GCD-Measurement&Analytics-Week11
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GCD-Measurement&Analytics-Week11

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GCD-Week 11 :: Digital Marketing Measurement and Analytics Session

GCD-Week 11 :: Digital Marketing Measurement and Analytics Session

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  • 1. Measurement & Analytics
  • 2. Resources
    • http://analytics.blogspot.com/
    • http://www.smartinsights.com/strategy/digital-marketing-strategy/
    • http://www.kaushik.net/avinash/ (google evangelist)
    • http://www.advanced-web-metrics.com/blog/
    • http://twitter.com/#!/brianclifton
    • http://twitter.com/#!/davechaffey
    • http://www.roirevolution.com/blog/
    • http://online-behavior.com/
    • http://online-behavior.com/
  • 3. SMART KPIs
    • SMART stands for goals or KPIs that are:
    • Specific . Is the objective applied to measure real-world problems an opportunities and drive performance?
    • Measurable . Can a quantitative or qualitative attribute be used as a measure?
    • Actionable . Can the information be used to improve performance? If the objective doesn ’t change behaviour in staff to help them improve performance, there is little point in it!
    • Relevant . Can the information be applied to the specific problem faced by organisations?
    • Time-related . Does the goal cover a period like month, quarter or year?
  • 4. Creating a Measurement Framework
  • 5. Objectives
    • Increase sales
    • Increase Awareness of Brand and Services on Online Channels
    • Increase Customer Retention Rates
    • Increase Engagement levels on Online Channels
    • Increase Customer Services Channels and Coverage
    • Increase Customer Share Of Voice Online
    • Raise Awareness of New Services using Social Channels
    • Reduce Customer Acquisition Costs
    • Reduce Customer Service Costs
    • Increase quantity and quality of B2B Leads
  • 6. Goals
    • Increase Average order size
    • Reduce cart abandonment rates
    • Increase number of marketing qualified leads
    • Increase % of leads to closed business
    • Increase # of branded traffic to site
    • Increase length of time on site areas
    • Increase # of email subscriptions
    • Increase # of social media likes, comments and shares
  • 7. Typical Trackable KPIs
    • Rate & Value of Conversions
    • Average order size (ecommerce apps)
    • Customer Lifetime Value
    • Average Revenue Per User
    • Abandonment rates
    • Cost per Lead & Cost Per Sale
    • Core Bounce rates
    • Frequency and Return rates
  • 8. Metrics
    • Traffic Related Statistics
      • # Page Views, Visits, Unique Visitors
    • Channel Statistics
      • Decomposition of Organic, Paid, Email, Direct etc..
    • Social Stats
      • # of Twitter, FB, Blog, LinkedIn followers/comments
    • # of 3 rd Party Links
      • Partners, Referrals, Promotions, Affiliates
    • # of Newsletter signups
    • # of Site Specific Downloads
      • Webinar Views, Articles, Whitepapers, podcasts
  • 9. Measurement Framwork
  • 10. Simple Example
  • 11. Measurement Summary
    • Business Objectives – High level Goals
      • Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales
    • Goals – Deconstructed achievables to be measured
      • Increase conversion rate, reduce cart abandonment, increase branded traffic etc
    • Key Performance Indicators – units of measurement to tell you if meeting goals
      • Conversion rates, abandonment rates, CPA, CPL etc.
  • 12. Cumulative Increment Work-Through
  • 13. www.smartinsights.com www.davechaffey.com/Spreadsheets
  • 14. Google Analytics
  • 15. Add GA Code
  • 16. Tracking Txns
  • 17. Ways to Monitor Site Performance
  • 18. Acquisition Strategy
    • How good is the acquisition strategy? Traffic Sources Report.
    Around 40% to 50% Search is normal 20% or so  Direct Traffic . 20% to 30% Referring Sites 10% Campaigns  
  • 19. Check Visitor Loyalty & Recency
  • 20. Recency
  • 21. Length of Visit
  • 22. Landing Page Performance
    • Landing Page Performance
  • 23. Custom Alerts Tip : Use Custom Alerts in your system
  • 24. Segmenting your audience by setting up advanced segments
  • 25. Segmentation
    • Key referring segments:
      • Search
        • Paid vs Natural
        • Branded vs non-branded
      • Email marketing
      • Affiliates
      • Social media
    • Don ’t forget:
      • New vs returning/customer non-customer
      • First and last referrer. Use attribution scripts:
    http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en
  • 26. Segmenting Search
  • 27. Other Segmentation Options
    • 1. Segmentation by Referrer / Traffic sourc e:
    • Paid
    • Natural
    • Paid and natural brand and non-brand
    • By number of keywords – 2,3,4
    • Social media
    •  
    • 2. Segmentation by Visitor Type
    • New visitor
    • Returning visitor
    • Registered visitor
    • Customer
    • 3. Segmentation by Engagement
    • 5 pages,
    • <3 pages
    • 4. Segmentation by Content Viewed  
    • Key landing page
    • Product page
    • Checkout complete
    • Folders for large organisation
    • 5. Segmentation by Landing Page Type
    • 6. Segmentation by Event :
    • Conversion goal types and E-commerce 
    • 7. Segmentation by Platform (less important)
    • Browser
    • Screen resolution
    • Mobile platforms
    • 8. Segmentation by Location
    • Main markets
    • UK
    • US
    • FIGS
    • ROW
    + By behaviour – search and browse See http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/
  • 28. Customisation Technique: Goals and funnels
  • 29. Filter example
  • 30. 20 goals in GA so group them!
  • 31. Setting up conversion goals
    • Remember to
        • Setup multiple conversion goals
        • Attach notional value to each
        • Can then assess $Index value by referrer and content
      • Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal
  • 32. Conversion funnels
      • These can be setup for each conversion goal
      • Example: Email sign-up, Landing page, checkout
      • Consider higher level funnels – or use conversion goals for these
  • 33. Simple funnel setup and what NOT to do Gotchas 1. The match type also applies to the funnel care with exact match Gotchas 2. Not actually the URL start with /<page> Gotchas 4. Missing/wrongly assigning goal value Gotchas 5. Required step may exclude some behaviour e.g. entry deeper into funnel Gotchas 3. Including a trailing slash / http://www.lunametrics.com/blog/2008/06/25/funnel-problems-google-analytics/ NB – Segmenting funnel: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/
  • 34. Segment your funnels! Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics
  • 35. Voice of Customer
  • 36. Use Feedback tools for… “ Why ” not “ What ” http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
  • 37. http://www.4qsurvey.com/ “ Bad web site. Difficult to find item as no search box provided for short cut ” “ I can't find any prices on your website ” “ Would like to see where I can buy products from ” .
  • 38. Voice of the customer
  • 39. Gaining site and business innovation ideas through Uservoice
  • 40. Tools
    • http://analyticsvisualizations.appspot.com/juicekit/AnalyticsVisualization.html
    • www.wordle.net
    • www.iperceptions.com
    • www.kamplyle.com
    • www.getsatisfaction.com
    • www.uservoice.com
    • www.polldaddy.com
    • www.surveymonkey.com