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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  • 1. Building a Digital MeasurementPlanHow to define, measure, and communicatethe success of your digital marketing
  • 2. Hi, I’m Matt
  • 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. 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. AgendaWhy you needa measurementplan  7 stepsto developing asuccessful plan  
  • 6. Why do you need ameasurement plan?
  • 7. Why?Marketing budgets are downAccountability is upYour marketing needs to be smarter
  • 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. Step 1Identify the rightnumbers
  • 10. Step 1 – Identify the right numbersVanity Metrics
  • 11. Stop reporting vanity metricsStep 1 – Identify the right numbersAction
  • 12. Step 2Establish yourgoals
  • 13. Step 2 – Establish your goalsBusinessObjectives
  • 14. Step 2 – Establish your goalsBusiness Objectives Goal
  • 15. Step 2 – Establish your goalsAll Web TrafficDo NOT ConvertConvert onyour goalVery valuable
  • 16. Step 2 – Establish your goalsMicro conversions
  • 17. Step 2 – Establish your goalsMacro conversions
  • 18. Step 2 – Establish your goalsVisitor behavior+
  • 19. Step 2 – Establish your goals
  • 20. Step 2 – Establish your goalsSetup macro and micro conversionsas goalsAction
  • 21. Step 3Define qualitytraffic
  • 22. Step 3 – Define quality traffic
  • 23. Step 3 – Define quality traffic•  Guide applicants through the applicationprocess•  Promote onsite tours & events•  Generate leads for recruitersRecruitment guiding objectives:
  • 24. Step 3 – Define quality traffic
  • 25. Step 3 – Define quality traffic
  • 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. Traffic quality scaleUnengaged Interested Engaged ConvertingBounce Don’t bounceView few pagesRequirements FormDownloaded AppClicked recruiter emailOpen HouseRSVPCampus TourSignupMicro MacroStep 3 – Define quality traffic
  • 28. Step 3 – Define quality trafficDefine your website traffic qualityAction
  • 29. Step 4Segment yourtraffic quality
  • 30. Advanced SegmentsStep 4 – Segment your traffic quality
  • 31. Step 4 – Segment your traffic quality
  • 32. Step 4 – Segment your traffic quality
  • 33. Behavioral MetricsStep 4 – Segment your traffic quality
  • 34. Step 4 – Segment your traffic qualitySetup your websites qualitysegmentsAction
  • 35. Step 5Identify yourperformingchannels
  • 36. Step 5 – Identify your performing channels
  • 37. Step 5 – Identify your performing channels
  • 38. Step 5 – Identify your performing channels
  • 39. Step 5 – Identify your performing channels
  • 40. Step 5 – Identify your performing channels
  • 41. Step 5 – Identify your performing channels
  • 42. Engaged trafficStep 5 – Identify your performing channels
  • 43. Converting trafficStep 5 – Identify your performing channels
  • 44. One catch!Step 5 – Identify your performing channels
  • 45. Click anAdVisit thesiteConvertStep 5 – Identify your performing channels
  • 46. Click anAdVisitthe siteLeaveSearchVisitthe siteConvertLast click attributionAssisted conversionStep 5 – Identify your performing channels
  • 47. Multi-channel funnelsStep 5 – Identify your performing channels
  • 48. Multi-channel funnelsStep 5 – Identify your performing channels
  • 49. Edu Industry – United StatesStep 5 – Identify your performing channels
  • 50. Edu Industry – CanadaStep 5 – Identify your performing channels
  • 51. Think holisticallyStep 5 – Identify your performing channels
  • 52. Identify top 3 last click channelsIdentify top 3 assisting channelsActionStep 5 – Identify your performing channels
  • 53. Step 6Optimize yourcampaigns
  • 54. Use Case:Open HouseStep 6 – Optimize your campaigns
  • 55. Open House campaign objectives•  Raise awareness of the event•  Promote date and time•  Generate new undergrad applicationsStep 6 – Optimize your campaigns
  • 56. Open House campaign tactics•  Display•  Paid search•  Facebook (Organic & Paid)•  Twitter•  LinkedIn AdsStep 6 – Optimize your campaigns
  • 57. Macro•  RSVPs•  Application downloads•  Phone callsMicro•  Watch video•  Viewed virtual tour•  Signed up for email newsletterSupporting goalsStep 6 – Optimize your campaigns
  • 58. Traffic quality scaleUnengaged Interested Engaged ConvertingN/A Bounce Watched videosClicked virtual tourEmail signupViewed other pagesRSVPsDownloaded AppPhone callsMicro MacroStep 6 – Optimize your campaigns
  • 59. Google Analytics URL BuilderStep 6 – Optimize your campaigns
  • 60. Open House campaign tactics•  Display•  Paid search•  Facebook (Organic & Paid)•  Twitter•  LinkedIn AdsStep 6 – Optimize your campaigns
  • 61. Step 6 – Optimize your campaignwww.ouruniversity.com/openhouseFacebookSponsored post2 Weeks leftOpen House 2013
  • 62. Step 6 – Optimize your campaignTagged URL
  • 63. Step 6 – Optimize your campaigns
  • 64. Step 6 – Optimize your campaignsEngaged traffic
  • 65. Step 6 – Optimize your campaigns
  • 66. Step 6 – Optimize your campaignsDefine and setup campaign qualityOptimize based on outcomesAction
  • 67. Step 7 Communicatethe results
  • 68. Step 7 – Communicate the results
  • 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. OutcomesObservationsRecommendationsTrendsStep 7 – Communicate the results
  • 71. OutcomesStep 7 – Communicate the results
  • 72. ObservationsStep 7 – Communicate the results
  • 73. RecommendationsStep 7 – Communicate the results
  • 74. TrendsStep 7 – Communicate the results
  • 75. MeasureLearnReportActStep 7 – Communicate the results
  • 76. OutcomesObservationsRecommendationsTrendsStep 7 – Communicate the results
  • 77. Create a single page reportFocus on outcomesActionStep 7 – Communicate the results
  • 78. SummaryCreating ameasurementplan
  • 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. Thank you :)@mattc  goo.gl/LdMsN