Most marketing programs suck, because they are done without a purpose in mind. It's time to start growing up with our web marketing by setting a solid strategy before we launch our marketing campaigns. How do we do this? Start with the outcome and work backwards. This is the strategy that Amazon employs, and you should too! Learn how it's all done in this presentation. This presentation was originally given at SMX Munich 2015. It covers a framework for strategic measurement of web analytics programs. Measure twice, cut once. While that is the golden rule of carpentry, the same can’t be said for most online marketing programs. The truth is that unless you set forth a sound measurement strategy before launching your marketing campaigns, you will have trouble effectively analyzing your results. Without effective measurement, endless amounts time and money will be wasted. This happens every day in the online marketing world, but by following these simple frameworks, you can tailor your online campaigns toward the one thing that matters: results.

1. By Jeff Sauer
Founder of Knowledge Land
How to Avoid Ready-
Fire-Aim Marketing
Creating a Meaningful
Measurement Strategy

2. Measurement
Strategy

3. What is Strategy?

4. @jeffalytics
Strategy is like the game of Chess

5. @jeffalytics
An Easy Way to Think About Strategy
This is
Strategy

6. @jeffalytics
Tactics are the pieces we have to play
This is
Strategy
These are
Tactics

7. @jeffalytics
Most industry focus is on this

8. @jeffalytics
Or we don’t even understand the game

9. @jeffalytics
So we see stuff like this

10. @jeffalytics
And this

11. @jeffalytics
P.S. We are not spammers

12. That is not
Strategy!

13. That is a good
idea gone bad

14. Strategy in Three
Steps

15. @jeffalytics
Strategies win championships
3 Main Points for Today
Understand the possible
Find your strategic framework

16. Strategies Win
Championships
Tactics Win Games

17. Start with the
outcome

18. @jeffalytics
We should do a site survey
because I heard they were
cool (and sales keeps calling)
Start with the outcome in mind

19. @jeffalytics
We should do a site survey
because I heard they were
cool (and sales keeps calling)
If I can reduce unhappy
customers I will generate
more sales and more money
Start with the outcome in mind

20. @jeffalytics
What does
success look like?

21. @jeffalytics
What does
success feel like?

22. @jeffalytics
How do we get
there?

23. @jeffalytics
Start with the outcome in mind
Goal: Sign up 5,000 new users in 2015

24. @jeffalytics
• 5,000 new
users
• 416 users/
month OR
• 352 users +
3% growth/
month
• Budget
$100,000
Goal: Sign up 5,000 new users in 2015
Targets

25. @jeffalytics
• 5,000 new
users
• 416 users/
month OR
• 352 users +
3% growth/
month
• Budget
$100,000
Goal: Sign up 5,000 new users in 2015
Targets
Tactics
• Big Content
• Email capture
• Auto-responder
• Guest posts
• Podcasts
• Webinars
• SEO
• Paid Search
• Facebook
• Referrals
• Blogging
• Affiliates
• Videos

26. @jeffalytics
• 5,000 new
users
• 416 users/
month OR
• 352 users +
3% growth/
month
• Budget
$100,000
Goal: Sign up 5,000 new users in 2015
Targets
Tactics
Teams
• Big Content
• Email capture
• Auto-responder
• Guest posts
• Podcasts
• Webinars
• SEO
• Paid Search
• Facebook
• Referrals
• Blogging
• Affiliates
• Videos
• Writers
• CTO
• Video
Producer
• Graphic
Designer
• SEO
• PPC

27. @jeffalytics
• 5,000 new
users
• 416 users/
month OR
• 352 users +
3% growth/
month
• Budget
$100,000
Goal: Sign up 5,000 new users in 2015
Targets
Tactics
Teams
Tools
• Big Content
• Email capture
• Auto-responder
• Guest posts
• Podcasts
• Webinars
• SEO
• Paid Search
• Facebook
• Referrals
• Blogging
• Affiliates
• Videos
• Writers
• CTO
• Video
Producer
• Graphic
Designer
• SEO
• PPC
• Landing Page
software
• Email opt in
• Email
software
• Buzzsumo
• iTunes Store
• Google
Analytics

28. @jeffalytics
Let’s try another

29. @jeffalytics
Start with the outcome in mind
Goal: Reduce Customer Complaints by 50%

30. @jeffalytics
• 100
complaints/
month
• Down from
200
• Revenue
impact:
$50,000
Goal: Reduce Customer Complaints by 50%
Targets
Tactics
Teams
Tools
• Make support
pages crawlable
• Website survey
• Redesign
navigation
• Site search
engine
• Support
knowledge
base
• Developers
• Analysts
• UX
• Designers
• Vendors
• Technical
writers
• Survey tool
• Google
Analytics
• Content
Management
system
• Search
software
• Voice of
customer

31. @jeffalytics
One more

32. @jeffalytics
Start with the outcome in mind
Goal: Improve Our Conversion Rate by 50%

33. @jeffalytics
• 3% Conversion
Rate
• Up from 2%
• Revenue Potential
$1,000,000
Goal: Improve Our Conversion Rate by 50%
Targets
Tactics
Teams
Tools
• A/B Testing
• Multivariate
Testing
• Personalization
• Product
availability
• Buttons
• Pricing
• Call to action
• Writers
• Analysts
• Graphic Designer
• PPC
• Developers
• Landing Page
software
• Testing engine
• Google Analytics

34. @jeffalytics
Put it all together
Goal 1: Increase
number of new users
KPI: Active Users
• Target: 5,000 Registered Users
KPI: New User Growth
• Target: 416 Users/Month
KPI: Worldwide Coverage
• Target: 25 Countries
Goal 2: Reduce
customer complaints
KPI: Reduce complaints
• Target: Reduce to 100 complaints
a month
KPI: Customer Referrals
• Target: 10% of Users Refer
KPI: Renew unhappy
customers
• Target: 50 Renewals
Goal 3: Increase
conversion rate
KPI: Conversion rate
Increase
• Target: 3% conversion rate by
end of year
KPI: Market Share
• Target: Top 5 in Sales

35. @jeffalytics
Who uses this
strategy?

36. @jeffalytics
Amazon.com a $75 bn Online Retailer
Read this blog post at: bit.ly/amazonbackwards
Back in
2006!
Brilliant

37. @jeffalytics
80 Percent ofYour Results Come
from 20 Percent ofYour Efforts
The 80/20 Rule of Marketing
20 Percent ofYour Results Come from The Other 80
Percent
80/20 Marketing: perrymarshall.com/80-20/

38. @jeffalytics
80/20 Rule of Marketing
More on this concept: bit.ly/80-20-marketing

39. @jeffalytics
Strategy
Involves eliminating the 80% that doesn’t work

40. Understand the
possible

41. @jeffalytics
Change
Is the only constant

42. @jeffalytics
Demographics Reports
What is new in Google Analytics?
Benchmarking Reports
Channel Groupings Content Groupings
Universal Analytics Google Tag Manager

43. @jeffalytics
Benchmarking is Awesome

44. @jeffalytics
Universal Analytics is Here

45. @jeffalytics
New method of collecting
visitor data
What is Universal Analytics?
Less Reliant on Cookies
Tracks Users Across Devices Processes Data in the Cloud
Allows Custom Data
Integration
Most new features are
Universal Only

46. @jeffalytics
Custom Dimensions
Universal Analytics Capabilities
Custom Metrics
User Based Reporting Custom Data Upload
Measurement Protocol Cloud Based Configuration

47. @jeffalytics
What’s New: Google Tag Manager

48. @jeffalytics
Google Tag Manager: Tangible Benefits
Less Reliance on Developer Resources
More Forgiving and Less Errors
Speed of Deployment

49. @jeffalytics
Automatic Event Tracking
Google Tag Manager Capabilities
No Code Updates
Remarketing Custom Data Layers
Variables (formerly Macros) Cross Domain Tracking

50. @jeffalytics
Custom HTML Tags
Google Tag Manager Capabilities
JavaScript Macros
Custom Tag Firing Schedules
Trigger Based Execution
(Formerly called Rules)
Third Party Tags Weather Tracking

51. Cool is Not a
Strategy

52. @jeffalytics
Things website
owners find awesome
May piss off our users

53. @jeffalytics
We want to track users!

54. @jeffalytics
We outsource our content
Image from The Next Web

55. @jeffalytics
We value your opinion!

56. @jeffalytics
We want to do and track everything

57. @jeffalytics
We don’t care if it bloats our sites!

58. @jeffalytics
We Want To Email You!

59. @jeffalytics
No, We REALLY Want To Email You!

60. @jeffalytics
Yes No
Did the user enjoy this experience?

61. @jeffalytics
No

62. @jeffalytics
Ask yourself:
Is our benefit >
customer experience?

63. @jeffalytics
Just because it’s in the tool
Doesn’t mean that you have to implement it

64. @jeffalytics
How does (not provided) fit your strategy?

65. @jeffalytics
How does Universal GA fit your strategy?

66. @jeffalytics
How does GTM fit your strategy?

67. @jeffalytics
How do demographics fit your strategy?
Demographics Insights from Jeffalytics -
http://bit.ly/demosegments

68. @jeffalytics
How does attribution fit your Strategy?

69. @jeffalytics
How does attribution fit your Strategy?
Significantly
for Some
Companies

70. @jeffalytics
It’s not just Google!

71. @jeffalytics
How does Moz fit your strategy?

72. @jeffalytics
How does AWR fit your strategy?

73. @jeffalytics
How does SEMRush fit your strategy?

74. @jeffalytics
How does BrightEdge fit your strategy?

75. @jeffalytics
You will need to use
many tools to
achieve your goals

76. @jeffalytics
But it’s not always
your choice

77. @jeffalytics
One for them
One for me

78. @jeffalytics
One for them: Universal Analytics Upgrade

79. @jeffalytics
One for me: Using Google Tag Manager

80. @jeffalytics
One for them: Legacy Reporting

81. @jeffalytics
Lean Analytics
One for me: Experimental Analytics
User Analytics
Audience Analytics Site Surveys
Conversion Optimization
Something we haven’t even
thought of yet

82. @jeffalytics
It’s OK essential
To use more than one measurement tool

83. Find your strategic
framework

84. @jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Strategic Digital Marketing

85. @jeffalytics
What do you want to do this year?
Goal: Sign up 5,000 new users in 2015
Goal: Reduce Customer Complaints by 50%
Goal: Improve Our Conversion Rate by 50%

86. @jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Set Targets
Strategic Digital Marketing

87. @jeffalytics
How are you going to get there?
• 5,000 new users
• 416 users/month OR
• 352 users + 3% growth/month
• Budget $100,000
Targets

88. @jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Set Targets
Agree on Tactics
Strategic Digital Marketing

89. @jeffalytics
Agree on which tactics to deploy
Tactics
• Big Content
• Email capture
• Auto-responder
• Guest posts
• Podcasts
• Webinars
• SEO
• Paid Search
• Facebook
• Referrals
• Blogging
• Affiliates
• Videos

90. @jeffalytics
20%
of Efforts
80%
of Results
Mind the 80/20 Rule

91. @jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Who is accountable for the results?
Form Teams
Set Targets
Agree on Tactics
Strategic Digital Marketing

92. @jeffalytics
Who do we need to call in?
Teams
• Writers
• CTO
• Video Producer
• Graphic Designer
• SEO
• PPC

93. @jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Who is accountable for the results?
Form Teams
Set Targets
Agree on Tactics
Choose Tools
Strategic Digital Marketing

94. @jeffalytics
What tools will get us there?
Tools
• Landing Page software
• Email opt in
• Email software
• Buzzsumo
• iTunes Store
• Google Analytics

95. @jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Who is accountable for the results?
Form Teams
Set Targets
Agree on Tactics
Choose Tools
Do what the plan says and work toward
reaching defined targets
Work the Plan
Strategic Digital Marketing

96. @jeffalytics
Work the plan

97. @jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Who is accountable for the results?
Form Teams
Set Targets
Agree on Tactics
Sell the Results
Choose Tools
Do what the plan says and work toward
reaching defined targets
Work the Plan
Strategic Digital Marketing

98. @jeffalytics
Get noticed

99. @jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Who is accountable for the results?
Form Teams
Set Targets
Agree on Tactics
Sell the Results
Choose Tools
Do what the plan says and work toward
reaching defined targets
Work the Plan
Do more of the things that worked and
stop with the ineffective efforts
Reflect and Repeat
Strategic Digital Marketing

100. Strategy
It’s not about your pieces

101. Strategy
It’s about winning the game

102. You are a strategic
asset

103. @jeffalytics
Strategies win championships
3 Main Points for Today
Understand the possible
Find your strategic framework

104. @jeffalytics
Thank You!
jeff@knowledge.land