Webinar: “KPIs in Digital Marketing” - presented by Jacques Warren

Online Intelligence Solutions

Proven Methodology for Digital Marketing KPIs

LIVE WEBINAR 27/02/2013

Jacques WARRENCEOWAO/MARKETING

Today’s Speaker

If you feel like it: #measure

Why Care About KPIs?

Marketing without measure is like driving blind

Without KPIs, you see the road, but you don’t

know where you are going!

Why Care About KPIs? Analytics Governance

KPIs belong here

What Are KPIs? A Definition

KPIs are metrics that focus on strategy execution quality.

Their main characteristics are:

- Aligned with strategy

- Owned

- Predictive

- Clear (easy to understand)- Actionable

Why KPIs Should Be Aligned With Strategy?

Online Strategy & Business Strategy

Strategy - KPIs - Data

A Word About What “Actionable” Is?

Probably one of the biggest buzzword in KPI discussion!

As a marketer, what metrics can I influence and how?

Conducting A KPI Project

What is involved in a KPI project?

- Definition workshop(s)

- Metrics DNA

- Evaluate possible side effects

- Validation & Approbation

- Communicate

Conducting A KPI Project

Definition Workshop(s)

- Why use workshop(s)- Dual Goals: Definition & Consensus- KPIs are a communication means, too!

SPEAK

KPIs!!

Conducting A KPI Project

Definition Workshop(s)

- How to conduct the workshop(s)

- Start with strategic context and “What if” questions

- Get the stakeholders

Analysis needs always trump technology

Conducting A KPI Project

Validation & Approbation

- Keep making sure consensus is built in

- Of course, get executive buy-in

Conducting A KPI Project

Metric DNA

- What data are KPIs made of?

- Which systems are data coming from?

FEASiBILITY!

- Document!!!

Conducting A KPI Project

Evaluate Potential Side Effects

- KPIs can encourage unexpected, undesirable behaviors!

- Use simulation, what-ifs, targets

- “Guardrail Metrics”

Conducting A KPI Project

Communicating KPIs

- Communicating KPIs to all

Win the hearts and minds

KPIs and Other Metrics

Primary/Traffic Metrics

EXAMPLE

KPIs and Other Metrics: Building The Value ChainPrimary/Traffic

MetricsDrivers/Operational KPIs

Key Performance Indicators

Operationalizing KPIs

KPIs and Segmentation

KPIs and the Analysis Process

©Jessica Hagy

Operationalizing KPIs

Measuring Marketing is measuring people!

KPIs work better when aligned with the performance measurement system.

The Spitzer Law: People tend to behave the way they are paid to.

Operationalizing KPIs

KPIs and the Analysis Process

Operationalizing KPIs

KPIs and Organizational Culture

Don’t miss our next webinar!

Optimal Data Visualization and Dashboard Design

Thursday, April 4th

4 PM CET10 AM EDT

Online Intelligence Solutions

www.waomarketing.com

contact@atinternet.com

jw@waomarketing.comwww.atinternet.c

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Thank you!