationship with consumers.
Stretched to Strengthened: IBM Study of CMO’s
Still Use Analytics To Prove Not Improve
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Outperforming companies vs. underperforming companies that use data to bond and deepen relationships with consumers.
While Deeper Relationships Elude Most
Stretched to Strengthened: IBM Study of CMO’s
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an a lyt ics / anl’itiks / noun plural noun: analytics
1. The systematic computational analysis of data or statistics. Information resulting from the systematic analysis of data or statistics
. . . Analytics Defined:
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an a lyt ics / anl’itiks / WMD Weapon Of Mass Delusion
1. A systematic way to make any effort look like a massive success or failure depending on your agenda
. . . Analytics Re-Defined:
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Goals: Indicate progress to achievement
Key KPI’s Secondary goals and indicators
Indicators Data that improve process
The Measurement Pyramid
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Goal: Increase leads by 10% w/ no extra cost in 6 months
Reporting: • # of Leads / % of Increase • Cost Increase or Decrease
• Subscribers • Conversion rates • Email response rates • Cost per lead by channel
KEY KPI’s
• Likes / Followers • Page views • Social metrics • Keyword reports
INDICATORS
The Measurement Pyramid
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Measure what’s important and, more importantly, meaningful.
Frees the team from “always up and to the right” mentality
Prevents departmental competition
The Pyramid Benefits
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But We Haven’t……
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1. Still operate that content is separate
from “real marketing”
2. Still think measurement is a way to prove worth, rather than improve a process
3. We still think that “content” is an
attribute of marketing instead of value in and of itself
We Haven’t Changed…
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1. Can we infuse the content marketing
approach into existing strategy
2. Can we stop measuring in silos? And all the way down?
3. Can we stop “acting” like a media
company and actually BE a media company?
But can we make it better?
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WEB BANNER
SEARCH ADS PRINT
SEARCH
Let’s look at an example… Advertising
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1 Customer -‐ $3,000 Cost Per Customer
50,000 Impressions 1% CTR -‐ (500 Visitors)
$6.00 CPC
30 Demo Requests -‐ 6% Conversion Rate 10 DemonstraEons -‐ $300 / Demo
Let’s look at an example… Advertising
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75 Downloads -‐ 30% Conversion Rate ($20 ea)
9 DemonstraEons ($166) 3 Customers -‐ $500 Cost Per Customer
Let’s look at an example… Advertising50,000 Impressions
.5% CTR -‐ (250 Visitors) $6.00 CPC
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Sometimes Content Marketing IS more expensive but can it create a better customer? “The Switching Economy” $5.9 Trillion up for grabs… Engaging experiences are not “nice to have’s” any longer.
Measuring the whole journey 670 Miles
$100 Dollar B
ills
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B2B Training Company Methodology to measure all the way through – from first awareness to customer service. 8 Months later… • 1.2x the cost • 1.5x the time
Loyalty. Upsell. Evangelism
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Customers closed through content marketing infusion Spent 2X as much Stayed 5X as long 2X more likely to share… It’s not just more likes, leads or customers. It’s also: Better likes, leads, customers – relationships.
Loyalty. Upsell. Evangelism.
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A"en%on Metrics (Audience Development) Measuring consumpEon & brand awareness as a means of widening the
funnel
Social Metrics (Conversa%on Influence) Measuring the creaEon of influence, the power of sharing, and the larger discussion about our
approach
Effec%veness Metrics (Content Purpose) Measuring intended purpose at influencing behavior at various parts of the funnel
3 Types of CM Measurement
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Visitors/Customers Awareness recall Visitor loyalty
Share of voice
Brand Awareness % Earned Media
Impressions Page views Downloads
Earned Media $$ Visitors/Leads Discussion LiZ
Total CPL Customer Cost RaEo
NPS -‐ Loyalty
Social Shares SenEment Analysis Influencer MenEons
Tweets, Likes +1’s
Forwards Inbound Links
Cost Per Visitor Lead (by channel) Total Value by lead
Blog subscripEons
Time on site Referral Traffic
Some examples for ya…
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Broad range of campaigns Winnow and place our bets on campaigns/projects Map into phrases:
Plan, Development, Launch, Manage Separate these phases by stage gates.
Go/No Go – Move On or Kill It
Stage Gate Vs. Discovery Driven
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Key decisions based on: • What we know – prior results • What we’re guessing – WAG • Current risks – Can we deliver? What does that do? • Risky, innovative – potentially
meaningful - things always die • Incremental “safe” things go
forward • We Koboyashi Maru the results
Perpetuates “analytics” as WMD
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Defining what ROI really means • Content should not be managed
separately – but rather as an integrated piece of your whole markeEng strategy. You don’t manage telephone vs. email’s contribuEon to sales…
• But that doesn’t mean you can’t examine its contribu%on and improve it
• The investment should be easy enough to calculate.
• The contribuEon can come from the KPI’s and how it successfully contributes to the overall markeEng goal
Does the content actually create a more valuable customer Are we geKng more engaged traffic Are we geKng more inbound links Are we able to create be"er cross-‐sell opportuni%es Are our customers more loyal.
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• Have the capability to measure everything – and then don’t. Report only on what’s important. AnalyEcs drive changes to process – NOT prove a point.
• Take the Eme to reframe the analyEcs discussion more broadly. Content MarkeEng isn’t something that should be measured separately. It’s something that is built into the enEre markeEng measurement. Think about the analyEcs pyramid.
• Measuring all the way through from awareness to customer and even loyalty.
In summary…
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Content Marketing measurement is
about how content makes
ALL your marketing more
effective. Measure it that way.
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