Watch her talk here: http://moz.com/mozcon-videos#dana
Also, checkout this Whiteboard Friday where she gives tips on making client goals reportable: http://moz.com/blog/convert-goals-into-reportable-metrics-whiteboard-friday
Greetings fellow digital marketers! We are quickly moving through the final day of MozCon 2014, and are enjoying another phenomenal lineup of sessions. For those that couldn't make it this year, I'm providing a recap of each presentation which will cover insight and tips and tools from each speaker.
Whether at a conference, on the radio, or in a meeting, Dana DiTomaso likes to impart wisdom to help you turn a lot of marketing BS into real strategies to grow your business. After 10+ years, she's seen (almost) everything. It's true, Dana will meet with you and teach you the ways of the digital world, but she is also a fan of the random fact. Kick Point often celebrates "Watershed Wednesday" because of Dana's diverse work and education background. In her spare time, Dana drinks tea and yells at the Hamilton Tiger-Cats.
★ Reporting on last-click attribution in is like buying a football team and only paying the players who score.
★ Learn how to report so well that you never get fired - in theory. :)
Who has ever thought that client doesn't get it? Or..are we not explaining it well enough. We need to put our egos aside and look at the issue from the client's perspective.
How do you define great work?
➫ Sometimes what separates good clients from the "evil" clients are goals
➫ What is the one primary metric - define that will help you do work that matters. So...work with the client to set the goal and make it
➫ Set goals that work. It's the only thing that makes your work have value.
Goals vs. Attribution
Use SMART Goals
- Time based
Have realistic conversations. Sometimes you have to revise expectations based on the data.
You can measure (almost) everything
➫ Don't say the word conversions to clients - when you say it to a client they immediately think sales. Remember that there are micro and macro conversions.
➫ We don't have a data problem, we have a filter problem. We have to dial down the data to the essence or what's truly meaningful.
➫ Our job is to become indispensable through valuable reporting.
★ You don't become valuable by hoarding the data. Smart reporting can make your client's jobs easier.
➫ Be honest - especially when things are going bad. Earn trust. It's not our job to make a client feel good about their bad decisions.
Can anyone read and understand your report?
➫ Can you hand your report to anyone and have them understand what's going on?
➫ You never want to report in a vacuum. Remove your ego > this is the metric, it relates back to the goal. Every client is a special snowflake and every report is custom to them.
➫ Have one page in a report that explains everything - something you could hand to the CEO.
★ Every report must be custom and reporting should never become a chore You have to treat reporting like it's the most awesome part of your job. This is your turn to shine
#mozcon #danaditomaso #proveyourvalue