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@philnottingham
Boston, Massachusetts is a lovely place, but it has a
number of problems.
Chief among these problems is…
The mayor’s office had a bright idea to fix this
And it worked incredibly well!
Except there was one problem…
The app was used primarily by Boston techies, who have a lot more money than the majority
of the population
And so the data suggested that the potholes in the rich
parts of the city were causing the most problems
G A R Y K I N G , H A R V A R D U N I V E R S I T Y
“This was an example of really bad analytics and it’s even worse because it’s the kind of thing that feels like it should work and does
work a little bit.”
What they think they’re solving for
The most problematic potholes
What they’re actually solving for
Potholes near rich people
What they should be measuring
Potholes in areas with highest density of traffic
When we don’t know how to properly read and interpret
data, gathering it often causes more problems that it solves
I think this is an endemic issue in digital marketing
1 Valuing everything by ROI
3 Problems
1 Valuing everything by ROI
2 Treating all metrics as KPIs
3 Problems
1 Valuing everything by ROI
2 Treating all metrics as KPIs
3 Misaligning goals, channels and content
3 Problems
1
Valuing everything by ROI
(Gain from investment - Cost of investment)
Cost of investmentROI =
What you think you’re solving for
Efficiency & efficacy of spend
So, you try to put a monetary value on all activities
The most common, and egregious way of doing this is
with last touch attribution
Session 1 Session 2 Session 3 Session 4
Last Touch Attribution
When you use last-touch attribution, this is how you end up valuing the different
parts of your website…
Product Support Blog Pricing Contact
Pretty good!
Meh?Rubbish
Great!Amazing!!!
M A T T H E W Z O O K , U N I V E R S I T Y O F K E N T U C K Y
“Once something gets measured and put into a model then everything starts optimising
around that metric.”
No-one in their right minds would read this blog post and then buy a car insurance
policy, but when you value your content by how it contributes to conversions… then you
end up trying to make that happen.
A slightly better way to measure value is a linear or
time decay model
Session 1 Session 2 Session 3 Session 4
Linear Attribution
What you think you’re solving for
Efficiency & efficacy of spend
What you’re actually solving for
Conversions
But this still has issues with any activity designed for
brand building.
Lets take the example of PR
Earlier this year, my boss Chris Savage was on BBC news
Gut feel tells you that this is really good PR coverage
Here’s what the return looked like in Google Analytics
500 visits0 Conversions
~$10,000
Even with linear or even first touch attribution, this looks like
incredibly poor return
But… maybe we can measure the value of this TV spot instead as if it were a bit of TV coverage
The way TV was historically measured was via impressions and how it contributed to brand
salience (as determined by recall surveys)
This was an ok way to measure TV 30 years ago, when there
wasn’t many other marketing or advertising channels available
But today… there’s just too much noise to make such data meaningful. Brands who still
measure in this way dramatically over value TV
A N A L L T O O C O M M O N R E S P O N S E T O T H I S P R O B L E M
“Lets temporarily stop all other brand activities so we can properly measure PR…”
But we know that PR, or advertising, or other brand building activity never
works in isolation. Stopping everything necessarily reduces the efficacy of the activity you’re trying
to measure.
So we’re left with the conclusion that…
ROI is just a bad way to measure PR
Think of it like a soccer team.
#WistiaFest / @philnottingham
“ROI” in a soccer analogy is the number of goals scored.
However… you wouldn’t measure every player on how many goals they
score, or indeed even how they contribute in terms of assists.
Goal keepers are measured by saves, defenders by tackles, Midfielders by passes up the field, and strikers by
goals and assists.
Yet you need a well rounded team, with all the different players, to be
successful.
If you measure everything by “ROI”, you’re building a team of strikers.
T H E W O R S T C L I E N T S O F A N Y S E O A G E N C Y
“How much is this link worth?”
Anyone in SEO who’s had this question knows how problematic and widespread this mentality is.
What you think you’re solving for
Efficiency & efficacy of spend
What you’re actually solving for
Conversions
What you should be measuring
A sensible proxy for ‘value’
Effectiveness
Sum (DA^2)
Efficiency
KPIs for PR
Sum (DA^2)
Cost
2
Treating all metrics as KPIs
Everything needs to go up. We need to get more conversions, more
traffic, more links, lower bounce-rate…longer time on page etc…
What you think you’re solving for
Optimising breadth of value
Here’s an example from a brand I was working with recently.
They appreciated the potential value YouTube could bring to their
marketing, and so tried to optimisetheir activity for all possible value
Views
Retention
Shares
Subscribes
Click-Throughs
Conversions
TrueView Advertising
Shorten Video
Include Share CTA
Include Subscribe CTA
Include Link to Website
Track Click-Through Conversions
What you think you’re solving for
Optimising breadth of value
This created a frankenstein’smonster of a video that had no value.
What you’re actually solving for
Nothing
What you should be measuring
One specific, qualified variable
Here’s how we’ve tried to do this at Wistia
Effectiveness
View-through Conversions
Efficiency
KPIs for YouTube Advertising
View-through Conversions
Cost
3
Misaligning goals, channels and content
Here’s a strategy I was recently handed by a global insurance
business
Strategy
Industry Finance
Audience Millenials
Content Explainer Videos
Channel LinkedIn
Goal Sign-ups
Distribution Budget £1M
What you think you’re solving for
Integrated Strategy
Channel
ContentAudience
The problem is that the strategy had no overlap in the channel, the
audience or the content
Strategy
Industry Finance
Audience Millenials
Content Explainer Videos
Channel LinkedIn
Goal Sign-ups
Distribution Budget £1M
No amount of budget in the world can make this strategy work.
What you’re actually solving for
Discrete, unconnected and fragmented problems
What you should be doingCreating content on channels appropriate for
the goal and audience
Goal
Audience
Channel
Content
Distribution
Metrics
KPI
What are you trying to achieve?
Who are you trying to reach?
Where can you reach them?
How can you meaningfully engage on this channel?
How can you get your content to the right people?
What can you accurately measure?
What’s a good proxy to measure the goal?
Strategy Questionnaire
Here’s an example of how we recently applied this plan to
Facebook video
Goal
Audience
Channel
Content
Distribution
Metrics
KPI
Strategy Questionnaire
Brand Awareness
People working on video for social media
Facebook
Competition
We created a test video to see if there was any latent demand for this
kind of content.
It worked!
Goal
Audience
Channel
Content
Distribution
Metrics
KPI
Strategy Questionnaire
Brand Awareness
People working on video for social media
Facebook
Competition
Promoted Posts, Word of Mouth
We then encouraged further distribution with a bit of light
influencer marketing
Goal
Audience
Channel
Content
Distribution
Metrics
KPI
Strategy Questionnaire
Brand Awareness
People working on video for social media
Facebook
Competition
Promoted Posts, Word of Mouth
Views, Audio, Retention, Likes, Comments, Shares
Page Likes
Effectiveness
Page Likes
Efficiency
KPIs for Facebook Competitions
Page Likes
Cost
This lead to a 30% increase in overall page likes over the duration of the campaign, at a cost of about
$2 per like.
• Bad Data < No Data
• Measure everything, but always optimise for just one KPI
• Only use ROI for direct response & conversion activities
• Ensure alignment of content with channel and audience
• Tie everything back to the goal
Takeaways
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