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eROI is Performance | Google Analytics

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An explanation of Google Analytics and how to use Custom Event Tracking, Campaign Parameters, and how to track Offline Campaigns

An explanation of Google Analytics and how to use Custom Event Tracking, Campaign Parameters, and how to track Offline Campaigns

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  • 1. Performance eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
  • 2. CONTENTS WE ARE ONE 3 CAMPAIGN PARAMETERS 6 CUSTOM EVENTS 10 OFFLINE 14 THE FUTURE 16 eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
  • 3. WE ARE ONE Each person at eROI plays a part in our Performance. From start to finish each step of a project plays into our ROI. Our success as a team depends on proper Planning, informed Strategy, intelligent Design, efficient Development, and diligent Measurement. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
  • 4. ASK WHY 75% of our name is defined by ROI. We always ask the questions. Now let’s solve the problems with facts. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
  • 5. PARTNER’S PASSIONS WHY? Do 3 emails and a landing page make sense for this Partner? Do the numbers back up what we are recommending? Think strategically. Who is the target? Demographics What are they doing? Conversions When are they receptive? Temporal Engagement Why are they doing it? Performance is Art eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 5
  • 6. NO NAKED LINKS ROI is near IMPOSSIBLE without Campaign Tagging How do we measure the effectiveness of Outbound? eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
  • 7. CAMPAIGN PARAMETERS Campaign parameters are added after the “?”. Everything after that has no bearing on destination. These allow us to better identify and classify the visitors entering our sites eroi.com?utm_source=exacttarget&utm_medium=email&utm_campaign=holiday13&utm_term=20off eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 7
  • 8. CAMPAIGN PARAMETERS Campaign parameters identify, slice, and dice traffic. Example Parameter SOURCE MEDIUM CAMPAIGN TERM CONTENT Coding Best Practices exacttarget, emailroi 1. 2. 3. 4. 5. 6. email,banner, social, guestpost lower case no spaces no special characters no quotes short descriptive but not personal newlebrons, holiday13 20off, 30off animated, static, leftsidebar Email going out without campaign tagging causes visitors to be attributed as a “Direct” visit Banners and other links in the wild that do not have campaign tagging get attributed as a “Referral” Visit eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 8
  • 9. CAMPAIGN PARAMETERS SOURCE MEDIUM CAMPAIGN TERM CONTENT exacttarget email holiday13 20off exacttarget email holiday13 30off affiliate1 display holiday13 20off affiliate2 display holiday13 30off This could be a basic structure for a campaign testing 2 different discounts across email and display. Using this tagging we could view conversions as a whole across the “holiday13” campaign. We could look at how “display” as a whole drove conversions. We could look at how “email” as a whole drove conversions. We could look at how “20off” vs. “30off” performed. We could then choose the tactics that were the most successful and ramp up that channel with more marketing dollars or kill off nonperformers. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 9
  • 10. SHATTERING GOALS MACRO AND MICRO ROI extends beyond revenue. How else is success measured? eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
  • 11. CUSTOM EVENTS Custom events allow us to measure visitor actions. Macro conversions like sales are identified by eCommerce tagging. Micro conversions such as email signups, clicks on important links, downloads, video plays are only trackable through custom event tagging. These allow us to better identify and classify the actions of our visitors on our sites onClick=”_gaq.push(['_trackEvent', pdf, download, etorderform,30]) onClick=”ga('send', 'event', 'Category', 'Action', 'Label,30);” eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 11
  • 12. CUSTOM EVENTS Custom events identify, slice, and dice actions. Parameter Example Coding Best Practices CATEGORY video, pdf, form ACTION play, click, download, submit LABEL name of file, name of video, name of form, name of page 1. 2. 3. 4. 5. 6. VALUE monetary, lead scoring NON-INTERACTION is it a bounce?(blank or true) eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM lower case no spaces no special characters no quotes short descriptive but not personal / PERFORMANCE IS ART 12
  • 13. CUSTOM EVENTS CATEGORY ACTION LABEL VALUE NON-INTERACTION pdf download ethowto 15 pdf download etorderform 30 video play homepageintro 10 form submit footernewsletter 25 This could be a basic structure for a site offering a service. There are PDF’s available for download with the “etorderform” being twice as valuable as the “ethowto.” There is a “video” on the homepage that is used for lead generation that is not as valuable as a “download”. The site also offers a monthly newsletter that someone can sign up for and “submit” the “form” from the footer which is slightly less in value than an actual order “download” We could then choose the tactics that were the most successful and refine that channel. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 13
  • 14. MEASURE ALL THE THINGS If we make it or recommend it, we track it How do we measure what’s not clickable? eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
  • 15. OFFLINE ASSETS Determine ROI and offline effectiveness of varying non-digital marketing Redirected Domains + Campaign Parameters BIGSALE.COM ---301--> ?utm_source=poster&utm_medium=print&utm_campaign=bigsale ---301--> OURPARTNER.COM Coupon Codes Enter “BIGSALE” to receive the discount PURL’s OURPARTNER.COM/CUSTOMER_NAME Call Centers 800 numbers PPC Campaign Non-competitive keyword buy with near guaranteed impressions for all search eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 15
  • 16. THE FUTURE Proactive, Cross-Platform, Segmented, Data-Deluge How do we get in front of the wave? eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
  • 17. THE FUTURE IS NOW Display Enabled Tracking Code ● Provides more detailed information on visitors utilizing Google’s Doubleclick acquisition information. Over time the new tracking script allows us to get demographics of our visitors. ○ Interests ○ Gender ○ Age Universal Analytics ● Cross Platform tracking for users that are logged in ○ Desktop to Mobile and back for Logged-In users ● Imported offline actions ○ In-store sales ○ Customer appreciation card swipes ○ Literally anything we can measure and import ○ Sky’s the limit provided we have the know-how eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 17
  • 18. THANK YOU eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART

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