Maximizing Online Performance by Dave Chaffey
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Maximizing Online Performance by Dave Chaffey

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A new talk on Analytics reviewing some of the latest changes in Google Analytics and Mobile Analytics.

A new talk on Analytics reviewing some of the latest changes in Google Analytics and Mobile Analytics.

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    Maximizing Online Performance by Dave Chaffey Maximizing Online Performance by Dave Chaffey Presentation Transcript

    • Maximizing onlineperformance with analytics
      Dave Chaffey, SmartInsights.com
    • Q. Which is your core analytics system?
      1 Google Analytics
      2 Adobe Online Marketing Suite (Omniture)
      3 Coremetrics
      4 Webtrends
      5 Own data warehouse fed by above
      6 Other
      Q. What
      About you?
    • Agenda
      Improvement strategy
      How are you doing?
      Where are you going?
      10 techniques you should be using in your (Google) Analytics
      Some practical actions…
      Segmenting
      AB and MVT
      Channel attribution
      Mobile marketing
      Email Remarketing
      Social media marketing
      Web analytics
    • About Dave Chaffey
      Books
      Qualifications:
      Cert DigM and Dip DigM
      Best practice guides
      Analytics
      advice, software
      & consulting
      www.smartinsights.com/presentations
      Search &
      conversion
      consulting
      www.clickthrough-marketing.com
    • http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy
    • PositioningDifferentiate to the target segment’s needs
      Different segments are motivated by different drivers
      DRIVERS
      Features that are important to customers and highly differentiated from the competition
      ‘HYGIENES’
      Features that are important to customers but are provided by all competitors at a similar level
      High
      Relevance
      Low
      FOOLS GOLD
      Features that are distinctive but do not drive customers’ loyalty to brand
      NEUTRALS
      Features that are irrelevant to customers
      Low High
      Differentiation
      Source: Adapted from: Aufreiter, Elzinga, and. Gordon,2003
    • What is your brand personality?
      Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.
      Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era.
      Source:
    • What do customers want from an online presence?
      Source: http://public.dhe.ibm.com/common/ssi/ecm/en/gbe03391usen/GBE03391USEN.PDF
    • How differentiated, clear is your value proposition?
      http://www.smartinsights.com/blog/web-design/online-value-proposition-examples/
    • Key brand messages definedthroughout the customer journey
    • Is your content EXCEPTIONAL?
    • Is your content shareable, likeable, linkable?
      http://www.smartinsights.com/blog/digital-marketing-strategy/tools-tracking-social-syndication/
    • Q. Ranking question – biggest challenges in analytics – rank in order please
      Q. What
      About you?
      1 Getting resource to do the analytics
      2 Getting resource to action the data (changes)
      3 Tagging accuracy
      4 Channel attribution
      5 HiPPOs – senior management understanding and support
    • How are you doing?
      Q. What
      About you?
      Source:
    • Source: http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
      http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
      http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
    • How good is your keyphrase-level reporting?
      Should show:
      Potential demand from keyphrase estimators
      Your actual performance (position, clicks, conversion, sales, value):
      Paid – absolute and relative
      Natural – absolute and relative
      18
    • Q. How do we know when we’re generating value?Use these!
      The 3 key value measures in GA:
      1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.
      2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports.
      3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.
      http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/
      http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205
    • Multichannel attribution – who getsthe credit for sale?
      Landing
      Event
      Campaign
      Detail
      Date
      Onsite activity
      Content
      Click
      SEO
      “Sun Holiday”
      14/01
      Confirm
      Purchase
      View
      MSN banner
      “Winter sun”
      15/01
      Click
      PPC
      “Hotels in Kos”
      23/01
      Click
      Tradedoubler
      Partner X
      24/01
      View
      Email
      “Special Offer”
      3/02
      Direct
      www.thomascook.com
      4/02
      Click
      SEO
      “Thomas Cook”
      5/02
      Source:
    • Source: Craig Sullivan independent survey 2009
      |23
    • Content drilldown shows relativeeffectiveness of page types
    • TV Is your mindset “Optimize or Die?”
      TV - Off
      TV - On
      +2.4%
      +6.4%
      -1.3%
      +14.8%
    • Service message testing
      +5.3%
    • What’s Bin Google Analytics
      Advanced segments
      Event tracking and events goals
      Custom reports
      GA Intelligence custom reports
      Custom variables
      The API
      Multichannel funnels
      New Google Analytics – see detailed review:
      http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/new-google-analytics-beta-a-detailed-review/
    • 1. Segmentation by Referrer / Traffic source:
      • Paid
      • Natural
      • Paid and natural brand and non-brand
      • By number of keywords – 2,3,4
      • Social media
       
      2. Segmentation by Visitor Type
      • New visitor
      • Returning visitor
      • Registered visitor
      • Customer
       
      3. Segmentation by Engagement
      • 5 pages,
      • <3 pages
       
      4. Segmentation by Content Viewed 
      • Key landing page
      • Product page
      • Checkout complete
      • Folders for large organisation
       
      5. Segmentation by Landing Page Type
       
      6. Segmentation by Event:
      Conversion goal types and E-commerce 
      7. Segmentation by Platform(less important)
      • Browser
      • Screen resolution
      • Mobile platforms
      8. Segmentation by Location Geography
      Main markets
      • UK
      • US
      • FIGS
      • ROW
      | 28
    • ‘How to’ example of a custom segment
      Notes:
      1. Chose a Dimension of ‘Keyword’ and ‘matches exactly’ , ‘contains’ or RegEx for your brand names
      2. No metrics are required.
      3. Test the segment first, but you will need to enter a name for the segment to do this.
      4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol ‘|’.
      5. Note that segments are specific to a profile initially – you may want to share them.
      | 29
    • Custom reports
    • Event trackingExample
      Source: http://www.smartinsights.com/analytics-conversion-optimisation-alerts/using-event-goals-google-analytics/
    • Using GA’s “Intelligence”
      http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/my-experiences-of-using-the-google-analytics-intelligence-feature-to-review-seo-and-pay-per-click/
    • E-retail example: http://www.e-nor.com/blog/index.php/web-analytics/google-analytics-gift-to-humanity-multiple-custom-variables/
    • The Google API and app gallery
    • Multichannel funnels
      Source: http://cutroni.com/blog/2011/04/14/google-analytics-multi-channel-funnels/
    • Tip. Use Feedback tools“Why” not “What”
      http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
    • Google Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptionshttp://www.4qsurvey.com/
      “Bad web site. Difficult to find item as no search box provided for short cut”
      “I can't find any prices on your website”
      “Would like to see where I can buy products from” .
      |37
    • http://whatusersdo.com/pv.php?mode=sample
    • Tracking session interactions
      Source: www.clicktale.com, www.crazyegg.com
      |39
    • Source: Craig Sullivan: http://www.slideshare.net/sullivac/
    • Mobile maximization case study - Belron
    • Mobile marketing potential – a case study
    • Guidance from project
    • There’s life in Email (RE)Marketing
      1. Generic branded follow-up email : +10% conversion rate.
      2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.
      3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.
      Source: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
    • Let’s Connect! Questions & discussion welcome
      Blog
      www.smartinsights.com
      Feeds
      www.feedburner.com/smartinsights
      Email Newsletter
      www.smartinsights.com
      uk.linkedin.com/in/davechaffey
      www.facebook.com/davechaffey
      www.twitter.com/DaveChaffey