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.

Published in: Business, Technology, Design

Maximizing Online Performance by Dave Chaffey

  1. 1. Maximizing onlineperformance with analytics<br />Dave Chaffey,<br />
  2. 2. Q. Which is your core analytics system?<br />1 Google Analytics<br />2 Adobe Online Marketing Suite (Omniture)<br />3 Coremetrics<br />4 Webtrends<br />5 Own data warehouse fed by above <br />6 Other<br />Q. What <br />About you?<br />
  3. 3. Agenda<br />Improvement strategy<br />How are you doing?<br />Where are you going?<br />10 techniques you should be using in your (Google) Analytics <br />Some practical actions…<br />Segmenting<br />AB and MVT<br />Channel attribution<br />Mobile marketing<br />Email Remarketing<br />Social media marketing<br />Web analytics<br />
  4. 4. About Dave Chaffey<br />Books<br />Qualifications: <br />Cert DigM and Dip DigM<br />Best practice guides<br />Analytics <br />advice, software <br />& consulting <br /><br />Search &<br />conversion<br />consulting<br /><br />
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  7. 7. PositioningDifferentiate to the target segment’s needs<br />Different segments are motivated by different drivers<br />DRIVERS<br />Features that are important to customers and highly differentiated from the competition<br />‘HYGIENES’<br />Features that are important to customers but are provided by all competitors at a similar level<br />High<br />Relevance<br />Low<br />FOOLS GOLD<br />Features that are distinctive but do not drive customers’ loyalty to brand<br />NEUTRALS<br />Features that are irrelevant to customers<br />Low High<br />Differentiation<br />Source: Adapted from: Aufreiter, Elzinga, and. Gordon,2003<br />
  8. 8. What is your brand personality?<br />Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about. <br />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.<br />Source: <br />
  9. 9. What do customers want from an online presence?<br />Source:<br />
  10. 10. How differentiated, clear is your value proposition?<br /><br />
  11. 11. Key brand messages definedthroughout the customer journey<br />
  12. 12. Is your content EXCEPTIONAL?<br />
  13. 13. Is your content shareable, likeable, linkable?<br /><br />
  14. 14. Q. Ranking question – biggest challenges in analytics – rank in order please<br />Q. What <br />About you?<br />1 Getting resource to do the analytics<br />2 Getting resource to action the data (changes)<br />3 Tagging accuracy<br />4 Channel attribution<br />5 HiPPOs – senior management understanding and support <br />
  15. 15. How are you doing?<br />Q. What <br />About you?<br />Source:<br />
  16. 16. Source:<br /><br /><br />
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  18. 18. How good is your keyphrase-level reporting?<br /> Should show:<br />Potential demand from keyphrase estimators<br />Your actual performance (position, clicks, conversion, sales, value):<br />Paid – absolute and relative<br />Natural – absolute and relative<br />18<br />
  19. 19. Q. How do we know when we’re generating value?Use these!<br />The 3 key value measures in GA:<br />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.<br />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. <br />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.<br /><br /><br />
  20. 20. Multichannel attribution – who getsthe credit for sale?<br />Landing<br />Event<br />Campaign<br />Detail<br />Date<br />Onsite activity<br />Content<br />Click<br />SEO<br />“Sun Holiday”<br />14/01<br />Confirm<br />Purchase<br />View<br />MSN banner<br />“Winter sun”<br />15/01<br />Click<br />PPC<br />“Hotels in Kos”<br />23/01<br />Click<br />Tradedoubler<br />Partner X<br />24/01<br />View<br />Email<br />“Special Offer”<br />3/02<br />Direct<br /><br />4/02<br />Click<br />SEO<br />“Thomas Cook”<br />5/02<br />Source:<br />
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  23. 23. Source: Craig Sullivan independent survey 2009 <br />|23<br />
  24. 24. Content drilldown shows relativeeffectiveness of page types<br />
  25. 25. TV Is your mindset “Optimize or Die?”<br />TV - Off<br />TV - On<br />+2.4%<br />+6.4%<br />-1.3%<br />+14.8%<br />
  26. 26. Service message testing<br />+5.3%<br />
  27. 27. What’s Bin Google Analytics <br />Advanced segments<br />Event tracking and events goals<br />Custom reports<br />GA Intelligence custom reports<br />Custom variables<br />The API<br />Multichannel funnels<br />New Google Analytics – see detailed review:<br /><br />
  28. 28. 1. Segmentation by Referrer / Traffic source:<br /><ul><li>Paid
  29. 29. Natural
  30. 30. Paid and natural brand and non-brand
  31. 31. By number of keywords – 2,3,4
  32. 32. Social media</li></ul> <br />2. Segmentation by Visitor Type<br /><ul><li>New visitor
  33. 33. Returning visitor
  34. 34. Registered visitor
  35. 35. Customer</li></ul> <br />3. Segmentation by Engagement<br /><ul><li>5 pages,
  36. 36. <3 pages</li></ul> <br />4. Segmentation by Content Viewed <br /><ul><li>Key landing page
  37. 37. Product page
  38. 38. Checkout complete
  39. 39. Folders for large organisation</li></ul> <br />5. Segmentation by Landing Page Type<br /> <br />6. Segmentation by Event:<br /> Conversion goal types and E-commerce <br />7. Segmentation by Platform(less important)<br /><ul><li>Browser
  40. 40. Screen resolution
  41. 41. Mobile platforms</li></ul>8. Segmentation by Location Geography<br />Main markets<br /><ul><li>UK
  42. 42. US
  43. 43. FIGS
  44. 44. ROW</li></ul>| 28<br />
  45. 45. ‘How to’ example of a custom segment<br />Notes: <br />1. Chose a Dimension of ‘Keyword’ and ‘matches exactly’ , ‘contains’ or RegEx for your brand names<br />2. No metrics are required.<br />3. Test the segment first, but you will need to enter a name for the segment to do this. <br />4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol ‘|’.<br />5. Note that segments are specific to a profile initially – you may want to share them. <br />| 29<br />
  46. 46. Custom reports<br />
  47. 47. Event trackingExample<br />Source:<br />
  48. 48. Using GA’s “Intelligence”<br /><br />
  49. 49. E-retail example:<br />
  50. 50. The Google API and app gallery<br />
  51. 51. Multichannel funnels<br />Source:<br />
  52. 52. Tip. Use Feedback tools“Why” not “What”<br /><br />
  53. 53. Google Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptions<br />“Bad web site. Difficult to find item as no search box provided for short cut” <br />“I can't find any prices on your website” <br />“Would like to see where I can buy products from” .<br />|37<br />
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  55. 55. Tracking session interactions<br />Source:, <br />|39<br />
  56. 56. Source: Craig Sullivan:<br />
  57. 57. Mobile maximization case study - Belron<br />
  58. 58. Mobile marketing potential – a case study<br />
  59. 59. Guidance from project<br />
  60. 60. There’s life in Email (RE)Marketing<br />1. Generic branded follow-up email : +10% conversion rate.<br />2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.<br />3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.<br />Source:<br />
  61. 61. Let’s Connect! Questions & discussion welcome<br />Blog<br /><br />Feeds<br /><br />Email Newsletter<br /><br /><br /><br /><br />
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