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What are you measuring and why?

/ Customer Engagement, Marketing, Tangible Evidence / By / data analysis, marketing strategy, metrics definition

keys to understanding data thechronicalherald dot ca

 

We ask this to our clients all the time. . . What are you measuring and why?

In today’s data craved world, it seems like we have metrics on everything; clicks, likes, favourites, navigation patterns, amount of time spent per page and so on. However, with all this data that we are collecting, do we really know what it means?

Everyone seems to collect data, far less take the time to segment data and even fewer truly know what that data really means in terms of how our clients buy and WHY.   The WHYis the missing factor and data on its own cannot tell you that.

Metrics and data management can only take us so far as marketers.  In the end it is about understanding people, motivation and values that allow all those metrics to become valuable information.

Years ago, in the heady days of direct mail, we got involved with a casino as their marketing partner.   I signed the non-disclosure agreement, went into their data room, sat down, sifted through the data and drooled.   The client had no idea what they had or why I was so excited.    We knew when they came, how often, who they came with, how much money they spent and on what games.   With that information and our understanding of humans to want to feel special, we developed a birthday card campaign that went out to 50000 people each and every month.  Depending on what you spent on an average year, you got an offer for free chips based upon your value to the casino.   You also got a free lunch and a piece of birthday cake and 50% off lunch for all of your guests who came with you.   Response rate month after month on these time sensitive offers was around 45%.   Unheard of. . . right?   Wrong! It was possible because we knew the motivations behind WHY people came to the casino and the fact that it was a social experience for them.  Both of these factors were key to that understanding and success of the program.  It is all about context and interpretation.

I really enjoyed watching this Ted Talk by Susan Etlinger: What do we do with all this big data?  I hope you do as well.

 

Don’t get me wrong. . . metrics are important in today’s marketing universe, as is digital marketing.   However, neither is a silver bullet.   Understanding how to interpret data and showing people the value of your offering to them needs to be a vital part of your overall marketing strategy for you to succeed.

We are here to listen and help you communicate your value. . . give us a call when you are ready to talk.

Silver - one episode plan $4395.00

  • One 60-minute recorded interview to understand who you are, what you do, why you do it, who you do it for and why they should care. This interview is designed to show your true value and enable you to shine
  • Four 2-3-minute videos that come from that interview that help you tell specific parts of your story that you can put on your website and used through social media and email campaigns regularly.
  • Four 30-60 second audiograms designed to enable pecple to have a quick understanding of your value and why they should search you out to find out more through their use on your website and social meda.
  • Six images that you can use through your social media on an on-going basis.
  • Five or Six tweets that can be sent out regularly.
  • An edited transcript of the interview that enable you to ganer even more market materials and have approximately 6500 words on your website that provides SEO benefits.
  • One 25-35-minute podcast episode on the Find Your Pro Show with a marketing that looks like this

GOLD - four episode plan $10998.00

  • One 60-minute recorded interview to understand who you are, what you do, why you do t, who you do it for and why they should care. This interview is designed to show your true value and enable you to shine
  • Three additional 60-minutes recorded interviews that can be testimonials with clients, case studies, best practices or top questions of your clients answered. The goal is to provide value to your audience that creates trust with them and gives them reason to buy from you
  • Sixteen (4 per interview) 2-3-minute videos that come from that interview that help you tell specific parts of your story that you can put on your website and used through social mead and email campaigns regularly,
  • Sixteen (4 per interview) 3060 second audiograms designed to enable people to have a quick understanding of your value and why they should search you out to find out more through their use on your website and social media
  • Twenty-four (6 per interview) images that you can use through your social media on an on-going basis
  • Twenty four (6 per interview) tweets that can be sent out regularly.
  • Four (one per episode) edited transcripts of the interviews that enable you to garner even more market materials and have approximately 6500 words on your website that provides SEO benefits.
  • Four 25-35-minute podcast episode on the Find Your Pro Show with a marketing page that looks like this

PLATINUM- twelve episode plan $27750.00

  • One 60-minute recorded interview to understand who you are, what you do, why you do it, who you do it for and why they should care. This interview is designed to show your true value and enable you to shine.
  • Eleven additional 60-minutes recorded interviews that can be testimonials with clients, case studies, best practices or top questions of your clients answered. The goal is to provide value to your audience that creates trust with them and gives them reason to buy from you.
  • Forty-eight (4 per interview) 2-3-minute videos that come from that interview that help you tell specific parts of your story that you can put on your website and used through social media and email campaigns regularly.
  • Forty-eight (4 per interview) 30-60 second audiograms designed to enable people to have a quick understanding of your value and why they should search you out to find out more through their use on your website and social media.
  • Seventy-two (6 per interview) images that you can use through your social media on an on-going basis.
  • Seventy-two (6 per interview) tweets that can be sent out regularly.
  • Twelve (one per episode) edited transcripts of the interviews that enable you to garner even more market materials and have approximately 6500 words on your website that provides SEO benefits.
  • Twelve 25-35-minute podcast episode on the Find Your Pro Show with a marketing page that looks like this.

The SILVER option is designed for companies on a limited budget or who would like to try the power of the Communicate Your Why program before committing.

It provides you with a reasonable amount of shareable content and access to our network. However, for most companies, this may not provide a full year's worth of marketing materials. If you purchase a SILVER package and decide to upgrade within 30 days of the airing of your episode, we will credit 90% of the SILVER package towards either a GOLD or PLATINUM package.

Our expectation is that we will release your episode within 30 days of the recording date.

The GOLD option is a basic yearly marketing package.

Optimally, you would release an episode quarterly and use the content that accompanies it to update your marketing on a quarterly basis. It is literally four times the amount of marketing materials as the SILVER option and allows you to not only tell your story but create a case studies with clients or talk about specific ways you add value to your clientele in a non-sales way. We would suggest that you have us interview other employees, suppliers, strategic partners and/or clients with additional episodes in order to add additional value and tell a richer and a more robust version of your brand story.

Our expectation is that we will release your episodes quarterly.

The PLATINUM option is designed as a monthly marketing package

It gives you the content you desire to stay top of mind with your clients and prospects, talk about ongoing developments and tell a more robust story. Again, if you purchase a GOLD package and decide to upgrade to a PLATINUM one within 90 days of starting the original GOLD package, we will credit 90% of the original purchase price towards the price of the PLATINUM option. We would suggest that you have us interview other employees, suppliers, strategic partners and/or clients with additional episodes in order to add additional value and tell a richer and more robust version of your brand story.

Our expectation is that we will release your episodes monthly.

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