Creating a Measurement Plan
Adam is part of the education team at Google. They produce the in-product help videos and the Massive Open Online Courses (MOOCs). Basically, their goal is to make everyone smarter with analytics and data. They are “amplifying what people are saying in the industry from a tips, best practices standpoint.” And then also getting new products in front of users. Adam also writes a monthly column on analytics for ClickZ.
For Adam, one of the most important things anyone can do is to track your own successes. This is because the business world has gone from “tell me” to “show me.”
No longer is it enough to say, “I was a copywriter for Proctor & Gamble.” What does that mean? Instead, you need to say something concrete like, “I wrote this landing page and AB tested this copy, and I generated a 12% conversion rate.”
Whether you’re in sales, marketing, or product management, you can and should keep track of your success. “It doesn’t have to be anything too complex. You can build it in a Google doc, and you could trend over time your amount of work in certain things, and then tie that to outcomes.” That will allow you to show your success with specifics, rather than just listing off job titles.
Don’t just measure Facebook “likes” and retweets. “Even if social only contributes to the upper funnel, via tools like multi-channel funnels that we have in Analytics, you can still show how that actually attributed to a conversion a little bit later down.” Tie these numbers to outcomes.
“If you’re in the business world,” Adam says, “and you’re not speaking the language of data fluently, now is a great time to start”
Social Media Number of the Week: 230 Million
Omnicon Media Group is reportedly paying Twitter $230 million over the next two years for first access to new opportunities developed by the social network. The deal will also lock in ad rates and inventory access for Omnicom agencies.
Publicis struck a similar deal with Facebook and Instagram last month. So some of the big advertising holding companies are putting money upfront to gain access to better inventory and insights.
This may help avoid the “race to the bottom” where advertisers pack our feeds and could actually make the experiences on these networks better for everyone. We will keep an eye on these types of deals going forward and see how they play out over the terms of the contracts.
Last year, Nike created a PHOTOiD site that allowed users to customize shoes based on the colors of their favorite Instagram photo. This year, Adidas is taking that a step further by creating an app that will let users print an actual Instagram photo on their new sneakers.
We’ve been seeing an increase in the one-off apps that combine personalization and social because this type of app also gets more user-generated content for Adidas. These campaigns are mostly targeted at millennials, who seem to love hyper-personalization.
This also reflects the trends of single-purpose apps. Google and Facebook have built entire empires on the fact that each app can solve a single problem. More and more, we’ll see these single-purpose, highly functional and targeted apps.
See you next week!