We Are the Champions of . . . What, Exactly? Tracking Digital Metrics That Matter
Transcript of We Are the Champions of . . . What, Exactly? Tracking Digital Metrics That Matter
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We are the Champions of...What?
Tracking Digital Metrics That Matter
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Introduction to the TeamWelcome!
Autumn RoseDirector, Analytics
Minal BopaiahFormer Communications
Manager, PSI@brevityandwit#17NTCDataChamps
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#DataChampChampion your Cause, Measure your Success
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We do a lot.As communications professionals we are spread thin, working on
multiple initiatives across multiple channels with multiple stakeholders
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Mission
Initiative
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Sometimes we can lose sight of our mission.
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But our mission is what gives us clarity in setting our direction.
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Mission
It All Starts with Your MissionYour mission should be used as the glue that ties together all your communications activities.
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Initiative
Initiative
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Mission
Map out how your organization is working towards achieving its mission; this often aligns with program areas or your organizational structure.
Map it Together
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Initiative
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Map it TogetherIdentify the specific projects and activities that your organization is taking on to achieve those initiatives.
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Map it TogetherIdentify the specific projects and activities that your organization is taking on to achieve those initiatives.
Are there things that fall outside of those core initiatives?
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Just say no.
Aligning Your WorkIf you can’t map a tactic to your mission…it’s time to reevaluate.
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Our Power Comes From Our MissionEvery initiative we take on and every tactic we leverage, should be moving our mission forward, making an impact.
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MissionHelp people in the developing world lead healthier lives by marketing affordable products and services.
Mission
PSI: Mapping it Out
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Initiative
MissionHelp people in the developing world lead healthier lives by marketing affordable products and services.
InitiativeInnovate fundraising mechanisms to help create sustainable and strong health systems.
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PSI: Mapping it Out
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ObjectiveNurture relationships with catalytic donor organizations (e.g., BMGF, UNITAID, etc.).
Help people in the developing world lead healthier lives by marketing affordable products and services.
InitiativeInnovate fundraising mechanisms to help create sustainable and strong health systems.
InitiativeObjective
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Mission
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PSI: Mapping it Out
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Initiative
Objective
Mission
ObjectiveNurture relationships with catalytic donor organizations (e.g., BMGF, UNITAID, etc.).
Help people in the developing world lead healthier lives by marketing affordable products and services.
InitiativeInnovate fundraising mechanisms to help create sustainable and strong health systems.
InitiativeObjective
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Mission
Initiative Objective
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Tactic
TacticsPublish strategic content; ask donors and partners to promote on social; drive traffic to content thru email.
TacticTactic
PSI: Mapping it Out
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Once we can frame our work, determine the KPIs that tell our story of success
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Why do we need KPIs?
Align teams across the organization to work towards a consistent set of objectives, saving time and money
Demonstrate ROI on specific activities and initiatives
Simplify reporting by developing a consistent method of quantifying success
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Selecting your KPIs
Prioritizing & Storytelling
Unambiguously tell the story of performanceMetrics should be able to be directly influenced through your work
Have the staff and resources to impact and monitor your KPIs in the long term
Get buy in from leadership#17NTCDataChamps
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Setting Targets
Set your goals based on past performance; collect 6 months of data before making final selections
Be careful with industry standards; it’s unlikely to find true apple to apple comparisons
Ensure they are sustainable in both staff time and budget
Reaching Your Goals
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Get the Right Equipment
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Time to StretchIt’s audience participation time
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Site Performance
Tools
● Performance of specific content● User engagement● Traffic sources
Google Analytics - Free
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Social MediaTools
● Tweets● Retweets● Posts
● Reach● Shares● Likes
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EmailTools
● Subscribers● New subscribers● Emails sent● Emails opened
Recommended: N/A
● Clickthrough● Unsubscribe● Forward
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Once we have the data,how do we set benchmarks?
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There are no “right” targets.You are always competing
against yourself.
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Why can’t I compare?
How analytics is configured can significantly impact how data is collected or calculated
There are different targets for various types of content
Various target audiences behave differently
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Bounce Rate
63% Bounce RateInformation Distribution Sites
60% Bounce RateCommunity Sites
34% Bounce RateData Exploration Sites
Site Performance
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Pages per Session
2.35 pages per sessionInformation Distribution Sites
2.75 pages per sessionCommunity Sites
4.4 pages per sessionData Exploration Sites
Site Performance
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Specifictangible and concrete
Measurableusing tools & strategies
Achievable by you and your team
Realistic in the real world
Timebound monthly, quarterly, yearly
Be Smart in Selecting your Benchmarks
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Objective
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InitiativeObjective
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TacticTactic
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Now that we’ve done the work...
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Objective
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InitiativeObjective
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TacticTactic
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...how do we communicate the results?
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Pro TipImpact stories will align with your
audiences; your reporting will align with your organizational structure.
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Objective
The Do-ersFrequency
Real time, self service
ContentGranular reporting on the performance of their activities
Compare year over year performance & benchmarksInitiative
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InitiativeObjective
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TacticTactic
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Reporting it Up
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Objective
Frequency
Weekly/Monthly Synthesized Reports
ContentSummarize tactic performance in relationship to the objectives they are looking to achieve
Compare year over year performance & benchmarks
Propose opportunities to improve, expand, or revise the tactics
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InitiativeObjective
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TacticTactic
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Reporting it Up Program Managers
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Objective
Frequency
Monthly Synthesized Reports
ContentMonthly performance summary of all related objectives
Highlight tactics that were uniquely successful (or failures)
Offer specific recommendations to improve impact on overall initiative
Provide insight into anticipated future performance
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TacticTactic
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Reporting it Up Directors
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Frequency
Quarterly/Yearly
ContentHigh level summary of progress towards yearly goals
Showcase select successes and learnings
Provide insight into anticipated future goals
Reporting it Up CEO & Board
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Introduction to the TeamThank You!
Autumn RoseDirector, Analytics
Minal BopaiahConsultant
@[email protected]#17NTCDataChamps
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Introduction to the TeamYour Next Steps
Download Our White PaperAvailable at forumone.com, learn more about best practices, selecting metrics, and building a sustainable analytics strategy.
Give Us a CallDiscuss your needs, your ideas, or where you are running into issues. We can help!
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