Building a Digital Measurement Plan - PSE Web 2013
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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

7 Steps to defining a successful measurement plan with Google Analytics

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Building a Digital Measurement Plan - PSE Web 2013 Building a Digital Measurement Plan - PSE Web 2013 Presentation Transcript

  • 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 Strategy•  Analytics & Measurement•  Web Application Development•  E-Commerce•  Google Adwords & Analytics Certified@mattc   Email: mcooper@isl.ca   View slide
  • 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 View slide
  • 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 our campaign performance?•  How do we communicate the results?
  • 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 leads for recruitersRecruitment guiding objectives:
  • 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 recruiter email addressRecruitment supporting goalsStep 3 – Define quality traffic
  • Traffic quality scaleUnengaged Interested Engaged ConvertingBounce Don’t bounceView few pagesRequirements FormDownloaded AppClicked recruiter emailOpen HouseRSVPCampus TourSignupMicro MacroStep 3 – Define quality traffic
  • 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 performing channels
  • 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 applicationsStep 6 – Optimize your campaigns
  • Open House campaign tactics•  Display•  Paid search•  Facebook (Organic & Paid)•  Twitter•  LinkedIn AdsStep 6 – Optimize your campaigns
  • Macro•  RSVPs•  Application downloads•  Phone callsMicro•  Watch video•  Viewed virtual tour•  Signed up for email newsletterSupporting goalsStep 6 – Optimize your campaigns
  • Traffic quality scaleUnengaged Interested Engaged ConvertingN/A Bounce Watched videosClicked virtual tourEmail signupViewed other pagesRSVPsDownloaded AppPhone callsMicro MacroStep 6 – Optimize your campaigns
  • Google Analytics URL BuilderStep 6 – Optimize your campaigns
  • Open House campaign tactics•  Display•  Paid search•  Facebook (Organic & Paid)•  Twitter•  LinkedIn AdsStep 6 – Optimize your campaigns
  • 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 Tours bookedStep 7 – Communicate the resultsFocus on outcomes
  • 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.  Segment quality traffic5.  Identify performing channels6.  Optimize your campaigns7.  Communicate the results
  • Thank you :)@mattc  goo.gl/LdMsN