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4 Steps to Measurement Success - DigitalNow: FMCG (2011-03-24)
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4 Steps to Measurement Success - DigitalNow: FMCG (2011-03-24)


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This presentation was made at Google's DigitalNow:FMCG event held in Singapore on Thu 24 March 2011. It covers 4 steps for measurement success, focusing on web analytics and Google Analytics.

This presentation was made at Google's DigitalNow:FMCG event held in Singapore on Thu 24 March 2011. It covers 4 steps for measurement success, focusing on web analytics and Google Analytics.

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  • 1. 4 Steps to Measurement SuccessMeasure. Take Action. Succeed. Vinoaj Vijeyakumaar Senior Conversion Specialist, Google Southeast Asia #digitalnow Google Confidential and Proprietary 1
  • 2. Why measure? @vinoaj #digitalnow 2
  • 3. @vinoaj #digitalnow 3
  • 4. The Role of the Web Analyst Reporting Actionable Insights @vinoaj #digitalnow 4
  • 5. What does “Action” mean? Discovering new opportunities(eg. New markets, hot trends, customer segments) Optimisation Improving marketing strategies Making every (eg. New placements, optimise creatives) marketing dollar work harder Enhancing the user experience (eg. More compelling landing pages) @vinoaj #digitalnow 5
  • 6. Today: Measure. Take Action. Succeed. 4 Steps to Measurement Success 1 Select Your Measurement Platform THU 2 Define Your Goals 24 3 Implement Your Measurement Platform 4 Take Action on Your Data @vinoaj #digitalnow 6
  • 7. d Step 1: Select Your Measurement Platform @vinoaj #digitalnow 7
  • 8. Measurement as a Platform Measure Websites Social Offline Presence (Twitter, (call centres, … (web, mobile, …) Facebook, …) stores, …) Paid Organic Referrals, Traffic (network- (Google, Bing, partners, … Sources independent) affiliates Yahoo!, Baidu, …) Web Flash, Flex, Mobile sites & HTML, AJAX …Technologies Silverlight applications 8 @vinoaj #digitalnow
  • 9. #digitalnow 9
  • 10. Step 2: Define Your Goals@vinoaj #digitalnow 10
  • 11. Measuring Goals along the Purchase Funnel Spent > 3 mins on Watched our Created Purchased my my site product video membership product/service account Visited > 2 pages Visited Product Used my storeGOALS on my site Features page Subscribed to locator newsletter Visited About Downloaded a Us page Clicked on Join coupon Facebook buttonSTAGE Awareness Consideration Preference Action @vinoaj #digitalnow 11
  • 12. Goals Bring Context to NumbersGoogle Store’s Top 10 markets by volume of visitors We’re doing INSIGHT awesome in Brazil! Right? @vinoaj #digitalnow 12
  • 13. Goals Bring Context to NumbersWow, Brazil doesn’teven factor into our Top INSIGHT10 markets byconversion rate. Notgood!•  Provide localised content in Brazilian Portuguese•  Offer more attractive shipping rates for ACTION Brazil•  Are we accepting common forms of payment in Brazil?•  Should we open up a physical store? @vinoaj #digitalnow 13
  • 14. Funnel ReportingEntering the funnel Leaving the funnel Lost opportunity Goal @vinoaj #digitalnow 14
  • 15. Step 3: Implement your measurement platform @vinoaj #digitalnow 15
  • 16. Implementation @vinoaj #digitalnow 16
  • 17. 360 Degree Tracking @vinoaj #digitalnow 17
  • 18. URL Campaign Variables utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan +2011+Campaign&utm_term=my+keyword utm_source=twitter&utm_medium=tweet&utm_campaign=J an+03+One+Day+Sale utm_source=email&utm_medium=link&utm_campaign=Jan +2011+Newsletter @vinoaj #digitalnow 18
  • 19. Compare the efficacy of multiple channels @vinoaj #digitalnow 19
  • 20. Tracking Offline Campaigns•  Use manual tags to track offline campaigns•  Applies to print, TV, radio @vinoaj #digitalnow 20
  • 21. Track Print Campaigns with Vanity URLs redirects to utm_source=print&utm_medium=ad&utm_campaign=S traits+Times+Mar+2011&utm_content=Full+Page+Ad Dimension Value Source Print Medium Ad Campaign Straits Times Mar 2011 Ad Content Full Page Ad @vinoaj #digitalnow 21
  • 22. Outdoor Advertising @vinoaj #digitalnow 22
  • 23. Email Signatures http://conversionroom- utm_source=email&ut m_medium=signature& utm_campaign=Signat ure @vinoaj #digitalnow 23
  • 24. Shifting towards non-line marketing Online Offline @vinoaj #digitalnow 24
  • 25. Tracking online > offline: Unique coupon codes @vinoaj #digitalnow 25
  • 26. Tracking online > offline: Unique phone numbers•  Generate a unique phone number for each channel/campaign/ad group•  Track calls to these numbers, and treat as lead-generation conversions for that campaign @vinoaj #digitalnow 26
  • 27. Tracking online > offline: GA API Solutions @vinoaj #digitalnow 27
  • 28. Step 4: Take Action on your data@vinoaj #digitalnow 28
  • 29. Popular Indonesian entertainer. Rapper, broadcaster, TV personality, author, and … Web analyst!Pandji Pragiwaksono @vinoaj #digitalnow 29
  • 30. Marketing StrategyObjectives •  Maximise reach: bring Pandji’s works to as many people as possible. •  Upcoming launch of “Merdesa”.Challenges •  An independent artist – small marketing budgets •  Need to be smart about budget usage in order to maximise reach.Solutions •  Leverage the Web as a scalable and cost-efficient medium. •  Rely on web analytics to understand the needs and wants of Pandji’s consumers (fans). @vinoaj #digitalnow 30
  • 31. Understanding the Consumer “What do Pandji’s fans “What’s our most effective way to reach Pandji’s fans want? What interests them? in a cost-effective What are they looking for?” manner?” @vinoaj #digitalnow 31
  • 32. Content as a Barometer of Consumer Interest •  Top Content report: which content people enjoyed the most •  A majority of visitors are viewing the “for-you” page – thus showing a strong interest in Pandji’s latest works @vinoaj #digitalnow 32
  • 33. Site Search as a Barometer of Consumer Interest •  Site Search report: what are people searching for once they reach our site? •  Majority of searches were for titles of recent releases @vinoaj #digitalnow 33
  • 34. Evaluating Social Media Channels utm_source=twitter&utm_medium=promoSMM&utm_campa ign=Campaign utm_source=facebook&utm_medium=promoSMM&utm_ca mpaign=Campaign •  Twitter promo campaigns were more effective that Facebook promo campaigns and organic Twitter and Facebook traffic @vinoaj #digitalnow 34
  • 35. Merdesa Marketing Strategy •  Put Merdesa in the hands of many fans as possible. Give itObjectives away for free! •  Use Google Analytics insights to understand how to reach our consumers effectively and efficiently.Solutions •  Adopt a 100% web distribution strategy. •  Promote through social media, focusing heavily on Twitter. •  November 2010Results •  8400 Unique Pageviews (8,400 shoppers!) •  14,000 tracks downloaded @vinoaj #digitalnow 35
  • 36. Conclusion …@vinoaj #digitalnow 36
  • 37. 4 Steps to Measurement SuccessStep 1: Select Your Measurement PlatformStep 2: Define Your GoalsStep 3: Implement Your Measurement PlatformStep 4: Take Action on Your Data @vinoaj #digitalnow 37
  • 38. Subscribe for the Latest News Subscribe to receive latest articles in your @vinoaj #digitalnow 38
  • 39. Thank You!Q&A Google Confidential and Proprietary 39