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That’s the Wrong Question презентация
Содержание
- 1. That’s the Wrong Question
- 2. Amy Vernon 20 years in newspaper journalism
- 3. The aforementioned Siberian Husky
- 4. What are you measuring? Traffic photo by
- 5. Photo by rbbaird via Flickr Creative Commons
- 6. Adding a Touch of Mystery Photo by miniyo73 via Flickr Creative Commons
- 7. Where We’re Measuring Research from IBM SmarterCommerce / Graphic via Gartner
- 8. Don’t Forget Dark Social Image via StarWars.com
- 9. Don’t Fear Dark Social
- 10. Stop Chasing Shiny Objects Photo by PurpleLorikeet via Flickr Creative Commons
- 11. The Conversation Prism, 2008 From Brian Solis via Flickr Creative Commons
- 12. The Conversation Prism, 2014 Via ConversationPrism.com
- 13. That’s Nothing
- 14. Check Out the Marketing Tech Landscape Via ChiefMartec.com
- 15. And You Thought That Looked Complicated… Via ChiefMartec.com
- 16. Why are you measuring? To Diagnose What
- 17. 6 Steps to Measurement Steps shamelessly stolen
- 18. Step 1 You need to be able
- 19. What’s a Realistic Objective? Goal: Increase traffic
- 20. Step 2 Wordle based on “The 6
- 21. Choose Your Metrics Carefully What are the
- 22. What Social Sites Matter to You Image By Kathleen Donovan via Flickr Creative Commons
- 23. Be Where Your Audience Is Be Where
- 24. Not Where You Want Them To Be Photo by Jez Arnold via Flickr Creative Commons
- 25. Step 3 Photo by OZinOH via Flickr Creative Commons
- 26. Listen
- 27. Engage
- 28. Quantify
- 29. Influence
- 30. Steps 4, 5, 6 Reminder: Implement Analyze
- 31. Keep in Touch! amy@predictable.ly mail@amyvernon.net http://predictable.ly http://AmyVernon.net www.Facebook.com/AmyVernon www.Twitter.com/AmyVernon www.Twitter.com/Predictablely www.LinkedIn.com/in/AmyVernon
Amy Vernon 20 years in newspaper journalism Miami Herald staff Pulitzer, 1992 Top female submitter of all time to Digg.com 15th most influential woman in tech on Twitter (Business Insider/Peer Index)
Слайд 1That’s the Wrong Question
Amy Vernon
Co-Founder/CMO, Predictable.ly
Predictive Analytics for News Publishers
An introduction
Слайд 2Amy Vernon
20 years in newspaper journalism
Miami Herald staff Pulitzer, 1992
Top female
submitter of all time to Digg.com
15th most influential woman in tech on Twitter (Business Insider/Peer Index)
Mommy, wife & Siberian Husky owner
15th most influential woman in tech on Twitter (Business Insider/Peer Index)
Mommy, wife & Siberian Husky owner
Слайд 4What are you measuring?
Traffic photo by Simon Forsyth via Flickr Creative
Commons
Social Media photo by Automotive Social via Flickr Creative Commons
Graph photo by Jim Sher via Flickr Creative Commons
Слайд 16Why are you measuring?
To Diagnose
What works?
What doesn’t work?
To Prioritize
What goes where?
What
money goes where?
To Evaluate
You need to know what ROI you’re looking for
To Evaluate
You need to know what ROI you’re looking for
Слайд 176 Steps to Measurement
Steps shamelessly stolen (with permission) from Kami Watson
Huyse
Set measurable objectives
Choose your metrics
Choose the tools to measure those metrics
Implement
Analyze and present
Adjust and repeat
Image by Sam Teigen via Flickr Creative Commons
Слайд 18Step 1
You need to be able to set an objective you
can actually measure.
This is not a goal, this is an objective.
Your objective should be realistic.
This is not a goal, this is an objective.
Your objective should be realistic.
Слайд 19What’s a Realistic Objective?
Goal: Increase traffic to and pageviews on website.
Unrealistic
Objective: Increase traffic and pageviews by 200% in the next month solely using Facebook and Twitter.
Realistic Objective: Increase pageviews by 25% year-over-year, over the next six months using internal analytics and a mix of paid, earned and owned marketing.
Realistic Objective: Increase pageviews by 25% year-over-year, over the next six months using internal analytics and a mix of paid, earned and owned marketing.
Слайд 21Choose Your Metrics Carefully
What are the metrics you need to measure?
Vistors
Pageviews
What
kind of traffic is the “right” traffic?
New vs returning visitors
Time on site
Bounce rate
Pageviews per visitor
Factors behind last year’s traffic
New vs returning visitors
Time on site
Bounce rate
Pageviews per visitor
Factors behind last year’s traffic
Слайд 23Be Where Your Audience Is
Be Where Your Audience Is
Photo by Scoobyfoo
via Flickr Creative Commons
Слайд 30Steps 4, 5, 6
Reminder:
Implement
Analyze & Present
Adjust & Repeat
Photo by Novartis AG
via Flickr Creative Commons
Слайд 31Keep in Touch!
amy@predictable.ly
mail@amyvernon.net
http://predictable.ly
http://AmyVernon.net
www.Facebook.com/AmyVernon
www.Twitter.com/AmyVernon
www.Twitter.com/Predictablely
www.LinkedIn.com/in/AmyVernon
