The Data Game
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The Data Game Providing Meaningful Metrics for Multiple Campaigns
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Some thoughts about how digital marketing agencies can provide great data insights for clients without killing themselves (and their margins) in the process.
Transcript of The Data Game
The Data GameProviding Meaningful Metrics
for Multiple Campaigns
What We Will Not Cover
Source Attribution
Latency Affects from Multiple Touchpoints & Campaigns
Best Methods for Creating Reports (covered previously)slideshare.net/agencyside
Teach to Fish Digital
Helps Companies Learn How to Manage Their Own Campaigns
Assists Agencies with Projects
Search, Email, Social Media, & Analytics
Current IssuesToo Much Data
Current Issues
Not Enough Time/ Money to Provide Consistent Value
Too Much Data
Current Issues
Disparate Sources, Disparate Reports, Disparate Insights & Recommendations
Not Enough Time/ Money to Provide Consistent Value
Too Much Data
Why Does This Happen?
It’s Your Fault
Why Does This Happen?
It’s Your Client’s Fault
wah ... I wanna see how ALL my ad groups performed ... wah ...
Why Does This Happen?
Blame it on the Campaign
Possible Solutions
1. Goals First Approach
2. Interval Reporting Approach
3. Story Tellers Approach
Goals First
A.Determine Client Goals
B. Identify Relevant Measures by Tactical Implementation
C.Report Metrics that Align with Goals
Goals First
Program Increase Sales by 20%
Improve Site Conversion to
4.0%
Increase Awareness
SEM PPC $ PPC Conv %
# Branded Searches
Display Ad $ Display Conv %
% New Visitors
Email Newsletter $ Email Conv %
Goals FirstAGENCY LOGO
Goal 1
Goal 2
Goal 3
{{{
050100
2007 2009
03570
2007 2009
Increase Sales
Improve Conversion
Brand Awareness
Interval Reporting
0
4
8
12
16
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Rep
ortin
g Ho
urs
Happy Client Happy Agency
Interval Reporting
0
3
6
9
12
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Rep
ortin
g Ho
urs
Happy Medium
AGENCY LOGOAGENCY LOGO
Interval Reporting
AGENCY LOGO
050100
2007 20090
3570
2007 2009
Notes
0
50
100
2007 2009
Month 3Month 1
Month 2
0
35
70
2007 20100
75
2007 2010
0255075100
2007 2008 2009 2010
0
35
70
2007 20100
75
2007 2010
0255075100
2007 2008 2009 2010
050100150200
2007 2008 2009 2010
Story Telling
0
35
70
2007 20100
75
2007 2010
0255075100
2007 2008 2009 2010
+
________________
Story Telling
1. They understand quickly
2. You can share real data from the source
3. Makes for very productive face time
1. Not for every client (or agency)
2. Factor in editing time
3. Requires software
PC - Camtasia
Mac - Screenflow
PROS CONS
Story Telling
Automate Where Possible
Account People = Analytics People
“Keep ‘em happy” “Keep ‘em well informed”
Organic Growth
050100
2007 20090
17.5
35
52.5
70
2007 2008 2009 2010
Notes
0
50
100
2007 2009
For Agencies
050100150200
2007 2008 2009 2010
For Clients
050100
2007 20090
17.5
35
52.5
70
2007 2008 2009 2010
Notes
0
50
100
2007 20090
50100150200
2007 2008 2009 2010
PAST FUTURE
Questions?Chris SietsemaTeach to Fish Digital(480) 389.5435
teachtofishdigital.com
linkedin.com/in/sietsematwitter.com/sietsemaslideshare.net/sietsema
Slide-ographySlide 3 “The Planet Data Center” by The Planet on Flickr Creative Commons
Slide 3 “Alarm Clock” by alancleaver_2000 on Flickr Creative Commons
Slide 3 “Confusing Traffic Sign, Boston, MA” by NNECPA on Flickr Creative Commons
Slide 4 - The infamous Matthew Lesko
Slide 5 - “(don’t) Cry” by Pedro Klien on Flickr Creative Commons
Slide 6 - Blindfolded Holiday Gift Wrapping by Christine and Justin Gignac
