GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
The Future of Measurement
1. Measurement Hour
September 29th, 2016
Katie Delahaye Paine, CEO
Paine Publishing
www.painepublishing.com | @queenofmetrics | measurementqueen@gmail.com
The Future of Measurement
2. What the Future Holds for Measurement
More of:
Insight
Social & Digital
SEO
Individual Influencers
Paid & Owned
Trust & Relationships
Integration
Lobbying
Cause marketing
Visuals & video
Less emphasis on:
Automated
distribution
Automated sentiment
Print
Placements
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3. The Digital Takeover
63.2%of social media teams live within marketing,
6 points higher than last year
Only 4.5% assign social media to PR anymore
Press releases are for SEO, not at “the press”
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4. The Lines are Blurring
Social/traditional
Digital/Social
Marketing/Comms
Internal/External
CSR/PR
Issues Management/PR
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5. Six Steps to Help you Cope
1) Focus on your target audience, not the delivery
mechanism
2) Understand what you’re actually measuring
3) Make sure your data is valid and clean
4) Learn to love small numbers
5) Expect to fail
6) Analyze results and draw conclusions
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6. Step 1. Focus on your target audience, not
the delivery mechanism
Be clear about whom you’re trying to reach & why
Know what matters to them
Know what will influence them or make them act
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7. Step 2: Understand what you’re actually
measuring
Paid/Owned
Earned/Shared
Other marketing activities?
The competition?
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8. Step 3: Make sure your data is valid and
clean
Trust nothing
Verify everything
Dates
UVM/Impressions/Engagement
Sentiment
Tags
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9. Step 4: Learn to love small numbers
Your target is not trillions, billions or even millions
Engagement matters more than impressions
Conversions matter more than clicks
Orders matter more than opens
Trust matters more than sentiment
Influence matters more than reach
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10. Step 5: Expect to fail
Experiment and A/B test constantly
Not everything succeeds
Rank order everything best to worst
Correlate and connect
Look at trends not moments
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11. Step 6: Analyze results & draw conclusions
What worked, what didn’t?
Engagement vs. Resource Use:
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13. Tools
Monitoring & Analytics
CyberAlert
Social Studio
TrendKite
Talkwalker
Engagement, Analysis, and Insight
CyberAlert
Prime Research
Influence
Little Bird
Trackr
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14. Thank You!
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Special thanks to Montclair State University's Graduate Program for
sponsoring this month's Measurement Hour!