Analytics for the Marketer


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In this 451 Marketing Webinar, we’ll share the tools (free and premium) and numbers that today’s marketer need to evaluate, plan, and measure their search marketing and social media campaigns.

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  • The purpose of this presentation is to understand the best practices for setting up digital marketing goals, how to track and seeing the whole picture of how different channels work together.
  • 451 Marketing works with brands to build awareness, engage customers, create fan loyalty, and drive business through an integrated communications approach.
  • This quote exemplifies the common concerns of many businesses when it comes to their marketing dollars. Not all marketing efforts can be quantifiable which leads to questioning some of your marketing efforts all together. The great thing about digital marketing is that it is quantifiable, so much so, that in certain channels you can actually put a dollar value on the cost per lead or conversion and compare that to the revenue actually generated. Now more than ever, your marketing efforts have a calculated ROI. Or at least try….
  • Last year there was almost 2 trillion searches on Google – that equals out to over 5 billion searches a day.
  • Cascading effect – these channels amplify your message. If you’re active in all of these different channels, that’s great. But how do you know which ones are driving people to your site? How do you know if these channels are driving conversions and leads?
  • All of this can be overwhelming at times – but there is a silver lining. There are tools that can help you quantify all of your marketing efforts.
  • Before we get into how to track your marketing efforts – there are a few questions every business should ask themselves – the first, what do we measure? What is important to your business? It’s important to know first what are your overall business goals and how can your online channels assist in reaching those business goals?
  • Understanding your market and the performance of your competitors is invaluable. You can only learn so much from the performance data of just your site. Understanding the overall market and basing goals on these trends will set you up for success.
  • Google analytics is a free site tracking tool that allows you to gather information on where customers are accessing your website from and how they interact with each page, in real time
  • This questions is asked because as a business you want to know which one of your marketing dollars or efforts deserves the credit for this conversion. In terms of ROI, it’s not so cut and dry.
  • In this Top Conversion Paths report provided by Google analytics, you can see all the various paths a visitor took to eventually convert on the site. You can see that some converted after visiting the site twice on a paid ad and then some searched organically and then bookmarked your site and then later converted.
  • This is 2 different assisted conversion reports from Google Analytics. These reports really help show the big picture of how your marketing efforts are performing and how they are working together. 1.) First you have the last click or direct conversions which we normally report on. 2.) Then you have the Assisted conversions. This shows how many conversions each channel assisted in. You can see here in this report that ppc advertising bright in a total of 168 conversion, but in addition assisted with 145 conversion. Display is another great example – while display advertisement only drove 6 conversion, it assisted in 27 conversions.As you can see, with a great digital marketing strategy, all of your channels work together to achieve the same goal.
  • Of course it’s important to have specific goal ROI per channel especially for the channels that are highly quantitative: PPC, Facebook Ads, Display Ads. But really – there are other valuable channels that are not as quantitative: SEO, Social
  • The big picture is all about having an overarching business goal in terms of your business online and utilizing your different channels to obtain those business goals.
  • Intro to 451 Marketing
  • Analytics for the Marketer

    1. 1. Marketing Analytics
    2. 2. Ana Nichols SEO Account Manager 617-259-1605 @AnaNichols
    3. 3. National Public Relations, Social Media, and Search Marketing Agency Founded in 2004 Headquartered in Boston and representing Los Angeles, New York, San Diego, and Las Vegas Recognized as a 2011, 2012, 2013 an award recognizing the fastest growing private companies headquartered in Massachusetts About 451 Marketing
    4. 4. Half of the money I spend on advertising is wasted; the trouble is I don’t know which half. -John Wanamaker (1838-1922)
    5. 5. 5,134,000,000 Per Day Worldwide, 1,873,910,000,000 searches conducted on Google last year.
    6. 6. 554.7 Million 225 Million 130 Million 500 Million 1 Billion
    7. 7. What do we measure?
    8. 8. clicks views downloads media mentions shares purchases keyword performance/effectiveness impressions unique visits What You Measure Should Be Based on Overall Sales, Marketing, and Brand Goals
    9. 9. • Tools for General Market Trending • Paid Search Tools • Social Tools • SEO Tools • The Big Picture • Q&A aka “Ana, How Do I Measure This?” Agenda
    10. 10. General Market Trending Tools
    11. 11.
    12. 12. See traffic data for over 1 million sites Discover competition and related sites Monthly email reports of sites you're interested in Compare multiple sites in one graph
    13. 13. • Create apps, tools, and graphs to visualize data • Plan advertising campaigns based on consumer behavior • See impact of previous advertisements
    14. 14. • See marketing strategy of competitors • 2 years of metric data • Compare multiple domains at once • See keyword search success of competitors Premium
    15. 15.
    16. 16.
    17. 17. Paid Search Tools
    18. 18.
    19. 19. Create ads and choose keywords which are related to your business
    20. 20. Pay only for results Start with any budget
    21. 21. • Cost Per Thousand ImpressionsCPM • Cost Per ClickCPC • Cost Per LeadCPL • Cost Per AcquisitionCPA Standard Ad Pricing Lingo
    22. 22.
    23. 23. Advertising Analytics SEO Tools
    24. 24. Social Media Tools
    25. 25.
    26. 26. Fully-customizable dashboard of social media content Sync multiple social media accounts
    27. 27. • Schedule content • Allows for integration of internet apps such as YouTube (advantage over TweetDeck) • Organize lists, trends, interactions, and tweets • Pro Version allows for integration of Google Analytics and Facebook Insights
    28. 28.
    29. 29. • Real-time graph of all page posts and impact (interactions, reach)
    30. 30. • Shows percentage change over time • See how users access your page (web or mobile) • See how many people check in to your venue
    31. 31. • See demographics of users accessing your page • Weekly email updates
    32. 32. SEO Tools
    33. 33.
    34. 34.
    35. 35. User can control what data they view and customize reports
    36. 36. Real-time reporting
    37. 37. Track social campaigns
    38. 38. Track digital advertising
    39. 39. The Big Picture
    40. 40. Shoe Website “451 Shoes” Organic Search PPC AD The Big Picture CONVERSION
    41. 41. Which channel get’s the credit? The Big Picture Shoe Website “451 Shoes” PPC AD CONVERSION
    42. 42. Top Conversion Path Report
    43. 43. The Big Picture ROI Per Channel
    44. 44. The Big Picture Overarching Business Goal
    45. 45. Questions?
    46. 46. Marketing Analytics