Your metrics do not matter
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The document discusses how marketers can gain insights from data without relying solely on metrics. It suggests interpreting data like a "data nerd" by using frameworks to analyze observations, searching for patterns, and using statistics rather than just relying on awareness, action, appreciation, and advocacy metrics. The document also notes that old marketing approaches no longer work in quickly changing markets and that CEOs may not trust marketers due to this.
Your metrics do not matter
- 2. M O R E INS IG H TS, L E SS M E T R I CS
- 3. Darwin gives senior marketeers the possibility to compare all online communication in order to optimize their mediamix. We provide the bigger picture.
- 4. YOUR METRICS DO NOT MAT TER.
- 5. being a marketer SUCKS
- 7. 1. SNEL VERANDERENDE MARKT Oude recepten werken niet meer, nieuwe recepten zijn nog niet bewezen.
- 8. THE CEO DOESNT TRUST YOU
- 9. 1. SNEL VERANDERENDE MARKT Oude recepten werken niet meer, nieuwe recepten zijn nog niet bewezen.
- 10. The advertisers have lost the way in the digital ecosystem. Advertisers ask for a limited set KPIs which measure true effect. -IAB Whitepaper
- 17. observation
- 22. 3 WAYS TO INTERPRET YOUR DATA LIKE A DATA NERD
- 23. sales funnel brand awareness brand appreciation action advocacy
- 24. AWARENESS ACTION APPRECIATION ADVOCACY
- 25. AWARENESS ACTION APPRECIATION ADVOCACY Each time your brand or a mes- sage you have sent is seen by someone.
- 26. AWARENESS ACTION APPRECIATION ADVOCACY Each time your Each time brand or a mes- anyone buys sage you have something sent is seen by from you or someone. expresses his/ her purchase intentions
- 27. AWARENESS ACTION APPRECIATION ADVOCACY Each time your Each time Each time anyone brand or a mes- anyone buys opts-in to messages sage you have something from your brand. sent is seen by from you or someone. expresses his/ her purchase intentions
- 28. AWARENESS ACTION APPRECIATION ADVOCACY Each time your Each time Each time anyone When someone brand or a mes- anyone buys opts-in to messages completes an sage you have something from your brand. action which cre- sent is seen by from you or ates awareness someone. expresses his/ for your brand her purchase with their peers. intentions
- 32. USE STATISTICS
- 35. DRIE VOORWAARDEN maandag 17 december 12
- 36. 1. Use a framework to analyze your data. 2. Search for patterns. 3. Dont be stupid, use statistics.
- 37. Thanks!
- 38. QUESTIONS?
- 39. @anthonybosschem Co-founder Darwin Analytics darwinanalytics.com