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Using Web Analytics and Actionable Insights to Measure Online Marketing is a presentation created for the Mastering Online Rankings Conference (MORCON2012) organized by the SEO Organization ...

Using Web Analytics and Actionable Insights to Measure Online Marketing is a presentation created for the Mastering Online Rankings Conference (MORCON2012) organized by the SEO Organization Philippines

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  • SHOW OF HANDS: How many know what Web Analytics is? How many actually access Google Analytics or Web Trends? How many actually know how cookies work? How many know what KPI is? How many know what their KPIs are? How many actually access any Web Analytics tool? How many checks Google Analytics or Web Trends daily, weekly, monthly, quarterly, never? How many actually know if online marketing contributed to overall business growth?My discussion will not focus on the step by step instructions on how to create, set-up or manage your web analytics tool, although I will be discussing those in passingOur focus is on performance monitoring and identifying action items for improvement. Objectives
  • Online Marketing is a cyclical process, meaning it is repeating, iterative, recurrent, acrchetypalWeb Analytics is the essential component of performance monitoringSHOW OF HANDS:How many have had an experience being questioned whether online marketing really works?How many have had an experience where campaign or project was terminated because the client or the boss is skeptical towards online marketing impact to business growth?
  • UTM –Urchin Tracking Module
  • Navigate by date rangeBy default, GA shows data for the last 31 daysPre-selected ranges availableComparison
  • view performance hourly, daily, weekly and monthly
  • Visual presentations of report using charts and tables
  • Online Marketing Mix, attribution across channels
  • Add another example, YouTube campaign
  • Change bg image, panget!

Using web analytics and actionable insights Presentation Transcript

  • 1. Using Web Analytics and Actionable Insights to Measure Online Marketing Campaigns SHEILA “KUTITAP” DELA PENA MASTERING ONLINE RANKINGS CONFERENCE 29-30 SEPTEMBER 2012
  • 2. facebook.com/kutitap About Me ::  Bachelor in Mass Communications graduate, Pamantasan ng Lungsod ng Maynila (PLM).  Worked for a contact center, public relations firm, and companies with various online marketing needs. SHEILA “KUTITAP” DELA PEÑA  Trained in Quality Experienced SEO, Google Analytics Management System (ISO Qualified Individual, adept in Brand Intelligence & Web Analytics. 9001:2008), SIPOC and RCA. MY CAREER PRINCIPLE Define your KPI’s and measure your results.#MORCON2012
  • 3. :: Pre-Discussion Assumptions  NOT ALL have Web Analytics exposure  NOT ALL appreciate KPIs  NOT ALL track and monitor online marketing impact Disclaimer: My bias is with Google Analytics.#MORCON2012
  • 4. :: The Basic Process Website Online Marketing is a Audit CYCLICAL PROCESS. Website analysis base It is repeating, iterative, on the best practices recurrent, archetypal, etc. Performance Keyword Monitoring Research PERFORMANCE Tracking website visitors Selection of the best MONITORING is very and online visibility keywords to target important in Online Marketing, where WEB Off-Page On-Page ANALYTICS is the key Optimization Optimization component. Acquisition of links Implementation of from other websites the best practices#MORCON2012
  • 5. :: Web Analytics and Actionable Insights WEB ANALYTICS Measuring and analyzing website performance using visitor MEASURE information to gain insights and improve performance. ACTIONABLE INSIGHTS Information with a practical and ACTIONABLE relevant application, especially INSIGHT about users of goods and services for purposes of IMPROVE ANALYZE business planning and strategy.#MORCON2012
  • 6. :: 8 Guiding Principles Know how web analytics works Familiarize yourself with the user interface Understand the key metrics Make sense of the report implications Define your KPIs Track your campaigns Measure your performance Identify action items for improvement#MORCON2012
  • 7. :: 8 Guiding Principles: Know how web analytics works#MORCON2012 7/3
  • 8. :: 8 Guiding Principles: Know how web analytics works EVOLUTION OF THE GATC urchin ga.js asynchronous#MORCON2012
  • 9. :: 8 Guiding Principles: Know how web analytics works • Google Analytics first-party cookies. This means that all cookies set by Google Analytics for your domain send data only to the servers for your domain. Cookies are used to define user sessions. • Cookie-based tracking relies on a browser setting the cookie. Tracking will not work if cookies are disabled or deleted. • Cookies impact New and Returning Visitors: – Cookies are blocked – Javascript is disabled – Using a different computer – Using multiple browsers#MORCON2012
  • 10. :: 8 Guiding Principles: Know how web analytics works Functionality Cookie Used Description Expiration 30 mins __utmb __utmb cookie is used to establish and from continue a user session. Determining Visitor set/update. Session __utmc __utmc is no longer used by Not Set the ga.js tracking code. Identifying Unique This cookie is used to determine unique 2 yearsfrom __utma Visitors visitors to your site. set/update. __utmz cookie stores the type of 6 months Tracking Traffic referral used by the visitor to reach __utmz from Sources & Navigation your site, whether via a direct method, set/update a referring link, a website search. __utmv cookie is not normally present 2 years from Custom Variables ___utmv in a default configuration of the tracking set/update. code.#MORCON2012
  • 11. :: 8 Guiding Principles: Familiarize yourself with the user interface Account Controls 1. Account/Profile Selector 2. Administrative Settings Report Navigation 3. Report Finder 4. Directory of Reports 5. Report Title Data Inclusion Controls 6. Date Selector 7. Advanced Segments 8. Metric Group Selector 9. Primary Dimension Selector 10. Secondary Dimension Selector 11. Table Filter 12. Table Controls Graph & Visualization Controls 13. Metric View Selector 14. Graph Increment Selector 15. Plot Rows 16. Data View Selector Report Sharing, Dashboards, and Downloading 17. Home (Dashboards, Realtime, Intelligence) 18. Custom Reporting 19. Email, Export, Unsampled Reports 20. Add to Dashboard 21. Annotations#MORCON2012
  • 12. :: 8 Guiding Principles: Familiarize yourself with the user interface • Data selected last 31 days by default • With pre-selected ranges: custom, today, yesterday, last week and last month • Compare dates (with same number of previous days)#MORCON2012
  • 13. :: 8 Guiding Principles: Familiarize yourself with the user interface HOURLY REPORT WEEKLY REPORT DAILY REPORT MONTHLY REPORT Data may be graphed by hour, day, week, or month so you can analyze trends according to the selected view.#MORCON2012
  • 14. :: 8 Guiding Principles: Familiarize yourself with the user interface PIE CHART BAR GRAPH TABULAR PIVOT TABLE#MORCON2012
  • 15. :: 8 Guiding Principles: Understand the key metrics VISIT is a count of sessions that have been active on your site for the selected date range.   6#MORCON2012
  • 16. :: 8 Guiding Principles: Understand the key metrics Unique Visitors represents the number of unduplicated (counted only once) visitors to your website over the course of a specified time period.   #MORCON2012
  • 17. :: 8 Guiding Principles: Understand the key metrics A visitor is considered a New Visitor when any page on your site has been accessed for the first time by a web browser.   #MORCON2012
  • 18. :: 8 Guiding Principles: Understand the key metrics A visitor is considered a Returning Visitor when any page on your site has been visited previously by a web browser.     #MORCON2012
  • 19. :: 8 Guiding Principles: Understand the key metrics A pageview is an instance of a page being loaded by a browser.  PAGE 1 PAGE 2 PAGE 3 PAGE 4 PAGE 5#MORCON2012
  • 20. :: 8 Guiding Principles: Understand the key metrics Unique Pageviews is the total number of unique visitors to a given page.  PAGE 1 PAGE 2 PAGE 3 PAGE 4 PAGE 5 PAGE 1 PAGE 3 PAGE PAGE PAGE PAGE 2 3 4 5#MORCON2012
  • 21. :: 8 Guiding Principles: Make sense of the reports implications WHO PAID HOW WHAT GOALS Audience Advertising Traffic Content Conversions Sources Google Analytics provides reports on who visits your websites, how people found your site, how they explored it, and how you can enhance their visitor experience and increase conversion.#MORCON2012
  • 22. :: 8 Guiding Principles: Make sense of the report implications Audience Report: Key Implications Demographics • Geographical Reach • Language Support Needs Behavior • Loyalty • Brand Experience Technology • Browser compatibility • Usability Mobile • Device friendliness Visitor Flow • Page to Page interaction#MORCON2012
  • 23. :: 8 Guiding Principles: Make sense of the report implications Traffic Sources Report: Key Implications Sources • Brand Awareness • Offline Marketing • Inbound Marketing Search • PPC/Organic Campaign Success Search Engine Optimization • Keyword Targeting • On-Page Optimization Social • Social Media Engagement • Social Shares#MORCON2012
  • 24. :: 8 Guiding Principles: Make sense of the report implications Content Report: Key Implications Site Content • Content Optimization • Landing Page Optimization Site Speed • Usability Site Search • Content and keyword opportunities Events • Interaction with page elements • Call to action success#MORCON2012
  • 25. :: 8 Guiding Principles: Make sense of the report implications Conversion Report: Key Implications Goals • Conversions • Lead Generation • Checkout Process Ecommerce • Inventory Management • Market behavior Multichannel Funnels • Online Marketing Mix • Customer Experience#MORCON2012
  • 26. :: 8 Guiding Principles: Determine your Key Performance Indicators WHAT IS KPI? Objective KPI  are quantifiable Brand branded search measurements that Awareness direct traffic reflect the critical Sales/Leads Goal conversions success factors. - (URL catalystconsultingpartners.com Destination, Event,  Metric/s used to define Page/Visit,Event) and measure progress. - Online Visibility Traffic Sources en.wiktionary.org Brand Keyword Repositioning When determining your KPIs, clearly define your objectives or goals.#MORCON2012
  • 27. :: 8 Guiding Principles: Track your campaigns Google Analytics Destination URL Builder Variable Details Campaign Source Use utm_source to identify a search engine, newsletter name, or other (utm_source) source. *Required Example: utm_source=yahoo Campaign Medium Use utm_medium to identify a medium such as email or cost-per- (utm_medium) click. *Required Example: utm_medium=cpc Campaign Name Use utm_campaign to identify a specific product promotion or strategic (utm_campaign) campaign. *Required Example: utm_campaign=spring_sale Campaign Term Use utm_term to identify paid keywords. EXAMPLES (utm_term) Example: utm_term=running+shoes http://www.example.com/?utm_campaign=spring&utm_mediu Campaign Content Required for A/B testing and content- m=referral&utm_source=exampleblog targeted ads. Use utm_content to http://www.example.com/?utm_campaign=spring&utm_mediu (utm_content) differentiate ads or links that point to m=email&utm_source=newsletter1 the same URL. http://www.example.com/?utm_campaign=spring&utm_mediu Examples: utm_content=bannerad and m=email&utm_source=newsletter1&utm_content=toplink utm_content=textad#MORCON2012
  • 28. :: 8 Guiding Principles: Track your campaigns WHICH CAMPAIGNS TO TRACK?  Link dropping activities e.g. Facebook, Twitter, content marketing, email signatures (press releases, articles, guest blogs)  Offline marketing e.g. offline campaigns such as posters, fliers, billboards;#MORCON2012
  • 29. :: 8 Guiding Principles: Track your campaigns OFFLINE MARKETING CONCEPT  Create a landing page for your offline marketing campaign e.g. http://www.domain.com/iheartseo092012.html  Tag the URL e.g. Name: iheartseo-92012 Source: 3x5poster Medium: offline92012 URL: http://www.domain.com/iheartseo092012.html ?utm_source=3x5poster&utm_medium=offline- 92012&utm_campaign=iheartseo-92012  Shorten URL for retention (optional) e.g. bit.ly/iheartseo92012 For details  Use QRCodes (optional) bit.ly/iheartseo92012#MORCON2012
  • 30. :: 8 Guiding Principles: Measure campaign performance Define your measure for success Get your baseline data Do an apple to apple comparison MULTI-CHANNEL ATTRIBUTION FULL FUNNEL CONVERSION EVENT TRACKING Multimedia Interaction | Outbound Links You cannot track File Downloads | jQuery DOM what you cannot measure#MORCON2012
  • 31. :: 8 Guiding Principles: Identify action items for improvement Numbers don’t lie, but are prone to human error. MEASURE • Adjust activities base on the numbers. • Identify trends, seasonality and patterns in the data. • Identify testing opportunities. • Compare market research results and add to the online IMPROVE ANALYZE marketing mix. • Continuously identify areas of improvements.#MORCON2012
  • 32. :: Some DO’s and DONT’s • Don’t forget to integrate the GATC on ALL Pages that you want to track. • Do establish a naming convention when setting up goals and campaign tracking. • Don’t give EVERYONE Admin access. • Do keep a clean data by setting up exclude IP filter (Admin>Filters) • Don’t forget your baseline data. • Do link your Google Webmastertools and Google Adwords with your Google Analytics.#MORCON2012
  • 33. MARAMING SALAMAT! Any questions, clarifications or violent reactions? MARAMING SALAMAT! Help improve my presentation Using Web Analytics and Actionable InsightsAny questions, clarifications orCampaigns reactions? to Measure Online Marketing violent Send feedbacks to bit.ly/SDPMORCON2012 MASTERING ONLINE RANKINGS CONFERENCE 29-30 SEPTEMBER 2012