5 steps to measurement success - gThailand - 2012-10-25
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5 steps to measurement success - gThailand - 2012-10-25

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This presentation was given at gThailand on 25 Oct 2012 in Bangkok, Thailand. gThailand was a Google-run event evangelising digital marketing solutions to SMBs in the market. ...

This presentation was given at gThailand on 25 Oct 2012 in Bangkok, Thailand. gThailand was a Google-run event evangelising digital marketing solutions to SMBs in the market.

This presentation outlines 5 steps to measurement success (with Google Analytics):
1. Correctly identifying and defining goals
2. Segmenting data to unearth hidden trends
3. Understanding multi-visit behaviour with Google Analytics Multi-Channel Funnels
4. Monitoring daily changes with Intelligence Events
5. Take action on your insights. Growth can only be achieved with action.

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5 steps to measurement success - gThailand - 2012-10-25 5 steps to measurement success - gThailand - 2012-10-25 Presentation Transcript

  • Sparkline Analytics 5 Steps to kum aar Measureme Vino a j Vij ey a naly tics. c om nt Success ea arklin a j@sp vino oaj @vin plus .co /vvg vnjv din vv linke .co/ vnjv
  • Sparkline Analytics About this presentation •  Presented on Thu 25 Oct 2012 at g|Thailand – a Google event introducing businesses to digital marketing solutions. •  PDF copy available at http://vnjv.co/gthailand
  • Measurement More important today than at anySparkline Analytics other time in digital marketing.
  • •  Vinny Sparkline Analytics •  2012 - Chief Consultant /Sparkline Analytics Founder – Sparkline Analytics •  2007-12 – Senior Conversion Specialist, Google Southeast Asia
  • Sparkline Analytics
  • Sparkline Analytics
  • Measurement •  Metrics are the drivers of growth •  Action drives growthSparkline Analytics Data Metrics Insights Action Growth
  • Collecting data is good. But Taking Action isSparkline Analytics Better
  • Today: 5 Steps 1 Define your Goals Metrics Segment, Segment, 2 Segment Understand Multi-VisitSparkline Analytics 3 Behaviour Insights Constantly monitor for 4 opportunities 5 Take Action Action
  • Sparkline Analytics Google Analytics
  • Track Behaviour BehaviourSparkline Analytics Entry Exit Engagement 1 1
  • Sparkline Analytics Step 1: Define Your Goals http://www.(lickr.com/photos/angietorres/4564135255/   1 2
  • How it’s usually done Implement measurement tool Learn to use measurement toolSparkline Analytics Read all reports Try and find some meaning in the data Do nothing (inertia)
  • How it’s usually done Implement measurement tool Learn to use measurement toolSparkline Analytics Read all reports Try and find some meaning in the data Do nothing (inertia)
  • Setting Meaningful Goals Free Paid Loyalty / Awareness Users Users WOM # impressions # signups # paid users Return visits # new visits # referrals # sales # mentions KPIs # mentions # in-app # referralsSparkline Analytics purchases Time on site User signs up User upgraded Referral made (new visitors) Referral made Product Referral signup Pages / purchased Goals session (new Referral signup visitors) In-app purchase made Macro ($)
  • Sparkline Analytics Goals Bring Meaning to Numbers
  • Sparkline Analytics Goals Bring Meaning to Numbers
  • Sparkline Analytics Goals Bring Meaning to Numbers
  • Sparkline Analytics Goals Bring Meaning to Numbers
  • Sparkline Analytics Goals Bring Meaning to Numbers
  • Sparkline Analytics Goals Bring Meaning to Numbers
  • Other Uses for Goals •  Flow Visualization •  Multi-Channel Funnels Sparkline Analytics •  Intelligence Events •  Advanced Segments
  • Sparkline Analytics Step 2: Segment, Segment, Segment http://www.(lickr.com/photos/darwinbell/1525911006/sizes/l/     2 3
  • Advanced Segments Speaker Notes •  The standard blue line represents aggregated data. •  Aggregated data can hide underlying trends that you should be looking at in more detail. •  Segmentation helps uncover those trends. Sparkline Analytics 24
  • Advanced Segments Applied: Swissotel •  Goal: optimise PPC campaigns for the Swissotel Stamford, SingaporeSparkline Analytics 25
  • Advanced Segments Applied •  Creating segments are easySparkline Analytics 26
  • Advanced Segments Applied •  Apply segments across dimensionsSparkline Analytics We want more Brits! 27
  • Advanced Segments Applied •  What are visitors looking for?Sparkline Analytics 28
  • Advanced Segments Applied •  After 6 months of continued reviews and optimization..Sparkline Analytics 67.78% increase in revenue 21.78% decrease in costs 100% increase in ROI 29
  • Advanced Segments: The Choice is Yours Visitor Profile New vs. Returning Geographic Distribution Language Mobile vs. Desktop BrowsersSparkline Analytics Behaviour Engagement (Time-on-Site, Pageviews) Became a Member Requested a Trial Channels Brand vs non-Brand Keywords Paid vs non-Paid Search Paid vs Organic Direct vs Referral 3 0
  • Step 3: Understand Multi-Visit BehaviourSparkline Analytics 3 1
  • Yesterday: Last-click Attribution $0 $0 $0 $0 $100 Paid Paid Organic Twitter Search Display Ad Search Search (Network X) (Network Y)Sparkline Analytics These channels of traffic are discounted or given no credit for the sale Are these channels worthless? No … right? How do you value the impact of these channels for driving conversions Sale: $100 downstream? 3 2
  • Today: Cross-channel Attribution Assist (X%) Assist(X%) Assist (X%) Assist (X%) $100 Paid Paid Organic Twitter Search Display Ad Search Search (Network X) (Network Y)Sparkline Analytics Give credit where credit is due Sale: $100 3 3
  • @vinoaj 34
  • Sparkline Analytics How can we convert multi-visit users? Insight: 57% of all conversions had multi-step paths
  • Action: Increase display coverage Turned non-converting paths… 3/11/11 3/15/11 3/19/11 3/23/11 No Conversion 1 VisitSparkline Analytics Into converting paths via more display investment 3/11/11 3/15/11 3/19/11 3/23/11 Conversion 1 Visit Display Display Ad Ad 11% increase in bookings within a month
  • Action: increase display coverage Before : less than 1% of advertising conversion paths include displaySparkline Analytics After: more than 10% of advertising conversion paths include display Impact: 11% increasebookings within a month 11% increase in in bookings within a month
  • Step 4: Constantly Monitor for OpportunitiesSparkline Analytics 3 8
  • Can you know it all? “ [T]here are known knowns; there are things we know that we know.Sparkline Analytics There are known unknowns; that is to say there are things that, we now know we dont know. But there are also unknown unknowns – there are things we do not know we dont know ” United States Secretary of Defense, Donald Rumsfeld (Feb 2002)
  • Can you know it all? “ [T]here are known knowns; there are things we know that we know.Sparkline Analytics There are known unknowns; that is to say there are things that, we now know we dont know. But there are also unknown unknowns – there are things we do not know we dont know. ” United States Secretary of Defense, Donald Rumsfeld (Feb 2002)
  • Can you know it all? “ [T]here are known knowns; there are things we know that we know.Sparkline Analytics There are known unknowns; that is to say there are things that, we now know we dont know. But there are also unknown unknowns – there are things we do not know we dont know. ” United States Secretary of Defense, Donald Rumsfeld (Feb 2002)
  • Can you know it all? “ [T]here are known knowns; there are things we know that we know.Sparkline Analytics There are known unknowns; that is to say there are things that, we now know we dont know. But there are also unknown unknowns – there are things we do not know we dont know. ” United States Secretary of Defense, Donald Rumsfeld (Feb 2002)
  • Google Analytics Intelligence Events Speaker Notes •  Case Study: Shoes of Prey •  Download full case study at http://vnjv.co/sopgaia Sparkline Analytics
  • Sparkline Analytics
  • Sparkline Analytics
  • Sparkline Analytics 10% increase in sales
  • 10% increase in sales Speaker Notes “We knew that their [Polka Dot Bride’s] audience would be receptive and it was a natural choice to partner with them,” he says. “Together we ran a competition for their readers to design and win a pair of wedding shoes on Shoes of Prey. This helped kick-start the launch of our range of wedding shoes, and we’re seeing great sales as a result.” Michael credits the 10% uplift inSparkline Analytics sales following the release of the new wedding shoe range to this intelligent approach.
  • “So much happens around us that we don’t always know, and Intelligence Alerts allows us to become aware of these ‘unknownSparkline Analytics unknowns’ and make sure we’re responding effectively.” Michael Fox, Co-Founder & Director of Operations, Shoes of Prey
  • Sparkline Analytics Step 5: Take Action on your data 49 http://www.(lickr.com/photos/levork/2530374904/  
  • Sparkline Analytics Taking Action
  • Today: 5 Steps 1 Define your Goals Metrics Segment, Segment, 2 Segment Understand Multi-VisitSparkline Analytics 3 Behaviour Insights Constantly monitor for 4 opportunities 5 Take Action Action
  • Sparkline Analytics aar a j Vij ey a kum tics. c om Q&A Vino arklin ea naly a j@sp vino oaj @vin plus .co /vvg vnjv din vv linke .co/ vnjv