webinar: “kpis in digital marketing” - presented by jacques warren
DESCRIPTION
In this webinar, Jacques Warren presents his successful methodology that he has been using to define Digital Marketing KPIs in many companies over the last 10 years. - What is a KPI? - Why are KPIs useful, even necessary? - Carrying out a successful project of defining KPIs within your company - Defining metrics which are adapted the most to your strategic objectivesTRANSCRIPT
Online Intelligence Solutions
Proven Methodology for Digital Marketing KPIs
LIVE WEBINAR 27/02/2013
Jacques WARRENCEOWAO/MARKETING
Today’s Speaker
If you feel like it: #measure
Why Care About KPIs?
Marketing without measure is like driving blind
Without KPIs, you see the road, but you don’t
know where you are going!
Why Care About KPIs? Analytics Governance
KPIs belong here
What Are KPIs? A Definition
KPIs are metrics that focus on strategy execution quality.
Their main characteristics are:
- Aligned with strategy
- Owned
- Predictive
- Clear (easy to understand)- Actionable
Why KPIs Should Be Aligned With Strategy?
Online Strategy & Business Strategy
Strategy - KPIs - Data
A Word About What “Actionable” Is?
Probably one of the biggest buzzword in KPI discussion!
As a marketer, what metrics can I influence and how?
Conducting A KPI Project
What is involved in a KPI project?
- Definition workshop(s)
- Metrics DNA
- Evaluate possible side effects
- Validation & Approbation
- Communicate
Conducting A KPI Project
Definition Workshop(s)
- Why use workshop(s)- Dual Goals: Definition & Consensus- KPIs are a communication means, too!
SPEAK
KPIs!!
Conducting A KPI Project
Definition Workshop(s)
- How to conduct the workshop(s)
- Start with strategic context and “What if” questions
- Get the stakeholders
Analysis needs always trump technology
Conducting A KPI Project
Validation & Approbation
- Keep making sure consensus is built in
- Of course, get executive buy-in
Conducting A KPI Project
Metric DNA
- What data are KPIs made of?
- Which systems are data coming from?
FEASiBILITY!
- Document!!!
Conducting A KPI Project
Evaluate Potential Side Effects
- KPIs can encourage unexpected, undesirable behaviors!
- Use simulation, what-ifs, targets
- “Guardrail Metrics”
Conducting A KPI Project
Communicating KPIs
- Communicating KPIs to all
Win the hearts and minds
KPIs and Other Metrics
Primary/Traffic Metrics
EXAMPLE
KPIs and Other Metrics: Building The Value ChainPrimary/Traffic
MetricsDrivers/Operational KPIs
Key Performance Indicators
Operationalizing KPIs
KPIs and Segmentation
KPIs and the Analysis Process
©Jessica Hagy
Operationalizing KPIs
Measuring Marketing is measuring people!
KPIs work better when aligned with the performance measurement system.
The Spitzer Law: People tend to behave the way they are paid to.
Operationalizing KPIs
KPIs and the Analysis Process
Operationalizing KPIs
KPIs and Organizational Culture
Don’t miss our next webinar!
Optimal Data Visualization and Dashboard Design
Thursday, April 4th
4 PM CET10 AM EDT
Online Intelligence Solutions
www.waomarketing.com
om
Thank you!