In this presentation created by Eric Díaz, founder of the multicultural marketing agency Nativa, you will learn how to set realistic objectives for your digital strategies and, most importantly, how to measure your success without losing sight of the bigger “marketing communications” picture. View the presentation to learn about: What NOT to do when measuring digital strategies and tactics The most innovative tools to measure digital success The art of setting key performance indicators (KPIs) that drive desired action Current best practices in digital analytics and measurement What to do after measurement About the Author: Eric Díaz is founder of Nativa, a multicultural communications agency that focuses on the Hispanic market through digital communications, online advertising and culturally relevant content creation. Nativa also provides traditional marketing services through strategic partnerships with specialized agencies.

1. The Single 1 Most Important Word of the
Campaign: Measurement
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2. AGENDA
1. Why marketing measurement is important?
2. What TO DO when measuring digital strategies and tactics.
3. What NOT TO DO when measuring digital strategies and tactics.
4. Top tools to measure digital success.
5. The art of setting Key Performance Indicators (KPIs) that drive
desired action.
6. Current best practices in digital analytics and measurement.
7. What to do after measurement.
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3. ESTUDIO DE MERCADO
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4. WHY IS MEASUREMENT
IMPORTANT?
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1.Track success.
2.Improve.
3.Set future
expectations.
4. Remove fear.
This allows you to track your growth and
identify where your challenges may be.
You can improve what you don’t measure.
Where do you want to be in one year,
three years, etc.
Remove fear by giving an objective
assessment that employees and vendors
can plan for.

5. WHAT TO DO WHEN MEASURING
DIGITAL STRATEGIES & TACTICS
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Benchmarks
Be very clear
Measure
What
Matters
Conversion
Hooks
Research
Research
Research

6. WHAT TO DO WHEN MEASURING
DIGITAL STRATEGIES & TACTICS
6
Benchmarks
Be very clear
Measure what
Matters
Conversion
Hooks
Research
All metrics have a value and each metric should be tied to a
goal. This makes identifying your goals and determining
what you want to measure the crucial steps.
Be very clear on how the goals are related to the overall big
picture.
Measure significant aspects of your campaign such as
demographics, cost per lead, source, quantity and quality, etc.
Add conversion hooks to your content and measure
them.
Online listening is an important step when beginning a
campaign.

7. 7
WHAT NOT TO DO WHEN
MEASURING DIGITAL STRATEGIES &
TACTICS
Unrealistic
Expectations
Efficiency
Instead of
Effectiveness
Vanity
Metrics
Quality
Over
Quantity
Don’t
Underestimate

8. 8
WHAT NOT TO DO WHEN
MEASURING DIGITAL STRATEGIES &
Unrealistic
Expectations
Quality Over
Quantity
Vanity Metrics
Don’t
Underestimate
TACTICS
Don’t let a client bully you into a goal you're not comfortable with -
quarterly goals that are ambitious are a good way to achieve more
long term results for campaigns.
Don’t focus solely on empty statistics such as RT’s (Retweets). Many
people RT without actually reading the article. Best if you can count
the RT’s but also sort your analytics data by how much time people
from Twitter spent on the site.
Vanity metrics such as simply counting Facebook Likes can be easily
pumped up with a quick ad campaign before end of quarter.
Beware.
Perhaps your social page is only getting a few likes. Think twice
before declaring Facebook useless and shutting down as having
an active presence on Facebook is a clear sign that your company
is alive and kicking.

9. TOP TOOLS TO MEASURE DIGITAL
SUCCESS
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10. 10
Google Webmaster tools
Google Webmaster Tools’ keyword report: Google continues to improve
the information that’s accessible to site owners in its Webmaster Tools
suite, especially in the wake of significantly increased “not provided”
keyword referral data in Google Analytics. Marketers logged into
Webmaster Tools can navigate to “Search Traffic” –> “Search Queries,”
clicking the “Top Pages” tab, to get an overview of the approximate clicks
and impressions in organic search results that web pages have received.
The latter half helps define reach of your efforts.
Google Analytics
Google analytics: is excellent and free. Can be used simply or you
can set extensive goals and measure how often these are
accomplished.

11. 11
Crimson Hexagon
Crimson Hexagon: if you have the budget, Crimson
Hexagon is most accurate listening tool available .
Radian6 and search.twitter.com are free and/or cheap
options. Radian6 is not great but you do get much more
data than you will from free tools.
Infusionsoft
InfusionSoft: helps automate marketing, provides drip
emails which provides great data for measuring your sales
funnel. Landing page creation allows you to track leads
there, how you got them, and conversion rates.
Dashboards provide web data and analytics and also
integrates well with the rest of your sales tools. Allows you
to see user activity from your contacts as well as ROI per
different sales channel.

12. 12
Contently
Contently: For content marketing this tool tracks
scrolling, mouse movements, highlighting, active
window/tab, and other factors to deduce the exact
second that users stop paying attention. Also can see
things such as how often articles were finished on your
site versus started.
Your bare hands
Your bare hands: Do not be afraid to get your hands
dirty when doing measurement. Doing some manual
work can help you compliment your findings and verify
your results.

13. THE ART OF SETTING KPIs THAT DRIVE
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DESIRED ACTION
•Focus
•Consistency
•Leads
•Benchmarks

14. 14
•Focus
•Consistency
•Leads
•Benchmarks
Focus on roughly 5 KPI’s that matter most to
your business, such as; Visits, Time, Sources,
Cost per Conversion, Landing Pages.
Be consistent with the numbers you are
measuring. Don’t mix impressions and reach for
example as it can be confusing.
Consider the original source of a lead. Was your
lead on your email list for years for example
before converting on a whitepaper offer?
Consider using Google Adwords to create a
campaign to set expectations and goals.

15. CURRENT BEST PRACTICES IN DIGITAL
ANALYTICS AND MEASUREMENT
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16. 16
•Revenue cycle
•Measure the
effectiveness of
content marketing
•Measure ROR
(Return on
Relationship)
•Measure Brand
Awareness
•Evaluate who is on
your site
Model the stages of the revenue cycle and then
measure how each lead moves through the
various stages.
How many leads are coming from the organic
search that are a direct result of your blog
articles and content?
ROR is the value (both perceived and real) that
will accrue over time through loyalty,
recommendations and sharing.
How many searches this month are
done on your brand name vs. last
month?
Look for competitors or potential leads that are on
your site. Use analytics to find the network names
of each.

17. 17
WHAT TO DO AFTER MEASUREMENT

18. 18
WHAT TO DO AFTER MEASUREMENT
•KEEP INFORMED, THINGS ARE
ALWAYS CHANGING
•SHOW TRENDS OF YOUR
METRICS OVER TIME

19. 19
WHAT TO DO AFTER MEASUREMENT
•BE DEMOCRATIC.
COMMUNICATE THE RESULTS
ACROSS THE ORGANIZATION
•MAKE DECISIONS A REAL
MARKETER WOULD MAKE

20. 20
WHAT TO DO AFTER MEASUREMENT
•RINSE AND REPEAT.
•Keep your goals on a dashboard and
repeat them monthly, quarterly,
annually so you can keep improving.

21. PHOENIX
COLUMBUS
614.719.9245
natasha@thenativa.com
603 E. Town St
Columbus OH 43215
www.thenativa.com
602.277.0224
eric@thenativa.com
3428 N. 15th Ave
Phoenix AZ 85015
www.thenativa.com
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