SlideShare a Scribd company logo
The Data Game
Providing Meaningful Metrics
   for Multiple Campaigns
What We Will Not Cover

  Source Attribution

  Latency Affects from Multiple
  Touchpoints & Campaigns

  Best Methods for Creating
  Reports (covered previously)
  slideshare.net/agencyside
Teach to Fish Digital
 Helps Companies
 Learn How to
 Manage Their
 Own Campaigns

 Assists Agencies
 with Projects

 Search, Email,
 Social Media, &
 Analytics
Current Issues
Too Much Data
Current Issues
Too Much Data

Not Enough Time/
Money to Provide
Consistent Value
Current Issues
Too Much Data

Not Enough Time/
Money to Provide
Consistent Value

Disparate Sources,
Disparate Reports,
Disparate Insights &
Recommendations
Why Does This Happen?




   It’s Your Fault
Why Does This Happen?

            wah	
  ...	
  I	
  wanna	
  see	
  how	
  
              ALL	
  my	
  ad	
  groups	
  
             performed	
  ...	
  wah	
  ...




It’s Your Client’s Fault
Why Does This Happen?




Blame it on the Campaign
Possible Solutions

1. Goals First Approach

2. Interval Reporting Approach

3. Story Tellers Approach
Goals First

A. Determine Client Goals

B. Identify Relevant Measures
   by Tactical Implementation

C. Report Metrics that Align
   with Goals
Goals First
                         Improve Site
           Increase                       Increase
Program   Sales by 20%
                         Conversion to
                                         Awareness
                             4.0%

                             PPC         # Branded
 SEM       PPC $            Conv %        Searches


                            Display        % New
Display     Ad $            Conv %        Visitors


                             Email
 Email    Newsletter $
                            Conv %
Goals First
             AGENCY LOGO


         {
             Increase Sales
                               100
Goal 1                         50
                                0




         {
                                     2007 2009
             Improve Conversion70

Goal 2                          35
                                 0
                                     2007 2009



         {
             Brand Awareness

Goal 3
Interval Reporting
                  16



                  12
Reporting Hours




                  8



                  4



                  0
                   Month 1    Month 2   Month 3   Month 4   Month 5   Month 6



                             Happy Client         Happy Agency
Interval Reporting
                  12



                  9
Reporting Hours




                  6



                  3



                  0
                   Month 1   Month 2   Month 3   Month 4   Month 5   Month 6



                                       Happy Medium
Interval Reporting
                    Month 1                                         Month 3

70

35
                        75                               AGENCY LOGO
                                                         AGENCY LOGO
                                                         AGENCY LOGO
 0
                            0                                         100
                                              70
 2007 2010                      2007 2010
100
75
                                              35                      50
50
25                                             0                       0
                                             100 2007 2009
 0
      2007 2008 2009 2010
                                                                            2007 2009

                    Month 2                       50

                                                    0
70
                        75                  200
35                                          150
                                                     2007 2009
 0
                            0               100
                                             50


 2007 2010                      2007 2010
                                              0
                                                  2007       2008           2009        2010
100
75
                                                     Notes
50
25
 0
      2007 2008 2009 2010
Story Telling

70
                        75
35




                                            +
 0
                            0
 2007 2010
100
                                2007 2010
75
50
25
 0
      2007 2008 2009 2010




      ________________
Story Telling
       PROS                 CONS
1. They understand   1. Not for every
   quickly              client (or agency)

2. You can share     2. Factor in editing
   real data from       time
   the source
                     3. Requires software
3. Makes for very
                        PC - Camtasia
   productive face
   time                 Mac - Screenflow
Story Telling
Automate Where Possible
Account People = Analytics People


                   “Keep ‘em well
“Keep ‘em happy”
                      informed”
Organic Growth
                     For Clients                                                        For Agencies

       70                                 100                              70                                 100
      52.5                                                               52.5

       35                                 50                               35                                 50
      17.5                                                                17.5

        0                                  0                                0
                                                                                 2007   2008   2009    2010
                                                                                                               0
 100                                                                100
             2007   2008   2009    2010

                                                2007 2009                                                           2007 2009
      50                                                                 50

200
        0                                                                   0
                                                                   200
150
100
         2007 2009                                                 150
                                                                   100
                                                                             2007 2009
 50                                                                 50
  0                                                                  0
      2007                        2008          2009        2010         2007                         2008          2009        2010

       Notes                                                              Notes




                                         PAST                                                    FUTURE
Questions?
Chris Sietsema
Teach to Fish Digital
(480) 389.5435

teachtofishdigital.com

linkedin.com/in/sietsema
twitter.com/sietsema
slideshare.net/sietsema
Slide-ography
Slide 3 “The Planet Data Center” by The Planet on Flickr Creative Commons

Slide 3 “Alarm Clock” by alancleaver_2000 on Flickr Creative Commons

Slide 3 “Confusing Traffic Sign, Boston, MA” by NNECPA on Flickr Creative
Commons

Slide 4 - The infamous Matthew Lesko

Slide 5 - “(don’t) Cry” by Pedro Klien on Flickr Creative Commons

Slide 6 - Blindfolded Holiday Gift Wrapping by Christine and Justin Gignac

More Related Content

PDF
Stora Enso Fourth Quarter and Full Year Results 2011
PDF
Interim report January – June 2011
PDF
Metso Corporation Interim Review January - March 2012 presentation
PDF
Metso Interim Review January-June 2012 presentation
PDF
Chris Caton's Economic Preview for AIM NSW & ACT, 2013
PPTX
Paid Search Match Types
PPTX
Email Marketing Tutorial
PDF
Help Your Site Sell
Stora Enso Fourth Quarter and Full Year Results 2011
Interim report January – June 2011
Metso Corporation Interim Review January - March 2012 presentation
Metso Interim Review January-June 2012 presentation
Chris Caton's Economic Preview for AIM NSW & ACT, 2013
Paid Search Match Types
Email Marketing Tutorial
Help Your Site Sell

Similar to The Data Game (20)

PDF
Reaching for yield
PPTX
Playboy - Enterprise Performance Review
PDF
SEB Resultatpresentation January September 2008
PDF
모바일Bm 대한상공회의소 Mac
PDF
Charting best practices
XLS
Venture Capitalist Competition
PPTX
Analysis of Revenue guidance - Infosys
PPTX
Selling and doing good business
PDF
petsmart ar2003
PDF
petsmart ar2003
PDF
CMD2012 - vetlana Skvortsova - Inessa Galaktionova - Market Area Russia
PPTX
Klikki seminar2012 3103
PDF
quest diagnostics Quest2005_AR
PDF
MeasureWorks - Velocity Conference Europe - Performance Automation 101
PDF
2005 Annual results
DOCX
India in a debt trap
PDF
Amy Liu | Metropolitan Business Planning | Global Cities Initiative
PDF
Transcom Corporate Deck Linkedin
PPTX
2012 UIC Fed Challenge Presentation
PPTX
Omma display 1400 brian wieser
Reaching for yield
Playboy - Enterprise Performance Review
SEB Resultatpresentation January September 2008
모바일Bm 대한상공회의소 Mac
Charting best practices
Venture Capitalist Competition
Analysis of Revenue guidance - Infosys
Selling and doing good business
petsmart ar2003
petsmart ar2003
CMD2012 - vetlana Skvortsova - Inessa Galaktionova - Market Area Russia
Klikki seminar2012 3103
quest diagnostics Quest2005_AR
MeasureWorks - Velocity Conference Europe - Performance Automation 101
2005 Annual results
India in a debt trap
Amy Liu | Metropolitan Business Planning | Global Cities Initiative
Transcom Corporate Deck Linkedin
2012 UIC Fed Challenge Presentation
Omma display 1400 brian wieser
Ad

More from Chris Sietsema (20)

PDF
Five Ways to Make Friends with Google
PDF
Digital Analytics for Agencies
PDF
Eight Ways to Deliver Relevance with Email Marketing
PDF
Marketing Analytics: Tag Manager Tutorial
PDF
Marketing Analytics: Building a Reporting Format You Can Own
PDF
Marketing Analytics 101
PDF
Email Design Primer
PDF
Email Extinction?
PPTX
Owned Media
PPTX
10 Easy Ways to Take Your Website from Good to Great
PDF
Content Marketing: Be The Media
PPT
Building an Email Marketing Practice
DOC
Building an Email Practice
PDF
Data Drives Decisions
PPT
Fun Social Media Stats
PDF
YouTube Tutorial
PDF
Twitter Tutorial
PDF
LinkedIn Tutorial
PDF
Facebook Tutorial
DOC
Digital Marketing Pop Quiz
Five Ways to Make Friends with Google
Digital Analytics for Agencies
Eight Ways to Deliver Relevance with Email Marketing
Marketing Analytics: Tag Manager Tutorial
Marketing Analytics: Building a Reporting Format You Can Own
Marketing Analytics 101
Email Design Primer
Email Extinction?
Owned Media
10 Easy Ways to Take Your Website from Good to Great
Content Marketing: Be The Media
Building an Email Marketing Practice
Building an Email Practice
Data Drives Decisions
Fun Social Media Stats
YouTube Tutorial
Twitter Tutorial
LinkedIn Tutorial
Facebook Tutorial
Digital Marketing Pop Quiz
Ad

Recently uploaded (20)

DOCX
unit 1 COST ACCOUNTING AND COST SHEET
PDF
Roadmap Map-digital Banking feature MB,IB,AB
PDF
IFRS Notes in your pocket for study all the time
PPTX
5 Stages of group development guide.pptx
DOCX
Business Management - unit 1 and 2
DOCX
Euro SEO Services 1st 3 General Updates.docx
PDF
BsN 7th Sem Course GridNNNNNNNN CCN.pdf
PDF
How to Get Funding for Your Trucking Business
PPT
340036916-American-Literature-Literary-Period-Overview.ppt
PDF
Types of control:Qualitative vs Quantitative
PPT
Data mining for business intelligence ch04 sharda
DOCX
unit 2 cost accounting- Tender and Quotation & Reconciliation Statement
PPTX
Belch_12e_PPT_Ch18_Accessible_university.pptx
PDF
COST SHEET- Tender and Quotation unit 2.pdf
PDF
20250805_A. Stotz All Weather Strategy - Performance review July 2025.pdf
PDF
Power and position in leadershipDOC-20250808-WA0011..pdf
PPTX
job Avenue by vinith.pptxvnbvnvnvbnvbnbmnbmbh
PPT
Chapter four Project-Preparation material
PPTX
Probability Distribution, binomial distribution, poisson distribution
PDF
A Brief Introduction About Julia Allison
unit 1 COST ACCOUNTING AND COST SHEET
Roadmap Map-digital Banking feature MB,IB,AB
IFRS Notes in your pocket for study all the time
5 Stages of group development guide.pptx
Business Management - unit 1 and 2
Euro SEO Services 1st 3 General Updates.docx
BsN 7th Sem Course GridNNNNNNNN CCN.pdf
How to Get Funding for Your Trucking Business
340036916-American-Literature-Literary-Period-Overview.ppt
Types of control:Qualitative vs Quantitative
Data mining for business intelligence ch04 sharda
unit 2 cost accounting- Tender and Quotation & Reconciliation Statement
Belch_12e_PPT_Ch18_Accessible_university.pptx
COST SHEET- Tender and Quotation unit 2.pdf
20250805_A. Stotz All Weather Strategy - Performance review July 2025.pdf
Power and position in leadershipDOC-20250808-WA0011..pdf
job Avenue by vinith.pptxvnbvnvnvbnvbnbmnbmbh
Chapter four Project-Preparation material
Probability Distribution, binomial distribution, poisson distribution
A Brief Introduction About Julia Allison

The Data Game

  • 1. The Data Game Providing Meaningful Metrics for Multiple Campaigns
  • 2. What We Will Not Cover Source Attribution Latency Affects from Multiple Touchpoints & Campaigns Best Methods for Creating Reports (covered previously) slideshare.net/agencyside
  • 3. Teach to Fish Digital Helps Companies Learn How to Manage Their Own Campaigns Assists Agencies with Projects Search, Email, Social Media, & Analytics
  • 5. Current Issues Too Much Data Not Enough Time/ Money to Provide Consistent Value
  • 6. Current Issues Too Much Data Not Enough Time/ Money to Provide Consistent Value Disparate Sources, Disparate Reports, Disparate Insights & Recommendations
  • 7. Why Does This Happen? It’s Your Fault
  • 8. Why Does This Happen? wah  ...  I  wanna  see  how   ALL  my  ad  groups   performed  ...  wah  ... It’s Your Client’s Fault
  • 9. Why Does This Happen? Blame it on the Campaign
  • 10. Possible Solutions 1. Goals First Approach 2. Interval Reporting Approach 3. Story Tellers Approach
  • 11. Goals First A. Determine Client Goals B. Identify Relevant Measures by Tactical Implementation C. Report Metrics that Align with Goals
  • 12. Goals First Improve Site Increase Increase Program Sales by 20% Conversion to Awareness 4.0% PPC # Branded SEM PPC $ Conv % Searches Display % New Display Ad $ Conv % Visitors Email Email Newsletter $ Conv %
  • 13. Goals First AGENCY LOGO { Increase Sales 100 Goal 1 50 0 { 2007 2009 Improve Conversion70 Goal 2 35 0 2007 2009 { Brand Awareness Goal 3
  • 14. Interval Reporting 16 12 Reporting Hours 8 4 0 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Happy Client Happy Agency
  • 15. Interval Reporting 12 9 Reporting Hours 6 3 0 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Happy Medium
  • 16. Interval Reporting Month 1 Month 3 70 35 75 AGENCY LOGO AGENCY LOGO AGENCY LOGO 0 0 100 70 2007 2010 2007 2010 100 75 35 50 50 25 0 0 100 2007 2009 0 2007 2008 2009 2010 2007 2009 Month 2 50 0 70 75 200 35 150 2007 2009 0 0 100 50 2007 2010 2007 2010 0 2007 2008 2009 2010 100 75 Notes 50 25 0 2007 2008 2009 2010
  • 17. Story Telling 70 75 35 + 0 0 2007 2010 100 2007 2010 75 50 25 0 2007 2008 2009 2010 ________________
  • 18. Story Telling PROS CONS 1. They understand 1. Not for every quickly client (or agency) 2. You can share 2. Factor in editing real data from time the source 3. Requires software 3. Makes for very PC - Camtasia productive face time Mac - Screenflow
  • 21. Account People = Analytics People “Keep ‘em well “Keep ‘em happy” informed”
  • 22. Organic Growth For Clients For Agencies 70 100 70 100 52.5 52.5 35 50 35 50 17.5 17.5 0 0 0 2007 2008 2009 2010 0 100 100 2007 2008 2009 2010 2007 2009 2007 2009 50 50 200 0 0 200 150 100 2007 2009 150 100 2007 2009 50 50 0 0 2007 2008 2009 2010 2007 2008 2009 2010 Notes Notes PAST FUTURE
  • 23. Questions? Chris Sietsema Teach to Fish Digital (480) 389.5435 teachtofishdigital.com linkedin.com/in/sietsema twitter.com/sietsema slideshare.net/sietsema
  • 24. Slide-ography Slide 3 “The Planet Data Center” by The Planet on Flickr Creative Commons Slide 3 “Alarm Clock” by alancleaver_2000 on Flickr Creative Commons Slide 3 “Confusing Traffic Sign, Boston, MA” by NNECPA on Flickr Creative Commons Slide 4 - The infamous Matthew Lesko Slide 5 - “(don’t) Cry” by Pedro Klien on Flickr Creative Commons Slide 6 - Blindfolded Holiday Gift Wrapping by Christine and Justin Gignac