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Website Data Analysis at Integrated Marketing Symposium

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Peter Howley of Empirical Path's presentation at an advertising agency Integrated Marketing Symposium August 9, 2012. Please read our blog post here: http://ow.ly/hj9YS

Peter Howley of Empirical Path's presentation at an advertising agency Integrated Marketing Symposium August 9, 2012. Please read our blog post here: http://ow.ly/hj9YS

Published in: Technology, Business

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  • The typical digital measurement reportLacks context: vs. plan, vs. prior period, vs. goalLacks focus on target audienceLacks impact in $
  • Conversions are obvious for direct response advertisersTake some thinking for other advertisersCan track phone calls using tools like IfByPhoneCan use proxies for offline conversions like looking up dealer location
  • This publishing client didn’t sell anythingInstead, engagement matters for ad salesBig commitment to social mediaNeeded to justify real estate and tech investment for sharing tools
  • Event tracking reveals user actions that don’t create a pageviewReports allow correlation with content, traffic sources, geography, technology
  • This publishing client had excellent organic search and a great email listBut couldn’t attribute new subscriptions to any traffic sourceBecause offer and conversion occurred on different domains
  • Client can also see how some campaigns “assist” conversion.For example, someone who first uses organic search to reach the site, then visits directly to subscribe later.Both channels can get credit.
  • Now client can see Goal Flow for any key segmentsShows drop-off among various steps on checkoutShows how many visits from each source, keyword, state, and other segment start and finish checkout
  • Segments can be anything that is worth tracking and studying Analytics track some out of the box: state, browser, monitor resolution, new v. returning, search engine keywordOthers you can customize based on visitor behavior
  • Our university client serves varying constituencies
  • Now all standard and custom reports can include these SegmentsHere are Goal completions for each segment, for instance.Could do Goal Completions by Segment by Traffic Source.Could do Pages per Visit as an engagement metric by Segment.
  • The most important segment is, which campaign brought the visitor?Empirical Path is just a modest B2B advertiser, but we pay for campaigns.
  • We’re also experimenting in every social medium.And we send digital measurement tips to our mailing list quarterly.
  • But we get the most visits and leads from our software and staffing partnerships.That’s a dozen or more campaigns; how can consumer advertisers track hundreds?
  • The tool adds some parameters to landing page URLs These don’t affect page load
  • We recommend a spreadsheet tool to speed up “tagging” campaign landing pagesOften a Google Doc to be shared by everyone in an organization who creates inbound links.One row for each link or links, as granular as you want to go.E.g., email > November blast > lapsed customer list > top story > image link.Requires rules on naming and capitalization to be most effective.Can power more than one analytics tool when agencies and clients use many.
  • Google Analytics tags add three to five dimensions to each campaign link.Most important for email marketing, which is counted as either “direct” or “referral”; it is neitherOpens up campaign reporting drill-down capabilities in Google Analytics and Clicky, for starters.But “garbage in, garbage out.”
  • Google Analytics tags add three to five dimensions to each campaign link.Most important for email marketing, which is counted as either “direct” or “referral”; it is neitherOpens up campaign reporting drill-down capabilities in Google Analytics and Clicky, for starters.But “garbage in, garbage out.”
  • Google Analytics tags add three to five dimensions to each campaign link.Most important for email marketing, which is counted as either “direct” or “referral”; it is neitherOpens up campaign reporting drill-down capabilities in Google Analytics and Clicky, for starters.But “garbage in, garbage out.”
  • As with testing, all the metrics in the world don’t help if decision-makers don’t see them.
  • Every analytics tool has a dashboard for those willing to log into the system.Customizing it with only the important reports – not defaults – boosts usage.
  • Everyone has email, and you can automatically schedule reports or dashboards this way.Not everyone opens messages and attachments.Some are frustrated because they can’t link to learn more.
  • Lots of analytics tools allow access via mobile devices, too.Generally limited drill-down capabilities for the analytics geek in you.Webtrends,ClickyTouch, ChartBeat, Analytics App
  • Real-time tools like ChartBeat are increasingly popular.
  • Clicky has a stripped down display you could post in the plasma screen in the lobby.
  • Of course, Google Analytics won’t sit still.They have a beta real-time display so you don’t test other tools.
  • Everyone has email, and you can automatically schedule reports or dashboards this way.Not everyone opens messages and attachments.Some are frustrated because they can’t link to learn more.
  • Everyone has email, and you can automatically schedule reports or dashboards this way.Not everyone opens messages and attachments.Some are frustrated because they can’t link to learn more.
  • Everyone has email, and you can automatically schedule reports or dashboards this way.Not everyone opens messages and attachments.Some are frustrated because they can’t link to learn more.
  • Everyone has email, and you can automatically schedule reports or dashboards this way.Not everyone opens messages and attachments.Some are frustrated because they can’t link to learn more.
  • Any questions?
  • Transcript

    • 1. Website Data Analysis Peter Howley, Principal Empirical Path info@empiricalpath.com @EmpiricalPath 505-856-6131 2012 Integration Symposium
    • 2. Agenda ‣ Introduction ‣ Status Quo ‣ Count Conversions ‣ Segment Audiences ‣ Share Insights
    • 3. About Us Web analytics, market research and campaign measurement Founded in Washington DC in 2002 Atlanta, NM and DC offices Founder led web analytics at washingtonpost.com Google Analytics Certified Partner Webtrends Agency
    • 4. Why Measure? Defend digital investment Compare online to offline Right-size digital investment Re-allocate budget to most valuable activities Celebrate and reward successes Learn from mistakes
    • 5. Status QuoReports with little contextthat measure only howmany people entered thefunnel: Impressions Visits Unique visitors Friends Followers
    • 6. Count ConversionsMeasure how many timesthey complete the funnel(& achieve campaigngoal): Purchases Social shares Email signups Contacts via form & phone File downloads Video views
    • 7. Conversions: Sharing Only Only cumulativ cumulative e share share data data
    • 8. Conversions: Report NOTE: All data disguised NOTE: All data disguised
    • 9. Conversions: Offer Main Domain Vendor Domain
    • 10. Conversions: Every ReportNOTE: All data disguised NOTE: All data disguised
    • 11. Conversions: Funnel Report Show all, new, retur ning, or campaign, etc. visits NOTE: All data disguised
    • 12. Segment AudiencesMeasure conversion ratefor each key segment ofvisitors. Traffic source (PPC, email, SEO) Geography Loyalty (new, returning) Answers to survey questions Content interest Prior purchase
    • 13. Segments: Visitor Type Unique content for each audience
    • 14. Segments: Visitor Type Reporting Row for eachsegment…in any report NOTE: All data disguised Conversion rates for multiple goals
    • 15. Segments: Ad Campaigns
    • 16. Segments: Social Campaigns
    • 17. Segments: Partner Campaigns
    • 18. Segments: Campaign Tagging
    • 19. Segments: Campaign Tagging Tells analytics which channel worked Ties in other analytics tools 1 row for each link or set of links worth tracking
    • 20. Segments: Campaign Reporting Other Revenue Conversions
    • 21. Segments: Campaign Attribution
    • 22. Segments: Campaign Attribution
    • 23. Share InsightsGet analyticsreports, findings &recommendations todecision-makers Build useful dashboards Email reports automatically Update spreadsheets automatically Try out mobile apps Display real-time metrics Integrate with other data
    • 24. Web Analytics Dashboard
    • 25. Auto-emailed Report
    • 26. Mobile Apps
    • 27. Real-time Displays
    • 28. Real-time Displays
    • 29. Real-time Displays
    • 30. Auto-updated Excel
    • 31. Auto-updated Google doc
    • 32. 3rd-party Dashboard
    • 33. Business Intelligence Tool
    • 34. Thank youQuestions now?Questions later: info@empiricalpath.com @EmpiricalPath or @phowley99 Facebook.com/ EmpiricalPath +Empirical Path Page

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