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Google Analytics

  1. 1. >  Google  Analy,cs  <  The  last  20%  of  features  that  drive     80%  of  the  pla5orm  value  
  2. 2. >  Short  but  sharp  history  §  Datalicious  was  founded  late  2007  §  Strong  Omniture  web  analyAcs  history  §  Now  360  data  agency  with  specialist  team  §  CombinaAon  of  analysts  and  developers  §  Carefully  selected  best  of  breed  partners  §  Evangelizing  smart  data  driven  markeAng  §  Making  data  accessible  and  acAonable  §  Driving  industry  best  pracAce  (ADMA)  October  2010   ©  Datalicious  Pty  Ltd   2  
  3. 3. >  Smart  data  driven  marke,ng   Media  A=ribu,on   Op,mise  channel  mix   Targe,ng     Increase  relevance   Tes,ng   Improve  usability   $$$  October  2010   ©  Datalicious  Pty  Ltd   3  
  4. 4. >  Clients  across  all  industries  October  2010   ©  Datalicious  Pty  Ltd   4  
  5. 5. >  The  last  20%  of  features  §  Standardised  metrics   –  Benchmark  and  compare  performance  across     Ame  to  isolate  trends  and  generate  insights  §  Calendar  of  events   –  Capture  key  events  to  provide  context  §  Custom  segmentaAon   –  Not  all  visitors  are  the  same  and  custom   segmentaAon  can  reveal  crucial  insights  §  Full  path  to  purchase   –  ‘Last  click  gets  all  the  credit’  model  is  inaccurate,   record  full  purchase  path  across  all  channels  October  2010   ©  Datalicious  Pty  Ltd   5  
  6. 6. >  AIDA  and  AIDAS  formulas   Old  media   New  media   Awareness   Interest   Desire   Ac,on   Sa,sfac,on   Social  media  October  2010   ©  Datalicious  Pty  Ltd   6  
  7. 7. >  Simplified  AIDAS  funnel   Simplified  AIDAS  funnel  as  basic  metric  framework       Reach   Engagement   Conversion   +Buzz   (Awareness)   40%   (Interest  &  Desire)   10%   (AcAon)   1%   (SaAsfacAon)   Google  provides  standardised  engagement  metrics  October  2010   ©  Datalicious  Pty  Ltd   7  
  8. 8. Pages  per  visit   Time  on  site  October  2010   ©  Datalicious  Pty  Ltd   8  
  9. 9. Custom  conversion  goals  October  2010   ©  Datalicious  Pty  Ltd   9  
  10. 10. Calendar  events  October  2010   ©  Datalicious  Pty  Ltd   10  
  11. 11. >  Custom  segmenta,on   Brand  vs.  direct  response  campaign   Reach   Engagement   Conversion   +Buzz   (Awareness)   40%   (Interest  &  Desire)   10%   (AcAon)   1%   (SaAsfacAon)   New  prospects  vs.  exisAng  customers  October  2010   ©  Datalicious  Pty  Ltd   11  
  12. 12. New  vs.  returning  visitors  October  2010   ©  Datalicious  Pty  Ltd   12  
  13. 13. AU/NZ  vs.  rest  of  world  October  2010   ©  Datalicious  Pty  Ltd   13  
  14. 14. Prospect  vs.  customer   High  vs.  low  value   Product  affinity   Post  code,  age,  sex,  etc  October  2010   ©  Datalicious  Pty  Ltd   14  
  15. 15. >  De-­‐duplica,on  across  channels   Paid     Bid     Search   Mgmt   $   Banner     Ad     Ads   Server   $   Central   Analy,cs   Plaorm   Email     Email   Blast   Plaorm   $   Organic   Google   Search   Analy,cs   $  October  2010   ©  Datalicious  Pty  Ltd   15  
  16. 16. >  Success  a=ribu,on  models   Banner     Paid     Organic   Success   Last  channel   Search   Ad   Search   $100   $100   gets  all  credit   Banner     Paid     Email     Success   First  channel   Ad   $100   Search   Blast   $100   gets  all  credit   Paid     Banner     Affiliate     Success   All  channels  get   Search   Ad   Referral   $100   $100   $100   $100   equal  credit   Print     Social     Paid     Success   All  channels  get   Ad   Media   Search   $33   $33   $33   $100   par,al  credit  October  2010   ©  Datalicious  Pty  Ltd   16  
  17. 17. >  Full  path  to  purchase   Introducer   Influencer   Influencer   Closer   $   SEM   Banner   Direct     SEO   Generic   Click   Visit   Branded   $   Banner     SEO   Affiliate   Social   View   Generic   Click   Media   $   TV     SEO   Direct     Email   Abandon   Ad   Branded   Visit   Update  October  2010   ©  Datalicious  Pty  Ltd   17  
  18. 18. >  Search  call  to  ac,on  for  offline  October  2010   ©  Datalicious  Pty  Ltd   18  
  19. 19. >  Understanding  channel  overlap   Read  more  on  our  blog  at  h=p://goo.gl/Tpqf    October  2010   ©  Datalicious  Pty  Ltd   19  
  20. 20. >  The  last  20%  of  features  §  Standardised  metrics   –  Benchmark  and  compare  performance  across     Ame  to  isolate  trends  and  generate  insights  §  Calendar  of  events   –  Capture  key  events  to  provide  context  §  Custom  segmentaAon   –  Not  all  visitors  are  the  same  and  custom   segmentaAon  can  reveal  crucial  insights  §  Full  path  to  purchase   –  ‘Last  click  gets  all  the  credit’  model  is  inaccurate,   record  full  purchase  path  across  all  channels  October  2010   ©  Datalicious  Pty  Ltd   20  
  21. 21. Contact  us   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  us   twi=er.com/datalicious    October  2010   ©  Datalicious  Pty  Ltd   21  
  22. 22. Data  >  Insights  >  Ac,on  

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