Metrics in the Real World | Online and Offline Analytics Tracking


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In the real world, marketing happens online and offline. What metrics matter? What is Google Analytics really telling me? How do I track offline data?

Presentation from SchipulCon 2011.

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Metrics in the Real World | Online and Offline Analytics Tracking

  1. 1. Metrics in the Real World<br />Are You Counting What Really Matters?<br />Caitlin Kaluza<br />Search Engine Marketing Manager at Schipul<br />@qcait<br /><br />#schipulcon<br />
  2. 2. What We’ll Go Over<br />Making Sense of Online Data<br />Rank Isn’t Everything<br />Defining Goals & Conversions<br />Tracking Offline Data<br />@qcait // #schipulcon<br />
  3. 3. A Perfect Scenario<br />Bid on keyword “pay my TXU bill”<br />Someone searches “pay my TXU bill” & sees an ad with a title “Pay your TXU bill online”<br />Visitor clicks through to Landing page to pay TXU Bill - cost to you is $0.20<br />You get $1.50 for every conversion - need to convert >13% to make a profit<br />@qcait // #schipulcon<br />
  4. 4. Real World<br />Public Speaking Leads<br />Contact Forms<br />Newsletter Signups<br />Traffic from your Facebook Fan Page? Twitter? YouTube?<br />Phone Calls<br />Long Lead Time<br />@qcait // #schipulcon<br />
  5. 5. Making Sense of Online Data<br />@qcait // #schipulcon<br />
  6. 6. Definitions<br />Visits # of instances of a visit<br />Pageviews Total views of all pages<br />Bounce Rate People who landed on one page & left without clicking anywere else (we like to see <50%)<br />New Visits Based on a cookie in your browser (not computer)<br />@qcait // #schipulcon<br />
  7. 7. Visit Trends<br />Compare month over month AND year over year if possible<br />Be aware of seasonal trends – think about the trends in your business<br />Pages/Visit, Time on Site Measure Engagement<br />@qcait // #schipulcon<br />
  8. 8. Traffic Sources<br />Visits from Search<br />Keywords – especially non-branded<br />Traffic from Social Media, YouTube, partners, media, etc.<br />@qcait // #schipulcon<br />
  9. 9. Geography<br />Are you hitting the geography you expect?<br />Where are the opportunities?<br />@qcait // #schipulcon<br />
  10. 10. Mobile<br />Mobile is 5-7% for average Schipul client<br />iPhone vs. Android<br />@qcait // #schipulcon<br />
  11. 11. Defining Goals & Conversions<br />@qcait // #schipulcon<br />Photo credit:<br />
  12. 12. What is the Goal?<br />What is the goal of your website?<br />What is a Conversion?<br />Fill out contact form<br />Engagement<br />Call<br />View a key page – contact, driving directions, menu<br />Tip: Ask your Sales Guys<br />@qcait // #schipulcon<br />
  13. 13. Goal Set Up<br />Goals are located in Settings<br />Allowed 4 sets of 5<br />Three types:<br />URL Destination (i.e. form confirmation page)<br />Time on Site<br />Pages/Visit<br />Adds a tab to all reports<br />@qcait // #schipulcon<br />
  14. 14. Goal Set Up<br />@qcait // #schipulcon<br />
  15. 15. Funnel Reporting<br />@qcait // #schipulcon<br />
  16. 16. Goal Tab<br />@qcait // #schipulcon<br />
  17. 17. Incremental Conversions?<br />Filter by source, i.e.<br />Paid Search<br />Non-branded keywords<br />Sites: Twitter, Facebook<br />Test, Test, Test<br />Try to test one thing at a time<br />Test for at least 1 month<br />@qcait // #schipulcon<br />
  18. 18. Online Advertising<br />Google<br />500 Pound Gorilla<br />80% Market Share<br />Quality Score x Bid = Placement<br />Bing<br />10% Market Share<br />Feeds Paid Ads to Yahoo<br />Less expensive, Interface not as good<br />Facebook<br />More like a banner ad<br />People don’t go to FB to click away<br />Average CTR %0.10<br />Good for Social or Personal<br />@qcait // #schipulcon<br />
  19. 19. Online Advertising Tips<br />80% people click Organic Search<br />Good for new products, competitive markets<br />SEO + PPC = More Clicks<br />Be Straight Forward<br />Use every tool<br />Target – Location, Market, etc.<br />@qcait // #schipulcon<br />
  20. 20. Set Up Campaigns<br />@qcait // #schipulcon<br />Photo credit:<br />
  21. 21. Set Up Campaigns<br />You can essentially set up anything as a Campaign using Google URL Builder<br />Add tracking code to any URL to notify Google Analytics what campaign it came from<br />Allows for<br />A/B testing<br />Tracking data within one source<br />Newsletter Tracking<br />@qcait // #schipulcon<br />
  22. 22. Example Scenario<br />Which Donate Link is Better?<br />Set up each as a separate campaign<br />@qcait // #schipulcon<br />
  23. 23. Results<br />In Analytics:Traffic Sources > Campaigns<br />Red Button gets 4x visits<br />@qcait // #schipulcon<br />
  24. 24. Set Up Campaigns<br />URL will look like:<br />@qcait // #schipulcon<br />
  25. 25. Google URL Builder<br />Start with URL<br />Define Source, Medium, Name<br />Term & Content are optional <br />Generate URL<br />@qcait // #schipulcon<br />
  26. 26. Be Consistent!<br />Example Sources:<br />google<br />newsletter<br />event<br />Example Medium:<br />cpc<br />banner<br />email<br />link<br />Example Name:<br />oct2011newsletter<br />Annualconference2011<br />Tip: Include Year<br />@qcait // #schipulcon<br />
  27. 27. Rank Isn’t Everything<br />@qcait // #schipulcon<br />Photo credit:<br />
  28. 28. Funnel of Search Engine Marketing<br />@qcait // #schipulcon<br />
  29. 29. New GA Report: Keyword Impressions<br />@qcait // #schipulcon<br />
  30. 30. Tracking Offline Interaction<br />@qcait // #schipulcon<br />Photo credit:<br />
  31. 31. Call Tracking Software<br />Be wary of posting separate number – Google Places use Citations to rank<br />Adwords Call tracking tool<br />@qcait // #schipulcon<br />
  32. 32. Tips for Tracking Offline<br />Train Sales/ Call Staff<br />Ask prospects how they heard about you, ask what keyword they typed in if applicable<br />Document in CRM or Google Doc<br />Involve Sales in the SEO process – ask for recommendations on keywords, content, flow of site<br />@qcait // #schipulcon<br />
  33. 33. Figure Out Cost/Conversion<br />Example:<br />75% contact forms lead to a phone call<br />50% phone calls lead to a meeting<br />33% meetings lead to a proposal<br />50% proposals close<br />6% contact form lead to close<br />Profit x 6% = Cost/Contact Form<br />@qcait // #schipulcon<br />
  34. 34. Thanks! Questions?<br />Caitlin Kaluza @qcait<br />Search Engine Marketing Manager at Schipul<br /><br />@qcait // #schipulcon // <br />