Digital Advertising: Going Beyond the Click outlines a 5-step digital game plan for organizations. The plan includes (1) tagging external links to track campaign performance, (2) segmenting audiences based on behaviors and attributes, (3) maintaining a scorecard to measure key metrics across devices and channels, (4) taking actionable insights from analytics to optimize marketing and customer experience, and (5) ensuring organizational structure and processes support centralized governance of digital efforts. The presentation provides strategies to implement a comprehensive approach to digital marketing and analytics.

1. Digital Advertising:
“Going Beyond the Click”
Kashif Khurshid
Sr. Strategist, Web Analytics
kashifkhurshid@gmail.com
AMA Houston 4/23/15

2. What’s your Digital Game Plan?
Image credit to amc.com and http://www.n3rdabl3.co.uk/

3. 1. Tagging Links
• Identify the information you want captured (Platform + Site)
• Organize parameters to easily slice and dice campaigns
Structure:
www.example.com?cid=
Define Channels: Paid Search, Banner, Email, Social, Offline, 3rd party sites
www.example.com?cid=
PS_Goog_NB_EX_Loc_Sale_Men_Shirt_Gucci_Pur_kw_baller_status
Product/
Service
Brand/
Non Brand
Local/ Global
Campaign
Name
Ad Group Keyword
Goals Network Match Type
Parameter is “?cid=<value>” & UTM=<value)

4. 2. Audience Segmentation
Common
Uses:
 Behavior
(frequency, depth)
 Content category
 Technical attributes
(Devices (phone,
tablets) , browsers)
 Geo attributes
 Custom
dimensions/
metrics
 Goals
Image credit to wisegeek.org

5. 3. Keep a Scorecard
10 Key Digital Metrics:
Digital Scorecard Desktop Mobile Tablet Paid Search Display Etc.
Visits
Visit Depth
% of All Visits
Avg Time on Site
Frequency
Recency
Bounce Rate
Completion/ Conversion Rate
Funnel Steps/ Step Rate
Revenue / Orders / Avg Order
Value
Defined Segments
(Online + Offline)
Build up to Advance Segments:
• "Millennials - Mobile"
• "New Visitors - Paid Search"
• "Working Moms - Display"
Integrate Systems:
• Ad Network Data, Email, Social
• Attribution Credit, Journey Scoring

6. 4. Actionable Analytics
Ways to Apply Analytics:
1. Measure and optimize Marketing Effectiveness
2. Predictive Modeling for recurring campaigns
3. Optimize Landing Page Design & Content
4. Ease flows to & through funnels
5. Personalization of content and offers in real-time
Image credit to glowmetrics.com
Optimizing for the
Customer
Experience!

7. 5. Organizational Structure for Digital
Success
Key Challenges:
 Leadership Sponsorship
 Centralized Governance on
Digital
 Digital Technology & Roles
exist in Silos
 Institutionalize Processes /
Discipline
 Benchmarks
Metrics
Set
Goals
Tactics
Deploy
START:

8. Summary: The Game Plan!
1. Tagging External Links
2. Audience Segmentation
3. Measuring Performance
4. Applying Analytics Insights
5. Organizational Readiness
Image credit to viraheinz.pitt.edu

9. Image credit to http://www.deathandtaxesmag.com/