How to Impress, Not Overwhelm your CMO with Analytics
- 1. #thinkppc & How to Impress, Not Overwhelm, your CMO with Analytics HOSTED BY: &
- 2. #thinkppc Presenters • Jeff Sauer – Founder of Jeffalytics – @jeffalytics • Kristin Vick – Account Manager at Hanapin Marketing – PPC Hero Blogger – @krisvick
- 3. #thinkppc Who is Hanapin? – Run the world’s most popular PPC blog and conference. – We manage and optimize global paid search, paid social, and display programs. – Within 12 months, brands can expect a 250% increase in their growth trajectory. #thinkppc
- 5. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
- 6. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
- 7. #thinkppc & Understanding Analytics What data are you trying to share? &
- 11. #thinkppc Analytics Turns Data into Information and Knowledge Data vs. Information vs. Knowledge: http://www.infogineering.net/data-information-knowledge.htm
- 12. #thinkppc Use Analytics To Tell a Story
- 13. #thinkppc & Are You Telling The Right Story? What is the end-goal? &
- 14. #thinkppc Three Principals of Going Beyond “the What” 1) Get Organizational Buy-In
- 15. #thinkppc Three Principals of Going Beyond “the What” 1) Get Organizational Buy-In 2) Being Tool Independent
- 16. #thinkppc Three Principals of Going Beyond “the What” 1) Get Organizational Buy-In 2) Being Tool Independent 3) Sharing Your Results
- 18. #thinkppc Is what you are saying boardroom worthy?
- 19. #thinkppc Boardroom Presentations Components What are the objectives of your company/client?
- 20. #thinkppc Boardroom Presentations Components What are the objectives of your company/client? People want to hear the benefits they will receive
- 21. #thinkppc Boardroom Presentations Components What are the objectives of your company/client? People want to hear the benefits they will receive Use terms everyone can understand (no acronyms)
- 22. #thinkppc Boardroom Presentations Components What are the objectives of your company/client? People want to hear the benefits they will receive Use terms everyone can understand (no acronyms) Point out facts & use case studies to help your cause
- 23. #thinkppc Boardroom Presentations Components What are the objectives of your company/client? People want to hear the benefits they will receive Use terms everyone can understand (no acronyms) Point out facts & use case studies to help your cause Predict the value you will bring to the table
- 24. #thinkppc Boardroom Presentations Components What are the objectives of your company/client? People want to hear the benefits they will receive Use terms everyone can understand (no acronyms) Point out facts & use case studies to help your cause Predict the value you will bring to the table Executives will want numbers to support your arguments
- 25. #thinkppc Friendly Reminders ● Less is More ○ Most C-Level Executives have limited time. There is probably A LOT more information you can add, however if it doesn’t help support your story, you don’t need it. ● Get to the Point ○ Revenue Increased X% this year, we expect to grow Y% next year and here’s how. ● Tie It Back ○ Everything you present should tie back to the main point
- 26. #thinkppc Find Strength in Successful Outcomes Full article can be found here: bit.ly/data-driven-performance
- 28. #thinkppc Start With the Outcome in Mind Goal 1: Build a National Community of Educators Goal 2: Support Sustained Professional Learning Goal 3: Facilitate Sharing of Strategies
- 29. #thinkppc Establish KPI’s (Key Performance Indicators) Build a Community of Educators New User Growth National Teacher Coverage Registered Users
- 30. #thinkppc Give Each KPI Meaning Target 1,500 Registered Users
- 31. #thinkppc Give Each KPI Meaning Target Tactics 1,500 Registered Users ● Email ● PPC ● Social Media ● You-Tube
- 32. #thinkppc Give Each KPI Meaning Target Tactics Team 1,500 Registered Users ● Email ● PPC ● Social Media ● You-Tube ● In-House Marketing ● PPC Agency ● IT
- 33. #thinkppc Give Each KPI Meaning ToolsTarget Tactics Team 1,500 Registered Users ● Email ● PPC ● Social Media ● You-Tube ● In-House Marketing ● PPC Agency ● IT ● Our Back- End System ● Google Analytics
- 34. #thinkppc Create a Digital Measurement Strategy Goal 1: Build a National Community of Educators Goal 2: Support Sustained Professional Learning Goal 3: Facilitate Sharing of Strategies KPI: Active Users Target: 1,500 Registered Users KPI: New User Growth Target: 100 Users/Month KPI: National Coverage Target: 25 States KPI: Active Website Users Target: 700 Active KPI: User Contributions •Target: 10% of Users KPI: Core Content •Target: 50 Downloads KPI: Strategy Shared •Target: 5 Strategies Shared KPI: Conversations •Target: 5 Conversations
- 35. #thinkppc & Be Tool Independent What are they telling you to see? &
- 36. #thinkppc How much have analytics really changed? Then Now vs
- 37. #thinkppc Start With the Outcome in Mind Is there a better understanding of why customers leave the site without purchasing (or converting)?
- 38. #thinkppc It is OK Essential To Use More Than One Analytics Tool
- 39. #thinkppc Analytics Tools Lean Analytics User Analytics Site Analytics Site Surveys Conversion Optimization Something We Haven’t Thought Of Yet
- 41. #thinkppc Finding Analytics Zen Understanding Components of Strategic Analysis: ● What? ● How? ● Why?
- 42. #thinkppc Path to Analytics Zen : What Happened? What Happened? In Your Own Words, How Did Our Campaign Perform During This Time?
- 43. #thinkppc Path to Analytics Zen : How Many Times? What Happened? In Your Own Words, How Did Our Campaign Perform During This Time? By How Much?
- 44. #thinkppc Path to Analytics Zen : Did We Expect This? What Happened? In Your Own Words, How Did Our Campaign Perform During This Time? By How Much? Is This Expected?
- 45. #thinkppc Path to Analytics Zen : Reason For Concern? What Happened? In Your Own Words, How Did Our Campaign Perform During This Time? By How Much? Should We Be Worried? Is this behavior normal? If not, should we be concerned that it happened? Is This Expected?
- 46. #thinkppc Path to Analytics Zen : Understand Why? What Happened? In Your Own Words, How Did Our Campaign Perform During This Time? By How Much? Why Did It Happen? Should We Be Worried? Is this behavior normal? If not, should we be concerned that it happened? Is This Expected?
- 47. #thinkppc Path to Analytics Zen : Should & How Do We React? What Happened? In Your Own Words, How Did Our Campaign Perform During This Time? By How Much? Why Did It Happen? Should We Be Worried? Is this behavior normal? If not, should we be concerned that it happened? Are there any necessary reactions? Is This Expected? How Do We React?
- 48. #thinkppc Path to Analytics Zen : What is the Story to Tell? What Happened? In Your Own Words, How Did Our Campaign Perform During This Time? By How Much? Why Did It Happen? Should We Be Worried? Is this behavior normal? If not, should we be concerned that it happened? Are there any necessary reactions? Is This Expected? How Do We React? What Is The Story?
- 49. #thinkppc Path to Analytics Zen : Formalize Learning What Happened? In Your Own Words, How Did Our Campaign Perform During This Time? By How Much? Why Did It Happen? Should We Be Worried? Is this behavior normal? If not, should we be concerned that it happened? Are there any necessary reactions? Understanding what was learned is a key to future improvements Is This Expected? How Do We React? What Is The Story? What Did We Learn?
- 50. #thinkppc Path to Analytics Zen : Start The Cycle Again, Wiser What Happened?
- 53. #thinkppc What You Say Is Important What You Don’t Say is even MORE Important
- 54. #thinkppc More Presentation Tips Use Visuals
- 55. #thinkppc More Presentation Tips Use Visuals Don’t Show Your Work
- 56. #thinkppc More Presentation Tips Use Visuals Don’t Show Your Work Find Your Champion
- 57. #thinkppc More Presentation Tips Use Visuals Don’t Show Your Work Find Your Champion Assume Others Will Receive Your Report or Presentation Offline
- 58. #thinkppc More Presentation Tips Use Visuals Don’t Show Your Work Find Your Champion Assume Others Will Receive Your Report or Presentation Offline Remove Ambiguity
- 59. #thinkppc More Presentation Tips Use Visuals Don’t Show Your Work Find Your Champion Assume Others Will Receive Your Report or Presentation Offline Remove Ambiguity Smart People Act Dumb
- 60. #thinkppc & Pulling It All Together Tips &
- 61. #thinkppc Presentation Results :: Cover Example
- 62. #thinkppc Presentation Results :: Agenda Example
- 63. #thinkppc Presentation Results :: Executive Summary Example
- 64. #thinkppc Presentation Results :: KPI Example
- 65. #thinkppc Presentation Results :: KPI Example
- 66. #thinkppc Presentation Results :: Overall Summary Example
- 67. #thinkppc Presentation Results :: Supporting Evidence Example
- 68. #thinkppc Presentation Results :: Appendix Example
- 69. #thinkppc Presentation Results :: Remember...
- 70. #thinkppc Presentation Results :: Closing Example
- 71. #thinkppc Offers! A. I’d like 50% off Jeffalytics’ Google Analytics Course B. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month) C. I’d like both D. No Thanks!
- 73. #thinkppc Thank you for attending our webinar! #thinkppc • Contact Us Directly: – Hanapin Feedback: marketing@hanapinmarketing.com – Jeffalytics Feedback: jeff.sauer@digitalmantis.com Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero conf