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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

Facebook

Google

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