The Story Your Analytics Are Telling You
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The Story Your Analytics Are Telling You

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Gain a better understanding of what your company's website, email, and online advertising analytics are telling you. Learn ways to use that information in your marketing efforts.

Gain a better understanding of what your company's website, email, and online advertising analytics are telling you. Learn ways to use that information in your marketing efforts.

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The Story Your Analytics Are Telling You The Story Your Analytics Are Telling You Presentation Transcript

  • The  Story  Analytics   Are  Telling  You     Becky  Livingston   President  &  CEO     Penheel  Marke:ng     February  27,  2014   AAM  NYC  Mee:ng  
  • Becky  Livingston   ü Speaker   ü Author   ü Educator   ü Social  Media  &   Digital  Marke:ng   Consultant   ü 15  yrs.  in  the   financial  services   field   ü KPMG,  CPA2Biz,  my   clients   ©2014  Penheel  Marke:ng  
  • Who  is  Penheel  Marketing?   Social  media  and  digital  marke:ng  consul:ng  firm  for  CPA  firms,  small   businesses,  and  non-­‐profits.     hTp://Penheel.com   Blogging   Create  blog  content  quickly     while  ge]ng  SEO  :ps  and     best  prac:ces  pointers.   Marke&ng  Analy&cs   Website  analy:cs,  online     adver:sing  analy:cs.  See     which  sources  are  genera:ng     the  most  leads.     Email   Send  personalized,  segmented     Emails  based  on  any  informa:on     in  your  contact  database.   Social  Media   Publish  content  to  your  social   accounts,  then  nurture  leads     based  on  their  social  engagement.   Search  Engine  Op&miza&ons   Improve  your  rank  in  search     engines  by  finding  and  tracking     your  most  effec:ve  keywords.   Lead  Management   Track  leads  with  a  complete   :meline-­‐view  of  their  interac:ons     with  your  firm.  
  • Agenda   Gain  a  beTer  understanding  of  what  your  firm’s  website,   email,  and  online  adver:sing  analy:cs  are  telling  you.       Learn  ways  to  use  that  informa:on  in  your  marke:ng   efforts.  
  • The  Process     Look  at  the  numbers   Repeat   Assess  what  they   mean  &  tell  the  story   Change  the  strategy    
  • WEBSITE  
  • Basic  Web  Analytics  Tells  You   ü How  many  visitors  come  to  your  site  on  any  given  day,   week,  month  (or  other  period  of  :me)?     ü Is  there  a  correla:on  between  other  marke&ng  efforts   and  increased  web  traffic?     ü What  pages  (and  types  of  content)  are  most  popular?     ü Where  are  people  entering  your  website?  (It  shouldn't   always  be  your  homepage.)  
  • Basic  Web  Analytics  Tells  You   ü What  keywords  are  people  searching  on  to  find  you  (and   what  important  terms  aren't  bringing  any  traffic)?     ü What  sites  and  blogs  link  to  yours?     ü How  much  is  social  media  driving  traffic  to  your  site?     ü Are  people  using  mobile  devices  to  access  your  site?     ü How  much  &me  are  people  spending  on  your  site?  And   where  are  they  spending  most  of  it?  
  • What  else?   ü Decide  what  you  want  people  to  do  on  your  site  (such  as   download  an  ar:cle  or  fill  out  a  form)  and  track  how   many  people  do  it  (these  are  called  "conversions").     ü Track  how  people  move  through  your  site.   ü Monitor  how  the  behavior  of  visitors  from  different   ci:es,  states  or  countries  differ  (who  spends  more  :me   on  your  site,  for  instance).     ü Set  up  an  A/B  test  for  two  landing  page  varia:ons  and   track  which  version  performs  beTer.    
  • What  else?   ü Track  pay-­‐per-­‐click  campaigns.  Discover  which  pages   load  slowly  (poten:ally  discouraging  visitors).     ü Track  how  many  people  download  specific  files  and   documents  (such  as  PDFs).     ü Determine  which  sidebar  offers  perform  beTer.     ü Discover  how  much  revenue  and  new  business  is  your   site  producing.  
  • Visits   3   1   2  
  • How  do  people  Dind  you?   Firm’s  Goal:  Increase  organic  search  by  X%  over  a  period  of  two  quarters.     Result:  We  watch  the  Organic  Search  referral  traffic  closely  to  note  the  increases     &  decreases  over  a  period  of  :me.  We  then  align  campaigns  and  other  inbound   marke:ng  techniques  to  determine  the  best  method  to  increase  organic  search.  
  • All  Site  TrafDic  Sources   Note:  Some  referral  source  names  changed   to  protect  client.    
  • All  Site  Referral  Sources   Note:  Some  referral  source  names  changed   to  protect  client.    
  • Analytics  Overview     Channels   bringing  in  the   most  visitors   Channels   bringing  in  the   most  engaged   visitors   Channels   bringing  in   visitors   who   convert    
  • Channels     Take  the  informa:on  you  see  here  to  influence  the  links  you   put  in  future  emails  for  new  customers.    
  • Setting  Goals   1.  Consider  the  ac&ons  a  person  may  complete  on  your  site,   such  as:   •  •  •  •  •  •  Download  a  whitepaper   Register  for  a  webinar,  conference,  event   Contact  us   Click  to  view  a  video   Social  media  share  buTons,  etc.   Blog  post  comment     2.  Assign  a  dollar  value  to  each  event/ac:on  
  • Setting  Goals   1   2   4   1.  2.  3.  4.  157  Goal  Comple:ons   13  Joined  the  mailing  list  –  remarket  using  a  welcome  message   38  registered  for  a  self-­‐study  course   105  clicked  on  the  live  webcast  link   3  
  • EMAIL  ANALYTICS  
  • Email  Tracking  Code   For  Email  marke:ng  the  parameters  I  recommend  are:   •  utm_medium:  medium  used  for  marke:ng,  i.e.,  email   •  utm_campaign:  campaign  name,  e.g.  EnewsNovember   •  utm_source:  This  is  usually  the  media  owner,  but  for  email   marke:ng  can  be  used  to  specify  the  source  of  email  list  or   type  of  email,  e.g.  COSO,  Welcome  email,  SOC  Webinar,  etc.   •  *  utm_term:  In  AdWords  used  to  iden:fy  the  keyword  used  to   trigger  the  ad,  can  be  used  in  email  marke:ng  to  iden:fy   individual  links  (op:onal),  e.g.  Offer1,  can  be  based  on  click   text  summary   •  *  utm_content:  Used  to  track  an  individual  or  segments   response  (op:onal),  this  could  be  based  on  any  field  in   database,  e.g.  user-­‐id,  user  email,  etc.  
  • Email  Tracking  Code,  cont.   Use  an  URL  link  builder  to  create  the  email  link,  such  as: hTps://support.google.com/analy:cs/answer/1033867?hl=en   hTp://www.vitbergllc.com/ Professional-­‐Services-­‐Marke:ng-­‐ Digest/blog/bid/69770/The-­‐Top-­‐5-­‐ Most-­‐Effec:ve-­‐Tac:cs-­‐Used-­‐by-­‐ Aggressive-­‐Progressive-­‐CPA-­‐Firms-­‐for-­‐ Lead-­‐Genera:on? utm_source=hs_email&utm_medium =email&utm_content=11960096&_hs enc=p2ANqtz-­‐9bC-­‐ t1_QA4oRpZ3qDGuNBAOFEycmKv-­‐ ExQN_KNn-­‐ TUTINIZewxZYS1nsuGMACYnKlNahUeY A1QPfBX9G9aj_VM7zeV7A&_hsmi=11 960096   1  
  • Tracking  Beyond  the  Click   Tracking  that  occurs  once  the  visitor  has  clicked  through  from   your  email  to  the  website.   1 2
  • Behavior   Looking  at  email  by  region.  We  could  split  test  on  a  region  and  look  at  the  behavior   for  each  region.  Then  determine  if  the  same  email  went  to  each  region  how  far   down  the  behavior  path  did  each  region  go?  Which  region  converted  more  oxen?  
  • ONLINE  ADVERTISING  EXAMPLES  
  • Set  Up  eCommerce  Tracking   1.  Link  AdWords  with  Analy:cs  Account   2.  Turn  eCommerce  tracking  on  in  Google  Analy:cs  or  other   analy:cs  account   3.  Setup  the  eCommerce  tracking  script  on  your  site   •  Thank  you,  order  success,  confirma:on,  order  received,  etc.     4.  Create  a  custom  report  showing  cost  vs.  revenue  and/or   profit  margin  
  • Campaigns   Engagement  Level   Timeline   Tip:  If  a  set  of  keywords  is  cos&ng  you  too  much  in  terms  of  revenue  generated  then  don’t  be  too  hasty  to   remove  it.    
  • Parts  and  Pieces  
  • Placements  /  Position   4-­‐9   Posi:on  1-­‐3  
  • Quality  Score  Components   1.  Click-­‐thru  rate   2.  Relevancy  –  how  well  it  relates  to  a  keyword   3.  Landing  page  quality  –  relevant,  original  content,  easily   navigable,  quick  load  :me,  minimum  to  no  pop-­‐ups,   transparent  about  nature  of  the  business   Max  Bid  x  Quality  Score  =  Ad  Rank  and  Posi&on   [Video:  hTp://www.youtube.com/watch?v=qwuUe5kq_O8]    
  • Poor  Quality  Score   ?   How  it  works.  
  • Impact  on  Price  per  Click   2 3 1 The  story  –  you  may  not  need  to  spend  the  most  money  to  get  the  best   ad  loca:on.  Focus  rather  on  the  quality  of  the  ad,  the  landing  page,  and   keywords  associated  with  the  ad  to  decrease  costs  and  increase  ad   rank.  
  • How  do  I  Dix  it?   •  Keyword  relevance   on  ads  and  site   content  /  landing   page   •  Make  few,  strategic   changes  to  ad  text   •  Include  keyword(s)  in   the  ad  itself   •  Include  keywords  on   the  landing  page   (back-­‐end  code  &   front-­‐facing  copy)   •  Follow  the  best   prac:ce  ad  guidelines  
  • Take  Aways   1.  Know  the  firm’s  goals  prior  to  dissec:ng  informa:on   2.  Create  a  marke:ng  plan  to  demonstrate  the  efforts  taking   place;  include  SMART  goals   3.  Assign  dollar  values  to  events/ac:ons,  such  as  downloads,   clicks,  contact  us,  etc.  based  on  priority   4.  Look  at  all  repor:ng  methods  for  website,  email,  CPC/PPC,   etc.  for  alignment   5.  Note  any  dras:c  changes  and  align  with  key  marke:ng   ini:a:ves   6.  Tell  the  story  using  metrics,  correla:on  to  marke:ng  efforts,   and  images  [infographics  are  great  story  tellers]  
  • References     •  Google  Tip  of  the  Week  by  Daniel  Waisberg   •  “Google  Analy:cs:  What  Story  Do  Your  Numbers  Tell?”  by  Conversa:on   Starter   •  “6  New  Google  Analy:cs  Features  for  Marketers”  Social  Media  Examiner   •  “Elements  of  Modern,  Professional  Marke:ng”  Hinge  Marke:ng   •  “ The  Importance  of  Web  Analy:cs:  The  3  Ques:ons  Google  Analy:cs  Can   Answer”  Hinge  Marke:ng   •  “Se]ng  Up  eCommerce  Tracking  for  AdWords”  Hallam  Internet  Unlimited   •  “Search  Adver:sing  With  Google:  Quality  Score  Explana:on”  Google  Chief   Economist,  Hal  Varian   •  “Email  campaign  tracking  with  Google  Analy:cs”  Dave  Chaffey