Goal Setting for Digital Measurement Success

Goal Setting for Digital Marketing Success

eMetrics

@kaydenkelly

Secret Sauce

Kayden KellyCEO / Founder

16 years in the making...(aka DMF)

@kaydenkelly

- Top 3 Roadblocks -

1.Company Centric2.Acquisition Focused3.“Mission Impossible” Goals

That inhibit goal setting and measurement, which generally reduce competitive advantage by making companies slow to identify and respond to internal weaknesses and external threats. Plus, it creates a lack of focus and effective prioritization.

@kaydenkelly

How do we remove these roadblocks?

Focus on the User

1#

LeadsCustomersRevenuesMarketshareX

Get in their shoesFind and removebarriers & gaps in your customer decision journey

Map the Journey

- Multi-Linear Journey -





- Multi-Linear Journey -CHAOS

AWARENESS


AWARENESS INTEREST


EVALUATIONAWARENESS INTEREST


DECIDE/PURCHASEEVALUATIONAWARENESS INTEREST


RETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST



Build Brand Awareness

Increase Account Registrations

Increase Downloads

Increase Revenues

Increase Repeat Purchases

- Linear Journey -




Increase Downloads

Increase Revenues


- Linear Journey -




Increase Downloads

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- Linear Journey -




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- Linear Journey -




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- Linear Journey -




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- Linear Journey -


K.I.S.S.Build Brand Awareness


Increase Downloads

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- Linear Journey -

Leading Indicators

2#




Increase Downloads

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Lagging Indicators




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Lagging Indicators




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$

Lagging Indicators

Leading IndicatorsRETENTIONDECIDE/PURCHASEEVALUATIONAWARENESS INTEREST



Increase Downloads

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Increase Downloads

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Increase Downloads

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Address before downstream

impact

Benchmark & Forecast Realistic Goals

3#

RETENTIONPURCHASEEVALUATIONAWARENESS INTEREST

Benchmark

Historical Benchmark Data (2+ years - by Stage)

Monthly data helps us to identify & incorporate seasonality

RETENTIONPURCHASEEVALUATIONAWARENESS INTEREST

Benchmark

Historical Benchmark Data (2+ years - by Stage)

Monthly data helps us to identify & incorporate seasonality

Financial modeling techniques that incorporate assumptions

(aka Forecasting Levers...by Stage)

Forecast

Macro Goal

DECIDE/PURCHASE

Increase Revenues

What the C-Suite cares about

Forecast Charts




Increase Downloads

Increase Revenues


Micro GoalsUse Forecasts to Evaluate Goals & Set Targets




Increase Downloads

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Increase Downloads

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Increase Downloads

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Measurement Strategy Tips- PART 1 -

Define S.M.A.R.T. Goals across Journey- PART 2 -

Avoid Goal Setting Pitfalls- PART 3 -

Better Goal Monitoring & Analysis- PART 4 -

Actionable Reporting Tips

Define SMART Goals across the Journey

- PART 1 -

AWARENESS


INTEREST


EVALUATION

Increase Downloads

DECIDE/PURCHASE

Increase Revenues

RETENTION


Your goals will be turned into measurable targets that provide leading indicators across your entire customer journey

Objectives > Goals > KPIs > Segments > Targets

Turn Broad Objectives into Clear Goals & Achievable Targets

AWARENESS


INTEREST


EVALUATION

Increase Downloads

DECIDE/PURCHASE

Increase Revenues

RETENTION


Your goals will be turned into measurable targets that provide leading indicators across your entire customer journey

Objectives > Goals > KPIs > Segments > Targets

Turn Broad Objectives into Clear Goals & Achievable Targets

Objective

AWARENESS


AWARENESS


Key Insight:SpecificMeasurableAttainableRelevantTimely

Objective

Goal

AWARENESS

Increase (7) Content Group Organic Visits by 20% by 1/2016

AWARENESS



Objective

Goal

KPI

AWARENESS

(1) X, (2) X, (3) X, (4) X Content Group Organic Visits

AWARENESS




Objective

Goal

KPI

Segment

AWARENESS

Metric = LP Visits to X Content Group PagesMedium = OrganicCountry = USA

AWARENESS





Objective

Goal

KPI

Segment

Target

AWARENESS

Jan 2016: 300,000(Organic Search Visits)

AWARENESS






Objective

Goal

KPI

Segment

Target

AWARENESS

Google Analytics www.domain.com View

Source

AWARENESS







http://www.domain.com


Digital Measurement Framework

AWARENESS










AWARENESS







INTEREST


Increase Organic Search Registrations by X% by 1/2016

Organic Search Registrations

Metric = Goal 16 (Registrations) CompletionsMedium = OrganicCountry = USA

Jan 2016: X(Registrations)

Adobe Analytics Report Builder

Repeat the process across the journey to provide a holistic framework for measuring the performance of your customer lifecycle.




AWARENESS







INTEREST







EVALUATION

Increase Downloads

Increase Organic Search Tool Downloads by X% by 1/2016

Organic Search Downloads

Metric = Goal 10 (Download) CompletionsMedium = OrganicCountry = USA

Jan 2016: X,XXX(Organic Search Downloads)






AWARENESS







INTEREST







EVALUATION

Increase Downloads






PURCHASE

Increase Revenues

Increase Organic Search Revenues/Orders by 20% by 1/2016

Organic Search Revenues/Orders

Metric = Order Revenues (Not product revenues which don’t exclude the Discount)Medium = OrganicCountry = USA

Jan 2016: $XX,XXX(Organic Search Revenues)








AWARENESS







INTEREST







EVALUATION

Increase Downloads






PURCHASE

Increase Revenues






RETENTION


Increase Repeat Purchases by 20% by 1/2016

Repeat Purchase Revenues

Metric = Existing Customer Order Revenues Medium = AllCountry = USA

Jan 2016: $XXXXX(Existing Customer Order Revenues)










AWARENESS







INTEREST







EVALUATION

Increase Downloads






PURCHASE

Increase Revenues






RETENTION








Basic







INTEREST







EVALUATION

Increase Downloads






PURCHASE

Increase Revenues






RETENTION







AWARENESS







Digital Measurement FrameworkEvolve







INTEREST







EVALUATION

Increase Downloads






PURCHASE

Increase Revenues






RETENTION







AFFINITY

Improve Customer Advocacy

Increase Customer Sharing by 20% by 1/2016

Social Shares (Likes, Pins, +1s, Emails, etc)

Metric = Share Visits Medium = ReferralCountry = USA

Jan 2016: 300,000(Share Visits)


AWARENESS
















INTEREST







EVALUATION

Increase Downloads






PURCHASE

Increase Revenues






RETENTION







AFFINITY







AWARENESS
















INTEREST







EVALUATION

Increase Downloads






PURCHASE

Increase Revenues






RETENTION







AFFINITY







INTEREST

Improve Share of Mind

Increase Newsletter Signups by 5% by 1/2016

Newsletter Signups

Metric = Newsletter Signup VisitsMedium = OrganicCountry = USA

Jan 2016: X(Signups)


AWARENESS
















INTEREST







EVALUATION

Increase Downloads






PURCHASE

Increase Revenues






RETENTION







AFFINITY







AWARENESS

Increase Search Visibility

Achieve 40+ New Top 3 Rankings for Target Content Themes by 1/2016

Top 10 Rankings

Ranking = Top 3 Keywords = 60 Target Keywords in Each of 5 ThemesMedium = OrganicSource = Google.comCountry = USA

Jan 2016: 40+ New Top 3 Rankings for Content Theme 1, 2, 3, 4, 5

Moz Ranking Data for www.domain.com

INTEREST

Improve Share of Mind

Increase Newsletter Signups by 5% by 1/2016

Newsletter Signups

Metric = Newsletter Signup VisitsMedium = OrganicCountry = USA

Jan 2016: X(Signups)


AWARENESS


















Avoid Goal Setting Pitfalls

- PART 2 -

Goal Setting Pitfall- #1 -

Don’t Ignore Trends

• Product Mix (Lack of Product Innovation)• Marketshare / Demand Potential (Declining)• Economic / Industry (Declining)• Competitor Threats (New)• Traffic Declining (Content Gaps / Low Velocity)• Poor Conversion (New/redesigned site)

Future Performance is highly dependent on external influences, and past decisions/actions

0

100

200

300

400

2008 2009 2010 2011 2012 2013 2014

160

185

215235

250 257

390

REV

ENU

ES 15%

Low or Declining Growth Trendbut want miraculous instant growth

0

100

200

300

400

2008 2009 2010 2011 2012 2013 2014

160

185

215235

250 257

390

REV

ENU

ES 15% 28%


0

100

200

300

400

2008 2009 2010 2011 2012 2013 2014

160

185

215235

250 257

390

REV

ENU

ES 15% 28% 9%


0

100

200

300

400

2008 2009 2010 2011 2012 2013 2014

160

185

215235

250 257

390

REV

ENU

ES 15% 28% 9% 7%


0

100

200

300

400

2008 2009 2010 2011 2012 2013 2014

160

185

215235

250 257

390

REV

ENU

ES 15% 28% 9% 7% 3%


0

100

200

300

400

2008 2009 2010 2011 2012 2013 2014

160

185

215235

250 257

390

REV

ENU

ES 15% 28% 9% 7% 3%


50%

0

100

200

300

400

2008 2009 2010 2011 2012 2013 2014

160

185

215235

250 257

390

REV

ENU

ES 15% 28% 9% 7% 3%

Highly unlikely without Dramatic Changes & Investment

50% X

0

75

150

225

300

2008 2009 2010 2011 2012 2013 2014

160

185

215

235250 257

272

REV

ENU

ES

15% 28% 9% 7% 3%

If product hasn’t hit end of life and problem is lack of search visibility, marketing impact could provide realistic growth between last 2 years. 2012 15mil & 2013 7mil...+11mil would be reversing the downtrend.

Realistic GOAL

0

75

150

225

300

2008 2009 2010 2011 2012 2013 2014

160

185

215

235250 257

272

REV

ENU

ES

15% 28% 9% 7% 3% ✓6% If product hasn’t hit end of life and problem is lack of search visibility, marketing impact could provide realistic growth between last 2 years. 2012 15mil & 2013 7mil...+11mil would be reversing the downtrend.

Realistic GOAL

Goal Setting Pitfall- #2 -

0

500

1,000

1,500

2,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

400

522612

558640

887

743794

658

894

1,119

1,600

480

627

767670

768

1,067

892954

788

1,103

1,341

1,933

REV

ENU

ES

+10% +10% +10% +10% +10% +10% +10% +10% +10% +10% +10% +10%

Instant & Consistent IncreaseBlue = ActualGrey = Benchmark (Last Year)

0

500

1,000

1,500

2,000


400

522612

558640

887

743794

658

894

1,119

1,600

480

627

767670

768

1,067

892954

788

1,103

1,341

1,933

REV

ENU

ES

Strategy

+10% +10% +10% +10% +10% +10% +10% +10% +10% +10% +10% +10%

Instant & Consistent IncreaseBlue = ActualGrey = Benchmark (Last Year)

0

500

1,000

1,500

2,000


400

522612

558640

887

743794

658

894

1,119

1,600

480

627

767670

768

1,067

892954

788

1,103

1,341

1,933

REV

ENU

ES

Strategy

+10% +10% +10% +10% +10% +10% +10% +10% +10% +10% +10% +10%

Instant & Consistent Increase

Tactical Implementation

Blue = ActualGrey = Benchmark (Last Year)

Strategy

Tactical Implementation

+2% +4% +6% +10% +12% +14% +18% +20% +22%

Growth Takes Time

0

500

1,000

1,500

2,000


400

522612

558640

887

743794

658

894

1,119

1,600

437 468

633 620696

977

832905

788

1,103

1,400

1,933

LEA

DS

Better Goal Monitoring & Analysis

- PART 3 -

Show Trajectory- Early -

0

500

1,000

1,500

2,000


400

522612

558640

887

743794

658

894

1,119

1,600

480

627

767LEA

DS

Continuously Measure Progress/Trendfor each Micro Goal

Blue = ActualGold = ForecastGrey = Benchmark (Last Year)

0

500

1,000

1,500

2,000


400

522612

558640

887

743794

658

894

1,119

1,600

480

627

767670

LEA

DS


0

500

1,000

1,500

2,000


400

522612

558640

887

743794

658

894

1,119

1,600

480

627

767670

768LEA

DS


Beware the Dip- Detect Early -

0

500

1,000

1,500

2,000


400

522612

558640

887

743794

658

894

1,119

1,600

480

627

767670

768 755LEA

DS

Not meeting forecast

Early Detection of off target goals

0

500

1,000

1,500

2,000


400

522612

558640

887

743794

658

894

1,119

1,600

480

627

767670

768 755689

LEA

DS

Notify, request resources, implement solutionsRaise Alarm

0

500

1,000

1,500

2,000


400

522612

558640

887

743794

658

894

1,119

1,600

480

627

767670

768 755689

850

LEA

DS

Get back on track

0

500

1,000

1,500

2,000


400

522612

558640

887

743794

658

894

1,119

1,600

480

627

767670

768 755689

850800

1,111

LEA

DS

Get back on track

0

500

1,000

1,500

2,000


400

522612

558640

887

743794

658

894

1,119

1,600

480

627

767670

768 755689

850800

1,111

1,555

2,000

LEA

DS

Get back on track

Actionable Reporting Tips

- PART 4 -

Ad Hoc Data Discovery

Structured Goal Funnel Measurement

Complementary Approaches

Custom User Journey Measurement to monitor and optimize Key Business Performance Indicators and provide foundation to forecast and meet realistic goals (aka DMF)

Creative, agile answering of ongoing ad hoc high value business questions (not addressing in this presentation)

Align with role

1Tip #

Digital Reporting by Role

Executive SimpleStrategy • Executive Report• Executive Dashboard

• Progress• Successes• Challenges• Trends

Who Focus Detail ReportsNeed

This is a conceptual visualization of the digital measurement reporting structure by role with the common reporting focus, level of detail, user needs and types of reports clarified at a high level. This is the starting point for reporting by role and can be highly customized to meet your exact needs.




Manager Tactics Moderate

• Digital Measurement Report• Department Reports*• Department Dashboards*• Ad Hoc Reports• Plus, Executive Reports

• Priorities• Insights• Interactive


This is a conceptual visualization of the digital measurement reporting structure by role with the common reporting focus, level of detail, user needs and types of reports clarified at a high level. This is the starting point for reporting by role and can be highly customized to meet your exact needs.




Manager Tactics Moderate

• Digital Measurement Report• Department Reports*• Department Dashboards*• Ad Hoc Reports• Plus, Executive Reports

• Priorities• Insights• Interactive


Analyst Data/Analysis Complex

• Analyst Dashboards• Custom Reports• Data Exports• Intelligence Alerts • Data Source (UI) Access• Plus, Exec and Mgr Reports

• Detailed Data• Deep Dive

Analysis

Note: Department specific and other role reporting breakdowns, is optional, as necessaryThis is a conceptual visualization of the digital measurement reporting structure by role with the common reporting focus, level of detail, user needs and types of reports clarified at a high level. This is the starting point for reporting by role and can be highly customized to meet your exact needs.

Interactive & Automated

2Tip #

Interactive & Automated

2Tip #

Caveat Emptor: Get started quickly and evolve. Don’t get bogged down in a slow waterfall approach or new tools.

Track & Share BOTH: ✓what worked & why✓what failed & why

3Tip #

Clearly document and manage learnings

Keys to Success

1. User Centric2. Leading Indicators3. Realistic Goals

• Easier to manage

• Fosters team alignment & engagement

• Shines light on internal weaknesses & external threats

• Complete view of “problem” before tactical solutions

• Data driven priorities to maximize value of limited resources

• Setup to succeed & show incremental progress (ROAI)

• Get increased resources/budget based on results

GREAT Rewards

Be S.M.A.R.T. & K.I.S.S.

to be proactive and inform better decisions

GOAL!!!

Discovery (Research & Interviews)Provide Digital Measurement Framework (DMF) Draft (Objectives, Goals, KPIs, Segments)Iterate with Stakeholders to Refine/Customize DMFPerform Historical Performance Benchmarking & Forecast TargetsAdd Targets, Dates, Data to DMF & Make Goals S.M.A.R.T.Define Executive Level ReportingDefine Manager/Department/Role Level ReportingDefine Analyst Level Reporting(Optional) Define Custom DashboardsImplement Reporting (setup automated reporting, integrate data, and start preparing manual reports that include analysis and more)Reporting Initiation/Scheduling (initiate automated and manual delivery on specified frequency on monthly, weekly, daily and real-time as specified to specific roles/contacts as specified in report mapping)Evolve Reporting (adapt reporting as goals change, external factors change, analytics maturity matures, and level of digital marketing optimization increases. Typically, refine/change reporting annually or quarterly)

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How to Get StartedTa

keaw

ay

Questions?

Kayden KellyCEO / Founder

Thank you...

@kaydenkelly

Phone (888) 252-7866 Email [email protected] www.blastam.com

Roseville Office6020 West Oaks Blvd, Suite 260

Rocklin, CA 95765

San Francisco Office625 Second Street, Suite 280

San Francisco, CA 94107

New York Office261 Madison Ave, 9th Floor

New York, NY 10016

Seattle Office500 Yale Avenue North

Seattle, WA 98109

Los Angeles Office7083 Hollywood Boulevard

Los Angeles, CA 90028

http://BlastAM.com

http://BlastAM.com

mailto:[email protected]

mailto:[email protected]

Goal Setting for Digital Measurement Success

Data & Analytics

journey multilinear

goal setting

lack of focus

mission impossible goalsthat

customer decision journeymap

acquisition focused3

removebarriers gaps

company centric2