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Maximizing Online Performance by Dave Chaffey
 

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