Everyone involved in brand building has encountered the problem of unrealistic performance expectations: too much expected, too soon. This seems especially true with online measures; after all, if it can be distributed at the speed of light, shouldn’t results arrive just as fast? Measuring and communicating the value of your integrated marketing strategy, then, presents a formidable challenge. This slide deck, presented at SearchLove London, discusses how to approach integrated marketing measurement so that you can earn the trust of your boss or client – from correlating goals to the right metrics, to communicating the right key performance indicators, to putting the focus on the bigger picture your data is drawing.

1. THE MEASUREMENT BEHIND
@mackfogelson
Your Integrated Marketing Strategy
MACK FOGELSON
Founder & CEO | Mack Web

2. BEHOLD
the mountain
@mackfogelson
of success.

3. THE MOUNTAIN OF SUCCESS
@mackfogelson

4. THE MOUNTAIN OF SUCCESS
@mackfogelson

5. THE MOUNTAIN OF SUCCESS
@mackfogelson

6. IMAGE CREDIT: http://fr.pinterest.com/pin/2462974766990991/
@mackfogelson

7. IMAGE CREDIT: http://fr.pinterest.com/pin/2462974766990991/
@mackfogelson

8. @mackfogelson
NEWS FLASH
!
YOU DON’T HAVE
2-3 YEARS
TO BUILD A BRAND IF YOU CAN’T
PROVE VALUE
!
http://www.refinery29.com/the-dodo/47#slide-1

9. ARE YOUR EFFORTS
moving the business
@mackfogelson
forward?

10. @mackfogelson
WHY DOES
an integrated approach work?

11. @mackfogelson
An integrated approach is about building a better business.
IMAGE CREDIT: https://40.media.tumblr.com/962ac2fd067df67f17bd3725b7224723/tumblr_n9nh01QUu11qlmppmo1_500.jpg

12. @mackfogelson
An integrated approach is about building a better business.
This is a transformation that happens from the inside out.
IMAGE CREDIT: https://40.media.tumblr.com/962ac2fd067df67f17bd3725b7224723/tumblr_n9nh01QUu11qlmppmo1_500.jpg

13. @mackfogelson
An integrated approach promotes and improves the business.
IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.jpg

14. An integrated approach promotes and improves the business.
A variety of channels work together over time not just to grow the company
but to advance it. IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.jpg
@mackfogelson

15. An integrated approach builds an experience and a relationship.
IMAGE CREDIT: http://31.media.tumblr.com/a2163656f18496b862a3dad95a782a3b/tumblr_n8q7h7Mge01qh424ko1_500.jpg
@mackfogelson

16. An integrated approach builds an experience and a relationship.
Companies don’t have to be perfect, but they must be real, authentic,
transparent, and human. IMAGE CREDIT: http://31.media.tumblr.com/a2163656f18496b862a3dad95a782a3b/tumblr_n8q7h7Mge01qh424ko1_500.jpg
@mackfogelson

17. @mackfogelson
An integrated approach honors community and revenue.
IMAGE CREDIT: http://33.media.tumblr.com/eb41d1b34861536c2884788c08d9ea24/tumblr_ncrx0zoqPr1rcrcdeo1_500.jpg

18. An integrated approach honors community and revenue.
Communities form and grow around companies that have something
meaningful at the core of the business beyond money. IMAGE CREDIT: http://33.media.tumblr.com/eb41d1b34861536c2884788c08d9ea24/tumblr_ncrx0zoqPr1rcrcdeo1_500.jpg
@mackfogelson

19. LET’S LOOK AT
an example
@mackfogelson
in real life.

20. @mackfogelson
Authenticity
works its way from
the inside out

21. @mackfogelson

22. @mackfogelson
THEIR COMPANY
doesn’t just sell wine.

23. @mackfogelson
THEIR COMPANY
doesn’t just sell wine.
Their company changes women’s lives.

24. Before
@mackfogelson

25. @mackfogelson
After

26. Telling real
stories of real
@mackfogelson
people

27. @mackfogelson
BUILD
A BETTER
BUSINESS

28. @mackfogelson
BUILD
A BETTER
BUSINESS
ATTRACT
A STRONGER
COMMUNITY

29. @mackfogelson
BUILD
A BETTER
BUSINESS
ATTRACT
A STRONGER
COMMUNITY
GROW
YOUR AUDIENCE
& BRAND

30. @mackfogelson
HOW DOES AN
integrated process work?

31. Growing Your Business
@mackfogelson
Through Community and
Integrated Marketing
bit.ly/c3-mackweb

32. @mackfogelson

33. @mackfogelson

34. @mackfogelson

35. @mackfogelson

36. @mackfogelson

37. @mackfogelson

38. @mackfogelson

39. @mackfogelson

40. @mackfogelson
HOW DO YOU
communicatse value with
an integrated approach?

41. HOLD ON, KIDS
this is the part that
@mackfogelson
can be kind of tricky.

42. @mackfogelson
I’m a lead
I submit
a form
I become a
consultant
I interact
website
social
blog
mobile
offline
I interact
email
social
blog
mobile
offline
THE PATH TO CONVERSION

43. Start Finish
THE REAL PATH TO CONVERSION
@mackfogelson

44. YOU CAN’T ALWAYS
directly measure
@mackfogelson
everything that you do.

45. COMMUNICATING
value always starts
@mackfogelson
with goals.

46. @mackfogelson

47. SO LET’S SAY
these are the goals
@mackfogelson
you want to accomplish.

48. VISIONARY
GOALS
@mackfogelson

49. @mackfogelson
BUSINESS
& BRAND
GOALS
VISIONARY
GOALS

50. @mackfogelson
BUSINESS
& BRAND
GOALS
VISIONARY
GOALS
CAMPAIGN
GOALS

51. @mackfogelson
VISIONARY
1) Become a $50 million dollar company
2) Become a household name
IMAGE CREDIT: https://www.flickr.com/photos/thereeljames/11133725735

52. @mackfogelson
BUSINESS & BRAND
1) Attract more of the right leads
2) Earn their trust
IMAGE CREDIT: http://www.pinterest.com/pin/352547477051416145/

53. @mackfogelson
1) Increase organic traffic by 30%
2) Increase lead conversions by 5%
3) Increase community conversation by 35%
IMAGE CREDIT: http://www.pinterest.com/pin/441775044669801635/
CAMPAIGN

54. @mackfogelson
CAMPAIGN
GOALS

55. @mackfogelson
CAMPAIGN
GOALS
BUSINESS
& BRAND
GOALS

56. @mackfogelson
BUSINESS
& BRAND
GOALS
VISIONARY
GOALS
CAMPAIGN
GOALS

57. YOUR GOALS
break down into tactics
@mackfogelson
that you can measure.

58. YOUR TACTICS
will build
@mackfogelson
the integrated experience.

59. @mackfogelson
An integrated
approach goes
deeper than
optimizing a
lead form

60. @mackfogelson
We assessed
communication
gaps

61. We identified
persona
touch points
@mackfogelson

62. We built
persona pages
@mackfogelson

63. We built
content for the
blog and social
media
@mackfogelson

64. We curated
content and
fostered
community
@mackfogelson

65. We helped
their sales team
adapt to a new
approach
@mackfogelson

66. @mackfogelson
A
We conducted
A/B Tests
B

67. MEASURING TACTICS
to KPIs (one-to-one)
@mackfogelson
doesn’t communicate value.

68. @mackfogelson
EMAIL
Campaign Delivery Rate,
Open Rate,
Click to Delivery Rate, Sessions,
Bounce Rate, Pages/Visit,
Avg. Visit Duration, Sign ups
CONTENT
Landing Pages (sessions, bounce rate, goals, page depth)
Pageviews by Channel
SOCIAL
Impressions,
Followers, Amplification,
Applause, Conversation,
Avg Engagement Rate,
Total Clicks, Click Through Rate
SEO
Organic Traffic, Historical
Sessions, Page Depth,
Time on Page, Goals, Bounce
Rate, Branded Mentions
GOALS
Total Goal Completions for Goals
(segmented by marketing channels),
Landing Pages for Conversions (top 10)
MULTI-CHANNEL FUNNELS
Goals by first click, last click, and assists segmented by marketing channels
Goals from all last click interactions, assists and total segmented by marketing channels.
Time Lag (days to conversions), Path Length

69. BE THOUGHTFUL
about the story
@mackfogelson
your data is telling.

70. @mackfogelson
COMMUNICATE
!
the power of
INTEGRATION
AND THE RESULTS IT DRIVES AS A
WHOLE
!
IMAGE CREDIT: http://www.imcreator.com/free/sports-fitness/team-3

71. @mackfogelson
KEEP THE FOCUS
!
ON THE LONG TERM AND THE
BIG PICTURE
TO STRESS PROGRESS TOWARD
GOALS
!
IMAGE CREDIT: https://www.flickr.com/photos/jdhancock/4896996561

72. change
over 8 months
56% increase
year/year
@mackfogelson
91% increase
year/year
108% increase in
conversation
over 8 months
11% increase
year/year

73. @mackfogelson
EMPHASIZE
!
PROGRESS MADE FOR THE
BUSINESS
AS WELL AS FOR THE
BRAND
!
IMAGE CREDIT: http://www.pinterest.com/pin/545991154796612383/

74. @mackfogelson
11% increase
year/year BUSINESS
37% increase in lead form submissions
over the last three months (Jul-Sep)
compared to the previous three months (Apr-Jun)

75. @mackfogelson
BUSINESS
56% increase
year/year

76. @mackfogelson
BRAND
91% increase
year/year
108% increase in
conversation
over 8 months

77. @mackfogelson
BUSINESS & BRAND
1:1 relationship
progress

78. THESE EFFORTS
are the stepping stones
@mackfogelson
toward visionary goals.

79. “BUT WE DON’T RANK #1 FOR
[ENTER KEYWORD HERE].”
!
- YOUR CLIENT
@mackfogelson

80. @mackfogelson
“AND P.S. WE REALLY WANT TO
INCREASE OUR FOLLOWER COUNT.”
!
- THAT SAME CLIENT

81. IMAGE CREDIT: http://en.wikipedia.org/wiki/Facepalm
@mackfogelson

82. BRING THE
CONVERSATION
!
Back to Goals
IMAGE CREDIT: http://bit.ly/1sji9Dj
@mackfogelson

83. @mackfogelson
1) Become a $50 million dollar company
2) Become a household name
IMAGE CREDIT: https://www.flickr.com/photos/thereeljames/11133725735
VISIONARY

84. @mackfogelson
BUSINESS & BRAND
1) Attract more of the right leads
2) Earn their trust
IMAGE CREDIT: http://www.pinterest.com/pin/352547477051416145/

85. change over
over 8 months
56% increase
year/year
@mackfogelson
91% increase
year/year
108% increase in
conversation
over 8 months
11% increase
year/year

86. THE MOUNTAIN OF SUCCESS
@mackfogelson

87. @mackfogelson
HOW DO YOU
s
seize opportunities in the data?

88. “DON’T MEASURE ANYTHING
UNLESS THE DATA HELPS YOU
MAKE A BETTER DECISION
OR CHANGE YOUR ACTIONS.”
!
- SETH GODIN
@mackfogelson

89. @mackfogelson

90. @mackfogelson
Identify items
in your reports
that can be
integrated back
into strategy

91. Assign each
item to members
of your team and
keep track of
@mackfogelson
progress

92. @mackfogelson
Meet monthly
to stay
accountable
and assign new
opportunities

93. FOCUS ON THE
right things not just
@mackfogelson
the shiny things.

94. @mackfogelson
SHINY THING CHECK
1) Does the opportunity align with goals?
2) Does it need to be addressed during
this 90-day iteration?
IMAGE CREDIT: https://www.flickr.com/photos/ebolasmallpox/2700723090

95. CREATE A
“future strategy” list
@mackfogelson
to guide your next 90.

96. @mackfogelson

97. @mackfogelson
REMEMBER
s
these things about integrated.

98. Image credit: IMAGE CREDIT: https://www.flickr.com/photos/pedromourapinheiro/5075612989
@mackfogelson
Nothing works in isolation.

99. @mackfogelson
Nothing works in isolation.
All of your efforts work together to accomplish goals.
Image credit: IMAGE CREDIT: https://www.flickr.com/photos/pedromourapinheiro/5075612989

100. IMAGE CREDIT: http://40.media.tumblr.com/270fd5dd292cfd18389e0159dc0687fa/tumblr_myy2fjOoMT1ri50lgo1_500.jpg
@mackfogelson
It’s not just about what you measure.

101. It’s not just about what you measure.
It’s the story you tell.
IMAGE CREDIT: http://40.media.tumblr.com/270fd5dd292cfd18389e0159dc0687fa/tumblr_myy2fjOoMT1ri50lgo1_500.jpg
@mackfogelson

102. IMAGE CREDIT: https://www.flickr.com/photos/mitikusa/2488309395
@mackfogelson
Contrast breeds clarity.

103. @mackfogelson
Contrast breeds clarity.
Continually test and modify the KPIs you use to prove your value.
IMAGE CREDIT: https://www.flickr.com/photos/mitikusa/2488309395

104. THE MOUNTAIN OF SUCCESS
@mackfogelson

105. @mackfogelson
FOLLOW THESE KIDS
@SteveWebb
@AnnieCushing
@MSimmonds
@AyeletMackWeb

106. @mackfogelson
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