Measurement and Reporting for Performance(building a culture that counts)

2013 AMA Nonprofit Marketing Conference

#AMANP | @LipmanHearne | @Jeremy_T_Ryan

Digital Training

1. Poll Results

2. Why measure and for whom?

3. Answering real world questions

4. In Theory:

Approach to measurement and reporting

5. In Practice:

Seeing it in action

Today’s

Agenda

Why measure and for whom?

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Colleagues Audience/Participants

You

Track personal performance

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• Build excitement with data!

• Use data/points to demonstrate progress towards a goal

• Think about data to fortify the experience.

• Elements of game theory, such as competition, add motivation.

How am I doing?

…or demonstrate hindrances to performance

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Demonstrate progress (or lack of)

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Are we succeeding?

Update your audience, they love data too!

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How are we doing?

Answering real world questions(or solving problems)

8

Do I build mobile now?

Question:

How about in healthcare?

• Top 10 mobile Health applications generate up to 4 million free and 300,000 paid downloads per day

• By 2018, mobile healthcare market will reach 3.4 billion application users

• By the end of 2017, the total mobile health/wellness market revenue will have grown by 61% (CAGR) to reach US$26 billion

• The main sources of revenue will not come from application download revenue itself, but from platforms to sell other health services and hardware

97Knative Health/Wellness

applications are listed

on 62 full catalogue

app stores

Cost vs. Rev Example

10https://www.noellevitz.com/documents/shared/Papers_and_Research/2012/2012MobileExpectations.pdf

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A: If the audience justifies it

100,000 uniques/yr x 18%

= 18K potential givers

3% conversion rate against goals

= 540 givers

$50 Average gift size * 540

= $27K

Suppose $50K for mobile retrofit

on Drupal, breakeven

= 1.85 years

Cost vs. Rev Scenario

Mobile18%

…or asks for it11Lipman Hearne | #AMANP

…but how about mobile in higher education?

• But, only 4% view on tablets, including iOS and Android

• 94% sampled use a smartphone at least weekly

• 50% stated that the mobile experience would influence their decision

Yes

52%

No

48%

Prospective applicant viewed a school’s website on a mobile device?

Cost vs. Yield Scenario

12https://www.noellevitz.com/documents/shared/Papers_and_Research/2012/2012MobileExpectations.pdf

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How do I know what users want?

Question:

Optimize Creative/Copy

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Compare Tactical Effectiveness

Which solicitations work best?

Question:

Optimize Creative/Copy, Content Strategy, Personality

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[A/B] test, learn, evolve

First Email

Last Email

REMEMBER:

Investigate with the curiosity of a

Student

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Don’t be afraid to experiment!

How do I guard against user fraud in a campaign?

Question:

Watching for fraud

Mechanical Turks and Other Threats

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• Disposable emails

• Common Password

• Suspicious

• Same/Similar names and domains

• Voting timestamps / vote blasts

0

200

400

600

800

1000

1200

Votes

In TheoryMeasurement and Reporting

Key questions

• What are the business objectives?

• For each objective, what are the focused goals?

• Can you identify the segments of people / behavior / outcomes that will be

analyzed to understand why we succeed or failed?

• What are the key performance indicators?

• How will we set the parameters for success upfront by identifying targets

for each KPI?

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KPIs

Visits

Page Views

Social Engagement

Distributed Emails

Awareness,

Number of Press Releases

Repeat Visits, Loyalty, Recency

Conversions

Amplification

Tasks Completed

Brand Lift and Advocacy

Return on Investment

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A streamlined measurement guide

Measurement process

Establish Business Objective(s)

Set Goals for Each Objective

Define Segments

Identify KPIs

Set KPI Targets

Benchmark

Act

Measure

Report

OptimizeBuild brand or offering

Increase audience

Regional and Non-Regional

Followers, Connections, Subscribers

Grow social footprint by 10% and site traffic by 15% from social

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Dashboarding key questions

1. What purpose does this dashboard serve and to whom? Remember your goals! Who will read it and how much time do they have?

2. What actions are desired and how do they measure against business priorities?

3. What data should be reported to support those priorities and over what period of time? Remember, data holds less meaning without trends in time. How will historical information be reported?

4. What technology and people are needed?Are there inaccuracies in the data? Are there tools to help speed data assembly?

5. What is the frequency and is it important to present the same data for each reporting cycle?How to present the data—grid, chart, other? Report template?

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In PracticeMeasurement and Reporting

Tools used for demonstration

google.com

google.com/trends/

google.com/analytics

alexa.com

socialmention.com

wikipedia.com

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Thank you