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You Are What You Measure, So Choose Your KPIs

Incentives Wisely!
Third, the company comes together to focus on the customer in every facet of their execution. What promises are our sales/marketing programs making? What does the post-install process look like?" "Is the app instrumented to collect the right usage data? What is the optimal number of ads in the app that causes fewer 30 Day Actives? When people cancel, what does that experience look like? How do we go about releasing updates to ensure higher retention? Do we need a loyalty program? What can do to empower our customers to spread their stories about us?
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 206-210 | Added on Tuesday, 20 August 13 21:09:40
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There are so many amazing incentives from a focus on 30 Day Actives. First, the company deemphasizes short term win ? installs ? and emphasizes the long term win ? retention. Second, employees care a little less about hundreds of new installs and start to care about 50% of people who uninstall the app in the first 24 hours.
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 204-206 | Added on Tuesday, 20 August 13 21:09:28
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The problem with # of Installs is that it does not provide deeper insights about the value of the app to the users. It does not say anything about what the engineers got right or wrong. There is nothing in # of Installs that drives an obsessive understanding of the customer, the app experience/value, product development and all those other more valuable strategic parameters.
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 199-202 | Added on Tuesday, 20 August 13 17:16:11
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6. # of Installs vs. 30 Day Actives
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 195-195 | Added on Tuesday, 20 August 13 17:15:44
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Conversation Rate incentivizes you, or your proxies (agencies), to really understand what social contribution is causing your audience to add their voice, to have a conversation with you. That will help you optimize your contributions, force you to understand your audience, and deliver value to your audience and your company. Get zero replies per post/tweet/status update? Your million Likers/Followers are telling you something.
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 188-191 | Added on Tuesday, 20 August 13 17:15:33
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When your digital dashboard measures Likes/Followers/+1s, what are you incentivizing your Agencies to do? Use every legitimate and illegitimate technique out there to beg/cajole/lead/mislead people into pressing that button. Very little thought given to what happens after the button press (no incentive!).
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 169-171 | Added on Tuesday, 20 August 13 17:13:04
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5. # of Followers (or Fans or +1s) vs. Conversation Rate
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 163-164 | Added on Tuesday, 20 August 13 17:12:14
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Share of Global Search Volume: This measures % of search queries on a search engine that result in visit to your website.
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 140-140 | Added on Tuesday, 20 August 13 14:40:36
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[Given how people use the web to seek information, at least for now, around 50% seem to be about the optimal number.]
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 130-131 | Added on Tuesday, 20 August 13 14:40:11
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4. % of Search Traffic vs. Share of Global Search Volume
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 126-127 | Added on Tuesday, 20 August 13 14:39:42
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3. Time on Site vs. Task Completion Rate
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 97-97 | Added on Tuesday, 20 August 13 14:37:13
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So when someone visits your site and signs up to receive email, and does not buy anything, that is not a failure. That is a micro-conversion because that first date will lead to a second, a third and a seventh (if you play your cards right!). When someone comes to your site and watches a video, that is a micro-conversion. When someone clicks on the product reviews tab, that is a micro-conversion. When someone clicks on the "Send Page View Email" link (to get permission from wife/spouse), that is a micro-conversion.
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 83-87 | Added on Tuesday, 20 August 13 14:35:04
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Shift to caring about Economic Value. Economic Value is the sum of Revenue plus the Business Value created by the macro- plus micro-conversions on your website.
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 80-83 | Added on Tuesday, 20 August 13 14:34:49
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Most people want to visit your site, do some research, go away, visit other sites, come back to yours, get more confidence about your brand, go back to Google and compare reviews/prices, come back to your site and add the product/service to the cart, go and ask their spouse/boss for permission, come back and buy from you (or the other site). That was 7 dates.
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 74-77 | Added on Tuesday, 20 August 13 14:34:19
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2. Revenue vs. Economic Value
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 65-65 | Added on Tuesday, 20 August 13 14:32:59
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Most content sites are currently monetized using display advertising, most commonly on a Cost Per Thousand Impressions (CPM) basis. When you are paid on a CPM basis the incentive is to figure out how to show the most possible ads on every page ("mo ads mo impressions!") and?. ensure the visitor sees the most possible pages on the site ("mo ads mo impressions mo page views mo money!"). That incentive removes a focus from the important entity, your customer, and places it on the secondary entity, your advertiser.
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 25-28 | Added on Tuesday, 20 August 13 14:32:32
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1. Page Views vs. Visitor Loyalty
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 18-19 | Added on Tuesday, 20 August 13 14:32:23
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Would they not buy a solution like JumpTime to, in real time (!), look at the FloPower of every link and economic value it is delivering (still in real time!) to go from 500 to just 200 links? Would they not obsess about speed because both mom and dad despise waiting?
You Are What You Measure, So Choose Your KPIs - Incentives Wisely! - Your Highlight Location 60-62 | Added on Tuesday, 20 August 13 14:31:44
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