Measurefest 8th October 2014 - speaker deck
-
Upload
diffusiondigital -
Category
Marketing
-
view
246 -
download
0
description
Transcript of Measurefest 8th October 2014 - speaker deck
![Page 1: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/1.jpg)
Balancing brand & business using analytics
Giorgia Martinucci Search & Content Manager @matterofform
![Page 2: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/2.jpg)
Matter Of Form | Interactions That Create Value 2
We believe that the moments when brands and people come together change businesses.
![Page 3: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/3.jpg)
So this session is about brands.
![Page 4: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/4.jpg)
Brands change the way you feel.
![Page 5: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/5.jpg)
Brands change language.
![Page 6: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/6.jpg)
Brands change culture.
![Page 7: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/7.jpg)
Brands enable
flex.
![Page 8: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/8.jpg)
Brands create communities.
![Page 9: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/9.jpg)
So brands are pretty valuable, huh.
![Page 10: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/10.jpg)
“All our factories and facilities could burn down tomorrow but you’d hardly touch the value of the company; all that actually lies in the goodwill of our brand franchise and the collective knowledge in the company.” !
- Roberto Goizueta, the late CEO of Coca-Cola
![Page 11: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/11.jpg)
But we rarely measure them through Analytics.
![Page 12: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/12.jpg)
Are we too purist?
![Page 13: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/13.jpg)
The usual suspects we look at: •sessions •conversion rate
![Page 14: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/14.jpg)
But how do we measure a brand?
![Page 15: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/15.jpg)
We create a custom framework.
![Page 16: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/16.jpg)
Data set Data Attribution Weighing Score
![Page 17: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/17.jpg)
Where to find the data?
![Page 18: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/18.jpg)
Google Trends
![Page 19: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/19.jpg)
Keywords report
![Page 20: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/20.jpg)
Adwords Keyword Planner
![Page 21: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/21.jpg)
Site search results
![Page 22: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/22.jpg)
Referrals
![Page 23: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/23.jpg)
Recency
![Page 24: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/24.jpg)
Social listening tools
![Page 25: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/25.jpg)
Data set Data Attribution Weighing Score
organic traffic sessions 1,000 90 9% 5
Google trends n. of searches 2,000 90 9% 7
Referrals n. of links 100 60 6% 4
Brand’s health 16/20
![Page 26: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/26.jpg)
Key takeaways
![Page 27: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/27.jpg)
Brands have value Measuring their strength is important Tailored framework for each business Assessment on a variety of data sources
![Page 28: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/28.jpg)
Interact with us.
![Page 29: Measurefest 8th October 2014 - speaker deck](https://reader035.fdocuments.us/reader035/viewer/2022070322/55901c561a28ab49508b470c/html5/thumbnails/29.jpg)
Get in touch.@matterofform !
matterofform.com