Measure what makes an impact

We need better metrics for digital marketing. Numbers don't add up. Gain actionable insights, even if the data isn’t perfect.

Instead of relying on messy behavioral data or mismatched metrics from Google, focus on custom metrics that define your company’s value. It’s easier to project the impact of a product price increase on search visibility than it is to reassure clients who worry about search rankings.

This talk offers a practical blueprint on how to quickly implement and future-proof how you showcase marketing value.

Transcript

1. Measure What Makes an Impact Myriam Jessier PRAGM & NEUROSPICY https://speakerdeck.com/myriamjessier @myriamjessier
2. Trend Analysis
3. I’m Myriam Jessier 👋 Co-founder of NeuroSpicy Agency & PRAGM agency
4. Measuring What Matters is Hard Work 01/
5. Many metrics CAN be measured.
6. Only a handful will be pertinent to your company.
7. “ Stop freaking out over sampled data ”
8. They don’t align but you get the same insights.
9. They don’t align but you get the same insights.
10. Will this slight discrepancy dramatically shift budgets or efforts? NO!
11. Transactional data must be 100% correct but analytical data doesn’t. DATA IS FUZZY
12. You need to be pragmatic 02/
13. Gain actionable insights, even if the data isn’t perfect.
14. Pizza Meter In the 90s, Domino’s pizza orders would increase during heightened Pentagon activity (political crisis or military operation).
15. Your sample size must be 70 times larger than the number of variables SARAH CROOKE QUOTE
16. Data Pragmatism Actionable insights over theoretical perfection
17. Data Pragmatism Tailoring data analysis and models to meet specific business needs
18. Data Pragmatism Data is presented in a way that triggers action in stakeholders
19. Spot Trends No need for perfect data Directional reporting informs decision-making.
20. You Rely on Trend Analysis Already... Glimpse Real-time data from multiple sources. Exploding Topics AI scraping + trend analysis. Google Trends sample of web searches.
21. YoY in Google Trends
22. Semrush Enterprise has a “What Has Happened” Trend Analysis Solution
23. AlsoAsked.com monitors intent shift trends in PAAs
24. Trend Analysis Crash Course 03/
25. 3 main types of trend analysis Comparative analysis trends across categories Regression analysis relationship between variables Time-series data points over time 01/ 02/ 03/
26. Emerging keywords Search intent changes Keyword popularity by region Seasonal keywords Search volume correlations Intent proximity Keyword Trendspotting
27. “With Revolut Bank, trending queries show that folks inquire about its trustworthiness and legitimacy.” MARK WILLIAMS- COOK
28. Create Your Own Metrics 03/
29. Spotify has 6,000 music genres. 01/ For optimal recommendations 02/ Using meta data, raw audio data & listening patterns. 03/
30. To the Spotify algorithm, an artist's genre is more of a "cluster of collective listening patterns" than a traditional label.
31. Spotify’s algorithm uses those labels to map out a network to figure out other genres you are most likely to engage with.
32. Focus on metrics that align with your company's unique value and goals.
33. Occupation Rate Tracking rented units in GA4 as a metric to optimize Google Ads & to check vs indexation
34. Core Web Vitals metrics are weighed by Google.
35. CLS is the one important metric for Google Ads
36. Create a modified weighed system to reflect a combined SEO & PPC baseline
37. How to get started 04/
38. Change the conversation, not the data.
39. Blueprint Articulate the challenge 1. Define Custom Metrics 2. Assemble the data sources 3. Identify patterns 4. Communicate trends & drive action 5.
40. #1 Articulate the challenge How frustrated are our customers? Ecommerce example
41. #2 Define Custom Metrics
42. Digital Happiness Index Page load speed (fast) 01/ High value orders placed 02/ Return purchases 03/
43. Digital Happiness Index Add to wishlist 04/ Five star reviews 05/
44. #3 Assemble the data sources to mitigate their inherent limitations
45. Identify patterns
46. #5 Communicate Trends & Drive Action Improving page load speed is crucial. It impacts the happiness index. It's linked to CX & sales.
47. Google Ads GSC data CRUX data Google Merchant Center data My current hyperfocus is trend analysis in BigQuery.
48. myriam@pragm.co Work With Me