Building a Digital MeasurementPlanHow to define, measure, and communicatethe success of your digital marketing
Hi, I’m Matt
Matt CooperDirector of Digital Measurement @ ISL14 Years Consulting ExperienceAreas of Expertise:•  Digital Marketing Stra...
ISL Web Marketing & DevelopmentWe are a Digital Marketing Agency that helpsour clients connect with their customersacross ...
AgendaWhy you needa measurementplan	  7 stepsto developing asuccessful plan	  
Why do you need ameasurement plan?
Why?Marketing budgets are downAccountability is upYour marketing needs to be smarter
A measurement plan delivers answers•  What numbers should we measure?•  What channels should we use?•  How can we improve ...
Step 1Identify the rightnumbers
Step 1 – Identify the right numbersVanity Metrics
Stop reporting vanity metricsStep 1 – Identify the right numbersAction
Step 2Establish yourgoals
Step 2 – Establish your goalsBusinessObjectives
Step 2 – Establish your goalsBusiness Objectives Goal
Step 2 – Establish your goalsAll Web TrafficDo NOT ConvertConvert onyour goalVery valuable
Step 2 – Establish your goalsMicro conversions
Step 2 – Establish your goalsMacro conversions
Step 2 – Establish your goalsVisitor behavior+
Step 2 – Establish your goals
Step 2 – Establish your goalsSetup macro and micro conversionsas goalsAction
Step 3Define qualitytraffic
Step 3 – Define quality traffic
Step 3 – Define quality traffic•  Guide applicants through the applicationprocess•  Promote onsite tours & events•  Generate...
Step 3 – Define quality traffic
Step 3 – Define quality traffic
Macro•  RSVP to open house•  Book a campus tourMicro•  Used the requirements form•  Download application form•  Clicked re...
Traffic quality scaleUnengaged  Interested Engaged ConvertingBounce Don’t bounceView few pagesRequirements FormDownloaded A...
Step 3 – Define quality trafficDefine your website traffic qualityAction
Step 4Segment yourtraffic quality
Advanced SegmentsStep 4 – Segment your traffic quality
Step 4 – Segment your traffic quality
Step 4 – Segment your traffic quality
Behavioral MetricsStep 4 – Segment your traffic quality
Step 4 – Segment your traffic qualitySetup your websites qualitysegmentsAction
Step 5Identify yourperformingchannels
Step 5 – Identify your performing channels
Step 5 – Identify your performing channels
Step 5 – Identify your performing channels
Step 5 – Identify your performing channels
Step 5 – Identify your performing channels
Step 5 – Identify your performing channels
Engaged trafficStep 5 – Identify your performing channels
Converting trafficStep 5 – Identify your performing channels
One catch!Step 5 – Identify your performing channels
Click anAdVisit thesiteConvertStep 5 – Identify your performing channels
Click anAdVisitthe siteLeaveSearchVisitthe siteConvertLast click attributionAssisted conversionStep 5 – Identify your perf...
Multi-channel funnelsStep 5 – Identify your performing channels
Multi-channel funnelsStep 5 – Identify your performing channels
Edu Industry – United StatesStep 5 – Identify your performing channels
Edu Industry – CanadaStep 5 – Identify your performing channels
Think holisticallyStep 5 – Identify your performing channels
Identify top 3 last click channelsIdentify top 3 assisting channelsActionStep 5 – Identify your performing channels
Step 6Optimize yourcampaigns
Use Case:Open HouseStep 6 – Optimize your campaigns
Open House campaign objectives•  Raise awareness of the event•  Promote date and time•  Generate new undergrad application...
Open House campaign tactics•  Display•  Paid search•  Facebook (Organic & Paid)•  Twitter•  LinkedIn AdsStep 6 – Optimize ...
Macro•  RSVPs•  Application downloads•  Phone callsMicro•  Watch video•  Viewed virtual tour•  Signed up for email newslet...
Traffic quality scaleUnengaged  Interested Engaged ConvertingN/A Bounce Watched videosClicked virtual tourEmail signupViewe...
Google Analytics URL BuilderStep 6 – Optimize your campaigns
Open House campaign tactics•  Display•  Paid search•  Facebook (Organic & Paid)•  Twitter•  LinkedIn AdsStep 6 – Optimize ...
Step 6 – Optimize your campaignwww.ouruniversity.com/openhouseFacebookSponsored post2 Weeks leftOpen House 2013
Step 6 – Optimize your campaignTagged URL
Step 6 – Optimize your campaigns
Step 6 – Optimize your campaignsEngaged traffic
Step 6 – Optimize your campaigns
Step 6 – Optimize your campaignsDefine and setup campaign qualityOptimize based on outcomesAction
Step 7 Communicatethe results
Step 7 – Communicate the results
12389 Unique VisitorsVanity Outcomes328 Application Downloads3.24 Pages / Visit 86 Newsletter Signups2.16 Min / Visit 28 T...
OutcomesObservationsRecommendationsTrendsStep 7 – Communicate the results
OutcomesStep 7 – Communicate the results
ObservationsStep 7 – Communicate the results
RecommendationsStep 7 – Communicate the results
TrendsStep 7 – Communicate the results
MeasureLearnReportActStep 7 – Communicate the results
OutcomesObservationsRecommendationsTrendsStep 7 – Communicate the results
Create a single page reportFocus on outcomesActionStep 7 – Communicate the results
SummaryCreating ameasurementplan
StepSummary – Creating a measurement plan1.  Identify the right numbers2.  Establish your goals3.  Define quality traffic4. ...
Thank you :)@mattc	  goo.gl/LdMsN
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Building a Digital Measurement Plan - PSE Web 2013

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7 Steps to defining a successful measurement plan with Google Analytics

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Building a Digital Measurement Plan - PSE Web 2013

  1. 1. Building a Digital MeasurementPlanHow to define, measure, and communicatethe success of your digital marketing
  2. 2. Hi, I’m Matt
  3. 3. Matt CooperDirector of Digital Measurement @ ISL14 Years Consulting ExperienceAreas of Expertise:•  Digital Marketing Strategy•  Analytics & Measurement•  Web Application Development•  E-Commerce•  Google Adwords & Analytics Certified@mattc   Email: mcooper@isl.ca  
  4. 4. ISL Web Marketing & DevelopmentWe are a Digital Marketing Agency that helpsour clients connect with their customersacross all digital channels, creating engaginguser experiences that produce a measureablereturn on their investmentGoogle Analytics & Adwords
  5. 5. AgendaWhy you needa measurementplan  7 stepsto developing asuccessful plan  
  6. 6. Why do you need ameasurement plan?
  7. 7. Why?Marketing budgets are downAccountability is upYour marketing needs to be smarter
  8. 8. A measurement plan delivers answers•  What numbers should we measure?•  What channels should we use?•  How can we improve our campaign performance?•  How do we communicate the results?
  9. 9. Step 1Identify the rightnumbers
  10. 10. Step 1 – Identify the right numbersVanity Metrics
  11. 11. Stop reporting vanity metricsStep 1 – Identify the right numbersAction
  12. 12. Step 2Establish yourgoals
  13. 13. Step 2 – Establish your goalsBusinessObjectives
  14. 14. Step 2 – Establish your goalsBusiness Objectives Goal
  15. 15. Step 2 – Establish your goalsAll Web TrafficDo NOT ConvertConvert onyour goalVery valuable
  16. 16. Step 2 – Establish your goalsMicro conversions
  17. 17. Step 2 – Establish your goalsMacro conversions
  18. 18. Step 2 – Establish your goalsVisitor behavior+
  19. 19. Step 2 – Establish your goals
  20. 20. Step 2 – Establish your goalsSetup macro and micro conversionsas goalsAction
  21. 21. Step 3Define qualitytraffic
  22. 22. Step 3 – Define quality traffic
  23. 23. Step 3 – Define quality traffic•  Guide applicants through the applicationprocess•  Promote onsite tours & events•  Generate leads for recruitersRecruitment guiding objectives:
  24. 24. Step 3 – Define quality traffic
  25. 25. Step 3 – Define quality traffic
  26. 26. Macro•  RSVP to open house•  Book a campus tourMicro•  Used the requirements form•  Download application form•  Clicked recruiter email addressRecruitment supporting goalsStep 3 – Define quality traffic
  27. 27. Traffic quality scaleUnengaged Interested Engaged ConvertingBounce Don’t bounceView few pagesRequirements FormDownloaded AppClicked recruiter emailOpen HouseRSVPCampus TourSignupMicro MacroStep 3 – Define quality traffic
  28. 28. Step 3 – Define quality trafficDefine your website traffic qualityAction
  29. 29. Step 4Segment yourtraffic quality
  30. 30. Advanced SegmentsStep 4 – Segment your traffic quality
  31. 31. Step 4 – Segment your traffic quality
  32. 32. Step 4 – Segment your traffic quality
  33. 33. Behavioral MetricsStep 4 – Segment your traffic quality
  34. 34. Step 4 – Segment your traffic qualitySetup your websites qualitysegmentsAction
  35. 35. Step 5Identify yourperformingchannels
  36. 36. Step 5 – Identify your performing channels
  37. 37. Step 5 – Identify your performing channels
  38. 38. Step 5 – Identify your performing channels
  39. 39. Step 5 – Identify your performing channels
  40. 40. Step 5 – Identify your performing channels
  41. 41. Step 5 – Identify your performing channels
  42. 42. Engaged trafficStep 5 – Identify your performing channels
  43. 43. Converting trafficStep 5 – Identify your performing channels
  44. 44. One catch!Step 5 – Identify your performing channels
  45. 45. Click anAdVisit thesiteConvertStep 5 – Identify your performing channels
  46. 46. Click anAdVisitthe siteLeaveSearchVisitthe siteConvertLast click attributionAssisted conversionStep 5 – Identify your performing channels
  47. 47. Multi-channel funnelsStep 5 – Identify your performing channels
  48. 48. Multi-channel funnelsStep 5 – Identify your performing channels
  49. 49. Edu Industry – United StatesStep 5 – Identify your performing channels
  50. 50. Edu Industry – CanadaStep 5 – Identify your performing channels
  51. 51. Think holisticallyStep 5 – Identify your performing channels
  52. 52. Identify top 3 last click channelsIdentify top 3 assisting channelsActionStep 5 – Identify your performing channels
  53. 53. Step 6Optimize yourcampaigns
  54. 54. Use Case:Open HouseStep 6 – Optimize your campaigns
  55. 55. Open House campaign objectives•  Raise awareness of the event•  Promote date and time•  Generate new undergrad applicationsStep 6 – Optimize your campaigns
  56. 56. Open House campaign tactics•  Display•  Paid search•  Facebook (Organic & Paid)•  Twitter•  LinkedIn AdsStep 6 – Optimize your campaigns
  57. 57. Macro•  RSVPs•  Application downloads•  Phone callsMicro•  Watch video•  Viewed virtual tour•  Signed up for email newsletterSupporting goalsStep 6 – Optimize your campaigns
  58. 58. Traffic quality scaleUnengaged Interested Engaged ConvertingN/A Bounce Watched videosClicked virtual tourEmail signupViewed other pagesRSVPsDownloaded AppPhone callsMicro MacroStep 6 – Optimize your campaigns
  59. 59. Google Analytics URL BuilderStep 6 – Optimize your campaigns
  60. 60. Open House campaign tactics•  Display•  Paid search•  Facebook (Organic & Paid)•  Twitter•  LinkedIn AdsStep 6 – Optimize your campaigns
  61. 61. Step 6 – Optimize your campaignwww.ouruniversity.com/openhouseFacebookSponsored post2 Weeks leftOpen House 2013
  62. 62. Step 6 – Optimize your campaignTagged URL
  63. 63. Step 6 – Optimize your campaigns
  64. 64. Step 6 – Optimize your campaignsEngaged traffic
  65. 65. Step 6 – Optimize your campaigns
  66. 66. Step 6 – Optimize your campaignsDefine and setup campaign qualityOptimize based on outcomesAction
  67. 67. Step 7 Communicatethe results
  68. 68. Step 7 – Communicate the results
  69. 69. 12389 Unique VisitorsVanity Outcomes328 Application Downloads3.24 Pages / Visit 86 Newsletter Signups2.16 Min / Visit 28 Tours bookedStep 7 – Communicate the resultsFocus on outcomes
  70. 70. OutcomesObservationsRecommendationsTrendsStep 7 – Communicate the results
  71. 71. OutcomesStep 7 – Communicate the results
  72. 72. ObservationsStep 7 – Communicate the results
  73. 73. RecommendationsStep 7 – Communicate the results
  74. 74. TrendsStep 7 – Communicate the results
  75. 75. MeasureLearnReportActStep 7 – Communicate the results
  76. 76. OutcomesObservationsRecommendationsTrendsStep 7 – Communicate the results
  77. 77. Create a single page reportFocus on outcomesActionStep 7 – Communicate the results
  78. 78. SummaryCreating ameasurementplan
  79. 79. StepSummary – Creating a measurement plan1.  Identify the right numbers2.  Establish your goals3.  Define quality traffic4.  Segment quality traffic5.  Identify performing channels6.  Optimize your campaigns7.  Communicate the results
  80. 80. Thank you :)@mattc  goo.gl/LdMsN
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