5 Measurement Lessons from the Obama Campaign

Dr. Amy Gershkoff May 2013

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5 Measurement Lessons from the Obama Campaign

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1.  Don’t focus on Big Data 2.  A best-in-class BI tool is key 3.  One KPI 4.  Daily War Room 5.  Content is king

Don’t focus on big data

Insights?  

Website  Analy3cs  

Event  Data  

Polling  

Social  Media  

Monitoring  

Digital  Ads  Weekly  Report  

Blogger  Outreach  Report  

Email  data  

Field    Data  

Print  Media  

Monitoring  

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Don’t focus on Big Data 1  

So…don’t focus on data acquisition!

Focus on building a best-in-class business intelligence tool so you can make use of all the data you already have.

A best-in-class BI tool will: •  Leverage data from multiple sources and departments

•  Reorganize data around key business questions

•  Simplify the data to display only the most relevant metrics

•  Visualize the data to make trends easy to see

•  Benchmark results against key performance indicators

•  Enable users from across the organization to draw insights from the data

•  Create a platform that facilitates integrated measurement

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A best-in-class BI tool is key 2  

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Paid Media

Earned Media

Owned Media

Integrated Measurement

A best-in-class BI tool is key 2  

KPI?  

Website  Analy3cs  

Event  Data  

Polling  

Social  Media  

Monitoring  

Digital  Ads  Weekly  Report  

Blogger  Outreach  Report  

Email  data  

Field    Data  

Print  Media  

Monitoring  

One KPI 3  

Sign  ups  AJendees  

Visits  Visitors  

Conversions  Time  on  site  

Men3ons  Sen3ment  

Posi3ve  IDs  

Doors  knocked  

CPM  CPC  CPA  

Impressions  

Open  rate  Click  

through  rate  

Volume  Sen3ment  Channel  RTs  

Likes  on  FB  

KPI:  Expected  Vote  

Website  Analy3cs  

Event  Data  

Polling  

Social  Media  

Monitoring  

Digital  Ads  Weekly  Report  

Blogger  Outreach  Report  

Email  data  

Field    Data  

Print  Media  

Monitoring  

One KPI 3  

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Daily War Room 4  

Daily measurement is key: •  Early warning system for crisis

detection

•  Identify opportunities to capitalize on

Quickly pivot:

•  Message

•  Channel

•  Targeting

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Daily War Room 4  

Pivot overnight:

•  Earned media: social, digital, traditional

•  Paid media: social, digital, TV, radio

•  Quick-turn creative is key

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Content is king 5  

If you’re only measuring dollars spent, you’re missing more than half of the story.

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Content is king 5  

Key to monitor:

•  Issue

•  Sentiment

•  Messenger

…for YOU and for your TOP COMPETITOR(S)!

Thank you!

Dr. Amy Gershkoff

Twitter: @amygershkoff

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