HighRoad U Webinar: Measuring: Using Digital Metrics to Gain Member Insight

Welcome to HighRoad U

HighRoad Solution is a qualified provider of CAE credits from ASAE

IntroductionsManeesha Manges, Director of Consulting• Over 15 years of experience in digital marketing• Consulting experience in the association world

around digital strategy, field and social media marketing and change management

• Expertise in lead generation

Ways to Connect:• Twitter: @maneeshamanges• LinkedIn: www.linkedin.com/in/maneeshamanges

Now Open!

HighRoad U – Office Hours

http://pages.highroadsolution.com/highroad-office-hours

Starting Wednesday, June 22 @3p Eastern

Bring your challenges, questions or current work to get feedback and guidance.

Topics we can cover:• What tools you can use for your

problem• Email marketing• Social media marketing• Website design & function• User experience• Interpreting analytics• Digital advertising• SEO• Marketing automation

Using Digital Metrics to Gain Member Insights

Topics We’ll Cover• Recap – Metrics 101• Data-Driven Marketing• Advanced Metrics• What are they• How to calculate

Why are Metrics so Important?Consistent way to measure:• Performance• Progress• Efficiency• Efficacy• Quality

Data versus InsightsWhat is Data?• Information in raw or unorganized forms

• # Page Views / # Likes / # Shares

What are Insights?• Actionable, data-driven findings that create business value

• Different from raw data• “Members prefer in-person education series as opposed to on-

demand webinars”• “Social Posts with an Image and a link are far more engaging

and of use to members”

Best Practices (aka Common Sense)• Establish a Baseline• Measure Frequently and Consistently• Interpret and Infer Results• Act on Insights• Refine Campaigns

Identify Your KPIs• What will you measure

to demonstrate:• Growth• Success• Opportunity

• Map your KPIs to your goals:• Growth = Digital

Advertising / Uplift• Success = Blog Views• Opportunity = Lead

Gen Programs

Your Challenge

Worksheets – Marketer’s Best Friend

Month over Month Lead Gen Programs• Easy to compare progress• Monthly compilation• Puts the KPIs you want to

measure into context

Website Vs Blog Visits

Data-Driven Marketing / Decision Making“Data-Driven Marketing – process of collecting, analyzing and executing on insights from unstructured and multi-structured data that is integrated across the enterprise”• Raw Data Insights• 1 Dimensional vs Multi-Dimensional Data

Consider Your Approach to Finding Insights• Analyzing data available to understand marketing and

business performance• Combining different or multiple data sources to get to

insights• Incorporate new data points as they become available• Use the insights to take action and improve marketing

performance

What is Not Data-Driven Marketing?• If single view of member does not exist• Not taking a coordinated cross-channel approach to

connecting with the member• Using mass marketing tactics

• Direct mail• Print ads• Billboards• Email “Blasts”

Metrics Executives Want to See“73% of executives don’t believe that marketers are focused enough on results to truly drive incremental customer demand”• Which marketing metrics matter?

• Total cost of marketing• Salaries• Overhead• Revenue• Customer acquisitions

Customer Acquisition Cost (CAC)

Marketing % of Customer Acquisition Cost

Ratio of Customer Lifetime Value to CAC

Marketing Influenced Customer %

Recap• Know your Data vs Insights• Establish Baseline and Measure Regularly• Identify KPIs to measure your growth / success• Remember to Act on Insights• Consider Advanced Metrics for your Executives• Move towards Data-Driven Marketing Tactics• Avoid speculation – rely on insights for future action

Upcoming in JulyBuilding Digital Ecosystems that Deliver ROI• July 15 – Overview• July 22 – Best Practices• July 29 - Measurement