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Five Analytics Tips for Top Marketers

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Instructed by Feras Alhlou.

Instructed by Feras Alhlou.

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  • 1. Five Analytics Tips for Top Marketers Feras Alhlou Principal Consultant, E-Nor @ferasa www.e-nor.com
  • 2. Agenda • More Data Than Ever • Tips – People, Process & Technology – The Power of Segmentation – It’s All About Visitors – Optimize What Matters Most – Deriving Insights
  • 3. • Husband • Father: 3 children • Volunteering, Reading, Skiing & Martial Arts • Co-chair of the Digital Marketing Association (DAA) – San Francisco Chapter • Principal Consultant/Co-founder E-Nor: Santa Clara/LA/Dallas/Tampa/NYC/Brussels
  • 4. Data is everywhere… … and we have lots of it! source: decisionstats.com
  • 5. One minute…
  • 6. Mobile Analytics
  • 7. http://www.thinkwithgoogle.com/insights
  • 8. Tip 1: Think People, Process not just Technology People Process Technology
  • 9. Digital Analytics Solution Design
  • 10. When and How to Bring the Analytics Team Source: Google Analytics
  • 11. Tip 2: Segmentation – Do or Die! • The act of dividing or partitioning; separation by the creation of a boundary that divides or keeps apart
  • 12. Channel Segmentation
  • 13. Intuitive, innovative data visualizations Site Data: www.googlestore.com
  • 14. Aggregates are good but…
  • 15. Content Consumption - What can we measure? • Events – User Interactions • Videos • Downloads • Outbound Links • Outcomes
  • 16. Source: Google Analytics Tip 3: Gone are the Visits… It’s all about Visitors
  • 17. Source: Google Analytics
  • 18. Source: Google Analytics
  • 19. Trends in Education • Florida Lynn University – iPads  “truly modern college experience” • Student debt reaching 1 Trillion – More economical solutions • Online learning • eTextbooks
  • 20. “Unique Visitors”
  • 21. Unique Visitors 5X > Actual Number of Students
  • 22. Tip 4: Optimize What Matters Most Finding the needle in the needle stack! Response Data – Optimize on Click-thrus (ok) – Optimize on Conversion (good) – Optimize on Life Time Value (AWESOME)
  • 23. One User – Multiple Browsers One User - Mobile & Web
  • 24. Tip 5: Deriving Insights Can’t Be Done in a Vacuum
  • 25. Data WarehouseWeb Analytics Search Social Mobile Offline CRM Qualitative Cost Data
  • 26. Premium is built off an amazing platform… Minimize setup time, maximize data exploration Enable data-driven decision making across the company Integrated with key Google products
  • 27. …but with much more of what you need 10x Custom Variables Customize your data. Standard Premium 100x Data Limits Send in more data. Lots more. 600x Larger Reports Get more of your data out. Up to 12x Fresher Data Access your data faster. 200x Custom Accuracy Segment your data with confidence. Standard Premium Standard Premium Standard Premium Standard Premium Source: Google Analytics
  • 28. Google BigQuery
  • 29. Source: Tableau Software Customer 360 View
  • 30. The Five Tips • People, Process & Technology • The Power of Segmentation • It’s All About Visitors • Optimize What Matters Most • Deriving Insights
  • 31. The Analytics Muscle Unused Will Atrophy
  • 32. Move The Needle
  • 33. Move The Needle • What is the first thing to do after watching your class? • Identify three Key Performance Indicators • Identify Key Segments • Geography • Traffic Channels • Visitor Types Move The Needle
  • 34. www.onlinemarketinginstitute.org Thank You! Learn more at