Choosing Metrics That Matter, State of Search 2015
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Dana Ditomaso discusses the importance of choosing the right metrics to measure for clients and campaigns. Key points include: - Picking the right metrics may be the most important decision, as the wrong metrics can lead to bad decisions. - Metrics like rankings, bounce rate, and time on site are commonly used but aren't always the best indicators of goals. - Reports should be tailored to different audiences and include multiple reports. Data should be presented honestly and without ego.
Choosing Metrics That Matter, State of Search 2015
- 1. #stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso CHOOSING METRICS THAT MATTER DANA DITOMASO
- 2. #stateofsearch @dfwsem @danaditomaso Yay, you signed a big client!
- 3. #stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso What are you going to measure?
- 4. #stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso Picking the right metrics may be the most important decision you make.
- 5. #stateofsearch @dfwsem @danaditomaso Choosing the wrong metrics leads to bad decisions.
- 6. #stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso Sometimes it’s obvious.
- 7. #stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso But not always.
- 8. #stateofsearch @dfwsem @danaditomaso Why do SEOs still report on rankings?
- 9. #stateofsearch @dfwsem @danaditomaso Why does bounce rate matter?
- 10. #stateofsearch @dfwsem @danaditomaso Is time on site something that matters?
- 11. #stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso Start these conversations early.
- 12. #stateofsearch @dfwsem @danaditomaso Try to fix the metrics before signing the contract.
- 13. #stateofsearch @dfwsem @danaditomaso What if… Tracking likes instead of engagement?
- 14. #stateofsearch @dfwsem @danaditomaso What if… “We must rank higher than that competitor!”
- 15. #stateofsearch @dfwsem @danaditomaso What if… Prioritizing AdWords volume over conversions.
- 16. #stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso How can you turn goals into metrics?
- 18. #stateofsearch @dfwsem @danaditomaso Choose the right tactics to match KPIs.
- 19. #stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso Clients don’t have the same goals that we do.
- 20. #stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso (If they did, they wouldn’t need us.)
- 21. #stateofsearch @dfwsem @danaditomaso Your report needs to be built for your audience(s).
- 22. #stateofsearch @dfwsem @danaditomaso Yup, that means multiple reports.
- 23. #stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso How do you build a good report?
- 24. #stateofsearch @dfwsem @danaditomaso Use the 8 core principles of data visualization.
- 25. #stateofsearch @dfwsem @danaditomaso 1. Simplify.
- 26. #stateofsearch @dfwsem @danaditomaso 2. Compare.
- 27. #stateofsearch @dfwsem @danaditomaso 3. Attend.
- 28. #stateofsearch @dfwsem @danaditomaso 4. Explore.
- 29. #stateofsearch @dfwsem @danaditomaso 5. View diversely.
- 30. #stateofsearch @dfwsem @danaditomaso 6. Ask why.
- 31. #stateofsearch @dfwsem @danaditomaso 7. Be skeptical.
- 32. #stateofsearch @dfwsem @danaditomaso 8. Respond.
- 33. #stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso Don’t stuff reports to hide bad data.
- 34. #stateofsearch @dfwsem @danaditomaso Be honest when things aren’t going well.
- 35. #stateofsearch @dfwsem @danaditomaso Give credit where credit is due.
- 36. #stateofsearch @dfwsem @danaditomaso Don’t give your ad groups weird names.
- 37. #stateofsearch @dfwsem @danaditomaso Data is without ego.
- 38. #stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso THANK YOU!
Editor's Notes
- #6: Pest control company story here
- #22: And don’t fool yourself to thinking that the person you give the report to, or the presentation to, is the person who will be reading your report.
- #24: Keep this in mind – reports are a task for us, but should be a delight to the client.
- #26: Think of an artist creating emotion with just a few lines. How can you do that in your reports?
- #27: Don’t make people compare two pieces of data on two different pages. It’s hard to hold that data in your memory.
- #28: Only focus on what is important. People are easily distracted by shiny things.
- #29: PDFs make it really hard to explore. How can you build some interactivity into your tool so people can explore what they want to see?
- #30: Show the same data two different ways. It can help to illustrate different insights.
- #31: Reports aren’t “what’s happening” but “why it’s happening”.
- #32: Sometimes the data is wrong. Don’t just take it at face value.
- #33: Don’t just answer questions for yourself. How do others in the organization see this data?