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The Elusive Data-
Driven Marketing
Unicorn
Using Google Analytics to
Stand Out from the Crowd
Hello!I am Alex Abell
Using technology and information
to empower real human
connections is kind of my thing.
Sr. Business
Intelligence Analyst,
eCommerce
Analytics
I’ve done a
little bit of
everything
▪ web development
▪ event production
▪ micro-blogging
▪ everything in between
I’ve gotten to work with
Some pretty huge brands.
Absorb what is useful.
Reject what is useless.
Add what is essentially
your own.
-Bruce Lee
HANDS IN
THE AIR
Who knows the difference between
Marketing & Analytics?
It’s a thin line
And it’s shrinking every single day.
Marketing Analytics
Marketers
Focus on getting the right product
or service to the right customers
at the right price using the right
methods of promotion.
Both love getting it
right.
BI Analysts/Data Scientists
Ensure the right business
stakeholders have the right
information to make the right
decisions to improve the right KPIs
and drive business results.
Marketers
Focus on getting the right product
or service to the right customers
at the right price using the right
methods of promotion.
Both love getting it
right.
BI Analysts/Data Scientists
Ensure the right business
stakeholders have the right
information to make the right
decisions to improve the right KPIs
and drive business results.
Data-Driven Marketers
are a cool hybrid of both – They
know how to read the numbers,
gather insights from the reports,
and drive the right actions to hit
the company goals.
If you can’t measure it,
you can’t manage it.
-Peter Drucker (maybe)
Use Metrics to Inform, Not
Justify Decisions
Source: Web Analytics Kick Start Guide
The Metrics Hierarchy
KPIs
Secondary
Metrics
Peripheral
Metrics
High
Impact
Low
Impact
Source: Web Analytics Kick Start Guide
What? How?
(high level)
How?
(low level)
Strategy is super
important.
Goals/Objectives Initiatives Tactics
Knowing a great deal is not
the same as being smart;
intelligence is not information
alone but also judgment , the
manner in which information
is collected and used.
-Carl Sagan
30,147,726Websites are using Google Analytics in 2018
Source: BuiltWith
Google Analytics is
Your Friend
▪ It’s completely free
▪ They have a sandbox to play around in
▪ Integrates with AdWords & DoubleClick
▪ Quickly becoming the standard for most companies
Google
Analytics
Sandbox
Get your fingernails dirty
and play around with a
properly configured
clickstream
implementation.
Overview of GA
Reports
Audience Acquisition Behavior Conversions
Who came to our
site?
How did they get
here?
What did they
look at?
Were they
successful?
Have they been
here before?
Which channels
are sending
traffic?
Where did they
enter and leave?
Did they complete
a goal or
transaction?
What devices do
they use?
Which campaigns
are driving the
most traffic?
What actions did
they take?
If not, where did
they drop out?
2.7 MillionJob Postings for Data Analytics and Science by 2020
Source: Dataversity
What are hiring
managers looking for?
Large enterprises/brand companies are not achieving the
desired output from their current digital marketing teams
and are looking for specifically trained digital marketing
unicorns.
Be a
digital
marketing
unicorn
Digital Marketing Skills Gap
Source: OnlineMarketing Institute
$105,904
Analytics Manager Average Salary
80%
Score required to pass
$0
Cost to get GA Individual Certification
The new source of power
is not money in the
hands of a few, but
information in the hands
of many.
-John Naisbitt
Thanks!
Any questions?
Connect with me on Linkedin
Alexander Abell
Follow me:
@i_am_abell
More Resources

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The Elusive Data-Driven Marketing Unicorn - Using Google Analytics to Stand Out From the Crowd - Alex Abell

  • 1. The Elusive Data- Driven Marketing Unicorn Using Google Analytics to Stand Out from the Crowd
  • 2. Hello!I am Alex Abell Using technology and information to empower real human connections is kind of my thing. Sr. Business Intelligence Analyst, eCommerce Analytics
  • 3. I’ve done a little bit of everything ▪ web development ▪ event production ▪ micro-blogging ▪ everything in between
  • 4. I’ve gotten to work with Some pretty huge brands.
  • 5. Absorb what is useful. Reject what is useless. Add what is essentially your own. -Bruce Lee
  • 6. HANDS IN THE AIR Who knows the difference between Marketing & Analytics?
  • 7. It’s a thin line And it’s shrinking every single day. Marketing Analytics
  • 8. Marketers Focus on getting the right product or service to the right customers at the right price using the right methods of promotion. Both love getting it right. BI Analysts/Data Scientists Ensure the right business stakeholders have the right information to make the right decisions to improve the right KPIs and drive business results.
  • 9. Marketers Focus on getting the right product or service to the right customers at the right price using the right methods of promotion. Both love getting it right. BI Analysts/Data Scientists Ensure the right business stakeholders have the right information to make the right decisions to improve the right KPIs and drive business results. Data-Driven Marketers are a cool hybrid of both – They know how to read the numbers, gather insights from the reports, and drive the right actions to hit the company goals.
  • 10. If you can’t measure it, you can’t manage it. -Peter Drucker (maybe)
  • 11. Use Metrics to Inform, Not Justify Decisions Source: Web Analytics Kick Start Guide
  • 13. What? How? (high level) How? (low level) Strategy is super important. Goals/Objectives Initiatives Tactics
  • 14. Knowing a great deal is not the same as being smart; intelligence is not information alone but also judgment , the manner in which information is collected and used. -Carl Sagan
  • 15. 30,147,726Websites are using Google Analytics in 2018 Source: BuiltWith
  • 16. Google Analytics is Your Friend ▪ It’s completely free ▪ They have a sandbox to play around in ▪ Integrates with AdWords & DoubleClick ▪ Quickly becoming the standard for most companies
  • 17. Google Analytics Sandbox Get your fingernails dirty and play around with a properly configured clickstream implementation.
  • 18. Overview of GA Reports Audience Acquisition Behavior Conversions Who came to our site? How did they get here? What did they look at? Were they successful? Have they been here before? Which channels are sending traffic? Where did they enter and leave? Did they complete a goal or transaction? What devices do they use? Which campaigns are driving the most traffic? What actions did they take? If not, where did they drop out?
  • 19. 2.7 MillionJob Postings for Data Analytics and Science by 2020 Source: Dataversity
  • 20. What are hiring managers looking for? Large enterprises/brand companies are not achieving the desired output from their current digital marketing teams and are looking for specifically trained digital marketing unicorns.
  • 22. Digital Marketing Skills Gap Source: OnlineMarketing Institute
  • 23. $105,904 Analytics Manager Average Salary 80% Score required to pass $0 Cost to get GA Individual Certification
  • 24. The new source of power is not money in the hands of a few, but information in the hands of many. -John Naisbitt
  • 25. Thanks! Any questions? Connect with me on Linkedin Alexander Abell Follow me: @i_am_abell