Gini Dietrich

Learn How to Measure What Matters

By: Gini Dietrich | September 19, 2012 | 
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It’s been three months since we’ve had a webinar (we took the summer off) and it was worth the wait!

I just had the opportunity to watch the pre-recorded video Tim Frick created about how to measure what really matters (cough, no ego-centric metrics, cough) using Google analytics and Sprout Social and all I have to say is…WOW.

Admittedly, I am an analytics nerd. I love numbers. I’m all about setting up goals in Google analytics and using the data in there to give me the information I need to make intelligent decisions about the programs we create for clients.

But even I learned a thing or two from watching Tim do his magic.

The reason it’s so good? He walks you through how to do things, step-by-step, so you can follow along while you have your Google analytics page open.

Trust me, even you communications pros who hate numbers are going to get something from this.

So buckle your seat belts, turn off anything with an on/off switch, and enjoy the ride. You’re about to determine whether or not this is a webinar you just can’t miss.

Four Steps to Measuring What Matters

  1. Strategy. It’s not a surprise to hear many communications professionals don’t know how to measure their efforts toward a real business strategy. Tim is going to help you with that. In fact, he’s going to make it so easy to create your strategy, and determining the metrics you should watch – there shouldn’t be a single one of you left that doesn’t measure all of your online efforts back to real business goals. He helps you determine the right questions to ask yourself, how to create the benchmarks, how to determine your key performance indicators, and exactly what you should (and should not) be measuring.
  2. Implementation. Get your Google analytics open for this one. I know I said to turn off anything with an on/off button, but I’ll allow you to use your computer for this step in the webinar. He’s going to show you exactly how to set up goals in Google analytics so you’re tracking specific events, URLs, and campaigns right in your dashboard. He’ll show you how to determine whether or not you need a mobile-specific website (right now), how to use annotations to provide historical data, how to integrate your analytics with your email marketings, how to determine if/what people are sharing on the social networks, and how to use the URL builder to track exactly what people are doing when they click on your links.
  3. Iteration. Just like washing your hair, Tim shows you how to lather, rinse, and repeat here. The tools he provides help you measure, analyze, and report so you know what to change in your programs going forward. Just checking these reports once a week will allow you tweak campaigns to be even more successful.
  4. Case Study.  Even though Tim is in Chicago, we’ve not yet met. But we will because we have something in common. Cycling. But the case study he uses at the end for Climate Ride is going to appeal even to those of you who are not cyclists. He shows you how they used content, crowdsourcing, videos, photos, Facebook, Twitter, Flickr, Instagram, Foursquare, Pinterest, and YouTube to get cyclists and supporters engaged in a big annual ride. Then he’ll show you how they measured those efforts through Google analytics and Sprout Social. He also shows you how Instagram and Ink361 provide amazing photo maps that create even more engagement.
But that’s not all! If you buy today, you’ll get a totally awesome photo of Patrick Swayze and some wicked cool music. Plus he gives you several action items so you don’t leave the webinar with great ideas, but completely overwhelmed so you actually do nothing.

The Webinar

So here are the details:
  • It’s tomorrow, September 20, at 12 p.m. ET. Because I know many of you (cough, my entire team, cough) are time zone illiterate, that’s 9 a.m. PT, 10 a.m. MT, and 11 a.m. CT.
  • It costs $50. But if you don’t feel like you got your money’s worth, I’ll refund it for you (and kick you in the shins).
  • The video is pre-recorded so Tim can answer questions as you watch. No waiting for the final 15 minutes. Ask questions in the chat feature and he’ll answer them immediately.
  • It will be available on-demand. Register now, and you’ll receive a link to the full session when it ends.
If you click here, you will be directed to the page to buy. We’re slowly moving our paid content to a new content management system (thanks to Joe Hackman) so no more waiting for one of us to email you the details after you buy. It happens automatically now!
Imagine that…in today’s digital age we can deliver details to you automatically.
I will be on stage during the webinar, so I won’t be able to attend and host Tim. But I know I speak for my team when I say…hope to see you there!

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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  1. […] bigger story comes from Gini Dietrich, when she equips PR professionals with thoughts that aid those people with their development. If […]

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