Digital Analytics

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Presentation made during the University of Akron Marketing Retreat on May 7, 2013

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  • Opinion LabsiPerceptions
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  • Digital Analytics

    1. 1. Presented bySCOTT CHAPIN | SVP Analytics| Marcus Thomas LLCDIGITALANALYTICSPresented bySCOTT CHAPIN | SVP Analytics| Marcus Thomas LLC
    2. 2. SCOTT CHAPINSenior Vice PresidentAnalytics & Digital Strategy• 15 years in digital marketing• Google Analytics Individually Qualifiedsince 2009• With Marcus Thomas since 20115/7/2013 2Digital Marketing Retreat – Analytics
    3. 3. WHY DO ANALYTICSMATTER?
    4. 4. WHY ANALYTICS?• Provide insights on the current situation• Deliver data points for continuousimprovement• Demonstrate the value of marketingefforts• Help predict the outcome of future activity5/7/2013 4Digital Marketing Retreat – Analytics
    5. 5. WHEN SHOULDANALYTICS BEUSED?
    6. 6. WHEN TO USE DIGITAL ANALYTICS• Strategy Development• Content Planning• User Experience Definition• Campaign Evaluation• Customer Service/Ongoing Listening5/7/2013 6Digital Marketing Retreat – Analytics
    7. 7. WHERE TO START?
    8. 8. DIGITAL ANALYTICS ARE MORE THAN WEB5/7/2013 8Digital Marketing Retreat – Analytics
    9. 9. 5/7/2013 9WEBSITE/SOCIAL APP MEASUREMENT TOOLSDigital Marketing Retreat – Analytics
    10. 10. SEGMENTATIONThe four major Web analytics platformsallow for segmentation of visitors by awide variety of attributes, including time,geography, device and activity.5/7/2013 10Digital Marketing Retreat – Analytics
    11. 11. PATH ANALYSISKnowledge of how a visitor interacts witha website can provide insight into how toincrease desired behaviors and what tochange if objectives are not being met.5/7/2013 11Digital Marketing Retreat – Analytics
    12. 12. 5/7/2013 12SOCIAL MEASUREMENT TOOLSDigital Marketing Retreat – Analytics
    13. 13. CONSUMER ATTITUDESSocial media analysis tools can provideguidance on sentiment, purchase intent orword associations, helping marketersunderstand the current conversation andaudience desires.5/7/2013 13Digital Marketing Retreat – Analytics
    14. 14. 5/7/2013 14SEARCH MEASUREMENT TOOLSDigital Marketing Retreat – Analytics
    15. 15. TREND ANALYSISUsing tools like Google Trends and socialmedia listening, conversation trends canbe analyzed to determine what types ofcontent consumers may desire and helpcompanies be ahead of the next big thing.5/7/2013 15Digital Marketing Retreat – Analytics
    16. 16. 5/7/2013 16DIGITAL MEDIA MEASUREMENT TOOLSDigital Marketing Retreat – Analytics
    17. 17. ATTRIBUTIONToday’s media analysis tools haveadvanced beyond simple last-clickattribution. We are now able to identifymany digital touchpoints along the path topurchase and determine what mix providesthe optimal outcomes.5/7/2013 17Last Interaction First InteractionLinearTime Decay Position BasedDigital Marketing Retreat – Analytics
    18. 18. MARKETING AUTOMATION AND CRM5/7/2013Digital Marketing Retreat – Analytics 18
    19. 19. FOUR LEVELS OF MEASUREMENT5/7/2013 19Business ObjectivesMarketing ObjectivesCampaign MetricsDigitalSocialAdvertisingPublicRelationsPlatform MetricsDigital Marketing Retreat – Analytics
    20. 20. MODELINGWith better analytics comes an improvedability to predict the future. Looking atpast performance, combined with assumedactivity can provide a model to anticipatethe likely outcomes from prospectiveactivity.5/7/2013 20SourcesGatesActivityOutcomesDigital Marketing Retreat – Analytics
    21. 21. ADDITIONAL RESOURCESBooks• Web Analytics: An Hour a Day (Kaushik)• Web Analytics 2.0: The Art of Online Accountability andScience of Customer Centricity (Kaushik)• Advanced Web Metrics with Google Analytics (Clifton)5/7/2013 21Digital Marketing Retreat – Analytics
    22. 22. ADDITIONAL RESOURCESOnline• http://econsultancy.com/us/topics/web-analytics.atom• http://www.advanced-web-metrics.com/blog/• http://www.kaushik.net/avinash/• http://cutroni.com/blog/• https://twitter.com/TheGrok• http://analytics.blogspot.com/• http://blogs.adobe.com/digitalmarketing/tag/sitecatalyst/5/7/2013 22Digital Marketing Retreat – Analytics
    23. 23. SCOTT CHAPINSenior Vice PresidentAnalytics & Digital Strategy• schapin@marcusthomasllc.com• @scottchapinhttp://www.linkedin.com/in/scottchapin5/7/2013 23Digital Marketing Retreat – Analytics
    24. 24. QUESTIONS

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