Analytics for BusinessGoals
Agenda Why analytics skills are essential for marketing  and technical professionals Types of data Define and Measure –...
Why Analytics Matters Measure whether the business  goals were achieved Agile: Test, Sprint, Adjust Digital marketing m...
Remember the Marketing Funnel?Source: Josh Bernoff, Ted Schadler, Empowered:Harvard Business Review
Measure the Steps               Visits               Initial             Conversion               Core             Convers...
Take a Holistic ApproachWeb Analytics 2.0 is:    the analysis of qualitative and quantitativedata from your website & the ...
What Do We Want To Know?
Some Tools Clickstream – Clicktale, Experimentation & Testing: Voice of Customer: Kampyle, 4Q Competitive Intelligence...
The 10/90 Rule Spend 10% on tools Spend 90% on analysis and actionable insight
What’s Your Goal?A website exists to serve three types ofoutcomes: 1.Increase revenue 2.Reduce cost 3.Improve customer loy...
STOP MEASURINGTRAFFIC AND VISITORS
What NOT to measure Pageviews Visits Traffic Sources Likes Fans Followers +1s (sorry Google!)
What TO Measure Sales Downloads    ◦ White Papers    ◦ Software    ◦ User Guides (yes, even PDFs) Registrations LeadsB...
Goals and FunnelsWhat is your goal and what is thepathway to achieve it1.Define   your KPI: Intended Goal  (sale, lead, et...
Funnels
How to Set Up Goals inGoogle Analytics1. Create Goal Conversion Page (“Thank You”)2. Add Steps in Funnel (Optional)  For f...
URL TrackingTag every link in order to ensure that you cantrack your web traffic1. Go to Google URL Builder at http://j.mp...
Case Study: WebinarGoal: 300 Registrations for WebinarTactic: Identify which channels lead to moreregistrations
Case Study: 300 RegistrationsCreated “thank-you” post-registration page
Conversion: WebinarRegistrations What worked & what didn’t work – who drove  traffic but not registrations Examine which...
WHY?   Why did 500 people come to my page but only    5 download my white paper?
Qualitative•   Many ways to answer “Why?”•   Usability Studies: See how users complete    a task    • Test concepts    • V...
The 3 Most ImportantQuestions to Ask   What is the purpose of your visit to our    website?    • They might not be there ...
How to Embarrass Your Boss   Experiment and Test – Test two variations of a page    and see which converts more   Ask “W...
Resources• Avinash Kaushik, Web  Analytics 2.0  • Occam’s Razor,    http://www.kaushik.net• Daniel Weisberg  • http://onli...
About Avi Advisory Board, The Cline Group Global Marketing Manager, Typemock www.avihein.com avihein@gmail.com
Thank You!www.avihein.com
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Megacomm - Data Analytics for Business Results

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Data analytics can drive business results.

MEGACOMM is Israel's largest technical and marketing communications conference.

Published in: Business, Technology
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  • You need to tag your links to see where the traffic comes from.This is especially important with any shortened link or shared link, as links from sources like Twitter and shortened URL services like bit.ly are otherwise counted as “direct / none” providing no insight as to the source of the traffic if it is not tagged.
  • We created a thank you post-registration page because what matters is how many people signed up after the webinar – not how many people came to the webinar page in the first place. That can also be measured but how many people who come to your page are actually registering. We’ve had 10% of total traffic finally signing up, so that 90% doesn’t matter in terms of the ultimate goal of registrants.
  • Megacomm - Data Analytics for Business Results

    1. 1. Analytics for BusinessGoals
    2. 2. Agenda Why analytics skills are essential for marketing and technical professionals Types of data Define and Measure – Goals & Funnels Key Metrics to Measure The three most important questions How to Embarrass Your Boss (and Implement Analytics in Your Company)
    3. 3. Why Analytics Matters Measure whether the business goals were achieved Agile: Test, Sprint, Adjust Digital marketing make us more accountable and measurable Can’t throw money on campaigns that don’t drive revenue or ROI
    4. 4. Remember the Marketing Funnel?Source: Josh Bernoff, Ted Schadler, Empowered:Harvard Business Review
    5. 5. Measure the Steps Visits Initial Conversion Core Conversion
    6. 6. Take a Holistic ApproachWeb Analytics 2.0 is: the analysis of qualitative and quantitativedata from your website & the competition to drive a continual improvement of theonline experience that your customers, andpotential customers have, which translates into your desiredoutcomes (online and offline)- Avinash Kaushik, Web Analytics 2.0: The Art of Online Accountability and Science ofCustomer Centricity
    7. 7. What Do We Want To Know?
    8. 8. Some Tools Clickstream – Clicktale, Experimentation & Testing: Voice of Customer: Kampyle, 4Q Competitive Intelligence - Compete, comScore, HitWise, Alexa, Google Trends
    9. 9. The 10/90 Rule Spend 10% on tools Spend 90% on analysis and actionable insight
    10. 10. What’s Your Goal?A website exists to serve three types ofoutcomes: 1.Increase revenue 2.Reduce cost 3.Improve customer loyalty/satisfaction Measure Against These Outcomes
    11. 11. STOP MEASURINGTRAFFIC AND VISITORS
    12. 12. What NOT to measure Pageviews Visits Traffic Sources Likes Fans Followers +1s (sorry Google!)
    13. 13. What TO Measure Sales Downloads ◦ White Papers ◦ Software ◦ User Guides (yes, even PDFs) Registrations LeadsBusiness Goals & the Steps to Achieve them
    14. 14. Goals and FunnelsWhat is your goal and what is thepathway to achieve it1.Define your KPI: Intended Goal (sale, lead, etc.)2.What is the pathway to achieve this goal? The pages that a person need to visit in order to achieve the goal.3.Goal Value: ROI of goal completion (Optional)
    15. 15. Funnels
    16. 16. How to Set Up Goals inGoogle Analytics1. Create Goal Conversion Page (“Thank You”)2. Add Steps in Funnel (Optional) For full instructions: http://j.mp/goals-and-funnels
    17. 17. URL TrackingTag every link in order to ensure that you cantrack your web traffic1. Go to Google URL Builder at http://j.mp/url-builder22. Enter the website URL 1. Source: linkedin, newsletter, google 2. Medium: social, email, organic, cpc, referral 3. Campaign Name: promo code, sloganhttp://www.avihein.com/?utm_source=presentation&utm_medium=megacomm&utm_campaign=analytics-for-comm-professionals
    18. 18. Case Study: WebinarGoal: 300 Registrations for WebinarTactic: Identify which channels lead to moreregistrations
    19. 19. Case Study: 300 RegistrationsCreated “thank-you” post-registration page
    20. 20. Conversion: WebinarRegistrations What worked & what didn’t work – who drove traffic but not registrations Examine which webinars/messages/channels to invest in
    21. 21. WHY? Why did 500 people come to my page but only 5 download my white paper?
    22. 22. Qualitative• Many ways to answer “Why?”• Usability Studies: See how users complete a task • Test concepts • Verify comprehension• Surveys – Listen to the customers and generate immediate feedback
    23. 23. The 3 Most ImportantQuestions to Ask What is the purpose of your visit to our website? • They might not be there for the reason that you think. Were you able to complete the task? • Your opinion is irrelevant. So is your bosses. The only opinion that matters is your customer. If you were not able to complete the task, why not? • What can you change to raise your conversions?
    24. 24. How to Embarrass Your Boss Experiment and Test – Test two variations of a page and see which converts more Ask “Why?” - Capture Voice of Consumer on Underperforming Page Benchmark Competitive Analysis – Show How Much Better Your Competitor is Doing Run a Small Experiment with a Friendly Sub-site Hire a Consultant
    25. 25. Resources• Avinash Kaushik, Web Analytics 2.0 • Occam’s Razor, http://www.kaushik.net• Daniel Weisberg • http://online-behavior.com/ • http://conversionjourney.co m/• Avi Hein • http://www.avihein.com • http://www.theclinegroup.com
    26. 26. About Avi Advisory Board, The Cline Group Global Marketing Manager, Typemock www.avihein.com avihein@gmail.com
    27. 27. Thank You!www.avihein.com
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