Thanks for such a great post. We're beginning to implement this framework in earnest in our agency right now. For a long time, we struggled with really trying to measure the value of things we did beyond just conversions. So far, we've received a positive response from clients as well as from our own internal teams. It has fundamentally changed the way we do our marketing and especially our reporting. I actually talked about making the switch on our blog here: See — people who want a house Think- people who want a NEW house Do — people ready to buy a new house. Thank you for your continuing efforts in producing such useful content for us all to benefit from.
Everyone who likes to live in a safe and comfortable home, and has money to spend. Everyone who likes to live in a safe and comfortable home and has money to spend, and is currently thinking of moving to a different home. You want See to be the "biggest possible addressable market. Thanks man for this delightful Article, all of your article's are long,structured and detailed. I really appreciated that.
Anyways, there is so much to talk about in this article! I should also note the caveat that I am a novice at some of this stuff compared to some of the commenters here. In any case, you wrote:. In your wonderful post about Long-tail keywords and in some of your other posts as well, I believe , you recommend at least this is what I took away that SEO could well focus on the head keywords with strong PPC efforts being given to the many thousands of long tail keywords. Of course, not that SEO should only focus on those, but mainly as that greatly simplifies things.
Based on what you wrote above RE: Can you please clarify? First… we will normally have a very small number of keywords that bring us a ton of traffic. Around of our top keywords. We should obsess about these like crazy, do everything we can to make sure we retain the traffic and do whatever we can to grow it. This is the head. Second… there is an incredible opportunity out there of hundreds to thousands to a few million key words usually key phrases that individually bring us small number of visits but when you count up the variations it is a gigantic pool of traffic.
These are category key words. This is your tail. Obsess about your head usually in the Do bucket and obsess about your tail think and see. That is how to win big with search, that is how to win completely with search. To which point, your model might be missing out on the "brand love" dimension feel and focusing just on rational concerns.
It might be read that way, anyway. Also, what about post-purchase? In models I have been involved in, we have added "use" for usage and the opportunity for loyalty building and "share" pertaining to building advocacy and recommendation. But "brand love" is all See, and a part of Think. None of those people are ready to buy in fact for See they might not buy for a while so what you want is "brand love". I'm toying with different words for the last stage.
In this post I use Coddle. I'm playing with Care and Love. Let's see which one survives. Regardless of the name, it is people who've done business with you twice of more. I am a big fan of Mod Cloth, and I just noticed something new they are doing. They are making quick videos of some of the clothes, so you can see them in motion on a real person. Then at the end you can share the vid with a friend. Hi Avinash — thanks for this. We've been struggling to reduce bounce rates on our homepage for awhile and have recently taken up the See-Think-Do framework and turned the idea into a new grid design that will fulfill the customer needs this way.
I highly agree with Mr. I could give you an idea of how this works in retail much as he did. I could also tell you how I intend to use it in my upcoming senior project. However, the best way to show how this works is in another social medium, the idea of converting someone to the Church of Jesus-Christ of Latter Day Saints. It certainly would not work. Investigators see our missionaries about, there is ample information on church websites, youtube, and much more media.
Even with these new social outlets, the church is wise enough to know that all of these cannot replace what is truly necessary for the next stage. This would be the true investigators of the church. At this point, they may have visited the church, looking at scriptures a bit, asking questions, and many other non-committed avenues of investigation.
The functions that parallel into this idea are the social functions of the church such as the pot-luck dinners, firesides, cookout, and hopefully non-violent ward basketball games. Missionaries may ask if the investigator is ready to be converted. Maybe, even the investigator themselves will ask for the spiritual dip. For a new church member to have a strong foundation, all three of these steps must be acquired. The same should go for any strategy pertaining to gaining a new customer base, and keeping it.
I have to admit I'd not thought of an application of See-Think-Do for missionary work, but you have opened my eyes! Totally agree with your Do description, definitely will be less effective for exactly the same reasons as might apply for an ecommerce website or branding effort online. The Church of Jesus-Christ of Latter Day Saints does a pretty good job of having a Think and Do strategy online, and they also do a great job of the Care Coddle stage via their offline strategy provide community support, events, church engagements etc.
Remember, there is no "commercial intent" in the See stage. So people are not yet thinking about the LDS or religious needs or feel they don't have any. What can the LDS do to reach this largest addressable qualified audience? I think there are opportunities here. Thank you immensely Avinash … for your digital marketing thought leadership and contributing the See — Think — Do framework. I presented the framework to a client yesterday and they marveled at the simplicity of it and thought I was a genius. I gave all the credit to you. I look forward to reading more of your writings.
There is a typo that I want to bring to your attention. You mistakenly typed "See — Think — To" framework. Just do a find search on the page for See — Think — To and you'll find it. It is not a trivial question, but I don't have a serious answer. I think people tend to get too caught up in B2C and B2B and all that. So I was making a tiny bit of fun by saying B2Q. I meant to imply "it would be any type of business. Should the line "Ad creative, targeting, and purpose judged against the job they are supposed to do.
Hi Avinash, is it ok if i translate this article to portuguese? I'll link to the original source, for sure. I'm trying to apply this framework to on-site user experience optimization practices in an attempt to try to bucket users based on their intent and customize testing opportunities from that. I'm envisioning the Think group as those who engage with a Homepage, Category, Search; and the Do group being those that actually viewing Product Pages, Cart, and potentially Checkout. There are many different ways in which you can discern the intent of the visitors.
It could be from the keywords they used to get to your site, or other types of ads, or the pages they are viewing on the site, etc. With that in mind, you can certainly consider using category pages, recommendation engines, product selectors and other such content as aligning more closely to Think intent. On the outcome side people who sign up for email campaigns, watch certain videos, download various things on your site are all also illustrative of Think intent. You can certainly optimize them to see how you can do better in delivering against that customer intent.
The market changes quickly, and those who do not know how to play the game the right way will see your business break, that's a fact. What if you could find an ideal marketing medium that would allow him to engage your customer and satisfy their information needs at each stage of the purchase process? If this sounds like something beneficial to you, then Social Media has become only the market more valuable to our business. I came across the article from search engine land kudos on being mentioned in this article: In my role, I'm responsible for both initial client-whispering as well as ongoing liaisoning between my marketing agency teams and our clients.
It is my job to make sure the client understands the digital marketing proposals we deliver. And it's helpful when they clearly get the benefits of each piece. To a business person who clearly knows their objectives and goals — this framework allows for metrics and analytics to be delivered and consumed IN CONTEXT with what the different tactics we are using were designed to do in the first place. With a greater understanding, the business folk can make much more intelligent decisions on how to evolve their marketing choices for ever improving results. We're about to implement the framework in my department.
I'm hoping you can answer two questions for me:. Is there a target ratio for size of the STD audiences? Or is audience size irrelevant as long as performance rates are good? We place ads and write sponsored content in some industry e-newsletters. How can we determine if these ads or articles should be tailored for a See, Think, or Do audience?
Since we don't own these platforms, we can't segment the audience or run multiple campaigns. Each send list sees one of our ads, once a month. FWIW, we do use custom campaign links, so we can at least track the behavior of those who click through. Thank you for your help. I've read both STD articles multiple times over the past few years I even have one of the STD charts hanging on my cube wall , and I'm so excited to finally put the framework into practice. At the very core of S-T-D-C is the magical word: Hence, we identify and engage with as much intent as is out there.
Intent identified by our audience's behavior. Our execution strategy is to maximize whatever is out there. You are doing the right thing, tracking the clicks will help you understand if the content is resonating. Hence, experiment with content that solves for different clusters of intent to identify what works best. When doing these e-newsletters, I also spend time with the source industry association in your case to try and understand who they think is in the audience and what all the other content is in the newsletter.
That helps me ensure my content ad in your case is aligned with audience's intent. I noticed that the link at the bottom of this page under "update" doesn't lead to the right page. Everything is important and the way you describe it in the article is quite understandable: I have watched advertising online improve for over a decade. Consumers from other parts of the world can contact businesses, allowing brands to expand their presence internationally.
It's also easy for business content to get lost online. With everyone using the internet, your services for relevant customers can go unseen. I come from the startup world. Acquisition, Activation, Retention, Referral, Revenue. Do they depend on the type of product? The way I see it, they are not separated by intent but by the company's intent not the customer! See-Think-Do-Care is a strategic business framework. It encompass the highest level thinking thinking on three of the most critical elements — Content, Marketing, Measurement.
Included in the Content bit are elements of org structure, employee skills and business priorities. Pirate Metrics is a wonderful recommendation for the tactical metrics that will help you diagnose success of your sales efforts. Excellent article on content and marketing, it is the most eye-opening that I have read in a long time. In my experience it will take a lot to get the old school marketers to pivot to intent as they are rooted to what they have always done. Technology is driving changes that might cause change to be inevitable. I would be interested to hear how you employ the two frameworks or if one is preferable to the other?
I'd answered it here: Excellent article that is rich in content and provides an innovative strategy for every type of business. What I loved the most was your intrinsic desire to teach people who to think. Most authors prescribe a specific solution which only applies in a narrow area. Teaching people to think allows them to go create numerous specific solutions. Think- Analyzing the needs and demands. Creating a strategy to meet the demands.
Like studying how you can make or sell clothes. Implementation and actual application of what is being think about. Like you start making clothes or selling clothes. For the See intent cluster, I suggest focusing on just the first part: Remember, there is no commercial intent in See. That means, you can't "pimp.
Write what people like to read and not what you love to write. Perfect, and unequivocally right. A conjunction of all of the content marketing, RCS and inbound philosophies into an elegant model. However, it's just unachievable.
Real companies are almost invariably too incapable, dull, culturally stagnant or simply inept to even aspire to this kind of thinking, and in lieu of this are exclusively interested in short-cuts, marketing hacks and quick wins — and of course, the career amplification of the individuals who ride the short-lived waves of success that these tactics deliver. As luck would have it, Avinash Kaushik published a post early this morning discussing a framework for content, which he refers to as See-Think-Do. See-Think-Do segments possible customer behaviors and content offerings into three categories which I will apply to our smartwatch example: The pictures represent each stage of a framework very easily.
Get right into this post to peer into an interesting framework for marketing. And, this is kinda the endpoint of your content marketing — the measurement end. See, think, and do are the three most valuable stages in your business framework, allowing you to put customers first and still meet your strategic objectives.
A Content, Marketing, Measurement Business Framework by Avinash is the long form version of his session at MozCon, and it is something every marketer should read, understand and apply. A frame work that will change the way you think about your business in four parts: The framework connects all the ideas of marketing in a simple and beautiful way.
It also allows them to provide their feedback for additional KPIs they'd like to track. From this conversation you can gauge whether you need to spend some more time on education and buy-in. Keep in mind that not everything is easily measured. And not everything is going to be measured in Google Analytics.
Be creative with how you can prove the value of your efforts. Avinash has some great posts to get you thinking in this direction. I think they are different because they work on the following two levels. They are clear about their understanding of who they are looking at reaching out to , or what phase of the see- think — do stage there at.
More importantly they understand the whole emotional tumult that s associated with a disease not just for the patient but also his care givers, friends and family. It is hard to know how branding influences work, but it is possible to understand quite well which sources led people to the website in different stages of the acquisition process. You need to spend more time thinking about the Think and See consideration stages.
The problem is how do you deliver the right content, at the right time, to the right audience? If that sounds like something beneficial to you, then Social Media just became the most valuable marketplace for your business. Try to develop goals that relate to audiences who may not yet be ready to convert, those that are just starting to engage with you and those who you are still building a relationship with.
Avinash Kaushik, a thought leader in the field of web analytics, has a great framework that encapsulates these audiences: The widest audience Sees your content, those who are further down the funnel Think about and engage with it and eventually ideally convert Do. By looking at the value of all goals and purchases that included views of your target content, you can get a picture of the return from your writing efforts.
Kaushik again has an excellent summary of this process, if you need greater detail. Analysis can be baked in to the data by structuring or superimposing a structure on big or small data. At its simplest, data points are mapped to a category, like time exploring and happiness to an engagement metric. And then read it. With this new tool, advertisers will understand whether their campaign was seen by the right people, what they thought and what they did.
Nel classico modello delle 3 fasi, poi ribattezzato See-Think-Do vedi anche questo articolo di Kaushik , appare chiaro che i social eccellono nella fase di See, sono discreti nella fase Think ma sono totalmente deficitari nella fase Do. Once we have that product or service and yes, that could be an e-commerce solution, a game, an app, social media initiatives, a website, etc… and a framework for it, it becomes a question of communications. He had a fresh take on marketing and I was immediately intrigued. I think you will be, too get more details here.
The first thing I noticed was he had added utm parameters ofc he did: D but on closer look it was tagged?
These 2 fine gentlemen were discussing a blog post entitled See-Think-Do, where Avinash proposes a framework for walking the customer centricity game while acknowledging my death by KPIs anxieties. Although the tactical approach is effective for driving direct response goals, which are much easier to report on, it sacrifices major audience segments in different stages of the Buyer Journey.
Avinash Kaushik puts it this way in his article See, Think and Do: Yes, stop reading this blog post and spend an hour or so reading what Avinash has to say. What Avinash has done so well and yes, his post is over a year old is this: Implement the See — Think — Do — Care model into your marketing thinking. Understand intentions of your prospects, throw away demographics and look at commercial intent. Es muy triste pensar que un medio que permite llevar a cabo tantas cosas de manera tan nueva colaborar, compartir, vender, fidelizar, interactuar, conectar, escuchar, etc. Random Users Generator von designskilz […].
Perhaps not surprisingly there was a strong focus on mobile and its relevance to search. In smart phone search overtook desktop for the first time on Xmas day. In we reached a true tipping point and now more people use a mobile device to look for information online. If that is not defined properly, you will never be able to create good content.
Are you creating content to sell a product? Or is the page about giving information about a product? Or is it something in between? Avinash Kaushik very well defines this very well in one of his articles. I will summarize it here for you. For a more comprehensive read on the topic, I recommend this article by Avinash Kaushik, colleague at Google and great thinker on digital. The core idea of a framework is to tie together measures across the organization, while remaining flexible enough to accommodate new metrics as goals change and new ideas take hold.
Rekomenduoju pasiskaityti kelis variantus ir pasilyginti. You have to first see. This means to learn how to analyze data, develop insights, understand what happened and why. This is the essence of strategy. Depending on where the user is in their relationship with you, they might prefer to just browse your site. Loads of articles and presentations talk about it, I am sure there will come some e-books or something like that.
In this presentation you can see an example of Facebook ads campaign built on this framework. The people who visit a site fall into three predictable streams: Therefore I wanted to share my current best thinking. As always, I launch and iterate, but from where I stand today I believe this makes sense.
He notes that websites that have heavy calls to action for purchase and metrics focused on conversion are missing out on winning potential customer share of mind at the see and think stage. It can be engaging and entertaining, but should not have a call to action. Remember that graphic from Think with Google?
However, there are some things you should do to improve conversions through organic search. A Content, Marketing, Measurement Business Framework, a framework that categorizes users into different consideration stages based on intent. The framework is all about measuring content marketing activities. The idea here is to categorize users into multiple stages based on their intent.
Understanding the intentions of your website visitors is the key to cracking the conversion-rate code. Not all customers are here to buy. Una muy buena forma de trabajar: See, Think, Do, Care. Next, you need to identify touchpoints. These are the places where you will find people interesting for the website. Keep in mind that these people will be in different stages of buying process. These touchpoints can be both, online and offline. Some of these touchpoints may not even exist before you intentionally create them. Webanalytics autoriteit Avinash Kaushik heeft dit raamwerk bedacht en uitgewerkt.
In deze blog laat ik je zien hoe je doelen kunt instellen voor iedere conversie stap. Daarnaast zal ik laten zien hoe je de impact van deze doelen op de conversie kunt bepalen. Because it is customer-centric and aligns well with the Iterative Marketing methodology, we refer to it often. Notice, the marketing focus changes as consumers move down the marketing funnel, which means you need activities that fit each of these tactics.
But how exactly do these categories of search intent impact conversions?
See-Think-Do: A Content, Marketing, Measurement Business Framework
Our chat participants shared their opinions and advice on how to craft your CRO strategy accordingly. Rather than having them bounce off my site and lose them forever, it would be better to capture their contact information and nurture my relationship with them until they are ready to purchase. Avinash Kaushik created a framework around this idea called See-Think-Do.
The idea is that prospective customers are in one of three phases: He highlights in his writing on content marketing frameworks how crazy it is to focus on just the bottom of the funnel. To map that funnel, I use a framework that was created by Avinash Kaushik. Bigger foreign players just like Amazon or Zalando are entering the Czech market soon and there is also a pressure of local competition and higher advertising prices. A customer aftercare service will be soon a key to success.
Simply put, your goals should answer the questions: The truth is, no matter who you work with, an agency will succeed only with clear instructions on what they should do. Se on yksi tapa kuvata perinteinen ostosuppilo, eli asiakkuuden eri vaiheet.
The latter must answer all questions about your product and describe and show the product in the best, most comprehensive way possible. In the calendar there are two types of content marketing to keep in mind: Customer journey stages were based on the way our users engaged with the company website: July 22, Filed Under: July 22, at Hey Avinash, Been reading your blog fervently over the past few months or so after getting a job in Marketing You've coddled me, for sure.
Thanks again Avinash, Ben. Will add more comments with more such example metrics as I implement this. Definitely think a metric pool would be useful! I'll make sure to add my examples as I get on with constructing the model too. September 21, at Looking forward to reading more of your blog, Avinash! Beautiful post yet again, Avinash. I am going to have to read it again, this time with a notepad by the side: When are you going to finally write a normal piece? All hail, The King! Thank you, Avinash, for putting pen to paper: More power to you! Excellent article as usual Avinash!
Thank you so much for sharing your feedback. November 14, at July 23, at This is awesome Avinash, thanks a million! Hi Avinash, Amazing — such a useful framework for a lot of marketers out there. Yip, all good stuff Avinash, I'm a big fan of your Blog posts — keep up the good work. July 24, at Avinash — this is a great post that really recaps the current digital landscape very well! Thanks for taking the time to put this together. July 25, at This truly creates a beautiful map to work with. You'll have to adapt it a little bit. July 26, at Who Knew it could all be made so Simple!
July 27, at Hi Avinash, Brilliant as usual! You definitely know how to coddle your readers! From my experience, I think that there could be the following bottlenecks in engaging users at each of these stages: We do PPC ads for keywords like: July 29, at Thanks Avinash for a simple, but strong message. Great idea to break this process into steps. July 30, at Elegant framework and, as always, practical. July 31, at Hi Avinash, Love the ideas and analysis you give here, adding a 'Coddle' step is a stroke of genius.
Can someone direct me to a resource on what these metrics are and how to collect them? Conversation, Amplification, Applause, Economic Value Increase in brand awareness can be many different things, but I discuss various ways to measure it in this post: August 1, at What a fabulous piece of thinking. August 5, at A long post I must say and so much info that I came back twice to finish it till the end.
This post has some resemblance with the attribution model but definitely a food for thought. Thanks for the post! For me, the takeaway was: As always, great post. August 6, at Thank you Anvinsh, This article has highlighted my key issues that was being overlooked by my team. Thank you very much! August 8, at Im certainly going to share it with my network! August 11, at I'm glad you found the framework to be of value. If we execute well in the Do, the "feel" will be strong in the Coddle stage.
Thanks for sharing the video, it was quite informative. August 12, at I appreciate the feedback, thank you. Quick thoughts on the three…. It was really great to read your post and think about these complicated challenges. August 19, at Dear Avinash, thanks a lot for your comments on my feedback. It helped me a lot to get another perspective on your framework.
Now it's even better! August 13, at This will help me for sure. Nice to read your posts. August 14, at August 16, at August 17, at August 21, at Thank you so much for this Avinash. Selfishly, your post came at the perfect time! I'll send you my presentation; if I think I've done your framework justice! Thanks again, so much, for putting your thoughts out there…. August 25, at Thanks, Avinash, for the great read! August 26, at Wow, Really great framework, or should I say new way of thinking.
August 27, at I completely agree with your recommendations. You have some great ideas about budgeting for your marketing campaign. I love how you put images in your posts, it really helps me understand the content. September 3, at I haven't read all comments to check if someone has pointed this out already. In the last part, about coddling, the illustrations says "Customers who bought from us more than twice" but the text says "…more than once" which I believe is what it should be Great piece, as always!
September 4, at September 8, at Just caught your interview with MitchJoel, Avinash. Always a total pleasure. September 12, at September 15, at Great stuff, good food for thought! September 27, at Wonderfully crafted message, Avinash. I love how you simplify things. I did love the content, marketing and measurement approach to dig into each stage of the funnel. I'm glad you found the post to be of value! November 4, at Hi Avinash, I read this post with interest, and I find that it is a very good piece to structure thinking around marketing campaigns.
“How do I know what I think until I see what I say?”
November 21, at Well, that's a very helpful article. December 5, at Hey Avinash, Thanks for such a great post. December 9, at Lovely post that I came across when reading your Two Ladders post. I work in the real estate industry and struggling to apply this framework. Would the following be correct when focusing on selling new houses: See — people who want a house Think- people who want a NEW house Do — people ready to buy a new house Or is that too generic?
December 10, at A little bit different. Rent or Own Do: Does that help clarify? December 11, at February 7, at February 25, at Hi Avinash, I've been reading your blog with gusto for the last month or so, simply fantastic. In any case, you wrote: February 27, at I'm sorry this was a little confusing. Let me break it into two pieces. February 28, at March 13, at March 15, at I'm afraid I don't know the Hall model.
I hope this helps. April 7, at We are looking to apply this to other part of the website shortly. September 23, at See Think do and the Latter-Day Saint view. September 26, at October 17, at Best regards, Anthony P. January 14, at As always This might be a trivial question. But could you please tell me as to what B2Q is?
I wasn't able to find it online. January 15, at February 11, at Thanks for the v. In return a copy editor's query! Avinash, Great stuff as usual. Would you agree with that? And would you put the See group anywhere on-site? September 14, at My sincerest apologies for the delay in replying. September 10, at January 24, at February 2, at February 17, at Hey Avinash Kaushik, Thanks a lot for all of the work you put into this article.
D J Wilko says: February 29, at I just read it and this is a total amazing post. April 5, at I've come to the party a little late but wanted to add my perspective anyway.
Visible Thinking
This framework presents an excellent structure for presenting metrics and reports to clients! September 20, at I'm hoping you can answer two questions for me: If it matters, we're a B2B software company with a very niche market. Here are the answers: Thank you so much for the response! This will be extremely helpful to my team. November 10, at Hey Avinash, I noticed that the link at the bottom of this page under "update" doesn't lead to the right page.
I hope this helps! December 23, at June 5, at Would love to read your thoughts on this. June 7, at June 24, at July 17, at Thank you for the love and passion you infuse into your writing. July 20, at August 4, at September 5, at Very nicely explained core marketing strategy to raise traffic. Nice reading your long but quality post. I have my own interpretation of See-Think-Do.
See — For seeing the needs. The demands like clothes. Anyway thanks for the ideas and information. Thanks for sharing your intent-clusters. October 4, at Actually i am digital marketer also working on content marketing. Yes it's important to create and post unique content. July 22, says: July 26, — UpCity says: July 28, at A Content Marketing Framework: Issue 4 - Things that don't scale, Long slow ramp of death and Raising prices. August 15, at Top tip from Google: Social Media Goal Chart — Tool - rbgiuliani.
August 20, at Here's How to Fix it August 28, at Some considerations regarding data-driven design As I learn September 9, at October 18, at October 30, at November 12, at November 18, at December 2, at December 3, at January 3, at January 31, at Does brand measurement need to be fixed?
February 24, at March 3, at What's your content marketing plan look like? March 7, at March 11, at March 21, at March 25, at April 1, at Email marketing, vincente nella conversione says: April 8, at April 9, at Best Blog Posts of njdrmtrade. April 23, at April 24, at How to develop a content marketing strategy - Ludis Media says: Demand Success Conference Recap Demand14 says: June 12, at June 21, at June 27, at July 3, at July 6, at The Plague of Tactical vs.
Strategic Thinking in SEO says: September 1, at September 2, at Display Happy D says: October 8, at Enter the Dragon says: November 1, at November 3, at November 5, at November 8, at November 20, at Denise 2, books view quotes. Apr 11, Betelgeuse books view quotes. Apr 10, Devlal 52 books view quotes. Apr 05, J books view quotes. Mar 29, Gordon books view quotes. Mar 28, Mindy 68 books view quotes. Mar 26, Anas 83 books view quotes. Feb 19, Bri Joy books view quotes.
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What KPIs are relevant?
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