This document outlines 5 phases of startup growth:
1. Get Lean - Focus on problem/solution fit and building a minimum viable product through customer interviews and testing.
2. MVP - Learn what customers want through an MVP to prove demand while keeping costs low.
3. Head for PMF - Achieve product/market fit by reaching must-have scores and metrics like NPS above 40%.
4. Scale - Hire growth specialists to ramp up experimentation and identify high-impact opportunities while monitoring core metrics.
5. Maturity - Pursue horizontal and vertical expansion through new channels, specialization, and acquisitions to drive incremental wins.
Presentation goal: Shift how we think about B2B marketing – focusing on managing buyer dialogue vs. merely ‘generating leads’ – as a new approach to achieving lead quality and a strategic view of marketing automation.
Marketers are stepping up to drive business results. Creating more networked organizations, targeting above-market growth, and capturing - then using - effective customer insights are core capabilities.
Marketing Mashup: Top takeaways from Web Opt Summit 2014MarketingSherpa
you have 30 minutes, we have all the highlights from Web Optimization Summit 2014 in New York City.
Join Daniel Burstein, Director of Editorial Content, and Allison Banko, Reporter, both of MECLABS, as they distill the "need-to-knows" from sessions with organizations such as The Boston Globe, Harvard Business School and Ancestry.com.
In this presentation, they'll cover the main takeaways from the stage, topics like:
- Sustainable competitive advantage
- Selling the intangible
- Moving beyond the landing page
- How, when and why minor changes have a major impact on conversions
- And many more
*Slides from this presentation will be sent to registrants at it's conclusion.
This document discusses engagement marketing using marketing automation. It begins by noting that lead generation is the top challenge for many B2B marketing organizations. It then discusses how marketing has traditionally focused on raw leads but should now focus on nurturing buyer relationships using automation. The rest of the document covers how automation can be used to better understand buyers, nurture leads through different content streams, integrate with sales processes, and improve results through reporting. The key points are that lead nurturing improves efficiency and sales outcomes compared to traditional lead generation approaches.
McLean Donnelly - Design & Business: A New Model of Product StrategyJulia Grosman
This document discusses McLean Donnelly's experience learning business skills through an MBA program to become a better strategic design leader. It provides examples of how Donnelly applied concepts from finance, statistics, and strategy courses to strengthen design work by incorporating business metrics and models. The document advocates for designers to learn these skills to work more collaboratively with business teams using principles from quality management philosophies like Kaizen.
The Nuts and Bolts: How one company implements an entire testing methodology ...MarketingSherpa
This document summarizes Ryan Hutchings' presentation about how VacationRoost implements testing across their websites. VacationRoost runs 100+ tests per year across pages like landing pages, homepages, forms, and shopping carts, with a goal of achieving a 10% incremental revenue lift through testing. Hutchings outlines VacationRoost's dual track testing approach using both internal A/B split testing and third-party landing page optimization testing. He provides details on processes for running small tests on elements like headlines and images as well as large tests on key parts of the user funnel through collaboration with IT on custom variables and event tracking. The presentation aims to help other marketers systematically run tests to achieve consistent lifts through
Expanding Reach: How Affiliates and Social Drive TogetherAffiliate Summit
The document discusses how affiliates and social media can work together to expand brand reach. It provides 7 ways to do this: 1) Build a brand through social media, 2) Gain followers, 3) Provide valuable and authentic content, 4) Leverage brand and sales messaging, 5) Measure success, 6) Use data, and 7) Trust instincts. Affiliates can help brands by acting as a powerful voice, creating buzz, and driving people to take action like following or purchasing. Social media should be used alongside other channels like SEO, PPC, and affiliates to understand the full customer journey.
This document outlines 5 phases of startup growth:
1. Get Lean - Focus on problem/solution fit and building a minimum viable product through customer interviews and testing.
2. MVP - Learn what customers want through an MVP to prove demand while keeping costs low.
3. Head for PMF - Achieve product/market fit by reaching must-have scores and metrics like NPS above 40%.
4. Scale - Hire growth specialists to ramp up experimentation and identify high-impact opportunities while monitoring core metrics.
5. Maturity - Pursue horizontal and vertical expansion through new channels, specialization, and acquisitions to drive incremental wins.
Presentation goal: Shift how we think about B2B marketing – focusing on managing buyer dialogue vs. merely ‘generating leads’ – as a new approach to achieving lead quality and a strategic view of marketing automation.
Marketers are stepping up to drive business results. Creating more networked organizations, targeting above-market growth, and capturing - then using - effective customer insights are core capabilities.
Marketing Mashup: Top takeaways from Web Opt Summit 2014MarketingSherpa
you have 30 minutes, we have all the highlights from Web Optimization Summit 2014 in New York City.
Join Daniel Burstein, Director of Editorial Content, and Allison Banko, Reporter, both of MECLABS, as they distill the "need-to-knows" from sessions with organizations such as The Boston Globe, Harvard Business School and Ancestry.com.
In this presentation, they'll cover the main takeaways from the stage, topics like:
- Sustainable competitive advantage
- Selling the intangible
- Moving beyond the landing page
- How, when and why minor changes have a major impact on conversions
- And many more
*Slides from this presentation will be sent to registrants at it's conclusion.
This document discusses engagement marketing using marketing automation. It begins by noting that lead generation is the top challenge for many B2B marketing organizations. It then discusses how marketing has traditionally focused on raw leads but should now focus on nurturing buyer relationships using automation. The rest of the document covers how automation can be used to better understand buyers, nurture leads through different content streams, integrate with sales processes, and improve results through reporting. The key points are that lead nurturing improves efficiency and sales outcomes compared to traditional lead generation approaches.
McLean Donnelly - Design & Business: A New Model of Product StrategyJulia Grosman
This document discusses McLean Donnelly's experience learning business skills through an MBA program to become a better strategic design leader. It provides examples of how Donnelly applied concepts from finance, statistics, and strategy courses to strengthen design work by incorporating business metrics and models. The document advocates for designers to learn these skills to work more collaboratively with business teams using principles from quality management philosophies like Kaizen.
The Nuts and Bolts: How one company implements an entire testing methodology ...MarketingSherpa
This document summarizes Ryan Hutchings' presentation about how VacationRoost implements testing across their websites. VacationRoost runs 100+ tests per year across pages like landing pages, homepages, forms, and shopping carts, with a goal of achieving a 10% incremental revenue lift through testing. Hutchings outlines VacationRoost's dual track testing approach using both internal A/B split testing and third-party landing page optimization testing. He provides details on processes for running small tests on elements like headlines and images as well as large tests on key parts of the user funnel through collaboration with IT on custom variables and event tracking. The presentation aims to help other marketers systematically run tests to achieve consistent lifts through
Expanding Reach: How Affiliates and Social Drive TogetherAffiliate Summit
The document discusses how affiliates and social media can work together to expand brand reach. It provides 7 ways to do this: 1) Build a brand through social media, 2) Gain followers, 3) Provide valuable and authentic content, 4) Leverage brand and sales messaging, 5) Measure success, 6) Use data, and 7) Trust instincts. Affiliates can help brands by acting as a powerful voice, creating buzz, and driving people to take action like following or purchasing. Social media should be used alongside other channels like SEO, PPC, and affiliates to understand the full customer journey.
John Auble - Aligning Your Content With Your Customer Purchase JourneyJulia Grosman
This document discusses aligning marketing content with customers' purchase journeys. It proposes:
1. Categorizing content based on stages in a generic customer life cycle model rather than individual purchase journeys, with early, middle and late stages addressing awareness, education, and explicit requests.
2. Analyzing conversion rates of different content types ("offers") to identify higher converting content for each stage. Thought leadership and explicit requests tend to convert best.
3. Considering breaking thought leadership into "giveaway" and "gated" categories based on how actionable the content is for individual investors.
The goals are to expose customers to the brand at each life cycle stage, educate them on options, and
This document summarizes a presentation about attribution and search engine marketing. It discusses the challenges of accurately attributing credit for sales and conversions to different marketing channels like search, display, email, etc. It notes that search often gets disproportionate credit for conversions. The presentation provides tips for setting up a balanced attribution model, including defining goals, values, and metrics, using multi-touch attribution, and standardizing tracking across channels. It recommends measuring all customer touchpoints and not overwriting objectives to more fairly distribute credit.
In this presentation, Insivia CEO and founder Andy Halko explores conversion optimization. Some of the topics include:
- A/B Testing
- Heat Mapping
- Landing Page Design
- Call To Action (CTA's)
- Mobile and Tablet
To learn more about this topic, visit us at www.insivia.com.
Email Summit 2015: Top takeaways from this year's best sessionsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2015 sessions.
In our next MarketingSherpa webinar, sponsored by BlueHornet, we'll present the most valuable content from more than 13 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Join Daniel Burstein, Director of Editorial Content, and Jessica Lorenz, Event Content Manager, both of MarketingSherpa, for the in-depth recap of Email Summit 2015 to get ahead of your competition this year.
This document discusses customer-centric growth strategies. It emphasizes the importance of understanding users' real-life journeys beyond just actions on a company's platform. It recommends using research and identification to understand users, their actions through different funnels, and their full journeys. This will help companies better identify growth opportunities and determine effective testing and scaling strategies that are tailored to users' actual needs and behaviors. A case study of Peerspace is provided as an example of optimizing user funnels and gathering feedback across the full customer experience.
Angie Hendershot - What? So What? Now What? Consumer Insights in a Data-Drive...Julia Grosman
This document provides an overview of a presentation on customer insights. It discusses defining insights as having both a psychological and behavioral dimension that reveals an underlying motivation or need. Various techniques for discovering insights are presented, such as observing customer behaviors, mapping out the customer experience, and conducting ride-alongs. The value of insights is that they can help anticipate customer needs and drive strategic thinking to find new opportunities. The document emphasizes discovering unmet, unarticulated, or underleveraged customer needs as the most valuable insights for growth.
This document provides principles for persuasive web design. It discusses the importance of clarity, visual appeal through positive first impressions, strong visual hierarchy, conserving user attention, and having one primary action per screen. Specific tips are given, such as being specific, keeping designs simple, and only presenting the next step when users are ready. Research is cited showing that simpler designs with attention to visual cues can increase conversions and revenue. The document concludes by offering a book on web design principles and providing contact information.
The document provides tips for closing the first 10 B2B deals by focusing on finding early adopters and unaffiliated customers, getting reviews and referrals through an advocacy program to build social proof, and using customer advocates as the new sales team by empowering them through incentives and engagement. It emphasizes aiming for the right target customers, developing competitors' status quo, and using different traction channels like networking, early adopter programs, and referrals to accelerate deals through existing satisfied customers.
Afimilk presentation and proposal from salesforceJulian Erickson
Salesforce is a cloud-based customer relationship management platform that can help grow sales along major metrics. It allows tracking of every customer interaction, selling from any device, turning more opportunities into closed business, accurate forecasting, real-time dashboards, and analytics insights. Customers report average improvements of 27% in sales, 32% in lead conversion and pipeline growth, and 44% in forecast accuracy.
Live from IRCE: Key insights from the MarketingSherpa E-commerce Benchmark StudyMarketingSherpa
What drives e-commerce marketing success today?
MarketingSherpa, thanks to a research grant by Magento, an eBay company, embarked on a nine-month research project to help answer this question. The result is the MarketingSherpa E-commerce Benchmark Study, which addresses 25 core e-commerce questions based on responses from 4,346 marketers.
Join us for this special MarketingSherpa webinar, broadcast live from the world’s largest e-commerce event – IRCE 2014 – where marketing thought leaders will discuss key charts from the Benchmark Study, and how e-commerce marketers can use this data to overcome challenges and improve results in their own companies. You’ll learn from three expert marketers as they discuss:
• Overall e-commerce conversion rates
• Channels that drive significant traffic
• Barriers to growth that e-commerce marketers face
This webinar is sponsored by Magento.
Download your complimentary copy of the MarketingSherpa E-commerce Benchmark Study: MarketingSherpa.com/Ecommerce
Digital Customer Experience Strategies Summit | New York | September 24th & 2...Thomas Barnes
Protect your reputation, profits and ensure customer loyalty. Design digital customer experiences that engage your customers anytime, anywhere.
Creating a unified and personalized customer experience across channels is pivotal to any modern business strategy. Given the proliferation of digital channels, companies need to strategize how best to use digital channels that reconcile business and brand objectives with customer needs.
Develop an action plan to make customer-centricity in this digital age a core element of your company’s daily operations. Collect best practices to track your customers’ experiences and optimize the performance of your digital projects. Source the right tools and develop key processes to prioritize your digital investments and identify areas for improvement that will maximize your ROI.
Benchmark your company against internationally recognized digital customer experience programs and interact with cross-industry leaders in interactive Q&A sessions. Digital has the power to innovate and it is here to stay; you do not want to be behind the curve.
Your next step — this conference!
Implement 10 key digital customer experience best practices / solutions / strategies:
1. Incorporate customer – centricity to align your operational processes
2. Improve your digital CX performance with actionable data analytics
3. Manage social conversations effectively
4. Create digital experiences to secure customers over your fastest growing channels
5. Increase engagement and deliver value through mobile
6. Leverage digital innovations to drive customer experience
7. Align business objectives with customer needs
8. Deliver consistent omni-channel experiences
9. Benchmark your success to uncover new opportunities
10. Capitalize on digital channels to increase conversion
The document discusses best practices for lead generation and management. It outlines problems with current lead processes like lack of standard definitions and focus on quantity over quality. This costs companies in terms of lower quota attainment. The solution is to better qualify leads with attributes like decision makers identified and critical issues validated. Companies should also give sales fewer but higher quality leads, nurture long-term leads, and use multi-touch marketing processes to drive results. Taking actions like agreeing on lead definitions and metrics can help align sales and marketing to improve revenues and profits.
The document discusses evaluating marketing strategies to achieve results. It addresses questions to consider about target markets, demographics, and opportunities. It then summarizes different marketing approaches like public relations, marketing, advertising, and sales. For each approach, it provides examples of relevant tactics and how to assign resources. It emphasizes the importance of research and strategic planning. The document concludes by discussing evaluating the marketing process and some examples of marketing campaigns, technology to support efforts, and typical consulting projects.
Digital Summit Phoenix 2016 - Digital Agency BloopersGoDaddy
The document discusses lessons learned from building client relationships in digital marketing. It provides tips for agencies to improve relationships with clients, including knowing the audience at the client, sharing plans for input, going beyond just data to talk to real customers, and speaking up when what the client asks for may not deliver value. The document advocates learning from mistakes to fail fast and fail less in order to strengthen client relationships and retention.
This document introduces new mobile research techniques from SKIM to gain insights into consumer decision making and behavior. It discusses how traditional rational-focused methods are insufficient for today's mobile world and the importance of understanding both rational and emotional drivers. SKIM's new mobile technologies leverage gamification, intuitive swiping exercises, and open-ended explanations to model decisions, understand brand perceptions, and screen products and ideas in a more engaging mobile-native format. A case study example shows how the techniques can be used to evaluate which advertisements are most effective at attracting and converting consumers.
This document provides guidance on measuring the effectiveness of social media and public relations efforts through key performance indicators (KPIs). It recommends defining clear objectives, agreeing on investments, establishing benchmarks, selecting relevant KPIs like engagement, sentiment, and cost metrics. Common tools for measurement include web analytics, surveys, and content analysis. Setting goals drives the choice of right metrics to improve results over time.
The document discusses measurement and metrics for public relations. It provides examples of key performance indicators (KPIs) that organizations can use to measure objectives like awareness, engagement, message penetration and thought leadership. These include metrics like cost per message communicated, share of positive coverage, and improvement in reputation scores. The document also outlines best practices for developing a measurement plan, including defining goals and benchmarks, selecting appropriate tools, conducting research, analyzing results and taking action.
John Auble - Aligning Your Content With Your Customer Purchase JourneyJulia Grosman
This document discusses aligning marketing content with customers' purchase journeys. It proposes:
1. Categorizing content based on stages in a generic customer life cycle model rather than individual purchase journeys, with early, middle and late stages addressing awareness, education, and explicit requests.
2. Analyzing conversion rates of different content types ("offers") to identify higher converting content for each stage. Thought leadership and explicit requests tend to convert best.
3. Considering breaking thought leadership into "giveaway" and "gated" categories based on how actionable the content is for individual investors.
The goals are to expose customers to the brand at each life cycle stage, educate them on options, and
This document summarizes a presentation about attribution and search engine marketing. It discusses the challenges of accurately attributing credit for sales and conversions to different marketing channels like search, display, email, etc. It notes that search often gets disproportionate credit for conversions. The presentation provides tips for setting up a balanced attribution model, including defining goals, values, and metrics, using multi-touch attribution, and standardizing tracking across channels. It recommends measuring all customer touchpoints and not overwriting objectives to more fairly distribute credit.
In this presentation, Insivia CEO and founder Andy Halko explores conversion optimization. Some of the topics include:
- A/B Testing
- Heat Mapping
- Landing Page Design
- Call To Action (CTA's)
- Mobile and Tablet
To learn more about this topic, visit us at www.insivia.com.
Email Summit 2015: Top takeaways from this year's best sessionsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2015 sessions.
In our next MarketingSherpa webinar, sponsored by BlueHornet, we'll present the most valuable content from more than 13 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Join Daniel Burstein, Director of Editorial Content, and Jessica Lorenz, Event Content Manager, both of MarketingSherpa, for the in-depth recap of Email Summit 2015 to get ahead of your competition this year.
This document discusses customer-centric growth strategies. It emphasizes the importance of understanding users' real-life journeys beyond just actions on a company's platform. It recommends using research and identification to understand users, their actions through different funnels, and their full journeys. This will help companies better identify growth opportunities and determine effective testing and scaling strategies that are tailored to users' actual needs and behaviors. A case study of Peerspace is provided as an example of optimizing user funnels and gathering feedback across the full customer experience.
Angie Hendershot - What? So What? Now What? Consumer Insights in a Data-Drive...Julia Grosman
This document provides an overview of a presentation on customer insights. It discusses defining insights as having both a psychological and behavioral dimension that reveals an underlying motivation or need. Various techniques for discovering insights are presented, such as observing customer behaviors, mapping out the customer experience, and conducting ride-alongs. The value of insights is that they can help anticipate customer needs and drive strategic thinking to find new opportunities. The document emphasizes discovering unmet, unarticulated, or underleveraged customer needs as the most valuable insights for growth.
This document provides principles for persuasive web design. It discusses the importance of clarity, visual appeal through positive first impressions, strong visual hierarchy, conserving user attention, and having one primary action per screen. Specific tips are given, such as being specific, keeping designs simple, and only presenting the next step when users are ready. Research is cited showing that simpler designs with attention to visual cues can increase conversions and revenue. The document concludes by offering a book on web design principles and providing contact information.
The document provides tips for closing the first 10 B2B deals by focusing on finding early adopters and unaffiliated customers, getting reviews and referrals through an advocacy program to build social proof, and using customer advocates as the new sales team by empowering them through incentives and engagement. It emphasizes aiming for the right target customers, developing competitors' status quo, and using different traction channels like networking, early adopter programs, and referrals to accelerate deals through existing satisfied customers.
Afimilk presentation and proposal from salesforceJulian Erickson
Salesforce is a cloud-based customer relationship management platform that can help grow sales along major metrics. It allows tracking of every customer interaction, selling from any device, turning more opportunities into closed business, accurate forecasting, real-time dashboards, and analytics insights. Customers report average improvements of 27% in sales, 32% in lead conversion and pipeline growth, and 44% in forecast accuracy.
Live from IRCE: Key insights from the MarketingSherpa E-commerce Benchmark StudyMarketingSherpa
What drives e-commerce marketing success today?
MarketingSherpa, thanks to a research grant by Magento, an eBay company, embarked on a nine-month research project to help answer this question. The result is the MarketingSherpa E-commerce Benchmark Study, which addresses 25 core e-commerce questions based on responses from 4,346 marketers.
Join us for this special MarketingSherpa webinar, broadcast live from the world’s largest e-commerce event – IRCE 2014 – where marketing thought leaders will discuss key charts from the Benchmark Study, and how e-commerce marketers can use this data to overcome challenges and improve results in their own companies. You’ll learn from three expert marketers as they discuss:
• Overall e-commerce conversion rates
• Channels that drive significant traffic
• Barriers to growth that e-commerce marketers face
This webinar is sponsored by Magento.
Download your complimentary copy of the MarketingSherpa E-commerce Benchmark Study: MarketingSherpa.com/Ecommerce
Digital Customer Experience Strategies Summit | New York | September 24th & 2...Thomas Barnes
Protect your reputation, profits and ensure customer loyalty. Design digital customer experiences that engage your customers anytime, anywhere.
Creating a unified and personalized customer experience across channels is pivotal to any modern business strategy. Given the proliferation of digital channels, companies need to strategize how best to use digital channels that reconcile business and brand objectives with customer needs.
Develop an action plan to make customer-centricity in this digital age a core element of your company’s daily operations. Collect best practices to track your customers’ experiences and optimize the performance of your digital projects. Source the right tools and develop key processes to prioritize your digital investments and identify areas for improvement that will maximize your ROI.
Benchmark your company against internationally recognized digital customer experience programs and interact with cross-industry leaders in interactive Q&A sessions. Digital has the power to innovate and it is here to stay; you do not want to be behind the curve.
Your next step — this conference!
Implement 10 key digital customer experience best practices / solutions / strategies:
1. Incorporate customer – centricity to align your operational processes
2. Improve your digital CX performance with actionable data analytics
3. Manage social conversations effectively
4. Create digital experiences to secure customers over your fastest growing channels
5. Increase engagement and deliver value through mobile
6. Leverage digital innovations to drive customer experience
7. Align business objectives with customer needs
8. Deliver consistent omni-channel experiences
9. Benchmark your success to uncover new opportunities
10. Capitalize on digital channels to increase conversion
The document discusses best practices for lead generation and management. It outlines problems with current lead processes like lack of standard definitions and focus on quantity over quality. This costs companies in terms of lower quota attainment. The solution is to better qualify leads with attributes like decision makers identified and critical issues validated. Companies should also give sales fewer but higher quality leads, nurture long-term leads, and use multi-touch marketing processes to drive results. Taking actions like agreeing on lead definitions and metrics can help align sales and marketing to improve revenues and profits.
The document discusses evaluating marketing strategies to achieve results. It addresses questions to consider about target markets, demographics, and opportunities. It then summarizes different marketing approaches like public relations, marketing, advertising, and sales. For each approach, it provides examples of relevant tactics and how to assign resources. It emphasizes the importance of research and strategic planning. The document concludes by discussing evaluating the marketing process and some examples of marketing campaigns, technology to support efforts, and typical consulting projects.
Digital Summit Phoenix 2016 - Digital Agency BloopersGoDaddy
The document discusses lessons learned from building client relationships in digital marketing. It provides tips for agencies to improve relationships with clients, including knowing the audience at the client, sharing plans for input, going beyond just data to talk to real customers, and speaking up when what the client asks for may not deliver value. The document advocates learning from mistakes to fail fast and fail less in order to strengthen client relationships and retention.
This document introduces new mobile research techniques from SKIM to gain insights into consumer decision making and behavior. It discusses how traditional rational-focused methods are insufficient for today's mobile world and the importance of understanding both rational and emotional drivers. SKIM's new mobile technologies leverage gamification, intuitive swiping exercises, and open-ended explanations to model decisions, understand brand perceptions, and screen products and ideas in a more engaging mobile-native format. A case study example shows how the techniques can be used to evaluate which advertisements are most effective at attracting and converting consumers.
This document provides guidance on measuring the effectiveness of social media and public relations efforts through key performance indicators (KPIs). It recommends defining clear objectives, agreeing on investments, establishing benchmarks, selecting relevant KPIs like engagement, sentiment, and cost metrics. Common tools for measurement include web analytics, surveys, and content analysis. Setting goals drives the choice of right metrics to improve results over time.
The document discusses measurement and metrics for public relations. It provides examples of key performance indicators (KPIs) that organizations can use to measure objectives like awareness, engagement, message penetration and thought leadership. These include metrics like cost per message communicated, share of positive coverage, and improvement in reputation scores. The document also outlines best practices for developing a measurement plan, including defining goals and benchmarks, selecting appropriate tools, conducting research, analyzing results and taking action.
The document discusses various ways to measure the effectiveness of social media and communications programs. It provides examples of how organizations have used metrics to improve engagement, fundraising, sales, and other outcomes. It also outlines best practices for developing goals, key performance indicators, benchmarks, and analyzing data to learn what programs are most successful.
A presentation by Katie Paine about how the future of measurement will include integration. Her slides outline 7 steps to follow to help you integrate communications measurement.
Tips and Techniques to Measure Social Media Measurement 2009guest344639
Social Media Measurement Techniques and Tips discusses various techniques and tips for measuring social media engagement and success. It begins by noting that different organizations prioritize different metrics, such as engagement for P&G or donations for the Humane Society. It then discusses outdated metrics like AVEs and emphasizes the importance of goals and key performance indicators. The document provides examples of engagement, relationship, and revenue metrics as well as tools for measurement like content analysis, surveys, and web analytics. It outlines a seven step process for measuring social media return on investment and emphasizes the importance of analysis and insight.
This document discusses the importance and use of buyer personas in content marketing and sales strategies. It provides three main reasons why buyer personas matter: 1) Leads nurtured with targeted content based on personas produce a 20% increase in sales opportunities, 2) 56% of email users unsubscribe from irrelevant content, and 3) Without understanding your audience, content and marketing will fail. The document then provides steps to develop buyer personas through research and profiles to capture key details. It stresses that personas should influence content, marketing, messaging and be used to generate awareness, build trust and create relationships at different stages of the buyer journey.
The document discusses why it takes 7-13+ touches to generate a qualified B2B sales lead today. It provides examples of multi-touch lead generation sequences involving emails, direct mail, phone calls, and webinars. It also presents a case study of a glove manufacturer that implemented a multi-touch, multi-channel campaign involving email, teleprospecting, and two different offers. This led to an average of 4-5 touchpoints required to generate a qualified sales lead, helping the company achieve its sales goals.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
Why It Takes 7-13+ Touches to Generate a Qualified B2B Sales Lead TodayVivastream
The document discusses why it takes 7-13+ touches to generate a qualified B2B sales lead today. It notes that 73% of leads distributed to sales are not sales-ready, creating problems. It then outlines 11 ways to shorten the lead generation cycle and improve results, including starting with the end in mind by understanding buyer personas; clearly defining "sales-ready" leads; quantifying lead quotas; aligning sales, marketing, and management; improving target data; segmenting markets; using compelling content and offers; emphasizing relationships over automation; and warming prospects first with email or direct mail before calling. Case studies are cited showing the benefits of a multi-touch, relationship-based approach.
The document provides an overview of measuring return on investment (ROI) for marketing communications. It discusses the importance of measurement for accountability and knowing what is working. It outlines common myths and challenges around measurement. The document then presents a 7-step process for ROI measurement, including defining audiences and measures of success, selecting measurement tools, analyzing results, and taking action. It provides examples of ROI measurement case studies and how measurement can demonstrate tangible business impacts.
WEBINAR - PR Measurement Pays: Connecting Media Coverage to Business ObjectivesAgility PR Solutions
Here are the slides from our webinar - PR Measurement Pays: Connecting Media Coverage to Business Objectives:
PR drives revenue. It impacts P&L. It has a direct effect on whether or not your organization reaches its goals.
Understanding how - and what's working (or isn't) - is critical.
The good news? It's easy.
In this 45-minute webinar, Measurement Queen Katie Paine is going to walk us through three examples of organizations - both for-profit and non-profit - that aligned their media metrics to their business objectives...and saw success because of it.
In this webinar we learnt how PR measurement has evolved, how to choose the right metrics, and how to finally and clearly prove that PR contributes to the bottom line.
Start Turning Data Into Actionable InsightsTiffani Allen
Research shows that when consumer insights are translated into action a company is 84% more likely to surpass revenue and profitability goals. Ciceron is a full service digital marketing agency that believes that data points can be used to tell a story, gleaning consumer insights and using those to maximize your ROI.
Join this webinar with Peter Armaly, Senior Director and Adviser for Customer Success at Oracle, who will share his experiences, discuss some research, and offer guidance and opinions on the issue of Customer Success programs not being treated equal to its Sales peers.
Join this webinar with Peter Armaly, Senior Director and Adviser for Customer Success at Oracle, who will share his experiences, discuss some research, and offer guidance and opinions on the issue of Customer Success programs not being treated equal to its Sales peers.
The document outlines an 8-step process for organizations to build a data-driven culture centered around web analytics. It discusses establishing urgency, gaining executive buy-in, developing a vision with analytics at the core, internal communication strategies, identifying quick wins, continuous improvement processes, and routinely using data to drive insights. Organizations should assess where they are along a 5 stage path from just starting to use analytics tools to having fully integrated data systems that continuously deliver insights.
Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Learn how to develop a strong, integrated campaign that will help you justify your marketing budget - or get a budget - to your organization's executive leadership.
KD Paine - Are We Engaged Yet? How to Develop Your Engagement MetricInfluence People
This document discusses developing engagement metrics for social media monitoring and communications. It begins by defining engagement as actions beyond just impressions or clicks. It then provides examples of companies that have successfully used social media to improve customer service, reduce costs, and drive business outcomes. The document outlines a process for defining key performance indicators and metrics to track engagement across awareness, consideration, preference, trial and purchase phases. It emphasizes the importance of linking metrics to business goals and choosing metrics that can be actionably improved over time.
See how a LeadLife customer successfully implemented a lead scoring and nurturing system within their organization that increased their qualified leads by 78% and decreased their buy cycle time from months to weeks.
By viewing this online presentation, you will also see how they :improved their overall conversation rates by 1.5-3x; increased the quality of leads going to Sales; expanded their transaction size and increased marketing ROI
If you would like to automate lead scoring and nurturing, improve quality of leads passed to sales, or gain visibility into your leads, this presentation is for you!
For companies to be successful today, they have to plan for customer journeys not just customer experiences. In the digital age where engaging with customers across the entire purchase process, the experience with the brand can as important - if not more so - than the product itself. The best companies are aligned on their customer journey strategy, are truly omnichannel, get and keep the right talent, know what their return on marketing investment is, have campaigns tailored to their customers, and are agile. David Edelman made this presentation at the Financial Times Future of Marketing Summit.
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NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi_compressed.pdfKhaled Al Awadi
Greetings,
Hawk Energy is pleased to present you with the latest energy news
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi
Regards.
Founder & S.Editor - NewBase Energy
Khaled M Al Awadi, Energy Consultant
MS & BS Mechanical Engineering (HON), USAGreetings,
Hawk Energy is pleased to present you with the latest energy news
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi
Regards.
Founder & S.Editor - NewBase Energy
Khaled M Al Awadi, Energy Consultant
MS & BS Mechanical Engineering (HON), USAGreetings,
Hawk Energy is pleased to present you with the latest energy news
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi
Regards.
Founder & S.Editor - NewBase Energy
Khaled M Al Awadi, Energy Consultant
MS & BS Mechanical Engineering (HON), USAGreetings,
Hawk Energy is pleased to present you with the latest energy news
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi
Regards.
Founder & S.Editor - NewBase Energy
Khaled M Al Awadi, Energy Consultant
MS & BS Mechanical Engineering (HON), USAGreetings,
Hawk Energy is pleased to present you with the latest energy news
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi
Regards.
Founder & S.Editor - NewBase Energy
Khaled M Al Awadi, Energy Consultant
MS & BS Mechanical Engineering (HON), USAGreetings,
Hawk Energy is pleased to present you with the latest energy news
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi
Regards.
Founder & S.Editor - NewBase Energy
Khaled M Al Awadi, Energy Consultant
MS & BS Mechanical Engineering (HON), USA
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Le développement de l'ICPP repose sur le temps total passé par les porte-conteneurs dans les ports, de la manière expliquée dans les sections suivantes du rapport, et comme dans les itérations précédentes de l'ICPP. Cette quatrième itération utilise des données pour l'année civile complète 2023. Elle poursuit le changement introduit l'année dernière en n'incluant que les ports qui ont eu un minimum de 24 escales valides au cours de la période de 12 mois de l'étude. Le nombre de ports inclus dans l'ICPP 2023 est de 405.
Comme dans les éditions précédentes de l'ICPP, la production du classement fait appel à deux approches méthodologiques différentes : une approche administrative, ou technique, une méthodologie pragmatique reflétant les connaissances et le jugement des experts ; et une approche statistique, utilisant l'analyse factorielle (AF), ou plus précisément la factorisation matricielle. L'utilisation de ces deux approches vise à garantir que le classement des performances des ports à conteneurs reflète le plus fidèlement possible les performances réelles des ports, tout en étant statistiquement robuste.
1. Measurement Hour
June 13, 2018
Katie Delahaye Paine, CEO
Paine Publishing
www.painepublishing.com | @queenofmetrics | measurementqueen@gmail.com
Measuring Integrated Communications
Programs
2. The Communicator’s Biggest Challenge:
Skepticism & Mistrust
Truth Decay – the line between
fact and fiction is fungible
Trust collapse – lowest levels ever
Lack of validated data
Ridiculous numbers
2
3. The Solution: Restore Trust
Requires:
Consistency
Authenticity
Transparency
WIFM
Personal relationships
Audience centricity
Focus on points of
personal contact
4. The Solution: Customer Centricity
Focus on what influences
the audience
Develop deep
understanding of what
motivates the audience
Design credible, authentic
campaigns that meet the
audience where they are
Focus on where and who
influences their decisions
4
6. Step 1: Agree Upon Business &
Communications’ Goals
Leadership must provide goals against which to
measure your overall communications effort
“Awareness” is not an objective
Translate into “SMART” Objectives for your
dashboard
Specific
Measurable
Achievable
Relevant
Time-based
6
7. Step 2: Map out the Path from Activity to Desired Action
Push out news
Increase dissemination of messages
More engagement with content
Change in perception or belief
Increased donations, conversions or other
behavioral change
8. Step 3: Define the Metrics
Business Goal Comms Objective Activity Metric Outcome Metric
Reposition the
company
• Improve/change
perceptions around
our brand
• % increase in key message
penetration
• % increase in share of desirable
voice
• % increase in engagement with
new content
• % increase in
consideration and
preference
Increase
market share
• Increase the
marketable universe
• Increase
considerations &
preference for brand
or product
• % increase in share of desirable
voice
• % decrease in share of
undesirable voice
• % increase in share of
engagement relative to the
competition
• % increase in
marketable universe
• % increase in people
preferring or
considering the rand.
Reduce
reputational
risk
• Restore/improve
reputation
• % decrease in share of
undesirable voice.
• % decrease in negative
messaging
• % improvement in
trust scores and/or
reputation index
Increase stock
price
• Improve leadership
reputation
• Increase awareness
of what we do
• % reduction in cost per message
communicated
• % increase in perceptions of
“well managed”
• % increase in
perceived value
relative the
competition
8
9. Step 4: Agree on definitions
What’s a “good” article?
What’s a “high value placement”
What’s an “engaged” employee?
What does “customer engagement”
look like?
What/who’s thoughts do you want to
lead?
How do you define “goal conversion” ?
What are the terms for which you want
to rank high in search?
10. Desirable Criteria Score Undesirable Criteria Score
Contains a key message
3.50
No key message -1.0
Contains a desirable visual
0.75
Negative message, negative
myth reinforced
-3.0
Contains a quote from a spokesperson
2.50
Contains a competitor quote -1.0
Positions your brand as best in class
0.75
A story or a headline that
leaves the reader less likely to
do support the organization
-3.0
Dispels a myth
0.75
Organization omitted from
story that includes competitors
mentioned
-2.0
The story or headline leaves a reader
more likely to support the organization 1.75
Total
10.00
-10.0
10
Media Quality Index
#powerofPR @queenofmetrics
11. What does an engaged
customer/prospect do?
Metric Weighting
Complete a goal (Google Analytics) ?
Signs up for email ?
Attends an event ?
Positively Comments ?
Watches more than 50% of videos ?
Total 10
12. What does an engaged employee do?
Metric Weighting
Participation in Training
Volunteers for Community Activity
Event Attendance
Comments
Videos watched > 50%
Total 10
13. Step 5: Define Your Benchmarks
What keeps your CEO up at night?
Who’s the competition?
13-months or 5 quarters?
13
14. Step 6: Agree on Purpose and Audiences
for Your Dashboard
Who will use it?
What decisions do they
need to make from the
data?
What reports do you need
to generate?
How much drill down and
detail do they need?
How much time do they
have to use and analyze
the data?
How often?
14
1) What?
2) So what?
3) Now what?
15. Step 7: Produce a Prototype
Start by
mapping your
framework
Remember, it
won’t look
like the final
product
15
17. PUBLIC AFFAIRS DASHBOARD
Sales Target Risk Reduction New Market Share
Increases Brand Awareness,
Reduce Sales Cycle
Increase Trust, Reduce
Threats
Expand the Marketable
Universe
Bench-
mark
Current Goal
Bench-
mark
Current Goal
Bench-
mark
Current Goal
% increase in
share of
desirable voice
8.9% 8.9% 10% % Decrease in
undesirable
Share of
Conversation
10% 12% 8% % Increase in
stakeholder
awareness
10% 9% 20%
% decrease in
share of
undesirable
voice
3.1% 2.1% <3% % Decrease in
stakeholders
not aware
21% 21% 7% % Increase in
online
engagement on
issue
% Increase in in-
bound requests
for information
10% 5% 15%
% increase in
awareness
11% 11% 13% % increase in
Trust scores
50% 45% 75% 0 100 500
Below Target
At Risk
On Target
17
18. Step 8: Identify Data Sources
Web analytics
Listening/monitoring
Sales Data (CRM?)
Product marketing data
Reputational and
attitudinal data on how
people perceive your
brand or products
Financial data such as
monthly or quarterly
budget figures
18
• SurveyAwareness
• SurveyPreference
• Survey or Online action
Consideration
• Sales contact systemLeads
• Monitoring/listening or
Survey
Messaging
• Monitoring/listeningVisibility
• Revenue/expensesCost savings
19. Step 9: Implement
Everyone has to sign off on
the prototype before
implementation
Clean data first
Aligning dates is critical &
time consuming
Stuff will be missing
Allow time for fixes and edits
Tools:
Excel
Google Sheets
Microsoft Power BI
Tableau
Qlik
DOMO
Adobe
19
20. Step 10: Find your answers
Rank order results from worst to
best
Go cross-tab crazy -- Compare by
date, campaign, message, medium,
platform
Ask “So What?” at least three times
Compare to last month, last quarter,
13-month average
Don’t be afraid of bad news, you’ll
learn more from failure
Suggest ways to improve
Make sure you relate data to goals
#powerofPR @queenofmetrics
21. Thank You!
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Special thanks to Montclair State University's Graduate Program for
sponsoring this month's Measurement Hour!