Taming the Analytics
Elephant

Dr Dave Chaffey
SmartInsights.com
Digital marketing strategy
advice

1
About Dave Chaffey
•
•

•

•

About Dave Chaffey
A professional trainer
in E-marketing since
1997
Author of 5 bestselling
...
3
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/

4
 ELEPHANT TAMING #1
BUSINESS OBJECTIVES AND KPIS AGREED
1. DEFINED MARKETING OUTCOMES
2. KPIS TO USE ON DASHBOARD
3. INTE...
Q. What do we want marketing to achieve?
Q. Which measures will show success?
 Reach
 Organic visits
 Media visits

 A...
Create a top-level Dashboard
B2B Example. Value??

Source: Michael Brenner
7
RACE dashboard
Reach
Awareness
and visits

Unique
visitors

Bounce
rate

Revenue
per visit

n Searches
% Brand

nLeads

%
...
Don’t neglect Customer
feedback / VoC tools
http://bit.ly/smartfeedback
9
 ELEPHANT TAMING #2 GOALS SETUP?
1. GOALS FOR MARKETING OUTCOMES
2. GOALS FOR INTERACTION
3. VALUE ASSIGNED TO GOALS

10
What
are the
GOALS
for our
site?
• Brochure
thank you
• Value
assigned:
•

E.G £3

• Call back
page
• E.G. £4

• Taster pa...
Example assigning
value to goals

Practical Tip: Assign value to Goals when leads generated
12
 ELEPHANT TAMING #3
CUSTOMISED REPORTS AND
INTELLIGENCE SET UP?
EXAMPLES FOR DASHBOARDS BY ROLE:
1. SHOW PERFORMANCE THRO...
Example
Custom Reports 1

Tip: Create a time-based custom
report to view through time

14
Example
Custom Reports 2

Tip: Create a horizontal funnel segment
by medium or country

15
Setting up
custom intelligence alerts

16
Page or product popularity (views)
or page view variance (compared to average)

Segmenting pages/product by performance
Hi...
Example: product portfolio

18
Ongoing optimisation process

Source: Rich Page, Web Analytics Optimisation: An hour a day

19
Let’s Connect!
Questions & discussion welcome
SmartInsights.com

uk.linkedin.com/in/davechaffey

 Blog
www.smartinsights....
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Taming the Analytics Elephant - Dave Chaffey

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Dave Chaffey, founder of SmartInsights, talks at "Getting Ahead in Web Analytics 2", about the challenges of using web data to drive business change

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Taming the Analytics Elephant - Dave Chaffey

  1. 1. Taming the Analytics Elephant Dr Dave Chaffey SmartInsights.com Digital marketing strategy advice 1
  2. 2. About Dave Chaffey • • • • About Dave Chaffey A professional trainer in E-marketing since 1997 Author of 5 bestselling marketing books now in their 4th and 5th edition Manages SmartInsights.com a marketing advice site with paid members in over 50 countries Insights Director at agency ClickThrough Marketing 2
  3. 3. 3
  4. 4. http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/ 4
  5. 5.  ELEPHANT TAMING #1 BUSINESS OBJECTIVES AND KPIS AGREED 1. DEFINED MARKETING OUTCOMES 2. KPIS TO USE ON DASHBOARD 3. INTEGRATE OTHER FEEDBACK AND SOCIAL MEDIA PREFERENCES 5
  6. 6. Q. What do we want marketing to achieve? Q. Which measures will show success?  Reach  Organic visits  Media visits  Act  “Stickiness”  Leads  Convert  Sales  Engage  Satisfaction  Advocacy = Sharing Tip. Use Scent trails to target personas 6
  7. 7. Create a top-level Dashboard B2B Example. Value?? Source: Michael Brenner 7
  8. 8. RACE dashboard Reach Awareness and visits Unique visitors Bounce rate Revenue per visit n Searches % Brand nLeads % Conversion to lead Goal value per visit Page views/ visit nSales % Conversion to sale Sales value Average order value % active customers % Customer conversion % existing sales value n Brand mentions Volume Quality Act Interaction and leads Convert Sales and profit Engage Loyalty and advocacy Value 8
  9. 9. Don’t neglect Customer feedback / VoC tools http://bit.ly/smartfeedback 9
  10. 10.  ELEPHANT TAMING #2 GOALS SETUP? 1. GOALS FOR MARKETING OUTCOMES 2. GOALS FOR INTERACTION 3. VALUE ASSIGNED TO GOALS 10
  11. 11. What are the GOALS for our site? • Brochure thank you • Value assigned: • E.G £3 • Call back page • E.G. £4 • Taster page • E.G. £9 | 11 Call tracking with GA 11
  12. 12. Example assigning value to goals Practical Tip: Assign value to Goals when leads generated 12
  13. 13.  ELEPHANT TAMING #3 CUSTOMISED REPORTS AND INTELLIGENCE SET UP? EXAMPLES FOR DASHBOARDS BY ROLE: 1. SHOW PERFORMANCE THROUGH TIME 2. SHOW GOALS AND FUNNEL 3. PERFORMANCE BY CHANNEL AND COUNTRY 4. CONTENT EFFECTIVENESS PORTFOLIO 13
  14. 14. Example Custom Reports 1 Tip: Create a time-based custom report to view through time 14
  15. 15. Example Custom Reports 2 Tip: Create a horizontal funnel segment by medium or country 15
  16. 16. Setting up custom intelligence alerts 16
  17. 17. Page or product popularity (views) or page view variance (compared to average) Segmenting pages/product by performance High Potential (Problems) Top Performers (Stars) Low Potential, Low Performance (Dogs) Consistent Performers (Cash Cows) Conversion rate Or conversion rate variance (add to basket) compared to average 17
  18. 18. Example: product portfolio 18
  19. 19. Ongoing optimisation process Source: Rich Page, Web Analytics Optimisation: An hour a day 19
  20. 20. Let’s Connect! Questions & discussion welcome SmartInsights.com uk.linkedin.com/in/davechaffey  Blog www.smartinsights.com/blog www.facebook.com/davechaffey  Feeds www.feedburner.com/smartinsi ghts ww.twitter.com/DaveChaffey  Email Newsletter https://plus.google.com/u/0/10625135037962 www.smartinsights.com 2013691 20
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