• Like
  • Save
Integrated Analytics: Connecting the Pieces
Upcoming SlideShare
Loading in...5
×
 

Integrated Analytics: Connecting the Pieces

on

  • 574 views

Integrated Analytics: Connecting the Pieces...

Integrated Analytics: Connecting the Pieces
While the sophistication and depth of business metrics has improved dramatically in recent years, analytics are still largely siloed in most companies. From paid search, to web metrics, sales results, call center activities, social interactions, and other pockets of data, we must look at an integrated approach to gaining 360° visibility. During this session we'll look at some recent enhancements in metrics, new areas of growth and ways to collect and combine data for a holistic look at performance across your business.

Statistics

Views

Total Views
574
Views on SlideShare
556
Embed Views
18

Actions

Likes
0
Downloads
0
Comments
0

4 Embeds 18

http://www.linkedin.com 12
https://www.linkedin.com 3
http://www.slideshare.net 2
http://www.lmodules.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Integrated Analytics: Connecting the Pieces Integrated Analytics: Connecting the Pieces Presentation Transcript

    • Online Marketing Summit
      Cleveland, OH | June 7, 2010
      Integrated Analytics:
      Connecting the Pieces
      James BakeDigital Marketing and Metrics Hanson Inc.
      1
    • Manager, Digital Marketing and Metrics at Hanson, Inc.
      Hanson is a full service digital agency, 75+ employees
      8+ years as a branding, advertising and marketing strategist
      Google Analytics Certified
      Google Advertising Professional Certified
      Trained as an Omniture Advanced User
      Manage multi-million dollar ad campaigns
      6/4/10
      2
      Hi, I’m James!
    • Bridging the Distance Between Data and Actionable Insights
      3
    • 80% believe ROI from online marketing activities is important to measure, but only 31% of marketers can effectively measure it. Source: 2010 Omniture Online Analytics Benchmark Survey
      6/4/10
      4
    • 6/4/10
      5
      Current Landscape
      Email/SMS
      NaturalSearch
      Call Center
      Website
      Paid Search
      Display Media
      Online Videos/Photos
      Social Convers-ations
      Local Marketing Efforts
    • 6
      More
      Actionable
      Insight
    • Obtain a correlated view of customer interactions across many channels
      Identify opportunities for holistic enhancement
      Optimize marketing campaigns to improve ROAS
      Lower overall marketing cost by allocating money/resources where they best fit
      6/4/10
      7
      Benefits of Integrated Analytics
    • Understand key components
      Identify core KPIs in each channel
      Identify synergies across channels
      Balance connected data
      6/4/10
      8
      Steps In Planning
    • What are all the elements of your marketing program?
      What are the reasons each is being undertaken?
      Build Awareness
      Drive Traffic
      Motivate Conversion
      Maintain Customers
      Improve Frequency and Volume of Purchase
      6/4/10
      9
      1. Key Components
    • Email
      Opens, Clicks, Subscribes, Bounce Rate
      Banners
      Impressions, Clicks, CTR, Cost
      Web Site
      Engagement metrics: visits, return visits/frequency
      Success metrics: document downloads, specific page views, tool usage, leads, purchases
      Call Center
      Number of calls, length of call, dropped calls, successful resolution
      6/4/10
      10
      2. Core KPI Examples
    • Email driving Web Sales
      $Web Sales ÷ Clicks
      Email driving Web Leads and KPIs
      Leads ÷ Clicks
      Social support and Call Center efficiencies
      Support views ÷ Calls
      Display Ads and Natural Search
      Ad Impressions ÷ Natural Search Visit Growth
      6/4/10
      11
      3. Synergies
    • Time needs to be correlated/rolled-up
      Days, Weeks, Months
      Some data may need translation or cross-referencing
      Zip code to market location
      Keep your “instances” and “people” the same
      All Visits vs. Unique Visits
      Some similar interactions should be weighted differently
      Video views vs. email views
      6/4/10
      12
      4. Balancing Data
    • Google Analytics APIs and Custom Application Store
      Custom Analytics “Plug-Ins”, like Tealium
      Video Engagement Reporting
      Connected Devices: Google TV, Digital Billboards, Mobile Devices
      6/4/10
      13
      Advances in Analytics
    • Some Examples
      6/4/10
      14
    • Display Ads + Natural Search + Leads/Sales
      Email Marketing + Web Site + Leads/Sales
      Web Site + Call Center + Leads/Sales
      Social Media + Web Site + Leads/Sales
      6/4/10
      15
      Consolidated Analytics Examples
    • 6/4/10
      16
      Display Ads + Natural Search + Leads/Sales
      Added Impact of Impressions
    • 6/4/10
      17
      Display Ads + Natural Search + Leads/Sales
      Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study
      Online Marketing
      Display Ads
    • 6/4/10
      18
      Display Ads + Natural Search + Leads/Sales
      Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study
      Brand Awareness
      Online Marketing
      Display Ads
    • 6/4/10
      19
      Display Ads + Natural Search + Leads/Sales
      Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study
      Brand Awareness
      LOWPERFORMANCE
      Online Marketing
      Stop Display Ads
      Display Ads
    • 6/4/10
      20
      Display Ads + Natural Search + Leads/Sales
      Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study
      Increase in
      Natural Search
      Brand Awareness
      Online Marketing
      Display Ads
    • 6/4/10
      21
      Display Ads + Natural Search + Leads/Sales
      Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study
      LOWPERFORMANCE
      Online Marketing
      No Display Ads
      Display Ads
      Decrease in
      Natural Search
    • 6/4/10
      22
      Display Ads + Natural Search + Leads/Sales
      Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study
      Increase in
      Natural Search
      Brand Awareness
      LOWPERFORMANCE
      Online Marketing
      No Display Ads
      Display Ads
      Decrease in
      Natural Search
    • 6/4/10
      23
      Email Marketing + Web Site + Leads/Sales
      Understanding the other side of the click through
    • Connecting email campaigns to website activity via integrated analytics
      Applying tracking tags to every link (Google Analytics Link Builder)
      Segment email traffic from other traffic
      Using advanced segments or filters
      Segment different link types and lists to understand relation to KPIs
      A link to a featured product vs. support page
      6/4/10
      24
      Email Marketing + Web Site + Leads/Sales
    • 6/4/10
      25
      Segmentation of Email
    • Understand not only basic email metrics but also correlation between email and website metrics
      Understand enhancements to email content by segmenting different link topics or email themes/subjects
      6/4/10
      26
      Email Marketing + Web Site + Leads/Sales
    • Matching Needs to Support Vehicles and Optimizing for Effectiveness
      6/4/10
      27
      Web + Call Center + Leads/Sales
    • Identifying opportunities to provide the right solutions for customers
      Right message, right place, right time
      Work with call centers to combine efforts, create efficiencies and tools to improve customer experience
      Look at correlation of calls (and call types and resolutions) vs. visits (and audiences) over time
      6/4/10
      28
      Web + Call Center + Leads/Sales
    • Collaborating with call center to identify trends and areas for coordination
      6/4/10
      29
      Web + Call Center + Leads/Sales
    • Test support programs to understand impact on customer satisfaction
      Move from customer acquisition to customer relationship building / shift in what types of support are offered in each place
      Using vanity phone numbers you can track online/offline activities to understand impact on call centers
      6/4/10
      30
      Web + Call Center + Leads/Sales
    • Tying Conversations to Conversion
      6/4/10
      31
      Social Media + Web Site + Leads/Sales
    • Track conversations to KPIs/conversions: Tealium Social Media
      Apply tracking tags to site
      Manage list of “interesting” conversation URLs
      Segment social traffic from other traffic
      6/4/10
      32
      Social Media + Web Site + Leads/Sales
    • 6/4/10
      33
      Social Media + Web Site + Leads/Sales
      Click-through
      View-through
    • 6/4/10
      34
      Social Media + Web Site + Leads/Sales
    • True ROI measurement of Social Media
      True comparison of social media with other online marketing functions – banners, emails, SEM
      Social media marketers / online PR professionals can get true credit for site traffic spikes
      6/4/10
      35
      Social Media + Web Site + Leads/Sales
    • Summary
      6/4/10
      36
    • Better understanding of your customer
      Better understanding of the true ROI of marketing across all channels
      Maximize your budgets, time and resources
      Measurement alone is not enough: work together to act on the data.
      6/4/10
      37
      Key Takeaways
    • James Bake
      Digital Marketing and Metrics,
      Hanson Inc.
      e: James.Bake@hansoninc.com
      p: 419.327.6100
      linkedin: LinkedIn.com/in/jamesbake
      38
      Questions? Feedback?
    • 39
      Thank You
      Visit
      www.onlinemarketingsummit.com
      for more information
      Follow us @OMSummit