SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Measurement that matters
NATALIE WILLIAMSNESTLE PURINA PETCARE
Measurement that Matters
Natalie Williams
4 Key Principles to Keep Your Measurement
Effective, Actionable & Honest
Accept that you’re not in the business to
make “Social” look good
Key Principle #1
Build Social for Your Business, Not for Social
Itself.
The Goals of the Platforms Should Not Be Yours.
Realize, it’s okay to be different
Key Principle #2
Unique Goals Need Unique Measurement.
Measurement
Marketing Tactic
Brand Strategy
Business Goal
How Do We Get There?
Purina Example
MyPlan Registrations
MyPlan Campaign
Trial of ProPlan
New Households
Purina Example
MyPlan Registrations
Facebook Instagram
Key Principle #3
Make Proper Tracking a Priority
Checklist
Are you set to properly measure your goals?
• Actions on Site, Tags/Pixels placed, Link Tracking
Is your measurement structured for diagnosing
your performance?
• Performance data by segments (target, source, tactic, etc.)
Will your diagnosis be actionable?
• Can these insights lead to optimizations of your media in a timely manner?
Performance Diagnosis
VOLUME
(Total Registrations)
Effectivity(Lead Through Rate)
Efficiency(Cost per Registration)
Source
Target
Format
Creative
Device
Purina Example
Inputs Do Not Equal Results
Key Principle #4
Metrics of Uncertain Success
• Impressions
• Reach
• Video Views
• Engagements
• Clicks
The WOO Effect
15,700,000+Impressions
8.1KVideo Views
215,000+Post Engagements
90,000+Link Clicks
$1.77CPLC
Accept that you’re not in the business to
make “Social” look good
Key Principle #1
Purina Example
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SOCIALMEDIA.ORG/EVENTS
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
