Post on 16-Jul-2020
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TURN DATA INTO SUCCESSFUL
STORIESDave Sanderson
CEO & Founder
• How to succeed in modern measurement
• Creating an actionable framework for business data
• The role of data storytelling to make effective decisions
AGENDA
• How to succeed in modern measurement
• Creating an actionable framework for business data
• The role of data storytelling to make effective decisions
Do you know where your customers are coming from?
Source: www.CMO.com
MODERN PURCHASE PATH
MARKETING DATA PLATFORMS
Ads
Ads
KPIs and categories defined
inconsistently across platforms
e.g.
Video views on YouTube vs. Video
views on Facebook
Cost per click on Facebook vs. Cost
per click on Google
#WDYM
SAME SAME, BUT DIFFERENT
CPV: charged at 30-sec mark
CPV: charged at 10-sec mark
Clicks: on the image, ad, brand
name, or landing URL
Clicks: on the ad
SAME SAME, BUT DIFFERENT
“THE FUNNEL”
Measurement
Strategy
SEE
THINK
THINK
CARE
• # or % interactions (platforms/ads)
• Conversation, Amplification, Applause
• Indexed increase in Brand Awareness
• % New Visits
• Click-thru Rate
• Page Depth
• Per Visit Goal Value
• % Assisted
• Visitor Loyalty
• Checkout Abandonment Rate
• Conversion Rate
• Profit ( = Rev – Ad Cost – COGS)
• Repeat Purchases
• Likelihood to Recommend
• Customer Lifetime Value
“THE AMBITIOUS”
BRAND XYZ
BUSINESS
OBJECTIVE 1
WEBSITE
GOAL
KPI +
TARGET
BUSINESS
OBJECTIVE 2
WEBSITE
GOAL
KPI +
TARGET
WEBSITE
GOAL
KPI +
TARGET
BUSINESS
OBJECTIVE 1
WEBSITE
GOAL
KPI +
TARGET
“THE DETAIL-ORIENTED”
MEASUREMENT FRAMEWORK
- BLANK TEMPLATE
Overview: The high-level overview of what the content marketing program is
and how it impacts the business
FU
NN
EL
TRAFFIC
ENGAGEMENT
SECONDARY ACTION
PRIMARY ACTION
MONETIZATION
KPI DETAIL TECH REPORTING
It is crucial to recognise that the
exact customer base will behave
differently on different devices at
different times.
MAPPING OUT THE CUSTOMER JOURNEY
THE POWER OF CUSTOM METRICS
Create flexibility in defining KPIs
and categories
With customisation features,
marketers can redefine their KPIs
and modify their categories as
needed.
WHAT ARECUSTOM METRICS?Custom Metrics are bespoke to
you and your brands' needs.
EXAMPLE #1: FACTORING OTHER COSTS INTO THE TOTAL MEDIA SPENDS
Media Cost -15% Agency
Commission =Nett
Cost
Media Cost + 5% Agency Fee =Nett
Cost
EXAMPLE #2: LOCALISATION OF COST CURRENCY
Cost (Usd)
in Facebook
Cost (Sgd)
for Facebookx Currency Conversion =
Cost (Rmb)
in Baidu
Cost (Sgd)
for Baidux Currency Conversion =
EXAMPLE #3: STANDARDIZATION OF DERIVED METRICS ACROSS PLATFORMS
Cost (USD)/
Link Clicks
Cost (SGD)/
Clicks
CPC CALCULATION
Cost (SGD)/
Clicks
CUSTOM CPC
WHAT METRICS SHOULD I USE?
WHAT METRICS SHOULD I USE?
WHAT IS MY MARKETING OBJECTIVE?
AWARENESS
INTEREST
EVALUATION
COMMIT-
MENT
SALE
IMPRESSIONS
ENGAGEMENT
CLICKS
CONVERSION
SITE NAVIGATION
FORM? OR FUNCTION?
Vanity Metrics Actionable Metrics
Facebook fans / Reach Likes, shares, overall engagement & fan growth
rate
Social media impressions Message amplification, social shares, mentions
Site traffic Time on page, bounce rate
Twitter followers RTs, @mentions, overall engagement & follower
growth rate
No. of journalists you know Press placement
WHAT TO CONSIDER
Audience Objective Critical Metrics Goals
Frequency Format Actions
MEDIA PERFORMANCE: WHICH IS BETTER?
Cross Platform Nugit:
Understand your
omni-channel audience
and identify which
platforms deliver the
best performance and ROI.
KNOW YOURTARGET AUDIENCE
Age Gender Nugit:
Improve your campaign’s
targeting by uncovering the
demographics that drive the
best performance.
FIND OUT WHERE USERSARE CONSUMINGYOUR CONTENT
Cross Device Nugit:
Mobile, tablet, or desktop?
Discover how the first
points of contact led to eventual
conversions on different devices.
WHICH ADPERFORMS BEST?
Top Performing Ads Nugit:
Find out which are the most
engaging ad formats and
explore media spend and other
metrics in interactive visuals.
DISCOVER WHERE YOUR BESTMARKETS ARE
Location Explorer Nugit:
Drill down by Country or
City level data to explore
engagement, ROI and other
business metrics to improve
budget allocation by market.
CLARITY ON YOURSALES CHANNELS
Funnel Nugit:
Track your conversion rates
and measure how successful
your sales funnels are.
DASHBOARDS
GENERATION 2
EVOLUTION OF DATA ANALYTICS
GENERATION 1 NEXT GENERATION
- Requires hours of data cleaning
- No insights
- Error-prone
- Built for analysts trained in SQL
- No automated insights
- Easy to use interface
- Interactive filters
- Insights and presentation ready
”WHAT AM I LOOKING AT?”Good visualisations
should not go
undescribed and left to
guesswork
DATA STORYTELLING
=
DATA STORYTELLING
DATA VISUALISATION NARRATIVE
USE YOUR DATA
THREE-ACT STRUCTURE
GENERATE INSIGHTS
CONCLUSION +NEXT STEPS
• Determine the time frame of your campaign
• Ensure all data sources and data are in order
• Ask the right questions based on your report/campaign
objectives
• E.g. Awareness vs. Performance campaigns
ACT ONE: USE YOUR DATA
ACT ONE: USE YOUR DATA
• Using a combination of a few data points and collectively draw insights based on
your findings
• Example – Ads tend to perform best on Tuesday post-lunch
• Points to consider — could this be due to the messaging of your creative?
ACT TWO: INSIGHTS
• ―Next Steps‖ are a MUST in all top notch reports.
• Sets benchmarks and best practices
• Showcases your thought process and
the natural conclusion
• Some ideal ―Next Steps‖ Include:
• What worked
• What didn’t
• What else to explore
ACT THREE: NEXT STEPS
+
NUGIT AUTOMATES MEDIACOM AUSTRALIA’S REPORTS FOR AUDIReduced reporting time for 37 reports which
used to take 18.5 days to 1 day
Screenshot taken from Mediacom Australia CSV Report, 2016
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IN SUMMARY
• Common Objectives for Reports: Quarterly, Monthly
and Performance Optimisation Report
• What Makes A Stellar Report: A good ―at a glance‖
summary to convey your story to your intended
audience swiftly
• Structure for Storytelling: Use your Data, Generate
Insights, Conclude with Next Steps
BACK AT YOUR OFFICE…
• Check your current report structure
• Check the hygiene of your data sources for reports
• Are you reporting at a frequency suitable for your
stakeholders?
• What are your current metrics? Do they match your campaign
objectives?
Q&A