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

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  1. 1. Measurement & Analytics
  2. 2. Resources <ul><li>http://analytics.blogspot.com/ </li></ul><ul><li>http://www.smartinsights.com/strategy/digital-marketing-strategy/ </li></ul><ul><li>http://www.kaushik.net/avinash/ (google evangelist) </li></ul><ul><li>http://www.advanced-web-metrics.com/blog/ </li></ul><ul><li>http://twitter.com/#!/brianclifton </li></ul><ul><li>http://twitter.com/#!/davechaffey </li></ul><ul><li>http://www.roirevolution.com/blog/ </li></ul><ul><li>http://online-behavior.com/ </li></ul><ul><li>http://online-behavior.com/ </li></ul>
  3. 3. SMART KPIs <ul><li>SMART stands for goals or KPIs that are: </li></ul><ul><li>Specific . Is the objective applied to measure real-world problems an opportunities and drive performance? </li></ul><ul><li>Measurable . Can a quantitative or qualitative attribute be used as a measure? </li></ul><ul><li>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! </li></ul><ul><li>Relevant . Can the information be applied to the specific problem faced by organisations? </li></ul><ul><li>Time-related . Does the goal cover a period like month, quarter or year? </li></ul>
  4. 4. Creating a Measurement Framework
  5. 5. Objectives <ul><li>Increase sales </li></ul><ul><li>Increase Awareness of Brand and Services on Online Channels </li></ul><ul><li>Increase Customer Retention Rates </li></ul><ul><li>Increase Engagement levels on Online Channels </li></ul><ul><li>Increase Customer Services Channels and Coverage </li></ul><ul><li>Increase Customer Share Of Voice Online </li></ul><ul><li>Raise Awareness of New Services using Social Channels </li></ul><ul><li>Reduce Customer Acquisition Costs </li></ul><ul><li>Reduce Customer Service Costs </li></ul><ul><li>Increase quantity and quality of B2B Leads </li></ul>
  6. 6. Goals <ul><li>Increase Average order size </li></ul><ul><li>Reduce cart abandonment rates </li></ul><ul><li>Increase number of marketing qualified leads </li></ul><ul><li>Increase % of leads to closed business </li></ul><ul><li>Increase # of branded traffic to site </li></ul><ul><li>Increase length of time on site areas </li></ul><ul><li>Increase # of email subscriptions </li></ul><ul><li>Increase # of social media likes, comments and shares </li></ul>
  7. 7. Typical Trackable KPIs <ul><li>Rate & Value of Conversions </li></ul><ul><li>Average order size (ecommerce apps) </li></ul><ul><li>Customer Lifetime Value </li></ul><ul><li>Average Revenue Per User </li></ul><ul><li>Abandonment rates </li></ul><ul><li>Cost per Lead & Cost Per Sale </li></ul><ul><li>Core Bounce rates </li></ul><ul><li>Frequency and Return rates </li></ul>
  8. 8. Metrics <ul><li>Traffic Related Statistics </li></ul><ul><ul><li># Page Views, Visits, Unique Visitors </li></ul></ul><ul><li>Channel Statistics </li></ul><ul><ul><li>Decomposition of Organic, Paid, Email, Direct etc.. </li></ul></ul><ul><li>Social Stats </li></ul><ul><ul><li># of Twitter, FB, Blog, LinkedIn followers/comments </li></ul></ul><ul><li># of 3 rd Party Links </li></ul><ul><ul><li>Partners, Referrals, Promotions, Affiliates </li></ul></ul><ul><li># of Newsletter signups </li></ul><ul><li># of Site Specific Downloads </li></ul><ul><ul><li>Webinar Views, Articles, Whitepapers, podcasts </li></ul></ul>
  9. 9. Measurement Framwork
  10. 10. Simple Example
  11. 11. Measurement Summary <ul><li>Business Objectives – High level Goals </li></ul><ul><ul><li>Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales </li></ul></ul><ul><li>Goals – Deconstructed achievables to be measured </li></ul><ul><ul><li>Increase conversion rate, reduce cart abandonment, increase branded traffic etc </li></ul></ul><ul><li>Key Performance Indicators – units of measurement to tell you if meeting goals </li></ul><ul><ul><li>Conversion rates, abandonment rates, CPA, CPL etc. </li></ul></ul>
  12. 12. Cumulative Increment Work-Through
  13. 13. www.smartinsights.com www.davechaffey.com/Spreadsheets
  14. 14. Google Analytics
  15. 15. Add GA Code
  16. 16. Tracking Txns
  17. 17. Ways to Monitor Site Performance
  18. 18. Acquisition Strategy <ul><li>How good is the acquisition strategy? Traffic Sources Report. </li></ul>Around 40% to 50% Search is normal 20% or so  Direct Traffic . 20% to 30% Referring Sites 10% Campaigns  
  19. 19. Check Visitor Loyalty & Recency
  20. 20. Recency
  21. 21. Length of Visit
  22. 22. Landing Page Performance <ul><li>Landing Page Performance </li></ul>
  23. 23. Custom Alerts Tip : Use Custom Alerts in your system
  24. 24. Segmenting your audience by setting up advanced segments
  25. 25. Segmentation <ul><li>Key referring segments: </li></ul><ul><ul><li>Search </li></ul></ul><ul><ul><ul><li>Paid vs Natural </li></ul></ul></ul><ul><ul><ul><li>Branded vs non-branded </li></ul></ul></ul><ul><ul><li>Email marketing </li></ul></ul><ul><ul><li>Affiliates </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><li>Don ’t forget: </li></ul><ul><ul><li>New vs returning/customer non-customer </li></ul></ul><ul><ul><li>First and last referrer. Use attribution scripts: </li></ul></ul>http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en
  26. 26. Segmenting Search
  27. 27. Other Segmentation Options <ul><li>1. Segmentation by Referrer / Traffic sourc e: </li></ul><ul><li>Paid </li></ul><ul><li>Natural </li></ul><ul><li>Paid and natural brand and non-brand </li></ul><ul><li>By number of keywords – 2,3,4 </li></ul><ul><li>Social media </li></ul><ul><li>  </li></ul><ul><li>2. Segmentation by Visitor Type </li></ul><ul><li>New visitor </li></ul><ul><li>Returning visitor </li></ul><ul><li>Registered visitor </li></ul><ul><li>Customer </li></ul><ul><li>3. Segmentation by Engagement </li></ul><ul><li>5 pages, </li></ul><ul><li><3 pages </li></ul><ul><li>4. Segmentation by Content Viewed   </li></ul><ul><li>Key landing page </li></ul><ul><li>Product page </li></ul><ul><li>Checkout complete </li></ul><ul><li>Folders for large organisation </li></ul><ul><li>5. Segmentation by Landing Page Type </li></ul><ul><li>6. Segmentation by Event : </li></ul><ul><li>Conversion goal types and E-commerce  </li></ul><ul><li>7. Segmentation by Platform (less important) </li></ul><ul><li>Browser </li></ul><ul><li>Screen resolution </li></ul><ul><li>Mobile platforms </li></ul><ul><li>8. Segmentation by Location </li></ul><ul><li>Main markets </li></ul><ul><li>UK </li></ul><ul><li>US </li></ul><ul><li>FIGS </li></ul><ul><li>ROW </li></ul>+ By behaviour – search and browse See http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/
  28. 28. Customisation Technique: Goals and funnels
  29. 29. Filter example
  30. 30. 20 goals in GA so group them!
  31. 31. Setting up conversion goals <ul><li>Remember to </li></ul><ul><ul><ul><li>Setup multiple conversion goals </li></ul></ul></ul><ul><ul><ul><li>Attach notional value to each </li></ul></ul></ul><ul><ul><ul><li>Can then assess $Index value by referrer and content </li></ul></ul></ul><ul><ul><li>Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal </li></ul></ul>
  32. 32. Conversion funnels <ul><ul><li>These can be setup for each conversion goal </li></ul></ul><ul><ul><li>Example: Email sign-up, Landing page, checkout </li></ul></ul><ul><ul><li>Consider higher level funnels – or use conversion goals for these </li></ul></ul>
  33. 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. 34. Segment your funnels! Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics
  35. 35. Voice of Customer
  36. 36. Use Feedback tools for… “ Why ” not “ What ” http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
  37. 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. 38. Voice of the customer
  39. 39. Gaining site and business innovation ideas through Uservoice
  40. 40. Tools <ul><li>http://analyticsvisualizations.appspot.com/juicekit/AnalyticsVisualization.html </li></ul><ul><li>www.wordle.net </li></ul><ul><li>www.iperceptions.com </li></ul><ul><li>www.kamplyle.com </li></ul><ul><li>www.getsatisfaction.com </li></ul><ul><li>www.uservoice.com </li></ul><ul><li>www.polldaddy.com </li></ul><ul><li>www.surveymonkey.com </li></ul>