In-Depth Guide to the Measurement Marketing Framework

[Music] welcome welcome to workshop wednesday this week's edition is a strategy session and we're doing an in-depth guide to the measurement marketing framework of course uh if you are here first for your first workshop wednesday welcome aboard my name is chris mercer everybody calls me mercer you should as well and i'm the co-founder of measurementmarketing.io maybe you found us in the podcasts and talks that we give out there maybe uh through some of the content that we share with other platforms like cxl institute social media examiner measure summit digital marketer maybe you're already a member over at measurementmarketing.io whether a free toolbox member where you get all of our measurement tools or maybe you're already a member of the measure marketing academy however you found us we are happy that you're here it's our job to help people just like you learn how to use all the tools like google analytics and tag manager and data studio and of course our flagship product is the measurement marketing academy itself more on that at the end of this particular video for those that are interested in really learning how to build their skills when it comes to measurement not just using the platforms but how to think about the platforms speaking of in this workshop we're going to actually give you an entire lesson for one of our win courses this is a complete lesson technically lesson one of when your measurement marketing framework so i should actually say it's when the measure marketing framework but it's just one thing that i want you to focus on on this particular uh lesson or this workshop itself which is what's something different that i haven't heard before right something that we talked about a certain way where you go ah i never think about that the same way because now i've seen something different i can put something in context because this is a strategy session and how you think about measurement is everything so that's what we want to focus on on this particular workshop and why we're giving you an entire lesson also gives you a really good example of what our training is like in the academy itself so without further ado strategy session an in-depth guide to the measurement marketing framework and as we mentioned we're gonna give you the entire lesson so let's just go ahead and move into the first lesson lesson number one of when the measurement marketing framework win the measurement marketing framework this is lesson number one the foundations now one thing is obviously what we teach a lot here in all of our trainings uh we've talked about one new concept one new key point and this is no exception it is really easy to get overwhelmed by all the stuff in the world of measurement because there's so many bells and whistles the framework will help you with that however the framework has its own set of bells and whistles so you want to make sure that you just pick up one new thing one new concept one new thing you can put into practice and that's actually what's going to help us to uh to make this a skill for you right as opposed to something you've been exposed to something that's a skill so what are the one things that you can actually think about when you're in this particular lesson the first is the introduction we're going to cover the introduction of what the framework is and why it exists and the problems that it solves we're going to then go into the specific steps of the framework first one is the plan second one is the build the third step is launching your measurement system so we're going to cover each of those and then we're going to talk about the three stages as we go through and how it applies to maybe where you are and how you use the framework at each stage kind of going through there so we'll give you some general advice there all right let's go ahead and jump right in we will start first with our first topic an introduction to the measurement marketing framework we'll see you there when the measure marketing framework continues lesson one with our first topic an introduction to the measurement marketing framework now there are really three core problems that most marketers face when it comes to measurement one there is no clear roadmap they have no idea kind of what they should be doing two is there's chaotic reports maybe they've got reports and maybe you've had this will you see a report but you have no idea what it means or what you're supposed to do with it and the third thing is just random acts of marketing which is where a lot of people actually start which is that you're just trying different stuff but it's not really data data-driven it's not really because the your audience or your users asked you to do this because you're just guessing should we change the headline should we change the offer or should we change the entire funnel should be a webinar funnel should it be a free plus shipping offer i don't know let's try something and it's just random acts of marketing big big problem that is in our industry so before we tackle how we're going to solve these problems and how the framework is i thought it would be helpful to sort of understand how we came about right and specifically my own origin story so i actually started a wordpress site years ago almost a decade ago now actually it was a decade ago holy cow it's been a lot um so teaching wordpress was the wordpress site to show people how to do wordpress sites very quickly that led people to say there's a lot there's a lot to this can you just build a site so we're like sure so we learned outsourcing we bought a little agency we hired some people some of which were this still to this day and we started building wordpress sites and in order to differentiate our wordpress sites we wanted to get into something called cro conversion rate optimization because that was new believe it or not way back then and so we would create a wordpress site we would deliver that wordpress site to our clients and we would optimize the wordpress site well of course in order to optimize you must first measure which is how we started using google analytics to be able to deliver this stuff to our clients and set that out now from a business standpoint what ended up happening was uh clients you know started referring us other clients because we would deliver their web press sites we'd say hey here so you can figure out how facebook is creating ads or leads or how or how google ads is creating purchases or how your email is working and uh and that was great for them but that's very quickly we realized like that's what they care about is that stuff and then we started getting referrals from people who were saying we already have a wordpress site we have a we have a site we just need it measured how do we do that and that's where we actually pivoted from that model moving firmly into what measurement marketing to io is now which is training measurement right so measurement is it that's how we got to measurement the rest is absolute history not really it's actually not entirely true the real aha moment for me in particular was when i realized it was not about the tools of measurement and that's a very hard thing to get your head around because there are so many tools about measurement but it's not about the tools it's about the mindset that you use it's about the mindset that you use so in order to explain that i want you to look at this picture what's happening here here's just a basic conversation between two people right somebody's listening some guys are responding they're going back and forth having hopefully a pleasant conversation what's happening here exact same thing somebody's listening somebody's responding then maybe they switch off listen and responding this is that same combination of conversation that's happening here what about here again same thing not a trick question listening or responding right just the typical conversation that is happening one person understands how to move the conversation forward based upon how they listen to the other person this is how humans work listening and responding but what about here not a trick question again maybe you thought oh i don't know maybe this is different it's not it's just listening and responding just a conversation that's happening only this time it's a conversation for a transaction presumably to buy a golf club of some sort right that person's coming in asking the sales person's asking about their swing what type of club they want how they tried it before putting it in their hands so they can try it out there is a conversation only this time the conversation of listening and responding it's for a purpose of a transaction right we can tell sort of infer by this image that's what it's supposed to do okay listening and responding that's it that's all this is listening and responding now the reason that i bring this up is because when you think about this photo here what's happening here now again the the gut answer might be like okay well i guess listening and responding but in reality what's probably happening here is there's a whole lot of responding and there's very little listening because people just forgot i think they didn't realize digital marketers in particular didn't realize that their their sites their websites were still having a conversation with users but they weren't measuring for it they weren't even paying attention to it they they forgot this was happening they forgot the website instead of that sales person being there to help elicit a transaction to get the you know this case the golf club or whatever it happens to be that that sales person isn't there anymore it's not a physical person anymore there's a website there that the user is interacting with so it looks more like this right than when he's looking in this case shoes or whatever it is right so they're coming through and they're trying to interact with your website maybe you've done the same thing where you're coming through a website you're looking at a page and you're kind of like gee i wonder i wonder if it does this or if it does this and sometimes the page on the copy says oh you at this point you might be thinking you know what about this or what about that you're like oh my god they're in my head like that happens all the time it's because you are having a conversation with that website right you're having conversations with that website you can actually hear that conversation most of the time in your own head when you're interacting with the website so there is the fact that this website is having a conversation listening responding the problem is it wasn't really set up to listen so how do we listen how do if we can't physically be there as a human we can't we it's easy if it's a regular conversation between two people right we ideally we should listen right before we respond but how does the website listen how do we get a website to actually listen that's measurement that is what measurement does that is the only reason measurement exists that is the only reason you should be using measurement it is to listen to their side of the conversation to get that feedback from your users right that's the they in this case so their side of the conversation we want our users to be able to tell us their side of the conversation in order for us to know that digitally we measure right that's what measurements for and then the marketing side of things well that's how we respond that's how we keep the conversation going so if they look at a certain page and they're in their conversation they'll say i'm not really keen on your headline i don't think that headline's really good then we can change the headline we can adjust our marketing and change the headline to help keep the conversation going if they look at our offer and they say yeah i didn't really think the offer was good for me we might be able to improve or adjust that offer by changing our marketing it's how we respond right so it's this concept of measurement to hear their side of the conversation and then marketing to respond and keep the conversation going in the direction that we want to that's where measurement marketing comes from and that is specifically why we created this framework to walk you through that process because this sort of mindset shift is life-changing and i and i don't say that lightly it is life-changing when you know that all the drama that goes on in marketing can be eliminated practically can be mostly eliminated if you just listen to your audience if you just listen to the users because they will tell you exactly what to do but you got to be good at measurement in order to listen to their side of the conversation so when you think through those three problems we talked about before right what's your biggest challenge that you're running into right now why are you here what is it what is it you're trying to get out of taking this win right of going through this particular course remember the three problems primarily either no clear roadmap you really have no idea where to start where to go you've got chaotic reports you've got reports and you've got some stuff being measured but man this you can't really tell what to do with it doesn't really mean anything to you or it's just random you're just kind of trying different stuff and then and you're doing it because you don't know what else to do right it's not random because you've tried everything else it's random because there's nothing else there's no other way to do it there's just randomness so think about those three issues because that is exactly what we're going to tackle next and with that we'll bring our first topic an introduction to a close coming up next lesson one continues with our second topic the plan see you there when the measurement marketing framework continues lesson one with our second topic step one plan all right now we're gonna revisit these problems again remember there's no clear roadmap there is chaotic reports there is random acts of marketing we're gonna focus right now on solving this no clear road map problem that people have so if you've kind of got this issue pay attention the way you solve that is with a plan this is unfortunately the thing a lot of people skip because they don't realize that they should plan and they don't even if they did realize and it was like this when we started when we realized we should plan we didn't know how to plan so we're going to talk about both of those here as it relates to the framework so there are really three big frustrations around planning one people are not sure what the questions are supposed to be asking they are unaware of the information they should even be collecting they are unprepared to take any actions at all based on the information they get right so these are the three big frustrations what we're going to do in this little section is we're going to flip this around so your goal should be that you are sure of the questions you should be asking you are absolutely aware of what information you should be collecting to get the answers and you are prepared to take actions based on the answers you get that's the sign of a good plan so let's go through that one step at a time so this is the planning section itself it's what we call kia and you'll see we'll see this reference kia a lot the reason we call it key is because it's questions information and actions qia right that's where the little kia phrase comes from so in our plan we have three things that you have to focus on first is questions and information then actions let's tackle questions first because this is how you move from being unsure of what questions to even ask to being absolutely sure of what you're supposed to be asking there's a secret sauce to this the secret sauce to figuring out your questions is this results and how you have to ask results questions and you have to ask how questions that is it now in future lessons of this win we're going to go through very specifically the types of results and how questions end at what level right so they change as you go through levels and as as you improve your own skills or as your company grows you will ask different results questions and different how questions and we will talk about those but they will always be results and how questions i'm going to give you a very quick example of this results questions are what they sound like it's if you're a lead generation company how many leads are we getting if you're if you're revenue selling products or services probably revenue focus like in this case this is a real snapshot of a dashboard that we've created that helps us guide the measurement marketing academy so the results that i'm asking as sort of the the owner level or the main marketer the person in charge of the marketing is kind of what's the revenue right how many did we sell what's the overall conversion rate and you can see all of those are right here i can see how many i can see how much and i can see what the conversion rate is how it all happened and if you think about the how questions the how questions are all how did i get those results this is the part of questions that people don't realize they should be asking they skip the house they get the results sometimes because that's kind of the obvious ones but they miss these how questions is the landing page even doing its job not to sell because it cannot sell in most cases it can just get them to the cart page so are you measuring for that like in this little example that's what it was for is the cart doing its job because it cannot technically build value it's supposed to be you collect a payment and so is it's doing its job right the job that it has to do i look at these as like little individual sales people did the offer do its job did the cart do its job did thank you page do its job so you can see all of our house steps up here are right there right here in this dashboard so not only do i see the results that i'm getting but i see how i'm getting those results or not getting those results so i can know better what actions i need to take right which we'll get to in just a moment here so results and how that's really what it comes down to questions now let's talk about information information is just an awareness thing an awareness of what information you should be collecting right we're going to move from unaware to being aware of the information the secret sauce to this just like with questions and secret sauces results and how the secret sauce here is behaviors not numbers everybody thinks about numbers they think about numbers too often and i hear this a lot people say oh i'm just not a numbers person you don't understand i'm not a numbers person i'm barely a numbers person like don't get me wrong i am comfortable with numbers yes but i the reason that i'm comfortable with numbers is because i don't see numbers i see behaviors i literally see people taking actions people taking certain behaviors and that's how you should be thinking about this as well when you think about measurements the behaviors that are happening i'll give you an example of this this is a report called the eyes on journey reports academy members can learn how to do this in the get it to get it done guide section of the toolbox there's a whole uh kit on how to build this stuff out once you know tag manager and analytics and stuff like that don't do it until until you have those skills but this is a report that we show you how to build called the eyes in the journey and the key to this the reason that we created this the reason that we can even create this is because we think in terms of behaviors for example this report measures how many people have stayed on a particular page for 10 seconds in this case is the academy offer page so we know how many actually stayed for at least 10 seconds we know how many scrolled at least halfway we know how many stared at a particular section in this case the pricing table and think about this you probably didn't realize you could even do things like that but we're when the pricing table comes into view in the browser in the window itself and it's there for at least four seconds then we trigger another bit so we can know okay that's the behavior that we're trying to measure for it's not about numbers it's about the behavior that we're trying to collect so that we can see that we can listen to their side of the conversation right we can see their side of the conversation in the behaviors that they're taking so when you're thinking about the information that you need to measure don't think about the numbers think about the behaviors that those numbers represent because that is the secret sauce next let's talk about actions this is the third part of every good measurement plan you want to move from being unprepared to prepared to take action so when you think about actions the sort of secret sauce here is if this then that right so if this then that here's what we mean by that before you open up a tool like google analytics before you look at a dashboard before you do any of that stuff you have to sort of role play this in your head and your plan and you say okay well let's assume i've got these questions you know these questions written down and i've got the information collected the different behaviors that i want to be able to get the answers to the questions that i'm asking what will i do based upon those answers and it's always always if this than that so it's two directions right it's never just one thing you're going to do it's always two different things so in this case as an example we might say wait if the overall conversion rate is higher than three percent i'm gonna expand out my targeting because there is such a thing as too high of a conversion rate conversion rates can be too high and so if i expect it to be closer to three percent or you know two to three percent it's getting three or four or five maybe i have a chance to scale out that audience a little more i'm just talking to two too small of a crowd but if it's lower in this case if my overall conversion rate is lower than one percent i gotta rework the messaging because something is clearly off and the expectations being set it is they're not having the conversation i want them to be having is something seriously broken so i'm gonna have to overhaul something and i might go take a look at my ads or something like that uh in that particular case so just a rough role play just a general role play of what will you do based upon the answers so then the reason this is important is because when you look at this answer in this case i see 3.05 i go okay i know what actions i'm going to take right so i might start looking to expand i'm going to look at that technically if this was the actual answer i would look at that be like i might want to expand my targeting a little bit you know see if i can expand out that audience at scale because it's converting the way i want it to and i've got some room so i would i would actually try that like that's the actions we should be taking based upon the plan that we made but now the number has context and already i've eliminated that problem of seeing a report but having no idea what it means the reason that happens is because people don't think about the actions they're gonna take first so you think about that stuff first very very important process so to kind of cover this plan section and again we're gonna be going through this again and again and again this is just an overview of this planning stage we'll be doing this a lot as we go through this wind together but in the beginning when you do your plan it's always this kia process questions information actions remember questions and secret sauces you ask results questions and you ask how questions information you think in terms of behaviors remember what behaviors we need to collect in order to get the answers to the questions including behaviors like what pages they're going to see what buttons they're going to click on what sections of a page might they see right behaviors it's wide open and then actions what will i do if it looks like this what will i do if it looks like that right if this then that you have to kind of think through that you want to take two different directions if the number comes in higher than what i think it is it's going to do this if it comes in lower than what i think it is it's going to be this right so you already know what actions you're going to take based upon the information that you get that is when you know you've got an effective plan built and that is of course the three keys to the step of the planning step so when you think about your current plan how good is your current plan i'm going to give you a really quick general score card you can follow here so and we'll get into more specific ways of scoring a little bit later in this course but first just a very general overview if you don't have a plan at all kind of give yourself a one so and it's okay everyone starts there we didn't have a plan either because we didn't know we should plan so maybe that's where you are you don't have a laid out kia process the questions you're trying to answer the information you're going to collect to get the answers the actions you're going to take based upon those answers if you don't have that give you one maybe you've got some sort of plan but it could be better meaning maybe the actions aren't quite clear you haven't really tied it to actions i see that a lot people ask a bunch of questions they even get answers but they haven't really thought about what they're gonna do with the answers that's a big step that's missed so maybe that's a two and give yourself a three if absolutely you've keyed this thing your key is amazing right questions information and actions you know exactly what to do that would be a three and then think about how you can improve your plan based upon where you are now because your plan will constantly be improved upon as you move through the stages of the framework which we will talk about at the end of this particular lesson all right so with that we have wrapped up our second topic step one plan coming up next we're going to move on to our third topic which is the second step of the framework the build we'll see there when the measure marketing framework continues lesson one with our third topic which is the second step of the framework it is called build now going back to these three problems remember no clear roadmap if you have that issue it is because there is a poor quality plan so if you have a problem with not knowing what to do and and how to do stuff it's the roadmap issue because there's no plan in place go back and make sure you've got a plan assuming you've got a good plan you can still have chaotic reports right reports that generate information that actually give you some sort of answers but aren't quite tied together properly and that is where the build comes in we want to be able to solve this chaotic reports problem with build right we improve our builds this is actually our measurement build so the three key frustrations uh to this are really people don't know what results they're trying to get they do not know where their traffic is coming from and they certainly do not know how that traffic is creating those results right and those are the three things that your measurement build is supposed to do so we got to move we want to move our our goals now right so we so we know what results we're trying to achieve we know where our traffic is coming from and we know how that traffic is connected to those results right which traffic source is causing which result and how it's working together that's all the measurements are supposed to be doing right when we understand that conversation so the build looks like this results traffic and then story so we're gonna go through each of these one at a time kind of give an introduction to this results is how you move from don't know what results you're getting to knowing what results are getting pretty pretty basic pretty simple the secret sauce to this is something called ace so remember ace because you're gonna hear it a lot at the moment marketing academy a stands for three things awareness right when they complete so when they're aware of the journey when they complete the journey and various stages as they engage along the way so ace aware complete and engage that is how we think about this so the ace journey here in this particular example as we go through this eyes on the journey report we are using ace here and this is part of the reason i'm showing you our reports these are the ones that we use in-house is because i want you to see that we are what they call the tech world eating our own dog food we're doing exactly this right we are using the measurement framework to measure things at measurementmarketing.io so here in this ace framework we can see how many people are aware right how many of our users were aware of the journey in the particular in this case it's the journey through the academy offer page right so i'm measuring just how the conversation is happening on that particular page right first how many people even participated at all were aware of it i can see that at the top i can see how many people actually completed the journey down at the bottom in this case it was the click to go to the cart that's what this measures so i know okay at that point they completed the journey that was you know designed for them the conversation that was designed for them on the academy page and then i can see all these different engagement steps along the way so i can see the measurable drop off to see exactly where we might be losing them in the conversation and how marketing might be able to adjust that right maybe we change the copy maybe change the design maybe change the offer or whatever so that's how we're using ace here you can also see that in a report like this a very funnel report this is a multi-stage funnel but but pretty basic so here's the offer page the academy alpha page the cart page and then the thank you page when they purchased the academy so how many people were aware well we could measure it this again this is a different journey right it's a three-step journey in this case that we're measuring for but how many people were aware of the measurement marketing academy as a product there's that how many people actually completed the academy journey to purchase the product right there how many people engaged along the way right there right so we're always measuring where the drop-off is because these tell us something these this is this this measurement of the behaviors as people move through their their funnel or click through the different stages of the customer journeys that you have set up for them knowing where they go and where they don't go tells you what actions you can actually take based upon that right and ace is how we start with this remember aware complete and engage you must have all three of those steps you can even set goals for this which we do obviously in google analytics in ga4 you set up conversion events for the same thing right these they don't have goals they have conversion events so that's what you would have you trigger three different events at the three different conversions when they're aware of the journey want them to be aware of when they complete the journey with them to complete whatever that means for you and when they engage along the way so that's it aware complete and engage now once you have that set up and your measurements actually recording for those results then you can move into traffic and this is where you you move from not knowing where your traffic's coming from to absolutely knowing where your traffic is coming from i'm going to show you uh the secret sauce here which is who what and why those are the three things you need to concern yourself who what and why so who's sending me traffic what type of traffic are they sending me why are they sending that traffic in the first place so let's look at a report now this is taken from in google analytics something called the source media report in universal analytics uh ga4 is very similar reports it tells the same thing but i wanted to show you how we are measuring this who what and why now now how you do this is something called utms there's other wins we have like when google analytics basics covers this and how to do utms there so we're not going to go into the into the specific uses of that particular platform but i wanted to show you the results of it because right now you can see who is sending traffic to our site we can see infusionsoft we see people coming direct we see google sending us traffic we see youtube census traffic we see twitter which is that t dot co we see click funnels uh you know sending us traffic and then we can tell what type of traffic people are saying we see there's email traffic coming from reviews off which is our own emails there's partner traffic coming from funesoft which is affiliates sending on our behalf there's share traffic coming from youtube which is the stuff that we're giving out in youtube that's generating traffic to us you can see referral traffic coming from twitter so we know that they were on twitter and somebody shared us probably there because we don't use twitter but thank you for those that are sharing us out there and then they came from twitter and then there's podcast traffic clickfunnels radio in this case was a podcast that came through so we know what type of traffic that particular traffic source is sending us so we understand the who and the what and then the y is right here these are the what they call the campaign in google analytics but this tells us why so some of these infusionsoft emails were designed to get people to interact with the academy journey the partner emails were interacting with the academy journey but some of the infused soft emails were there to adjust your member preferences for our existing members some of them were designed to get them to engage with the the products they've already purchased right so we can see the different different purposes right the why so that's very important once you've got your results defined and however you use remember it's sort of tool agnostic i mean most of us are going to be using google analytics what we would recommend here but regardless of the tool that you're using you first to find the results and then you got to make sure it can record the traffic so you can see which traffic sources are coming through the who what and why and then we do the story now the story is where you start to connect the dots in your build right you move from don't know how things are really causing results or how you're getting these results to actually knowing how the traffic sources are getting the results and this is the secret sauce is that you have to set up your setup right a little play on words here but you have to set up your setup the reason that we make this the secret sauce is because it is it is something that i know for a fact google does not do a great job of letting you know um and and again it's not your fault most people activate measurement setup they activate the information the tool so like you might have a shopify store you integrate google analytics because it's a little checkbox or it's a woocommerce plugin or a wordpress plugin or you just copy and paste the script on a page in squarespace whatever it is whatever the platform is that you're using kajabi thousands of others that are out there right click funnels whatever it's so easy to integrate a platform like google analytics but all that is doing is turning it on it is activating that plug-in it is activating that platform it is not actually setting it up you have to do that and most people do not realize the level that they need to set things up they don't understand that so that's why we focus so much on set up your setup a lot of the wind courses that we have are focused on set up the setups right it's focused on how i'm actually using the tools you can properly set things up because that is how you connect the dots between traffic sources right your who what and why and the results the ace goals that you're trying to get your ace uh journey stuff so when a setup is set up right so this is a setup setup here um we can actually ask questions like that what type of traffic is more likely to make users aware of the academy journey i can see very quickly these two are all right so this first column identifies the the who what the third column identifies why traffic is coming through that that third column there that little final column is all about the uh the results right measuring in this case the awareness goal is all that's measuring for so i can see that partner traffic and share traffic pretty good about making people aware of the academy as a journey i can see if i was measuring for complete which traffic sources are good at completing the journey i can see these down here really good at completing the journey personal emails from me social media examiner for guest blog posts and for referrals also a really good source of of completing the academy journey which means in our case purchasing the journey in that case that's what completion would be in that particular journey step and i can also see engagement right so which ones are more likely to engage and if you stare at these numbers for a second think okay which ones are the the highest engaging ones like yes youtube share definitely engaging we see series of marketing also sends using you know traffic that's likely to engage and we also see social media examiner likely to engage so i start to get an understanding of the personalities that each of these different traffic sources has and what they're likely to accomplish what result they're likely to accomplish and i can also see other things as well so like here i see this infusionsoft email which is not great at engaging but okay right it's okay and engaging but remember not every single email we send is designed to specifically engage but this is good enough it gives us a ballpark but if you look at this other type of traffic coming from infusionsoft which is our partner traffic they're not at all engaging right so our partners this is where i could go back to maybe a specific partner that maybe had mailed and say hey listen let's let's work on the messaging here because you're getting people to be aware of the of the academy but they are not going to the cart which is how we measure engagement right now in this particular step so we could have a conversation with them to say what conversation are you having what does your messaging look like because they're not they're not moving forward and let's figure out what that needs to what to do so there's opportunities that you can see as we go through when you have a properly set up setup that is when you're connecting the dots between the traffic and the results that's what creates a story and you can actually see this again it looks kind of complicated in the beginning but then you start to understand how to read it and it gets easier and easier and easier to actually see what's working and what's not so to review our build remember three keys three uh main keys here to this step there's the results the traffic and the story results is all about ace aware complete and engaged you measure for those three stages do not just set up a goal that measures for when somebody is a lead or when they buy that end result you do not want to do that you're missing out that ace is important you need to think about your journey whatever the journey is and then there's always the three stages yes of course you measure when they complete the journey but you also measure when they start it and you measure it somewhere in engagement and sometimes you can measure multiple engagement points but you have to that's the key to results it's not just measuring for the end result you measure the ace make sure you have ace involved there then you do your traffic set up your hue one y again using utms and something like google analytics would accomplish that and then the story set up your setup you got to make sure to actually go through and set up your setup so it connects the dots so think about how good your build is right now do you see us a very easy to read story right here's how to sort of measure that so one is if you're not measuring results of traffic again no harm no foul we all start off where we are and maybe that's where you are give yourself a one if you're not measuring results of traffic if you don't have ace set up if you are measuring results and that is you've got maybe e-commerce but that's it and you're not really measuring for the ace concept of awareness then definitely i would give yourself a one two is if you are measuring but there's no stories maybe you've got a school set up maybe you've got some traffic set up not really to the level that you really need it but you really can't connect the dots there's no simple story back there that's something which is good but it's not quite 100 that would be a two and then give yourself a three if you're absolutely acing this so you've got your ace set up you've got your your who what and why and you're tying these things together into an easy to read story if you're doing that give yourself a three and then think how could you improve your build based upon what you know so far all right with that we've finished up our third topic the second step of the framework which of course is build coming up next we're going to go into topic number four which is the third step of the framework which is actually using the thing what we call launch we'll see you there when the measure marketing framework continues with our fourth topic of lesson number one it's the third step to the framework launch now remember we talked about these three problems the clear road map issues if you don't have the if you have a robot problem it's the plan once you've got a good plan you can still have chaotic reports and if you do it's because you got to improve your build but once you have a really good build in place you will find that reports are no longer chaotic they are sort of just telling you a story which is what they should be doing but you still might have this random act of marketing which essentially means you've got these reports but not quite sure what to do with them all and then random acts of marketing happens for that so we're going to talk about solving that and how do we solve this random acts of marketing problem of course it's in the launch it's how you use your measurement right how we launch our measurement systems so let's talk about the three big frustrations that are addressed in this section first i think a lot of people are confused maybe you've been i know i was in the past i'm not quite sure what actions to do or what how to use these reports or look at them or whatever what i'm supposed to do with everything you end up reacting to stuff so it always feels like you're putting out a new fire or you know something isn't going the direction you want it to so you try something else try something else there's something else or you're guessing a lot which is when you know that maybe a funnel isn't converting or a customer journey isn't converting the way you need to and everyone kind of looks around and goes like gee i don't know what do you think and then everyone who starts talking to everybody else and it's always either the the hippo the highest paid position uh highest paid person that that gets the uh the the right to say what their what their guess is everybody does that or worse uh you ask your friends you join a mastermind and there's oh there's no shortage of ideas just you want to have a fun time doesn't matter send your offer page a snapshot of it to your mastermind group you have thousands of people saying oh or thousands of ideas maybe not thousands but a bunch right no shortage of ideas of things you could try but that's still just guessing right you should not be comfortable with guessing you don't want guessing so your goal is to move from confusing to absolutely clear you know how to use these reports which we're going to talk about instead of being reactive all the time always looking back you should start being proactive and our goal is if you're launching your measurement systems properly you will be proactive you'll see how in just a few minutes and then eliminate this guessing thing so you're actually confident what actions you're going to take and specifically what results you're going to get from those changes that's the key point that's where the confidence come from because you're not guessing anymore you know what you should do right at least a better average chance of what's going to give you the result that you're trying to get all right this is the launch so you listen you forecast you optimize those are the three keys to this launch step listen forecast and optimize so moving from confusing to clear right when we're actually interacting with our reports when we're reading for the story that's back there right this is where we finally can listen it ties it back to what we talked about in the introduction of this lesson to that fact that we are there's always this listening and responding right this is where we finally start to listen because we've built out the measurement system we planned it out we built it out now we can use it and that's how we listen this is the secret sauce to this the truth is in the trend the power is in the pattern you will hear this hundreds of times hopefully in our trainings because this is a key right the truth is in the trend the power is in the pattern so here's how we use trends and patterns to read reports so for example if you're asking the question like hey which traffic source is most engaged with my site right which which traffic source is more likely to be engaged with my site so what i would look for i'm just going to do this very quickly here because you're going to see this again and again and again anyway in this course but for this lesson i'll show you like average session duration so we might use that as an engagement metric to let us know about you know how engaged people are we can see right away direct none shows 16 minutes here right our average is only 12. so 16 minutes means more than 12. so they're pretty engaged but here's the trick i don't actually care about the numbers you also notice a pattern here right talk about that it's not about the numbers it's it's it's funny but measurement really isn't about the numbers it's always about the conversation and how do we listen to the conversation we look for trends and patterns so if i look at this next one i see that in futuresoft email yes it says eight minutes but i don't actually care that it's eight minutes the way that i'm looking at this the way that i'm actually listening to this it is half as much as the direct traffic this google organic is about the same as the infusionsoft email stuff which again is about half as much as direct which are people coming in probably looking directly for our brand this youtube share is about a third as much as organic and email right so it's one of my lower ones right it's like 20 of what the direct nun stuff is so it's really a lot lower engaged as a traffic source right so i'm starting to see trends and patterns this is how we see trends and patterns so that's how you do this truth and power is the pattern again you're going to see that again and again as we go through this particular win and the remainder of the course now let's talk about the second step which is or the second key i should say which is forecast this is how you move from reactant or reactive to being proactive out of every key that we talk about and then again we'll we'll emphasize this again as we review this entire lesson but as every key if there was one that was the most important i think if there's the most important step it's planning for sure but as of individual key forecasting is by far the biggest most important one so here's what forecasting is forecasting the secret sauce is marketing forward right marketing forward so what does that actually mean it just means asking this question is this working like it's supposed to is this working like it's supposed to and do not allow the simplicity of this question to to bypass your own system if you're not asking yourself this question this is your opportunity all right this is a huge opportunity because i've i've dealt with a lot of companies that will hire us to train them and they'll say things like and again don't feel bad if you're asking these questions because everybody does we did too when we first started but they asked us questions like well we're just trying to figure out how people are using the homepage or they ask questions like we're just trying to figure out people using our blog or they say well we're just trying to figure out how people are trying or moving through our store right and there's super generic backward focus questions it means you literally they want us to go back in the data to go find out all this stuff well the first thing i ask them and the first thing you should ask yourself in your own teams how are they supposed to be using your home page how are they supposed to be using our blog how are they supposed to be moving through the store and you measure against that forecast that is marketing forward it is a very very subtle switch but is the most powerful thing that you can do to quickly affect how an organization thinks because initially you get blank stares because no one's ever thought about it they never thought about how people are supposed to use the blog they just know they're supposed to have a blog because it's a thing called seo and they create a bunch of blog content because that's what was done yesterday so they did it again today and they'll do it again tomorrow but there's no real plan nobody ever asked them for that how the blog post is supposed to work so you can actually set that stuff up right we can actually have a plan for how things are supposed to work and then we measure against it now this eyes in the journey report you've seen this before and in reality you've also seen us marketing forward in the same way we put it here so you can see this is how we're marketing for we have an expectation about every step is supposed to work everything we do in measurement has an expectation it has a forecast it has a here's how this is supposed to work and we instantly know based upon if it is working or is not working what actions we should take because we've already thought about that because it's part of our plan this is why forecasting is so important because the better you get at forecasting the uh better that your plans get right it's kind of flips the forecasting is kind of like the flip side of a plan so marketing forward is an important cultural shift from a measurement if you want a measurement culture in your in your organization this is the key you got to make sure that people are always asking hey is this working like it's supposed to be working is the funnel working like it's supposed to be working now this third key right we talked about the first one which is listening where we actually listen trends and patterns second key was this concept of forecasting and the third key to your launch is optimizing right this is the thing that everybody races to do this is the thing that everybody technically tries to start right they all set up basic measurement they kind of look at the reports they're not quite sure what they mean anyway so they just try to change some stuff anyway optimize right so optimizing we want to move from guessing to being very confident to knowing that hey if i move this lever it's going to cause this result or at least a better than average chance it's going to cause this result to happen and then you measure for it right that's optimization the secret to optimization is something called the expectation engine now we have an entire win course actually technically we've got one on forecasting as well so for those that are ready for it when forecasting revenue results it's a great course to go through also win your optimization uh plan so you can go through and win your optimization that's that's all about the expectation engine but what the expectation engine really talks about the whole concept behind that is that every step and if you think about it is we all work like this if you're on facebook or wherever google ads whatever it is before you make a click on something you have a certain expectation of what is about to happen because we as humans do not randomly click on stuff that's not how we operate we click with a purpose we click because we expect something that is about to happen so that is the expectation you have a certain expectation to the extent that that that step that happens right when you make that click and that new page loads that new step occurs whatever it is to the extent that that step matches your expectation you will continue the journey but if it doesn't match the expectation you have to stop and think for a second okay where am i what just happened did i make a mistake and that's what kills conversions so expectation engine is making sure that as as measurement marketers our job is to make sure that we can we control the expectation and that every step we know what the expectation is we know that the step is being matched and that the expectations being set for the next step before the handoff so every single thing starts like that so the offer page has a certain expectation for our cart right to hand off to the cart and then the cart has a certain expectation that's in this case you know collecting a payment and then that would hand off to the thank you page which would then set the expectation of when to expect login details to come to your email or something like that so every step sets the expectation for the next step and every step hopefully is matching the expectation from the prior step that's expectation engine but you can also use it in a report like this which again measures just a page just one page of that journey this is like a zeroed in zoomed in look at the academy offer page itself so this first page load which is what this is when the impression happens when the page is first loaded sets the expectation to get them introduced we have a certain design that gets them to be introduced that section is designed to get them interested that section is get to get them to the point where they will investigate the offer and of course that section is designed to get a portion of them to actually click to go to the cart so expectation engine at work right that is the most important thing when it comes optimization is thinking about in terms of expectation engine if your conversions are not where they need to be it is because the expectation is not being matched somewhere it's either being set improperly or it's not being matched right it's one of those two things so you and it's very simple to fix this why is it simple because you're going to measure for it you're going to see exactly the step that isn't working because you're going to measure against your forecast you're going to know hey how's this thing supposed to work and you're going to measure against if it's working the way you think it is or not and you're going to instantly see what's working and what's not and that's going to tell you where to optimize you just use expectation engine to do that it becomes very very simple and more importantly it's fast instead of letting facebook run traffic four more days and you figure out what's working and what's not you'll know within hours because it doesn't take that much traffic to actually see oh yeah i actually fixed it why because you're going to listen and then you'll see truth in the trend and powers in the pattern you will see you will see it change you will see it adjust so that is the launch process once you've got your plan done and you've properly built out your measurement system then you will launch where you listen you forecast and you optimize that's how you use measurement right very important step remember listening the key is truth is in the trend powers and the pattern forecasting key the secret sauce there is marketing forward make sure you're always asking is this working like it's supposed to and then optimizing that secret sauce expectation engine you make sure the expectation was set properly and that the expectation was matched properly so one of those two things is always the issue if uh if it's not happening the way you expect it to happen so now think about your launch like how good are you using your measurement system that you might have in place right now and remember if you have no idea what's working or what's not give yourself a one that's okay it's where i mean everybody starts there most of our students come to us because they're in that position so that makes sense if you've got some ideas some things that are kind of there but there's no real crystal clear action that you should be taking specifically in that optimization step then i would give yourself a two you've got something in place but it's not quite there it's got a little work to do or hey if you're absolutely forecasting and you are focused like forecasting meaning you are you have an expectation of how things are supposed to work and we're gonna get more detail as we go through the remainder of this course then you will you will see that what we mean by forecasting and just how detailed your forecasts can get but if you are forecasting focused give yourself a three and of course ask yourself how could you improve your own launch based upon what you know right now and the reason we're asking these questions is because this is gonna you know kind of just drop these things down because as you go through the remainder of this course you're going to very specifically see how you can fix these problems that you're writing down and with that we have finished our fourth topic of lesson number one which of course is step number three of the framework launch coming up next we're going to finish up let's number one with our final topic the three stages we'll see there all right when the measurement marketing framework continues lesson number one with our fifth and final topic the three stages now remember we talked about these three core problems that happen first is no clear roadmap if that's your issue focus on your plan if you still you've got a good roadmap but your catechreports is there focus on your build if your build is set up that means you've got a nice clear story then it's just using the thing and if you are using it properly you will not have the problem of random acts of marketing but if you still feel a little much too random too much guessing going on not quite as confident on the actions you should be taking that's where you focus on your launch skills and use the launch at that point all right so with that uh sorry well i'm gonna meet you there just a second okay all right so let's review the framework as it's all put together now okay first plan build and launch three steps remember each of these steps has a series of keys to unlock that step we are trying to get from this position of marketing in the blind which is where everybody starts everybody starts here right everybody we're trying to get the point where our marketing is reliably growing revenue and profits like that's what it does you follow the system and out spits uh results right the results we really want in this case revenue and profit ideally for most of us so how do we do that well first key is in the planning to unlock that planning step you go questions think about the results and how we get the information remember the behaviors we need to collect in order to get the answers to the questions we're asking then what actions will we take based upon the answers we get to those questions if this than that those that whole thing gets done first before you even open up a platform like data studio or tag manager or google analytics or wiki reports or whatever it is you're using remember it doesn't matter on the tool at all what matters that you go through this planning process first and you role-play specifically role-play these actions very important that you do that now once you've got your plan in place then you move into your build first thing you do is whatever system you're using again we're primarily going to be using google analytics and things like that in the academy but you define the results remember ace the where complete and engage results then you define your traffic the who what and why make sure that's defined and then you set it up in a way remember set up your setup so that it's telling a story so you actually are tying traffic to those results and then once you've got those three keys your build is now unlocked at that point you should be able to launch and unlock that how do we do that first we listen remember truth is the trend power in the pattern that is how you listen to this stuff it's not about the numbers it's all about trends and patterns that's all that matters then you forecast so based upon the initial benchmarks you get you start predicting out and saying well based on our recent past here's how things should work in the future and now you start making that very important leap from what just happened yesterday to here's what's going to happen tomorrow and here's how it's supposed to work and you start forecasting your results then you measure against your forecasts that will easily tell you what step is working what steps not or where the the conversation is going askew in the direction maybe you don't really want it to go to as a marketer and that's where you optimize and use expectation engine then to actually fix that step right figuring out was it because the expectation wasn't set properly or was it because the expectation wasn't matched properly because it's always one of those two things that's all it can ever be which is why it's so easy to fix it and if it's not easy to fix it's probably because it's not being measured so that's where you go through and you would then improve your build et cetera et cetera et cetera so that is the framework and how all these things tie together now how long does something like this take especially if you're just starting out i give yourself at least 90 days so 30 days figure for each one roughly to kind of get used to the different stages and steps just because i don't want to set up a false expectation this is push button simple because it's not it is simple but it's not quick right but it is a simple skill to go through these also remember academy members have asked instructor support so you can reach out to the instructors and say okay i'm trying to figure out what questions i should answer i'm not quite sure if these are good or not what do you think about these right show us your funnel show us your questions we'll help you out we've done this probably thousands of times at this point over the years so we can help you out with this stuff too as you go through but give yourself at least 90 days be realistic for yourself and remember if you're starting out with no clear road map focus on the plan to get the point where you you understand what actions you're going to take right based upon the information you're going to get then you move to the tackling the chaotic report issue to the point where you have very useful reports that are sort of unlocking telling you a story then you move into okay i want to avoid this random acts of marketing stuff to actually knowing what to do next not hoping what to do next but better than average chance you're right on what to do next because it can be that simple it is amazing when you measure properly which again is just listening to our audience as we talked about in that introduction when you just listen to your audience how quickly that you can actually take the right actions and turn things around you can do it within hours you don't have to do it within days it can be very very fast okay so let's talk about these three stages now we sort of reviewed the framework and you see how the whole thing fits together and again not the last time you're going to see that you're going to see us over and over again as we go through this win but we will talk about these three stages because this sets us up for the remainder of the lessons as we go through this particular win this is a great slide that i wanted to show because it is the journey all of us are on the journey as a measurement marketer you're always on this journey somewhere in here right all of us and the way that this works is there's really three core stages first is the cave we call it the cave because that's what that's what our members called it they would come to us and say listen i feel like i'm wandering around bumping in the walls like i've got no visibility i can't tell what's working or what's not it's frustrating and i feel like i'm just stumbling around a dark cave that's where the cape came from right so that is the cave that's where we all start everybody starts here initially so the the there's the cave then there's the valley visibility where you can okay you can kind of look around you can see some stuff you can explore a little bit answer some different questions now and then there's the summit where it's a lot more complicated stuff going on much larger organizations need sort of summit style setups as you go through because they're asking more complicated questions maybe you will as well but that's the summit so when you're in the cave and this is the other thing i wanted you to see so a just understand you're on a journey as you go through when you're in the cave i want you to i want you to pay attention because it's symbolic the reason this was designed with a purpose here i'm going to kind of decode this for you the thing that's most important is here they are walking through the cave right they got it finding a flashlight and getting the heck out that's the job is when you're in the cave when you're in the valley what are they doing here they're bicycling right you got a bicycle they're fixing their bikes they're bicycling around they're exploring right you take some time on your valley this is where you learn most of your measurement skills is in the valley it takes a little while to get out of the valley but it's normal you can get most companies a lot of companies don't ever have to leave the valley they can get all the answers they need here uh depending upon the size your business and the questions that you're asking and then if you look up here in the summit what are they using here on the summit you got a helicopter right is a lot more complicated to use a helicopter than it is to use a bicycle it is a lot more complicated to ride a bike than it is to walk and this is why we built this like this why we specifically designed this particular graphic because when you're in the cave your job is to go through the framework remember plan blue is for build purple's for launch right green is planned so it's plan build and then launch and then you're gonna go into the valley so when you get that's how you get out of the cave you plan build and launch at the cave level which again we were going to talk about in lesson number two in lesson number three we're going to talk about the valley how to use the framework again now that you're in the valley because you have to go through a plan but remember your plan is going to be slightly different because you're in the valley now your build will be slightly different because you're in the valley now your launch will be slightly different because you're in the valley now because things are improving and then of course that leads us to the summit so what happens when your summit got to figure out how to use that helicopter so you have a different plan for the summit you have a different build for the summit you have a different launch for the summit now very important point and this is what we're going to cover in the final lesson it's the summit so the next three lessons will be the cave we're going to call it the framework and the in the uh technically we're gonna cover the the plan i should say in each of these so it'll be planning in the cave level the valley level the summit that's gonna be lesson number two lesson number three is going to be the build at the valley at the cave level the build at the valley level and the build at the summit level that'll be lesson number three and let's number four we're going to cover launch launch at the cave level what a launch is like at the valley level what a launch is like at the summit level now one of the things you're going to hear me say again and again because it's very important is it is too simple way too simple to see all the summits somebody else's summit style setups even some of ours might be more summit style setups that we're using because we have measurement muscle in our organization we've built our way there we know how to use a helicopter right what happens if you take a helicopter and you build it when you're in the cave the helicopter is useless even if you can get it running it's going to be frustrating because you're not going to get anywhere and i see this a lot when it comes to measurement people start doing complicated setups because they think because somebody else told them either somebody they saw on stage maybe even saw me on stage saying about some of this stuff or so you see somebody else's mastermind then somebody or a competitor or a friend they're like we're doing this or we're doing that you're like we should do that too but that be very careful that you are you are where you are and you have to stay where you are and get out before you jump jump uh forth so remember don't build a helicopter in the cave that's the way to think about this because it just it would be frustrating and it would be monumentally confusing you end up getting busy busy busy and not at all productive and then you got to rip out the helicopter anyway because it's too big right won't come out of the cave so always if you're in the cave where you just have no idea what's working what's not you do the framework at that level then you're in the valley then you do the framework at that level which gets you to the summit and then you go from summit to summit to summit and that's the three stages and how this whole thing fits together and why the framework is built the way that it is as you go through so again we're going to be covering in lesson number two of this win we're going to cover planning and we're going to cover it at each of the stages so you can see here's what the plan would be like at the valley here's the plan at the summit oh here's the plan if you're just starting out in the cave all right now remember if you're at the cave the goal is don't skip it go through it all right very important to go through it because the tendency is to skip steps and that's what causes issues because you don't build your foundations properly it's a good like a gym you want to have these measurement muscle and the stages help you through that as you go through all right so with that we have covered our final topic of lesson one the three stages coming up next we're going to review the lesson one of when your uh the measurement marketing framework of course the foundations we'll see there when the measurement marketing framework wraps up with a review of lesson one the foundations of the measurement marketing framework remember we talked about one thing in the very beginning what's the one thing you're going to focus on we talked about a lot of different topics first one was in the introduction the one thing was thinking about the the steps and the keys right steps being planned build launch the keys being those little things that are each individual of those it solves this marking of the brine problem when you go through this it's just it cannot not solve it if you effectively go through all the steps it's kind of the beauty of this process we also talked a lot about the conversation there making sure we pay attention to the conversation that's happening the step one right of course is the plan and that is the only way to start you cannot go in and start to say i'll get to the plan later first let me see how to do a goal in google analytics it's not going to work you're going to get a lot of this is if you've ever had this problem where it feels like you're always trying to do something with your setup but you're never quite able to use your setup a lot of it's because there's no plan that's creates this busyness and then that's what happens is people get busy busy busy trying to do all this google stuff with that google analytics or now we're gonna use tag manager now we're gonna do server side or now we're gonna use ga forward we're not you know what we're gonna use this other platform now instead and you see all these people moving tools flipping tools around but there's never a plan to use them anyway and that is the actual issue you always start with a good plan remember the kia process questions information actions then you move into your build the tools technically don't matter of course we'll be focusing on on google stuff but that's where this comes in and then when you know what you're going to do with your ace goals that's when you send up your ace goals you raise conversions right and then the third step of course is the launch using the thing that you've now built your system built properly should produce a fact that you can actually go through and listen to the conversation that's happening between your site and the users make sure your forecast and ultimately optimize and it is directly tied to the quality of your plan and your build so if you're trying to use your measurement and you cannot easily forecast and optimize right if you hey you can't listen if you have no idea kind of what the story is back there with the conversation their side of the conversation is and you're not able to forecast optimize it is because something is either wrong in the build or in the plan or both right it's always that and so we're going to go through and these remaining lessons that you and i will have together we're going to go through each of these right the plan build launch at the various stages so you can see okay maybe i was doing you know that and this happens where people will try to do a summit style setup when they're in the cave they're just not ready for it yet and so we're going to help you to put that stuff in order to unlock that of course the three stages cave valley and summit all right your next steps think about the steps and the keys right now from the framework as you know it so remember the the three steps plan and the keys to that are questions information's actions there's the build the keys to build are results traffic and story and then of course launch where you listen to their side of the conversation now because you you have that information you are able to forecast based on the answers that you're getting so you know what's working and how it's supposed to work and then you can measure against your forecast which is where you optimize using expectation engine to improve your results so think about the steps and keys that maybe you aren't quite doing the way you want to be doing or that you could be doing and that's what of course we're going to focus on the remainder of this win as well and also think about from where you know and we're going to cover this again in multiple lessons so it can help shed a little bit more light on this what stage are you currently at when it comes to this whole thing are you in the cave right now you have really no idea no real visibility you kind of stumble around and that's okay again i think it's super useful to admit that because the goal of the cave is get through it as fast as possible that's kind of the nice thing is you don't revisit the cave you sort of get out of the cave you have to light stuff up and and get out and we'll talk about that in lesson number two three and four as we go through the valley is where you've got some visibility into some things but you need a clearer picture and you need to that's where you really learned a lot of muscle most people spend a lot of time in the valley that's the thing you spend the most time in when you're especially when you're first learning this stuff because the valley is where all the muscles built and then there's the summit somebody get very complicated questions you're using the muscles you built in the valley to even scale that and use the helicopters to go from summit to summit to summit as you go through so think about the stage that you're currently not the stage you want to be at not to stage your companies at not to stage your revenues at the stage your measurement is at right and the way you think about that is the launch how are you using it right is it a is it the cave where it's producing a product you really don't know what's going on then you are at a cave even if your company's a multi-billion and we've talked to a lot of them billions of dollars in revenue cave style setups right because they just didn't know it's not not anything against anything it's not your fault it's just people didn't realize that this was possible to set up or or have a framework to do that which is why the framework exists to help you out as you go through but very important you gotta admit where you are so think about that and with that we've officially completed lesson number one the foundations coming up next is lesson number two it's going to be going into a deep dive of the planning step of the framework and we're going to cover it at the cave level then we're going to cover it again at what the valley level looks like when it comes to a plan and then what a summit style plan looks like as we go through so with that we'll go ahead and wrap this up officially thanks again for joining us for when your measurement marketing framework and we will see you on the next lesson take care and finally if you are ready if the time is right measurement marketing academy definitely invite you to take a look at that that is our flagship program we built this platform it's a just-in-time learning platform we built the academy to get you through this to go through all the stages of the measurement marketing framework right to go through this journey together over and over and over again the framework's not something you use once use it over and over and over again at whatever stage that you're at so a very quick tour of the academy itself as i go through i'm going to pull up hours right here this is our dashboard so you have access to essentially these six blocks when you become an academy member you've got our courses the on-demand workshops and the toolbox this is primarily the content and you've got support options through either winner's circle which is the community of members and of course the instructors back here able to help you out so let's go through these one at a time very quickly the win courses look like this we organize these by date you can see here we've got dimensional marketing framework uh last month we did google analytics for basics a month before that google optimized month before that gtm server side so you can see we keep up the date on the courses that are back here they're also organized by topic so if you wanted to come back and see all the google analytics stuff here's what it is including google analytics 4 which is just redone in august so we have that tag manager et cetera beyond basics and basic so if you're just getting started you do the basics if you've been around for a little while time to level up your skills do beyond basics then eventually you do things like server side moving in there so lots of things here for all the platforms like google analytics tag manager data studio especially but also strategy stuff which is just i think the real secret sauce to this isn't the tools i would love to say that knowing analytics is going to make you a rock star but it isn't i know lots of people who know how to use google analytics but really can't get anything done with it because they don't understand the strategies behind measurement as it relates to marketing and that's what we're for we're we're here for people who just kind of the normal people who want to figure out how to improve their marketing and know that they should be using these tools but just haven't figured out how to do it on their own that's what we're here for so we help you out with that we have a lot of strategy courses of how to think about how to optimize stuff your optimization strategy building a measurement plan for learning how to forecast and think about forecasting in an organization so all of those are the the courses themselves that's just the win courses here unlimited you get access to all the updates all the new courses we create typically every four to six weeks there's either a new update or a new course that's kind of how we operate next is these on-demand workshops so that looks like this you can see this is what we are currently doing for workshop wednesday but then all of these are edited down in fact this one is a perfect example because we have those weird delays with google analytics for taking a while to load well that's all going to get snipped out cut out parts like this where i'm touring the academy this is going to get snipped out and cut out and it's made for our members right so this is the members only view where they can come in they can go to a specific workshop and get caught up because a lot of members the whole goal is for you to not come in here and watch a bunch of videos because who's got time for that it's for you to come in and get answers you need to get unstuck and on the way so you can improve your results so we've got a little workshop set out you know with helpful resources key points takeaways related workshops etc so and remember this is just the the two bits of content that you have access to this is kind of the on-demand stuff that you can kind of do 24 7 on your own time the other thing that we use workshops for is for if there's a new update something like when google tag manager preview mode came out it was like this brand new thing and you know we can't recreate a course overnight but we can do a workshop overnight and so we would create a workshop for it to help understand how people understand the latest and greatest things when google analytics 4 comes out with things we create workshops for them and then eventually we will go back and update the courses typically they're updated at least on an annual basis uh in the case of google analytics four we did it three times so far this year and i would imagine in six months we'll be doing it again so but that's okay that's how we roll and google analytics four is a cool platform so we will continue to do that that's just the content here then there's the toolbox the toolbox are the resources the tools that we give out this is also the stuff we give out for free so again for those that are interested in toolbox membership you get access to all these tools for free everything here you would have access to academy members have access to this additional thing which is our get it done guides so these are like little kit journeys where we can say okay here's how you build an eyes on the journey report uh or here's how you build a you know use your tag manager skills your analytic skills your data studio skills to to build something really cool here's templates you know to do all of that so we we build out these things to help people do slightly more complicated things but that are useful so we want to make sure that you have access to that that again is for academy members and with that you've got your courses your workshops and your toolbox this is all the stuff that you can do kind of 24 7 whenever you feel like it but you and i both know there are those times where you want to talk something out you've got a question and you need some help so the first place you can go is winner circle kind of show you what that looks like the community it's organized in different groups you can see here there's different discussions people come through and start asking questions or helping each other out and the beauty of this is there are some amazing people back here this guy in particular stockton he's one of our presenters at measure summit this year for measure summit 2021 uh but absolutely fantastic guy knows his stuff inside now and he's back here helping members he's got he's got incredible stuff plus sometimes he's got questions and maybe he's not the expert on a platform like maybe google ads or something like that but maybe you are and so you would help him out with some stuff and that's the whole beauty of this is it's members helping members using their secret powers to superpowers as you should say to help each other out uh which is really it's a it's an awesome awesome spot that said there are times where you don't want to ask a question public for whatever reason maybe you want to you can't show the data or it's a client it's a little sensitive we get that that's why ask instructor support is there this is by far the most popular part of the website and unfortunately the part i really can't necessarily show you because it is all personal questions however the way that it works is ask instructors in here you just click on ask a question pop in your question pop in the description of the question love screenshots and videos so drop in those screenshots and videos definitely definitely definitely and they will actually um go to our instructors and then it's it's kind of like having people like us people like me where imagine be able to call me over say hey mercer can you take a look at this here's what i'm trying to do or i'm not even sure what a goal should be can you tell me what my conversion point should be or am i using this advertising report correctly and and create a quick little video that shows us how you're doing this stuff or shows us how your setup is or shows us what you're asking your strategy question about whatever it doesn't matter if it's strategy or implementation our instructors can handle both as long as it's measurement related we're there to help you out so you can ask us questions and then goes to our instructors and the instructors can answer you back if you're sending us videos and screenshots nine times out of ten they're sending you videos and screenshots and it's uh it really is like having a consultant on call now again not real time most questions are answered within 24 business hours so keep that in mind but the answer is it's typically answers within hours not days that's the idea and you get personalized help and support because we all know how it works i've seen a ton of youtube videos where i'm like oh i tried it on my own and my tech stack is different and i don't know how to get help from youtube because it's not it's not let's face it it's not a great place to get help it's a great place to get information but not necessarily help the academy is where you go for support and the academy is where you go to really learn this stuff and you get access again to all of these here as well so take advantage of it the entire thing is searchable too so if you want to search for a particular topic you can it'll pull up all the courses and the workshops that relate to that topic so there's a massive amount that you can do on your own and when you need help when you want somebody to even just a fresh pair of eyes to look at a dashboard or something and give you some advice it's here again whether you're a strategy person or not the winner's circle or ask constructor support whichever one you're more comfortable on a lot of people do both um you can you can use those resources so that is the academy itself again a just-in-time learning platform an entire community uh the highest points again it courses the instructor support on-demand library the winner's circle community the courses you get access to everything in those when courses um so very focused courses including all the updates the ask instructor support you get access to as many much of that as you want it's kind of an all-you-can-eat plan if you want to ask us 13 questions a day you totally could we love people asking questions so please do that it is unlimited you've got the ask sorry the on-demand workshop library that's back there we do new workshops every single week because that's what these workshop wednesdays get edited down into so those are back there constantly growing library and then we're no circle community just having that community of members like yourself people that are understand measurement marketing everyone speaks sort of the same language they understand the destination everyone's trying to get to but they all have different aspects to it some are better at technical seo there's lots of people better google ads and facebook ads than we are but we're really good at strategy and so we help out those things and everybody helps each other out it's incredible incredible place especially in this turbulent world that we found ourselves in where it seems like every day there's a new tool where there's a new reason we got to deal with ios you know 14 and a half when that came out it'll be ios 15 soon enough when it comes to you know how to measure email responses and this is the subject communications that are and conversations that are happening back there in the academy so uh with that it is access to over 8 500 in training and support each and every month that you are an academy member of course it is not 8 500 a month at least not yet so please take a look join the academy just go to measure.tips get academy take a look at our current options available for you and we look forward to seeing you in the academy soon again measure.tips slash get academy

Channel: MeasurementMarketing,io

Views: 141

Rating: 5 out of 5

Keywords: measurementmarketing.io, strategy session, measurement marketing, mercer analytics, workshop wednesday, digital measurement, measurement marketing framework, analytics framework, measurement framework

Id: CrMhMtMXl_Y

Length: 71min 57sec (4317 seconds)

Published: Wed Sep 29 2021