Measure Digital to Ignite Results, not Reports (LSC TIG)

#lsctig @lsctweets @EmpiricalPathPeter Howley of Empirical Path @phowley99 @EmpiricalPath

#lsctig @lsctweets @EmpiricalPath‣ Introduction‣ Status Quo‣ Count Conversions‣ Segment Audiences‣ Test Ideas‣ Share Insights

#lsctig @lsctweets @EmpiricalPath‣ Founded in Washington DC in 2002‣ Atlanta and NM offices‣ Founder led web analytics at washingtonpost.com‣ Google Analytics Certified Partner‣ Yahoo! Web Analytics Consultant Network‣ Webtrends Agency

#lsctig @lsctweets @EmpiricalPath‣ Defend digital investment‣ Compare online to offline‣ Right-size digital investment‣ Re-allocate to most valuable activities‣ Celebrate and reward successes‣ Learn from mistakes

#lsctig @lsctweets @EmpiricalPathReports that measure only how manypeople entered the funnel:‣ Impressions‣ Visits‣ Unique visitors‣ Friends‣ Followers

#lsctig @lsctweets @EmpiricalPathMeasure how many times they completethe funnel (& achieve campaign goal):‣ Purchases‣ Social shares‣ Email signups‣ Contacts via form & phone‣ File downloads‣ Video views

#lsctig @lsctweets @EmpiricalPath MainDomain

#lsctig @lsctweets @EmpiricalPathVendorDomain

#lsctig @lsctweets @EmpiricalPath Show all, new, returning, or campaign, etc. visitsNOTE: All data disguised

#lsctig @lsctweets @EmpiricalPathNOTE: All data disguised

#lsctig @lsctweets @EmpiricalPath Onlycumulativeshare data No share data

#lsctig @lsctweets @EmpiricalPathNOTE: All data disguised

#lsctig @lsctweets @EmpiricalPathMeasure conversion rate for each keysegment of visitors.‣ Traffic source (PPC, email, SEO)‣ Geography‣ Loyalty (new, returning)‣ Answers to survey questions‣ Content interest‣ Prior purchase

#lsctig @lsctweets @EmpiricalPath Unique content for each audience

#lsctig @lsctweets @EmpiricalPath

#lsctig @lsctweets @EmpiricalPath Row for each segment…in Conversion any report rates for multiple goalsNOTE: All data disguised

#lsctig @lsctweets @EmpiricalPath Tells analytics Ties in other which analytics channel tools worked1 row for each link or set of links worth tracking

#lsctig @lsctweets @EmpiricalPath Other RevenueConversions

#lsctig @lsctweets @EmpiricalPathExperiment with ideas and useconversion rate in key segments to picka winner:‣ Landing Page‣ Ad Copy‣ Home Page‣ Offer‣ Discount‣ Button color

#lsctig @lsctweets @EmpiricalPath 23% of next23% of next clicksclicks from the from thehomepage are homepage are toto promotions promotions Above-the-fold call-to-action

#lsctig @lsctweets @EmpiricalPath Copy pushes everything but Carousel below fold 79% of page views areentries to the site Carousel dominates above-the- fold

#lsctig @lsctweets @EmpiricalPath Revenue per Pageview shot up Pageviews dropped as Bounce rate client cut improved PPCNOTE: Period data disguised

#lsctig @lsctweets @EmpiricalPath Visits viewing page spent 32% more despite falling 73% Oh yeah!NOTE: Period data disguised

#lsctig @lsctweets @EmpiricalPath Lose; draws eye from product art & headline Shrink; pushes products & prices down Downplay; 9% click but 27% of those come backKeep; 18% of entrances click Shrink; pushes products & prices down

#lsctig @lsctweets @EmpiricalPathGet analytics reports, findings &recommendations to decision-makers‣ Build useful dashboards‣ Email reports automatically‣ Update spreadsheets automatically‣ Try out mobile apps‣ Display real-time metrics

#lsctig @lsctweets @EmpiricalPathPlease Submit Your Session Evaluation:‣ http://svy.mk/TIGEval from your laptop, smartphone, or tablet‣ Session Title: Google Analytics: Measure to Ignite Results, not Reports‣ Or Enter This Session Code: GAMI‣ (You can also still submit a paper evaluation.)

#lsctig @lsctweets @EmpiricalPathQuestions now?Questions later:‣ info@empiricalpath.com‣ @EmpiricalPath or @phowley99‣ Facebook.com/EmpiricalPath‣ +Empirical Path Page

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Measure Digital to Ignite Results, not Reports (LSC TIG)

by Empirical Path on Jan 16, 2012

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Measure Digital to Ignite Results, not Reports (LSC TIG) — Presentation Transcript