It tends to be brand search and re-targeting which do well in the last click modelBUT.... For these channels to drive any volumesYou need to build a brand if you want people to search for itAnd you need to get people to your site BEFORE you can re-target them.Focusing on these channels at the expense of others will make it hard to grow your baseFrom a search perspective generic searches are usually happening before a brand one and giving all the credit to the brand search and none to the generic search will in the end mean you will optimise out the generic term which was the initial driver. That way you will limit your reach and ultimately you are limiting yourself to only existing customers. New customers and new credit customers will be limited when focusing optimisation on last converting click only.
Looking back and moving forward:1. Sell in your business not yourself2. Don’t be afraid to charge appropriately3. Know your rate and stick to it4. Know your area of expertise and stick to it5. Don’t feel obliged to work with people1. Answering questions without charging for it (withinreason)2. Being open and realistic with a client3. Showing value4. Loving what you doThings that have worked:
What is Web Analytics?• Collecting data about website visitors:– Visits– Unique Visitors– Pageviews– Pages-Per-Visit– Time-on-Site– New Visitors– Returning Visitors
What is Effective Web Analytics?Reporting on Stats:– Visits– Unique Visitors– Pageviews– Pages-Per-Visit– Time-on-Site– New Visitors– Returning VisitorsReaping Actionable insights:– Where does your mostvaluable traffic come from?– How do visitors from mobileengage differently fromdesktop visitors?– Where and why are youloosing visitors?– How is your offline impactingonline sales?
What is Effective Web Analytics?Reaping Actionable insights:– Where does your mostvaluable traffic come from?– How do visitors from mobileengage differently fromdesktop visitors?– Where and why are youloosing visitors?– How is your offline impactingonline sales?Realise Insights:– Digital strategy to focuson campaigns that haveworked– Develop a mobile app– Rename and redesignwebsite funnels &navigation– Develop contentaround popular areas
1. Data aids understanding4. Fuels realisation3. Drives confidence2. Brings accountability5. YieldsgrowthWhy are businesses investing in WebAnalytics?
“Web analytics and services willunderpin the transformation of webintelligence to support the entiremarketing mix”Joe StanhopeTop tips for Google Analytics
Top tips for Google AnalyticsAttributionAudience ReportsOptimisationTraffic ReportsContent ReportsAllocationGoal Reports
Moving from….To…€EventEventEventEventEvent€5 €20 €5 €20 €50TimeRecognition for all events.€Event5Event4Event3Event2Event1The last click,Event 5 gets allthe credit€0 €0 €0 €0 €100TimeGet out of the swimming lane
2 User visits homepagethat was tagged with aremarketing code.5 … and visits a site of the GoogleContent Network. Our serverrecognises cookie id and servesadvertiser ad. 27Internet user visits client sitevia any traffic sources(direct, search, referral, etc.)1 3 Our server collects cookies id ofevery visitor and creates a list ofcookies id called « user lists ».User List• Cookie 1357• Cookie 2468• Cookie 9753• ….4 Next time user browsesthe web …6 User clicks on the ad andmakes a purchase on the site2Cookie 1357Cookie 1357Remarketing
BA ‘Know Me’ InitiativePredictive Personalisation
Used for:• Depot Stock• Weather• Reducing WasteTesco Personalisation
•“We’re in a new era of retailing – the era of masspersonalisation…•…It will offer cheaper products to price-sensitive customers andluxury products to wealthier customers…•…The power of this approach was born out by a test we did to sellmattresses. When a customer visited our website, we would useClubcard data to tell us if the customer was more swayed by priceor quality. We’d then display the type of mattress that bestreflected that shopper’s characteristic. Sales grew by 10%.”Source: Tesco’s chief executive Philip Clarke, at theGlobal Summit of the Consumer Goods Forum, TurkeyTesco Clubcard
Slide 40“I am obnoxiously persistent in helping identifythe desired outcomes of the site / business beforeI ever log into their web analytics data……without goals and goal valuesyou are not doing webanalytics, you are doing webiamwastingyourlifeandminelytics”Tracking Website Goals