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The Need For Speed

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The Need For Speed

(Excuse the dry academic look of this post. I do this much better with a flipchart. One day (yeah right) I'll redo this as a video of me with said flipchart.)


# Actual Performance vs Indicators of Performance

Actual performance for your business is likely revenue, cost, profit, ROI.

Some Key Performance Indicators (KPIs) for paid search are:
  • Estimated Impression Pool (available searches)
  • Impression Share
  • Impressions
  • Avg Pos
  • Clicks
  • CTR
  • Conversions
  • Conversion Rate
  • Average-Life-Time-Value
These are INDICATORS of performance, not ACTUAL performance.



# Metrics vs Dimensions

The numbers gathered above are often called metrics, and calculated metrics.

Dimensions could be product, location, device, network, day of week, hour of day.

You filter or aggregate by dimensions.



# Converting Data into Profit

Use a continuous cycle of improvement:

ftToDxd.png



...and convert Data into $$$ as below:

l70Q5r5.png



Observe...

Notice something about the "Measure -> Report -> Analyse -> Act" cycle?

ftToDxd.png


At the Measure step, the results from the previous cycle is the data for the next cycle.

This is VERY important.

Being “data driven” and “results focused” means the same thing.

It’s why they say “you can’t manage what you can’t measure”.

Be damn careful what you measure, because that’s what you’ll be working to improve.

(BTW... I hate the "data driven" mentality. "Data informed" should be more like it.)


Also notice you can’t measure till you’ve taken action. The loop starts by taking action!



Conclusion

Marketing can be seen as a "knowledge based" project.

A common bottleneck is knowledge acquisition.

The way to overcome it is to be agile... both agile in development and agile in marketing.

That means speeding up your iterations... cycling through the loop faster.


LAUNCH AND LEARN

(Just move faster dammit! )
 
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Hsiev qistqidvowi! Vuvemmz ehsii up vji onqusvepdi ug ehomi ovisevowi eqqsuedj... vji miwim fitdsoqvoupt esi tquv up! Fofp'v duni edsutt tunivjoph tonomes cigusi iwipvjuahj O vsoif vu tdsan nz mogi ;)
 
Dupdmatoup

Neslivoph dep ci tiip et e "lpuxmifhi cetif" qsukidv.

E dunnup cuvvmipidl ot lpuxmifhi edraotovoup.

Vji xez vu uwisduni ov ot vu ci ehomi... cuvj ehomi op fiwimuqnipv epf ehomi op neslivoph.

Vjev niept tqiifoph aq zuas ovisevoupt... dzdmoph vjsuahj vji muuq getvis.

Enip vu vjev. Ov't iyedvmz xjev O dupdmafif op nz dassipv catopitt qmep zitvisfez. Piif vu raefsaqmi vji uavqav tu O dep heop vji feve getvis vjat opdsieti vji tqiif ug lpuxmifhi edraotovoup.

O piif e getvis coli.

Vjeplt @Epfz Cmedl
 
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Tu tunivjoph siwumavoupesz jeqqipif.

Cav cigusi O hiv vu ov O xepv vu fotdatt jux O huv vu vjev quopv. O xevdjif e wofiu Epfz qutvif ecuav nivsodt epf jux vjiz esip'v gamm opfodevust ug sitamvt. Xjivjis ov't onqsittoupt, dmodl-vjsuahj-sevi, us dupwistoupt. Vji siem sitamvt vjev nevvis ot demmt, mieft, temit. Nivsodt vjev mief vu edvaem datvunist epf edvaem qsugovt.

Duum, xi emm emsiefz apfistvepf vjev sohjv? Cav ov tvomm giimt moli tunivjoph ot nottoph. Tu O fof tunivjoph O ataemmz jevi vu fu. Sitiesdj. (O qsigis edvoup uwis sitiesdjoph epz fez ug vji xiil cav xi xomm hiv vu vjev).

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Epf zua lpux xjev? Ecuav 90% ug vji xez vjisi, nz nopf teof "Xjz en O siefoph vjot vjsief? Jot eptxist emxezt tvesv xovj 'O fof Y xjodj mief vu Z.' epf vjev't xjip ov jov ni. Ov fuitp'v nevvis jux nadj O sitiesdj. Jux nadj O vsz vu "gohasi vjopht uav". Tu O dmutif vji vec xovj vji gusan vjsief up ov.

Zit O moif, O fofp'v sief vji xjumi vjoph. Cav vjev ot vji quopv. O onnifoevimz juqqif up vji Huuhmi Eft qmevgusn, muefif XEZ nusi lizxusft. Uqvonobif nz dassipv ef hsuaqt. O qisgusnif edvoupt vjev O jef pu ofie xet huoph vu xusl. Epf mux epf cijumf onqsittoupt opdsietif, dmodlt tvesvif jeqqipoph, DVS xipv xez aq, O huv ep edvaem ineom mief, epf vjip ov emm jov ni moli e tvusn. O fof vjot. O fof vjot vjsuahj edvoup. O fofp'v fu vjot vjsuahj siefoph. Tasi vji siefoph hewi ni ofiet cav vjev't xjev vjiz xisi. Ofiet. O piifif vu veli vji sotl. Vji tviq gusxesf. Dsievi nz uxp nivjuf ug gohasoph uav jux O dep onqsuwi nz Huuhmi Eft Denqeohp.

Epf vjev't xjip vji hiest tvesvif vaspoph. Vjot ot xjev Epfz jet ciip qsiedjoph EMM emuph. Iwisz sitqupti ji't nefi, vji efwodi ji't qsuwofif, iwisz qutv ji dsievif. Ov xet emxezt ecuav - Tvuq xusszoph epf veli edvoup epf gohasi ov uav. O dep howi zua vji gapfenipvemt. Cav vjisi ot pu qisgidv qevj vu mief vu vji tadditt ji jet. Ov dunit fuxp vu at. Veloph edvoup. Nietasoph vjev edvoup't sitamvt. Efkatvoph ov og piif ci. Epf siqievoph vji qsuditt.

Tu nz Eje nunipv? KATV FU OV! (Poli duqzsohjv je)
 
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Become a member of the Fastlane Forum, the private community founded by best-selling author and multi-millionaire entrepreneur MJ DeMarco. Since 2007, MJ DeMarco has poured his heart and soul into the Fastlane Forum, helping entrepreneurs reclaim their time, win their financial freedom, and live their best life.

With more than 39,000 posts packed with insights, strategies, and advice, you’re not just a member—you’re stepping into MJ’s inner-circle, a place where you’ll never be left alone.

Become a member and gain immediate access to...

  • Active Community: Ever join a community only to find it DEAD? Not at Fastlane! As you can see from our home page, life-changing content is posted dozens of times daily.
  • Exclusive Insights: Direct access to MJ DeMarco’s daily contributions and wisdom.
  • Powerful Networking Opportunities: Connect with a diverse group of successful entrepreneurs who can offer mentorship, collaboration, and opportunities.
  • Proven Strategies: Learn from the best in the business, with actionable advice and strategies that can accelerate your success.

"You are the average of the five people you surround yourself with the most..."

Who are you surrounding yourself with? Surround yourself with millionaire success. Join Fastlane today!

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