Measuring the future: The KPIs that really matters for ... · PDF fileChoosing the best KPIS ....
Transcript of Measuring the future: The KPIs that really matters for ... · PDF fileChoosing the best KPIS ....
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Measuring the future: The KPIs that
really matters for your marketing team
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Agenda
Measuring the Future
Measuring Everything
Communicating
the results to the company
Choosing the
best KPIS
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Measuring everything
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We can understand the world around us better by measuring and learning from the data we have.
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Every company need to align they Key Goals with their metrics.
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Main KPI Characteristics
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KPI Analysis
• 1. Did we accomplish our Goals?
• 2. Why or why not?
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Focus on Analysis and Trends
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What KPIs are companies using? (Source Emarketer.com)
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• Conversion Rate
• Average Ticket Price
• % Shopping Cart
Abandonment
• Customer Acquisition Cost
• Lifetime Value
• Top Keywords (SEO)
• Top Searches
• Delivery time
• Stock Rotation
• % Devolutions
E-commerce Metrics
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• Lifetime Value
• Average Revenue Per User
• Monthly Recurrent
Revenue
• Churn Rate
• Top Keywords (SEO)
• Top Searches
• Delivery time
• Stock Rotation
• % Devolutions
SaaS Metrics
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• Lifeteme Value • Average Ticket Price • Stock Rotation • Fraud Ratio
• Conversion Rate
• Buyer Growth Rate
• Merchant Growth Rate
• Customer Acquisition Cost
MarketPlace Metrics
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• Customer Acquisition Cost • Lifetime Value • Average Revenue Per User • Cost per install
• Conversion Rate
• Churn Rate
• Daily Active Users
• Monthly Active Users
Apps Metrics
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• Ads Ratio • CTR • Correlations between
content and Ads
• Audience
• Churn Rate
• Advertising Inventory
Content Metrics
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Communicating the results to the company
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The are 3 major mistakes you should avoid when presenting results
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Mistake 1 “Love of Numbers”
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Putting all the information in 1 slide hoping someone will understand you it’s a mistake.
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Putting all the information in 1 slide hoping someone will understand you it’s a mistake.
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Problems?
1. Overwhelming the executives with data leaves the confused
2. When the executives are confused, they won’t make decisions
3. Delayed decisions cost money to your company.
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Problems?
1. Overwhelming the executives with data leaves the confused
2. When the executives are confused, they won’t make decisions
3. Delayed decisions cost money to your company.
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Problems?
1. Overwhelming the executives with data leaves the confused
2. When the executives are confused, they won’t make decisions
3. Delayed decisions cost money to your company.
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Putting just 1 metric and the name is also a mistake.
Example 1.
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Putting just 1 metric and the name is also a mistake.
Example 2:
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Putting just 1 metric and the name is also a mistake.
Example 3:
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Mistake 2 No Anticipating questions
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Not anticipating questions is a sign of not preparation and sometimes it’s a sign of falsification
Maybe for you is clear But is not for your colleagues
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The problem with presenting data is that you may confuse them.
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The problem with presenting data is that you may confuse them.
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The problem with presenting data is that you may confuse them.
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Mistake 3 Getting to long to the point
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The most precious asset in every company is
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Это не просто визуальные элементы, они усиливают
ВАШЕ СООБЩЕНИЕ.
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CHOOSING THE BEST KPI’S
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Brand Perception
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» Tone and emotion of the mentions » Relationship with local Opinion Leaders » Relationship with local media
Brand Perception KPI’s
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Marketing Strategy Effectivness
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» Google Top 10 » Invitation to speech, webinars, guest posts, etc. » Social Shares (not likes or favorites)
Marketing Strategy Effectivness KPI’s
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Incomes Growth
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» Connection between registration, fans, downloads, subscribers, comments, followers and sales
Incomes Growth KPIs
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