Measurement and Analytics. Melissa Rekos Vice President, Digital Services Carnegie Communications

Size: px

Start display at page:

Download "Measurement and Analytics. Melissa Rekos Vice President, Digital Services Carnegie Communications"

Penelope Sparks
6 years ago
Views:

1 Employing Measurement to Campaigns Melissa Rekos Vice President, Digital Services Carnegie Communications

2 Mr. John Wanamaker (July 11, 1838 December 12, 1922) A United States merchant, religious leader, civic and political figure, considered by some to be the father of modern advertising and a pioneer in marketing. His son, Rodman, is credited with founding the Professional Golfers Association of America. Half of the money I spend on advertising is wasted; Half of the money I spend on advertising is wasted; the trouble is I don t know which half.

3 Setting up to measure success 1. Determine goals 2. Align expectations with the strategies 3. Use measurement tools (like Google Analytics) 4. Use data, not just I think 5. Remember, it s the team - not just the scoring player 6. That which can be measured can be improved

4 Branding & Awareness vs. Engagement & Enrollment Challenges: Challenges: No direct response Difficult to measure No benchmarks for new market penetration Need to identify action(s) to measure Non compliant prospectsp Sales Cycle lag

5 1. Determine Goals

in use Increases in new visitor traffic Organic search traffic Geography

traffic Changes in time on site, pages per visit, and Bounce rates on key pages

6 Branding & Awareness vs. Engagement & Enrollment Metrics: Metrics: Brand name Search Identify keywords in use Increases in new visitor traffic Organic search traffic Geography Facebook likes Increases in traffic to key pages Increases in return visitor traffic Changes in time on site, pages per visit, and Bounce rates on key pages Increases in event completions (video views, inquiry forms, information session registrations, open house sign ups, etc.) Organic search traffic

7 2. Align Expectations With Strategies

8 Different strategies create impact in different ways. It s important to understand the capabilities and limitations of each. Strategy Search Engine Optimization (SEO) Pay per Click (PPC) Online Display Outreach Point ofpotential impact Visibility, Performance of landing pages Conversions, new visitor traffic New visitor traffic, brand name search, organic search traffic, program / school visibility Retargeting Returning visitor ii traffic, audience engagement (page views, time on site, bounce rate), conversions Social Media Mobile: Mobile landing pages, mobile versions of creative PCU Search mail piece Newspaper ad for information session Likes, Shares, Links and Retweets ; Source traffic from SM Activity and engagement of mobile visitors specifically Lead delivery, new visitor traffic New visitor traffic, organic search traffic New visitor traffic to program page, registrations for session

9 3. Use Measurement Tools (like Google Analytics)

10 Retargeting program: Admissions

11 We can compare the behavior of returning visitors with that of new visitors. What happened here? A Bowl Game

12 W l k t O i We can look at Organic Search Traffic changes

13 Use the Navigation Summary from a page to see what pages your visitors were at before that page and which h pages they went to after that page.

14 4. Use data, not tjust t Ithi think

15 5. Remember, it s the team - not just the scoring player

16 While the conversion is often attributed to the last touch, it took all the other influencers to set up the conversion.

17 Attribute Modeling and Multi Channel Funnels Attribution Modeling Multi-channel Funnel

18 So why look under the hood?

19 That which can be measured can be improved

YOU HAD ME AT HELLO 2/6/18. FANtastic Design Sells FANtastic Houses: How To Create Stand Out Marketing Your Buyers Can t Ignore February 13, 1pm ET

YOU HAD ME AT HELLO 2/6/18. FANtastic Design Sells FANtastic Houses: How To Create Stand Out Marketing Your Buyers Can t Ignore February 13, 1pm ET YOU HAD ME AT HELLO HOW TO ATTRACT YOUR IDEAL LEADS WITH TARGETED DIGITAL MARKETING Featuring Meredith Oliver, MIRM, CSP & Patrick Allmond FANtastic Design Sells FANtastic Houses: How To Create Stand Out