Digital Analytics. Presented By : Todd Paton

Transcription

1 Digital Analytics Presented By : Todd Paton

2 IF YOU CAN T MEASURE IT, YOU CAN T IMPROVE IT

3 Business is Changing The 3 Trends that are driving change for every Business: Internet - Makes Information and media available at the click of a button Mobile Devices - Connects everyone 24X7 Cloud Computing - Provides a cheap way to process data

4 The Definition of Digital Analytics Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline). - Avinash Kaushik Digital Marketing Expert

5 Dissect the Definition Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customersand potential customers have which translates to your desired outcomes (both online and offline). - Avinash Kaushik Digital Marketing Expert

6 Old Way - Purchase Funnel

7 New Way Consumer has so much more control now. They can start their purchase journey at any point along their decision path. A marketer s job is to figure out how to tap into this new dynamic and anticipate where the customer will appear and what messages they need to hear. This can only be Achieved if you are focused on Analyzing the Customer.

8 Qualitative And Quantitative Data Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline). - Avinash Kaushik Digital Marketing Expert

9 Quantitative Data - Traditional Web Analytics Size of Your Online Audience Location of Your Online Audience Performance of Your Online Marketing What People Do When They Visit Your Website

10 Qualitative Data tells us WHY i.e Survey Qualitative Data - tells us WHY

11 Outcomes Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline). - Avinash Kaushik

12 For Your Associations, you have 5 Main Outcomes Business Objective E-commerce Lead Generation Content Publishing Online Info/support Branding Measureable Outcome Sell Tickets or Memberships Collect user information for sales teams to connect with potential leads Encourage engagement and frequent visitation Help customers find information they need Build Loyalty

13 Example of Lead Generation There are key actions on any website that tie back to an organization s objectives. The actions can indicate if an objective has been met.

14 Continual Improvement Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvementof the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline). - Avinash Kaushik

15 The Process of Continual Improvement Measure Improve Report Test Analyze

16 Recap of key terms in the definition Customers - Old way vs. New Way (no more purchase funnel) Quantitative Data - Quantitative data are measures of values or counts and are expressed as numbers. Qualitative Data - Qualitative data explains WHY - i.e. Survey Outcomes - something that happens as a result of an activity or process Continual Improvement - continuous improvement process is an ongoing effort to improve products, services, or processes. These efforts can seek "incremental" improvement over time or "breakthrough" improvement all at once.

17 Analyzing Data In any analytics tool, you will find 2 types of Data Dimensions - activities that users engage in before purchasing. I.e newsletter sign up Metrics - a sale on a website. I.e. paying for a class on your website

18 Dimension Examples

19 Metrics Examples

20 2 Important Metrics Time Metrics Bounce Rate

21 For each user that comes to your site, Google recognizes two dimensions - source and medium Source - i.e. Google Medium - i.e Organic

22 Google Analytics recognizes 3 Medium Sources without ANY customization Organic (unpaid search results) Referral Direct

23 Analyzing Data Segmentation - allows you to isolate and analyze subsets of your data.

24 Segment by Traffic Sources Report This lets you understand which sources bring you the most traffic

25 Segment by Date

26 Segment Data By Device

27 Segment By Customer Characteristics

28 Segment Data By Marketing Channel

29 Segment By Geography

30 Recap - Analyzing Data Dimensions - Dimensions are attributes of your data. For example, the dimension City indicates the city, for example, "Paris" or "New York", from which a session originates. The dimension Page indicates the URL of a page that is viewed. Metrics - Metrics are quantitative measurements. The metric Sessions is the total number of sessions. The metric Pages/Session is the average number of pages viewed per session. Segmentation - Market segmentation is a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries that have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them. Bounce Rate - The percentage of visitors to a particular website who navigate away from the site after viewing only one page.

31 Micro and Macro Conversions Macro Conversions - a purchase is made online - for your industry it might be a new realtor signed up for a class at your association. Micro Conversions - a purchase is not made yet but the maybe they signed up for a discount to the class. NOTE: it is important to measure both micro and macro conversions so you are equipped with more behavioral data to make effective decisions.

32 Attribution - Is Assigning Credit For a Conversion Last Click Attribution - most common - all value is assigned to the last click

33 Attribution - Is Assigning Credit For a Conversion The whole point of attribution is to better understand the value of each marketing channel and how multiple channels work together to drive conversions. You can then use this knowledge to build a better ROI.

34 Attribution - Is Assigning Credit For a Conversion Attribution is a lot like scoring points in a basketball game - some ads assist and other score

35 Recap - Definitions of Conversions Micro Conversions - A micro conversion is a small step on the path of a visitor towards your primary conversion goal (macro conversion). Macro Conversions - A sale from your website. Attribution - The point of attribution is to better understand the value of each marketing channel and how multiple channels work together to drive conversions. You can then use this knowledge to build a better ROI.

36 Setting Up Filters

37 Setting Up Filters Exclude Data Include Data Change Data

38 Context - Is My Performance Good or Bad?

39 2 Ways to Set Context Internally: Your own historical performance Externally: Comes from Industry Benchmark Data - i.e. how do you perform vs. other associations Your Company Vs Industry Benchmarks

40 External Context

41 Internal Context

42 Recap - Analyzing Data Context - A context file describes the structure of your search engine and defines its behavior.a simple example. As you build your confidence, you might want to start experimenting with various elements and attributes. You can play with the settings in the Control Panel, and then view the generated XML version in the Advanced tab. Filters - Filters allow you to limit and modify the data that is included in a view. For example, you can use filters to exclude traffic from particular IP addresses, focus on a specific subdomain or directory, or convert dynamic page URLs into readable text strings. Goal Value - Using values for goals lets you focus on the highest value conversions, such as transactions with a minimum purchase amount. When a visitor to your site or user of your app performs an action defined as a goal, Analytics records that as a conversion. Goal - Goals is a fundamental component of any digital analytics measurement plan. Having properly configured goals allows Analytics to provide you with critical information, such as the number of conversions and the conversion rate for your site or app.

43 Audience Reports Information About: Geography of Users Mobile Devices

44 Acquisition Reports (Traffic Sources) Information About: How much traffic Time on site Pages viewed Bounce Rate Conversions

45 Behavior Reports (Content Reports) Information About: Site Content - enter/exit Site Speed - performance Site Search - what is entered What s happening on your website And what people do.

46 What About Tracking Your Other Campaigns?

47 Link Tagging Link Tagging - you need to add campaign tags to URL Builder

48 Reports and Link Tagging Audience Report - The Audience reports provide insight into characteristics of your users. Acquisition Report - It contains data on how a site acquires customers, whether through ecommerce, lead generation, or fund raising efforts Behavior Report- The Behavior Flow report visualizes the path users traveled from one page or Event to the next Link Tagging - A custom campaign in any ad campaign not using the AdWords auto-tagging feature. When users click one of the custom links, the unique parameters are sent

49 Sample Measurement Plan Objective - To help Realtors be the first people to learn current market trends and equip them with the latest technology. Strategy and Tactic - Sell Tickets to workshops at our association KPI s - How much revenue did we generate? Segments - New vs. Returning, Marketing Channel (PPC, SEO, ), Geography Targets - Numerical values that you have pre-determined as indicators success or failure

50 Create a Measurement Plan Define your Business Objectives Identify Strategies and Tactics Choose KPI s Choose Segments Choose Targets

51 Thank You