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Integrated Analytics: Connecting the Pieces

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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.

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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