Tell me what you measure and I will tell you how much money do you waste (Damjan Planinc, Saša Stankovič, Interactive.agency)

Tell me what you measure and I will tell you how much money do you waste

Damjan PlanincSaša Stanković

What can we measure on TV?

What can we measure in print?

What can we measure online?

Examples of metrics

Sources of metrics

• Web Analytics more than 230 metrics only in GA!

• Adserver

• Social media

• Email

• CRM

• ....

Sources of metrics

What makes great metrics?

• Well understood to all involved in decision making process

• Relevant to our business

• On right time

• Actionable

What companies do wrong?

• Drowning in data

• Choose Vanity Metrics

• Measuring What is Easy

• Not supportive decision making process

What do you see when open GA?

Does this matter?

Example of better metrics

Example of better metrics

We have metrics, what about KPIs?

impact the business bottomline

Examples of KPIs

How to start?

Establish measurement model

Establish measurement model

But don’t forget

90% is about people: roles, responsibilities, processes, skills,..

10% is about technology, tools

What happens if we optimize on wrong metric?

Real question is – what happens if we reduce marketing budget?

a/ smaller amount of visits on our web siteb/ all metrics go downc/ conversions? (real metric)

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Before After

What happens if we optimize on wrong metric?

-20%

-55%

Which metrics to avoid?

• Compound metrics

• Vanity metrics

• Focusing on Quantity, not Quality

• Measuring What Is Easy

• example: Visits, Page Views, Time on Site, Impressions, Clicks, Number of Followers/Likes, Video Views

Metrics limitations

• Multiscreen world

• Problems with multiscreen world?

user coming from multiple screens before converting

Metrics limitations

• Multiscreen world

"90% of people move between devices to accomplish a goal, whether that’s on smartphones, PCs, tablets or TV.„

source: Google

Metrics limitations

• Multiscreen world

Metrics limitations

• Multiscreen world

• Is there any solution to track multiscreen user?

Google AdWords report(new feature rolling out for adwords accounts with conversion tracking:columns -> conversions -> est. conversion)

Universal Analytics

Recommendations

• Choose no more than five key metrics.

• Show trends for those metrics over time

• Put on a dashboard for everyone to see

• Test and repeat