Analytics for Marketers
Alberto Cantor | Product Strategist at RBM
acantor@redbricksmedia.com
@albcantor
Brief Introduction

is an agile content strategy agency with deep vertical
expertise in SEO & social
About me: I’ve been i...
Questions:

How many of you use analytics everyday?
Are you a beginner, mid, or analytics pro?
Are you involved in reporti...
Agenda

•
•
•
•
•

Analytics intro
How to start
Common digital strategies
Setting up analytics
Using analytics for marketi...
Starting with analytics
How important are analytics?

They are very very very very very very important
Who do You Need to Measure Analytics Successfully?

1. Someone who understands the business
objectives and strategies
2. S...
How do you start?
Define measurement plan

Implement

Measure and refine

Document tech infrastructure

Create an implemen...
Common digital strategies
Ecommerce

sell products / services

Lead Gen

collect leads

Content

engagement and frequency
...
Always start by:
1. Defining the business objectives
2. Identifying strategies and tactics to support
business objectives
...
You created your
measurement plan… now it’s
time to set up your analytics
Dimensions Vs. Metrics

Qualitative

Quantitative
Actions
Vs.

Events
Time
Metrics
and

Bounce
Rate
Properties
and
Custom Reports
Main Differences:
1. You can examine historical

Filters

and
Segments

1. You can see and compare
multiple advanced segme...
Goals!
1.
2.
3.
4.

Destination goal
Event goal
Pages per visit
Time on site
Ecommerce Tracking
Using Analytics for Marketing
Purposes
Audience
Acquisition
Adwords
Social
Behavior
Funnels - Visitor Path
Conversions
Multi Channel Funnels
MCF - Top Conversion Paths
MCF - Time Lag
MCF - Path Length
Attribution
Attribution
Recap

•
•
•
•
•
•
•
•

Analytical profile
Preparing for analytics
Common digital strategies
Setting up your analytics
Aud...
Questions
Upcoming SlideShare
Loading in …5
×

Analytics for marketers

462
-1

Published on

Overview of Google Analytics and the main tabs and functionalities marketers will use most

Published in: Technology, Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
462
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
24
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Analytics for marketers

  1. 1. Analytics for Marketers Alberto Cantor | Product Strategist at RBM acantor@redbricksmedia.com @albcantor
  2. 2. Brief Introduction is an agile content strategy agency with deep vertical expertise in SEO & social About me: I’ve been involved with analytics for over four years, using a great variety of tools such as GA, Sitecatalyst, Optimizely, Brightedge, etc.
  3. 3. Questions: How many of you use analytics everyday? Are you a beginner, mid, or analytics pro? Are you involved in reporting?
  4. 4. Agenda • • • • • Analytics intro How to start Common digital strategies Setting up analytics Using analytics for marketing o Focus on multi channel funnels and attribution
  5. 5. Starting with analytics
  6. 6. How important are analytics? They are very very very very very very important
  7. 7. Who do You Need to Measure Analytics Successfully? 1. Someone who understands the business objectives and strategies 2. Someone who understand analytics (or is not afraid of them) 3. Someone with “technical” skills
  8. 8. How do you start? Define measurement plan Implement Measure and refine Document tech infrastructure Create an implementation plan
  9. 9. Common digital strategies Ecommerce sell products / services Lead Gen collect leads Content engagement and frequency Online Info help customers Branding awareness, loyalty
  10. 10. Always start by: 1. Defining the business objectives 2. Identifying strategies and tactics to support business objectives 3. Choosing your KPIs 4. Choosing segments 5. Choosing targets
  11. 11. You created your measurement plan… now it’s time to set up your analytics
  12. 12. Dimensions Vs. Metrics Qualitative Quantitative
  13. 13. Actions Vs. Events
  14. 14. Time Metrics and Bounce Rate
  15. 15. Properties and Custom Reports
  16. 16. Main Differences: 1. You can examine historical Filters and Segments 1. You can see and compare multiple advanced segments side by side in reports 1. A filtered view is usually the best choice if you want to always exclude a certain kind of traffic from your analysis 1. If you want to limit some users' access to only a subset of data, you should set up filtered views for this instead of using advanced segments.
  17. 17. Goals! 1. 2. 3. 4. Destination goal Event goal Pages per visit Time on site
  18. 18. Ecommerce Tracking
  19. 19. Using Analytics for Marketing Purposes
  20. 20. Audience
  21. 21. Acquisition
  22. 22. Adwords
  23. 23. Social
  24. 24. Behavior
  25. 25. Funnels - Visitor Path
  26. 26. Conversions
  27. 27. Multi Channel Funnels
  28. 28. MCF - Top Conversion Paths
  29. 29. MCF - Time Lag
  30. 30. MCF - Path Length
  31. 31. Attribution
  32. 32. Attribution
  33. 33. Recap • • • • • • • • Analytical profile Preparing for analytics Common digital strategies Setting up your analytics Audience Acquisition Behavior Conversions o Multi channel funnels
  34. 34. Questions
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×