A huge amount of data is created on social media, but how does what you do contribute to the objectives of your organization? Three years ago, a lot was already written about data, the new black gold. This was also the case by Danny Oosterveer , formerly an online marketer at Marketingfacts and now working at Burgers' Zoo for three years. During the SocialToday event, he will discuss an important topic for your start: measuring the right metrics.
From strategy to metrics
Before you start, you need to know what you are measuring. It needs to be relevant to what you are doing and it is important to look at the right figures. For example, Hyves continued to grow in the number of registered visitors. Hyves communicated this number continuously, while actual use was decreasing rapidly. Everyone knows how that ended, so make sure you know which metrics are important to you. Danny gave four tips for this.
Tip 1: Choose your own attribution model
Instead of using last click attribution, you can measure the first moment of contact. You try to get people excited in the first phase. Because the big question is, does someone buy a vacuum cleaner because they saw the advertisement? Or because they were looking for a vacuum cleaner and came across the advertisement?
Tip 2: Accept the limitations and be creative
There is a lot of data available, but that makes you feel guilty if you can't make something measurable. Like the translation from online to offline channels. Fill these gaps: for some services/products there is conversion from phone calls. That's why you can also measure afterwards by sending out surveys or keeping the CRM system up to date.
If a purchasing process is long, you should russian phone number list make sure that your people are registered in the orientation phase. This makes it easier to follow them.
Tip 4: Look beyond the euro
Many things you do do not translate directly into conversion. For example, Burgers' Zoo creates a lot of content to create a large reach. Within this content, they immediately communicate their brand values, such as nature conservation. Afterwards, they measure via surveys how people think about their social channels to find out whether their brand values are clearly communicated.
Creating reports in Google Data Studio
If you know what you are measuring, it is also important to be able to share this with others and make it clear to yourself. How does your target group behave in the different phases of the customer journey ? And what is the impact of various online channels.