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Art of Marketing Conference Slides

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Google Analytics slides from the Art of Marketing Conference, Newcastle, November 2010

Google Analytics slides from the Art of Marketing Conference, Newcastle, November 2010

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Art of Marketing Conference Slides Art of Marketing Conference Slides Presentation Transcript

  • You can’t manage what you can’t measure
    Smarter marketing decisions with Google Analytics
    Vicky Brock
    13th November 2010
  • Getting beyond the GA dashboard
  • To real marketing answers...
    Should I spend more or less on paid search?
    Who are my best customers & where will I find more?
    Can web visitors achieve what they came to the site for?
    Do I need an iPhone app, Facebook page, mobile site...?
    What sections of the site shall I update first?
    Whatmarketing campaigns are really working?
    View slide
  • What does Google Analytics Track?
    All tagged pages of your site Tagged downloads, exit links & campaignsAdWords campaignsVisitors who block 3rd party cookiesMobilesPersonally identifiable informationVisitors that have java script disabledVisitors who block first party cookies
    Remember: no analytics tool is 100% accurate Focus your analysis on trends and ratios, not absolute numbers
    View slide
  • Avoiding death by data
    Google Analytics and all other web analytics products are tools, not answers in themselves
    Focus on what is important to you, not just what interesting.
  • So why measure?
  • Measure what matters – to you
  • Passive metrics damage your health
    Double time spent on site
    Double the number of page views
    Increase unique visitors to site by 25%
    Increase “engagement”
  • Active metrics tie to real success
    Reduce cost to service customer, while improving satisfaction score
    Register 10,000 active subscribers
    Achieve 2 way conversations with 50% more prospects
    Increase average order value by X%
  • Goals are as you define & value them
  • Get ecommerce on and working
  • Defining success lets you measure it
  • 2.Site conversion optimisation
  • Quick wins
  • Essential metrics
    Bounce rates for your top entry pages
    Conversion “funnel” completion rate
    Abandon rates, satisfaction scores
  • Find & understand those failing pages
    Those that are literally failing
    But also:pages even you can’t follow
    pages with high exit ratesthose that trigger stress actions for visitors
  • The weakest link:
    Not everyone is ready to start the booking process when they reach this pageBUT, they don’t all leave the site . Most double back to their cart, some refresh
    This is the problem page – 7% leave the site or experience a failed booking
  • What does your funnel look like?
    Graphic copyright Jim Sterne of Target Marketing
  • 3. Marketing campaign optimisation
  • Understanding if your marketing works
  • A time and a place for ROI
    This keyword or that?
    Why keep spending on this term once we know it isn’t working?
  • Danger of oversimplification of ROI
    Over attribution to search?
  • So what?
    4. Gain insight into customers
  • Understanding the visitor
    Where are they?
    What language do they speak?
    Are they self-identifying in theirinternal search terms?
    What devices do they use?
    What domain/network are they on?What time of day, day of week are they coming?
    What visitor segments are we seeing?
  • Can people do what they came for?
    The lost, dissatisfied and
    disinterested leave clues:High bounce ratesLow views of critical site content
    Low conversion ratesLow value per visitor
    “Last resort” searches
  • The voice of the visitor - internal search
    In this real example the terms being searched suggest a problem:
  • You are not the customer
    Don't build for the HIPPO
    Is activity for the benefit of you or your boss?
    Understanding & segmenting customers to focus the targeting of your site and marketing - meaning better results.
  • So what?
    5. Making data actionable
  • Analytics tools are stilltools.....
    • Know your goals
    • Measure meaningful actions
    • Test to challenge assumptions
    • No one size fits all metric
    All pointless with no action
  • Don’t spew data, share insight
    • Less is more
    • Quick wins
    • Find allies
    • Money talks
    • Create heroes (and new best friends)
    Get past reporting:
  • Getting to action
    • Recognise & manage your HIPPO
    • Measure what matters
    • Not about HITS or page views or unique visitors
    • Data trumps opinion
    • Ask “so what?”
    • Ask “who cares?”
    Start with quick wins – gain, save, satisfy
  • Avoid death by data!
    Thank you
    Vicky Brock:
    @brockvicky