An Obsession with Great Marketing & Analysis

Stretch | Simplify | Scale

Activity

Biz Value Delivered

Scalable frameworks that integrate

data into the core of business & mkt.

Analysis by an in-house Analyst.

An actual Analyst, not a Reporting Squirrel

$ 1 Million

More Reporting, More Dashboards,

More Automation!

$5

DR

Universal Analytics, Cost Import, Mobile Tags,

Corp DW, BI, (New Job Search), Email, Social

$0

DC

Reporting, Dashboards
AUTOMATION!

$1

DR

Re-Tagging

$0

DC

Reporting

$ 0.5

DR

Tagging

$0

DC

GTM

$0

$ 50 Million

DA

What is your DC DR DA balance? Do you obsess about the thin red line?

Stretch Your Thinking

...end-to-end focus!

The Journey
Acquisition

Behavior

Outcomes

What are we
doing to attract
traffic to the
website?

What happens
after they land
on the
website?

What was the

impact on our
business online
and offline?

ABO always, always! Metrics. Segments. Dashboards. Your job scope.

Focus across ABO, solve for short-term and long term. http://zqi.me/rockinmetrics

Acquisition
Segments

Behavior
Segments

Outcomes
Segments

Search Engines (Bing, Baidu,

Google) (PPC, SEO)

Bounced visits
(campaigns, landing pages)

People who purchase

(macro conversion)

Referring Websites (Social

media, articles, earned links)

People who watch videos

during their visit

People who complete goals

(micro conversions)

Campaigns (Display, social,

email, affiliates)

People who visit more than

x times

People who buy more/less

(qty, revenue, goal values)

Geo influences, technology

influences

People who use site search

(influence)

People who buy a specific

product/complete a goal

Trade Shows
Billboards/TV/Radio

Visits with abandoned

carts/checkouts

People who convert

multiple times

Does your segmentation portfolio has A, B and O? http://zqi.me/userseg

Solve for Many

...portfolio optimization rocks!

Focus on analysis of the Now-Next-Long outcomes to stretch the scope of digitals impact on business.

Computing Economic Value:

http://zqi.me/akevalue

Wish Lists Created

New Followers
New Accounts

Medium Term

Affiliate Signups
Chat Sessions
Newsletter Signups
Ratings & Reviews
Orders!

Near Term

Videos Watched
Leads Submitted

Long Term

Social Amplification
Mobile App D/Ls

1. Identify all current outcomes. 2. Map into now, next, long

3. Ensure your organization/agencies are focused on all three, all the time! 4. Solve for the global maxima.

Demand this business outcomes dashboard if you want to solve for the global maxima!
Deliver knowledge of where the company needs to invest in terms of content AND marketing.

Simplify Complexity

...obsess about analysis that empowers understanding

http://d3.js

Instantly visualize the complex interplay between channels. Earned, paid, owned.
AND understand each channels additive power to your companys economic value.

Obsess About English

...text drives actions!

Access to data
Ability to analyze
Understanding of causal factors

Sr. Data
Analyst

Directors
Marketing Owners
Campaign Budget Holders

VP
Mkt, Adv,
Prod, PR, HR

Full access
to data

Customized data pukes (CDPs)

Custom reports w/drill-downs

Tactical
dashboards

CMO
CFO

CEO

Strategic
dashboards

Tell them exactly what to do continuum

/
Amount of words in plain English included

IABI
Data

Insights
Recommended Actions
Business Impact

Eschew numbers, obsess about Insights, Actions, Biz Impact! http://zqi.me/dashenglish

Scalable Hyper-Focus

...digital marketing measurement model

A 5-step process to ensure scale & success:

1. Business Objectives
The answer to the question: Why does your website/campaign exist?

2. Goals
Specific strategies you'll leverage to accomplish your business objectives.

3. Identify KPIs
Metrics that helps you understand biz performance against biz objectives.

4. Targets
Numerical values you have pre-determined as indicators of success or failure.

5. Segments
A group of people, their sources, onsite behavior, or outcomes.

The Digital Marketing Measurement Model

Website Goal:
Reinforce
Offline/Online
Advertising

Highlight Events

Generate Leads

Create Awareness

Website Goal:
Capture Leads
(Email/Contact)

Website Goal:
Provide
Homebuyer Info
& Resources

Website Goal:
Engage
Community via
Local Events
KPI:
Visitor Loyalty
Target:

KPI:
Branded Traffic

KPI:
Conv. eNews

Conv. Home Tours

KPI:
# of Downloads

Target:
7k Visits/Mo

Target:
45/Mo

Target:
20/Mo

Target:
150/Mo

50% Repeat Visits

Segments:

Segments:

Segments:

Segments:

Segments:

Traffic Sources
Converted Visits

Traffic Sources
Site Tools Used

Visitor Type
Content Type
Viewed

Document Type
Geography

1, 2, 3+
Visits Buckets

KPI:

Occams Razor.
Digital Marketing Measurement Model
Brand Awareness

Create Blog, Brand Evangelists

Drive Economic Value

Website Goal:
Acquire New
Audiences,
Increase Loyalty

Website Goal:
Increase
Engagement

Website Goal:
Conversation
Rate

Website Goal:
Drive Market
Motive Leads

Website Goal:
Fame and
Glory

KPI:
Unique Readers

KPI:
Pages/Visit

KPI:
Comments/Post

KPI:
Conversion Rate

KPI:
Ripple Index

Target:
210k/Mo

Target:
+25%

Target:
55

Target:
3%

Target:

Segments:

Segments:

Segments:

Segments:

Segments:

Referring Sources
Organic Social
RSS

Content Type
Geography

Content Type
Social
Amplification

Traffic Sources
Events

Category Type
Channel Source

400

Contact Info
Blog:

Occams Razor
www.kaushik.net/avinash

Book:

Web Analytics 2.0

www.bit.ly/akwa20

Contact:

Email
ak@marketmotive.com
Google+ google.com/+avinash
Twitter twitter.com/avinash