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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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    GCD-Measurement&Analytics-Week11 GCD-Measurement&Analytics-Week11 Presentation Transcript

    • Measurement & Analytics
    • 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/
    • 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?
    • Creating a Measurement Framework
    • 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
    • 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
    • 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
    • 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
    • Measurement Framwork
    • Simple Example
    • 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.
    • Cumulative Increment Work-Through
    • www.smartinsights.com www.davechaffey.com/Spreadsheets
    • Google Analytics
    • Add GA Code
    • Tracking Txns
    • Ways to Monitor Site Performance
    • 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  
    • Check Visitor Loyalty & Recency
    • Recency
    • Length of Visit
    • Landing Page Performance
      • Landing Page Performance
    • Custom Alerts Tip : Use Custom Alerts in your system
    • Segmenting your audience by setting up advanced segments
    • 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
    • Segmenting Search
    • 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/
    • Customisation Technique: Goals and funnels
    • Filter example
    • 20 goals in GA so group them!
    • 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
    • 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
    • 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/
    • Segment your funnels! Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics
    • Voice of Customer
    • Use Feedback tools for… “ Why ” not “ What ” http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
    • 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 ” .
    • Voice of the customer
    • Gaining site and business innovation ideas through Uservoice
    • 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