Marketing & AnalyticsCDG INTERACTIVEJUNE 24, 2009

Welcome Introductions Heidi Strom Moon Director of Marketing Google Analytics Individually Qualified Twitter: @heidimoon http://www.linkedin.com/in/heidistrommoon Lisa King Marketing Strategist Google Analytics Individually Qualified Twitter: @happyfuntime http://www.linkedin.com/in/lisajking

WelcomeCDG Interactive is a full-service digital agency providing interactive strategy, marketing, branding and design. Our clients include Mondial Assistance, GEICO, Merkle, InterExchange, the Muscarelle Museum at the College of William & Mary, the Ms. Foundation, and the American Foundation for the Blind (AFB).

Marketing & Analytics What this talk is about How analytics data can help marketing decisions and strategy What data to look for and how it’s helpful What it isn’t How to set up Google Analytics How to use Google Analytics (OK, just a little)

Marketing & Analytics Analytics can tell Marketing Basic stuff Who’s coming to your site? When? How often? Where are they from? Advanced stuff Is this campaign working, anyway?

Basic Stuff #1: Who is coming to the site? Why is it helpful? Planning future campaigns Creating a baseline for measuring change Where’s the data? Visitors

Basic Stuff #2: When are they coming? Why is it helpful? Day-parting PPC campaigns Understanding consumer motivations Where’s the data? Visits > Visit Trending

Basic Stuff #3: How often do they visit? Why is it helpful? Knowing whether they are more often new or repeat visitors can drive strategy Where’s the data? Visitors > Visitor Loyalty > Loyalty

Basic Stuff #4: Where are they from? Why is it helpful? Geo-targeting PPC campaigns Understanding market profile Where’s the data? Visitors > Map Overlay

Basic Stuff #5: What are they looking for? Why is it helpful? Search keywords indicate intent Drive PPC, landing page strategy Where’s the data? Traffic Sources > Keywords

Advanced Stuff Analytics can tell Marketing Is the campaign working? Related questions How can I make it more successful? What should I do more of? What should I stop doing? What else should I try?

Is the campaign working? How can you tell what’s working and why? 2 keys: Conversion Segmentation They work together “Visits with conversions” are an advanced segment in some screens

Conversion Which visits actually converted (completed a goal transaction)? Bought something Downloaded a PDF Visited a landing page Whatever you determine is valuable, i.e. define as a “goal” in GA

SegmentationWho converted to a goal? Slice your data down further Geographically LoyaltyRecency Etc. How does this compare to overall visitors? This is who you want to go after

Now What? Decide what’s important What segments do you need to know about? What else can drive decisions? Translate these into Key Performance Indicators (KPIs) Cost per acquisition Keywords with highest per-visit value Average value per transaction

Now What? Get the data Ask your analyst to provide a weekly/monthly dashboard Meet with your analyst team Revise as needed Use it!

Now What? Educate yourself Blogs AvinashKaushik’sOccam’s RazorGoogle Analytics Blog Justin Cutroni’sAnalytics TalkWeb Analytics Demystified BooksAdvanced Web Metrics with Google Analytics by Brian CliftonWeb Analytics: An Hour a Day by AvinashKaushik

Now What? Educate yourself Analytics GroupsWeb Analytics Yahoo Group ToolsGoogle Search-Based Keyword ToolGoogle Insights for Search Get helpGoogle Analytics Authorized Consultants

The EndTakeawaysData is your friendSegment, segment, segmentQuestions?

Marketing & AnalyticsCDG INTERACTIVEJUNE 24, 2009