LEARN

FOUR INSIGHTS FROM OUR WEBINAR ON STORIES UNTOLD BY YOUR METRICS

We were honoured to host a webinar on “Stories Untold by Your Metrics” with Alina Morkin from STEM Camp and Agnes Stawicki from OUR KIDS Guide to Camps & Programs.

We discussed how improperly interpreting data can lead to inefficient decisions. Here are the main takeaways from the event:

1. Marketing metrics don't always tell the full story
   Traditional metrics often miss crucial micro-moments in the family decision-making process, including dinner table conversations, word-of-mouth referrals, and shared research content that ultimately leads to registration. When tracking data, focus on understanding the context behind each click rather than just counting them.
   
2. The decision journey is non-linear
   Families don't follow a linear path to registration. They move fluidly between exploration and evaluation phases, simultaneously learning about available options and their own needs. While awareness campaigns are necessary, conversion tools targeting bottom-of-funnel families who recently discovered you will yield better results.
   
3. Different metrics for different stages
   Each stage of the marketing funnel requires specific success metrics. Using registration numbers to measure an awareness campaign's success will lead to disappointment—impressions are more appropriate. Using incorrect metrics for particular stages can result in false conclusions about campaign effectiveness.
   
4. The pre-click journey is just as important as what happens after the click
   A user's journey begins well before the first click. By the time someone clicks, they've already established a relationship with your brand and formed opinions. The click represents a midpoint in their journey, not the beginning. To better understand your story, investigate what users did before reaching your website.

ACT

MEET FAMILIES AT EVERY POINT IN THEIR DECISION JOURNEY BY COMPLETING YOUR PROFILE

Ensure you’re using Our Kids’ twin-powered platform (OurKids.net and Camps.ca) to meet families at every phase and micro-moment in their decision process.

Our user guide to your administration panel covers your priority list, including:

• Basic information
• Programming and sessions
• Brand identity
• Our Kids’ user reviews
• Our Kids’ videos

NEXT STEP: Provide detailed information about your programming for 2025.

• Read our easy guide to providing your camp and programming information.
• Go to your admin panel and start selling the magic!

DISCOVER HOW OUR KIDS MEETS FAMILIES AT ALL POINTS ON THEIR DECISION JOURNEY

• Get found on both OurKids.net and Camps.ca, researched by over 100,000 families monthly
• List in Our Kids Camp and Program Guide for 2025, read by over 300,000 families

Simply reply to this email and let’s get you set up!

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