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Squiz Analytics - A Clearer Path to Online Success
 

Squiz Analytics - A Clearer Path to Online Success

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Phil Taylor, Squiz's Head of Analytics, is an expert on PPC, SEM and analytics. He presented an overview of the ways in which search marketing and analytics can be used to build relevant traffic, ...

Phil Taylor, Squiz's Head of Analytics, is an expert on PPC, SEM and analytics. He presented an overview of the ways in which search marketing and analytics can be used to build relevant traffic, improve engagement with your users and maximise conversions.

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  • Analytics used to gain insights that ultimately lead to better / real business outcomes.
  • We normally dive straight in to data in hope of finding helpful conclusions
  • but this tends not to lead to useful insights.
  • The way to find these is to define what you want to know first. Start with basic question: what ultimately are you looking to achieve online?
  • Let’s say it’s to drive online donations. These are the sort of key questions to focus on, as they relate directly to your ultimate objective.
  • Map ‘key performance indicators’ on to these questions, then seek values for them in Analytics.
  • Putting questions first lets you cut straight through the relevant data. The most relevant and actionable insights will stem from that.
  • Analysis now straightforward and immediately and clearly usable because fully driven by / tied to your bottom line aim.
  • You have the right data now but not always easy to know what changes to make.
  • Controlled experimentation is a valuable way of finding the right response to make. ‘fail’ asap by identifying deficient areas and changing them.
  • a/b testing answer question of what changes to make. It’s also a powerful way of getting changes made. It bypasses delays and opinions that typify the normal process of analyst > decision maker > inaction.
  • Squiz Analytics has a great a/b testing feature.
  • Questions relating to core biz aims > the right data > insights > test at the action stage > result
  • An obscure one out of context Hannah… ‘if you do all this, your site will be a much more efficient engine for xyz but you still need to put in the fuel (traffic)’
  • Benefits of PPC
  • Adding traffic to the big picture of your online activity.

Squiz Analytics - A Clearer Path to Online Success Squiz Analytics - A Clearer Path to Online Success Presentation Transcript

  • A Clearer Path to Online Success Philip Taylor, Head of Analytics, Squiz UK
  • Why do we use analytics?
  • How do we use analytics (really)?
  • Define your business objectives
    • are we driving online donations?
    Objective: Drive online donations How are we driving online donations? When are we driving online donations? Where are we driving online donations? From whom are we driving online donations? To what extent are we driving online donations? Focused lines of enquiry:
  • Objective: Drive online donations How are we driving online donations? KPI: total £s donated v.s traffic source When are we driving online donations? KPI: number of donations v.s. day of the week Where are we driving online donations? KPI: donations per visit v.s visitor location From whom are we driving online donations? KPI: donations per visit v.s new/returning visitor To what extent are we driving online donations? KPI: donations v.s. visits or £ online v.s £ offline
  • Questions first Analysis Educated Action More Effective Website Better Business Outcomes Data Data Data Relevant / outcome-related data Actionable insights Focused questions
  • Analysis focused on business objectives
  • Insights... what to do with them…
  • Controlled experimentation. Fail faster
  • 1,2,3 Testing
  • Squiz Tests
  • Ask first, Test always, Win
  • Don’t forget the fuel!
  • PPC gives you
    • Control over your messaging
    • Control over your spend
    • Immediate flexibility
    • Total transparency
  • Learn, improve, grow
  • Key points
    • Strategy before data
      • Focus on business objectives
      • Decide KPIs before viewing reports
    • Experiment continually. Fail faster
    • Try new marketing media. Try PPC
    • Ask us how we can help
  • Thank you, any questions?
    • Philip Taylor
    • Email: [email_address]
    • Mobile: 07979 365 087