Our process of MAA (metrics, analysis, action) allows you to optimize campaigns in just 15 minutes per day. Keep practicing MAA and the performance of your Facebook, Google, Twitter, etc. campaigns will continually improve.
MAA is part of our 9 Triangles framework, which we believe is applicable to every business environment.
There is a great article from Dennis Yu going over this concept in detail here, if you want more information.
MAA is channel-independent, and we believe that everyone, especially those in online marketing, can benefit tremendously from using it.
We use this tactic with clients both in reports, as well as in simple email updates to keep everyone in the loop (most importantly the client).
We start by picking the most important metrics (usually those that are especially good or bad; e.g. a high CTR, a low CPA, etc.). Then, we form a theory about why these numbers are the way they are; we analyze them. This can just be a few sentences.
Maybe the most important step is the final one: action. I usually write “Next steps” and then a list of bullet points showing what I am going to do or asking the client to provide information.
This simple and fast communication style with frequent light touches helps us be efficient, effective, and keep everyone in the loop.
Here is an example of what MAA could look like in an email (analysis and action is gone over in the last paragraph):
What other techniques have you used to boost your project efficiency?
About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.