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How to Measure Like a Boss
Lisa Gerber
Big Leap Creative
@lisagerber
Jackson
The moral of this story
NOV. 2003
Dear Client,
We are thrilled to share coverage of <brand name> in
yesterday’s New York Times (Circulation: 2,517,307) as a result
of our proactive outreach…
The story, titled “blah blah blah” includes <your brand name> in a
roundup of …and quotes <your staff member>
The estimated ad value of this placement is $6,947. The story
also ran online on NYTimes.com (UMV: 70,574,252), and you
may view it here.
You want respect?
Today’s agenda1. Create a plan rooted in measurement
2. Choose the metrics
3. Tracking and reporting
The goal
From A
The goal
to B by C
KPIs
Choose the tactics and metrics
Avinash Kaushik
very kind and patient
@avinash
biggest, dorkiest
fangirl ever
SEE
THINK
DO
CARE
What are their
needs?Channels
SEE Dog questions
Organic search
media relations
social
THINKHave a dog with a
health issue
Media relations,
email, website
content
DO
Final research
Make an appt
pricing, support
Review sites, phone,
demo/meeting
CAREYou solved my prob
connectors
Review sites, social
networks
Email Print ads
Walk in
Review
Social
SEE
Build awareness
Know the problem, not the solution
Audience metrics
Tactics
Media relations - case studies
SEO
Social engagement
Metrics
Traffic
Followers and reach
referral traffic - and what did they do
email subscribers
KPIs
THINK
Create and nurture relationships
Researching the solution
Engagement (degree) metrics
Tactics
website content
email marketing
Media relations - change perception
Metrics
pages per visit - certain pages per visit
email click-through rates
Social engagement
KPIs
DO
Close the deal
Outcomes metrics
Tactics
website funnel
sales training for phone calls
Metrics
Sales
# of demos
# of phone calls and online orders
conversion rate
KPIs
CARE
Encourage brand advocacy
action and amplification metrics
Tactics
influencer campaign
reputation management
Metrics
# of positive reviews
# of brand advocates/influencers
Rank on Tripadvisor, Yelp, Google
CALL TO ACTION
TOOLS
1.
2.
3.
4.
GOALS
GOALS
GOALS
Campaigns
Goal
Make evidence-
based
decisions
Reporting
Tactics and
metrics
Lisa Gerber
Big Leap Creative Integrated Communications
www.bigleapcreative.com/blog
@lisagerber
bigleapcreative.com/ncprsa
