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Griffith - Online Measurement & Analytics

Griffith - Online Measurement & Analytics



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    Griffith-Measurement-Analytics Griffith-Measurement-Analytics Presentation Transcript

    • Measurement & Analytics
    • Resources (google evangelist)!/brianclifton!/davechaffey
    • UsingRACEforDigitalMarketing Optimisation
    • 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?
    • Major/Minor Terms
    • Online Marketing
      Key Performance Indicators
    • Measurement
      Key Performance Indicators
      Measures that help you understand how you are doing against your objectives.
      highlight success, or failures, for the objectives you have created for your organization
      Business Objectives:
      Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs
    • Typical TrackableKPIs
      Increase Rate & Value of Conversions
      Increase Average order size (ecommerce apps)
      Increase Customer Lifetime Value
      Increase Average Revenue Per User
      Reduce Cost per Lead & Cost per Sale
      Reduce Core Bounce rates
      Increase Frequency and Return rates
      Increase Recency Rates
      Reduce Abandonment 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 3rd Party Links
      Partners, Referrals, Promotions, Affiliates
      # of Newsletter signups
      # of Site Specific Downloads
      Webinar Views, Articles, Whitepapers, podcasts
    • Simple KPI Framework
    • 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
    • Google Analytics
    • Add GA Code
    • Tracking Txns
    • 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:
    • Segmenting Search
    • Other Segmentation Options
      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
      1. Segmentation by Referrer / Traffic source:
      • 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
      + By behaviour – search and browse
    • Modifying profile setup within “Google Analytics Settings”
      Customisation technique 5
      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 3. Including a trailing slash /
      Gotchas 4. Missing/wrongly assigning goal value
      Gotchas 5. Required step may exclude some behaviour e.g. entry deeper into funnel
      NB – Segmenting funnel:
    • Segment your funnels!
    • Voice of Customer
    • Use Feedback tools for…“Why” not “What”
      “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