30th	  of	  May	  2013	  
30th	  of	  May	  2013	  
Digital	  analy2cs	  as	  a	  process	  From	  briefing	  to	  dashboard	  30	  May	  2013	  |	  David	  Roose	  
Agenda!   Defining	  KPIs	  !   Data	  collec2on	  !   Dashboard	  examples	  !   Whats	  next?	  
My goal today	  	  How	  to	  set	  up	  a	  digital	  measurement	  framework	  with	  Google	  Analy2cs	  Why?	  –  Eval...
Measurement protocol?"Hacking Universal Analytics - Tying Caffeine to Productivity"By "LovesData" on YouTubeROC	  (return	...
The set-up processDashboards	  Data	  collec6on	  Define	  KPIs	  
Defining	  KPIs	  
KPIs!   Direct	  impact	  on	  business	  objec2ves	  –  Good	  /	  room	  for	  improvement	  !   NOT	  targets:	  –  How...
List of metricsvisitors	  newVisits	  percentNewVisits	  visits	  bounces	  entranceBounceRate	  visitBounceRate	  2meOnSi...
Where to start?Apply	  a	  marke2ng	  model	  to	  your	  main	  conversion	  type	  	  
Marketing models: AIDAACen6on	  Interest	  Desire	  Ac6on	  
Marketing models: customer life cycleAcquisi6on	  Conversion	  Reten6on	  &	  growth	  
Marketing models: other!   IAB	  framework	  –  Awareness,	  apprecia2on,	  ac2on,	  advocacy	  !   Acquisi2on,	  engageme...
Main conversion types: e-commerce!   Transac2ons	  !   Revenue	  (per	  visit)	  !   Conversion	  rate	  !   Average	  ord...
Main conversion types: leadgeneration!   Conversion	  &	  abandonment	  rate	  –  Also:	  lead	  to	  customer	  ("offline")...
Main conversion types: customerservice!   On-­‐site	  search:	  refinements,	  exits	  &	  0	  result	  searches	  !   Cost...
Main conversion types: contentAd-­‐based	  –  Pageviews	  /	  visit	  –  Average	  2me	  on	  site	  –  Click-­‐through	  ...
Other important topics!   Mul2-­‐device	  !   Mul2-­‐channel	  !   Micro	  conversions	  !   Basic	  metrics	  
Data	  collec6on	  
What the basic tracking code does…Unique	  visitor	  Visit	  URL	   URL	  Pageview	  DIRECT	  
Frequently used customisations!   E-­‐commerce	  !   Event	  tracking	  !   Custom	  dimensions	  &	  metrics	  !   User	 ...
E-commerce trackingga(ecommerce:addTransaction, {id: 308512033,revenue: 11.99,shipping: 5,tax: 1.29});ga(ecommerce:addItem...
Event trackingga(send, event, Basket, Add, LG LED TV 55LM615S 55, 2);
Custom dimensions & metricsga(set, Total value in basket, 898.99);
User timingsga(send, timing, Form, Fill in, 53000);
Dashboards	  
Native example
Native example: advantages!   Easy	  to	  configure	  !   Share	  &	  export	  !   Real-­‐2me	  widgets	  !   More	  data	 ...
Excel example
Excel example: advantages!   More	  visualisa2on	  op2ons	  !   Calculated	  metrics	  !   Add	  notes,	  insights,	  to	 ...
Google Docs example
Google Docs example: advantages!   Data	  from	  mul2ple	  profiles	  !   Data	  from	  other	  sources	  !   Scheduling	  
Integrated within your CMS
Integrated within your CMS:advantages!   Workflow:	  content	  editor	  sees	  dashboard	  first,	  then	  edits	  pages	  !...
Whats	  next?	  
Digital analytics maturity modelJust search "cardinal path analytics maturity model" on Google
Digital analytics maturity model!   Management	  !   Objec2ves	  !   Scope	  !   Exper2se	  !   Process	  !   Tools	  
Summary	  Dashboards	  Data	  collec6on	  Define	  KPIs	  Universal Analytics
Q&A	  
Stay in touchDavid	  Roose	  Team	  leader	  	  droose@reference.be	  be.linkedin.com/in/davidroose	  
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From briefing to dashboard - David Roose

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From briefing to dashboard - David Roose. Speaker GABC 2013

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From briefing to dashboard - David Roose

  1. 1. 30th  of  May  2013  
  2. 2. 30th  of  May  2013  
  3. 3. Digital  analy2cs  as  a  process  From  briefing  to  dashboard  30  May  2013  |  David  Roose  
  4. 4. Agenda!   Defining  KPIs  !   Data  collec2on  !   Dashboard  examples  !   Whats  next?  
  5. 5. My goal today    How  to  set  up  a  digital  measurement  framework  with  Google  Analy2cs  Why?  –  Evaluate  investments  in  digital  projects  –  Influence  of  digital  on  your  en2re  business  
  6. 6. Measurement protocol?"Hacking Universal Analytics - Tying Caffeine to Productivity"By "LovesData" on YouTubeROC  (return  on  coffee)  
  7. 7. The set-up processDashboards  Data  collec6on  Define  KPIs  
  8. 8. Defining  KPIs  
  9. 9. KPIs!   Direct  impact  on  business  objec2ves  –  Good  /  room  for  improvement  !   NOT  targets:  –  How  much  do  I  want  to  reach?  !   NOT  metrics:  –  There  are  100+  metrics  in  Google  Analy2cs  
  10. 10. List of metricsvisitors  newVisits  percentNewVisits  visits  bounces  entranceBounceRate  visitBounceRate  2meOnSite  avgTimeOnSite  organicSearches  impressions  adClicks  adCost  CPM  CPC  CTR  costPerTransac2on  costPerGoalConversion  costPerConversion  RPC  ROI  margin  goal(n)Starts  goalStartsAll  goal(n)Comple2ons  goalComple2onsAll  goal(n)Value  goalValueAll  goalValuePerVisit  goal(n)ConversionRate  goalConversionRateAll  goal(n)Abandons  goalAbandonsAll  goal(n)AbandonRate  goalAbandonRateAll  socialAc2vi2es  entrances  entranceRate  pageviews  pageviewsPerVisit  uniquePageviews  2meOnPage  avgTimeOnPage  exits  exitRate  searchResultViews  searchUniques  avgSearchResultViews  searchVisits  percentVisitsWithSearch  searchDepth  avgSearchDepth  searchRefinements  searchDura2on  avgSearchDura2on  searchExits  searchExitRate  searchGoal(n)ConversionRate  searchGoalConversionRateAll  goalValueAllPerSearch  pageLoadTime  pageLoadSample  avgPageLoadTime  domainLookupTime  avgDomainLookupTime  pageDownloadTime  avgPageDownloadTime  redirec2onTime  avgRedirec2onTime  serverConnec2onTime  avgServerConnec2onTime  serverResponseTime  avgServerResponseTime  speedMetricsSample  appviews  uniqueAppviews  appviewsPerVisit  totalEvents  uniqueEvents  eventValue  avgEventValue  visitsWithEvent  eventsPerVisitWithEvent  transac2ons  transac2onsPerVisit  transac2onRevenue  revenuePerTransac2on  transac2onRevenuePerVisit  transac2onShipping  transac2onTax  totalValue  itemQuan2ty  uniquePurchases  revenuePerItem  itemRevenue  itemsPerPurchase  socialInterac2ons  uniqueSocialInterac2ons  socialInterac2onsPerVisit  userTimingValue  userTimingSample  avgUserTimingValue  excep2ons  fatalExcep2ons    +  up  to  20  custom  metrics  
  11. 11. Where to start?Apply  a  marke2ng  model  to  your  main  conversion  type    
  12. 12. Marketing models: AIDAACen6on  Interest  Desire  Ac6on  
  13. 13. Marketing models: customer life cycleAcquisi6on  Conversion  Reten6on  &  growth  
  14. 14. Marketing models: other!   IAB  framework  –  Awareness,  apprecia2on,  ac2on,  advocacy  !   Acquisi2on,  engagement  &  conversion  !   …  
  15. 15. Main conversion types: e-commerce!   Transac2ons  !   Revenue  (per  visit)  !   Conversion  rate  !   Average  order  value  &  size  !   Reten2on  rate:  orders  by  exis2ng  clients  !   …  
  16. 16. Main conversion types: leadgeneration!   Conversion  &  abandonment  rate  –  Also:  lead  to  customer  ("offline")  !   Value  per  lead  !   Drivers  to  registra2on  process  !   …  
  17. 17. Main conversion types: customerservice!   On-­‐site  search:  refinements,  exits  &  0  result  searches  !   Cost-­‐per-­‐service  op2on  –  Call-­‐center  vs.  e-­‐mail  vs.  online  chat  vs.  self-­‐service  !   Successful  support  sessions  !   Exit  survey  &  page  ra2ngs:  !   …  
  18. 18. Main conversion types: contentAd-­‐based  –  Pageviews  /  visit  –  Average  2me  on  site  –  Click-­‐through  rate  –  Bounce  rate  –  …  Subscrip2on-­‐based  –  Subscrip2ons  –  Total  subscriber  base  &  churn  rate  –  Subscrip2on  length  &  renewals  –  …  
  19. 19. Other important topics!   Mul2-­‐device  !   Mul2-­‐channel  !   Micro  conversions  !   Basic  metrics  
  20. 20. Data  collec6on  
  21. 21. What the basic tracking code does…Unique  visitor  Visit  URL   URL  Pageview  DIRECT  
  22. 22. Frequently used customisations!   E-­‐commerce  !   Event  tracking  !   Custom  dimensions  &  metrics  !   User  2mings  !   …  
  23. 23. E-commerce trackingga(ecommerce:addTransaction, {id: 308512033,revenue: 11.99,shipping: 5,tax: 1.29});ga(ecommerce:addItem, {id: 308512033,name: Product name,sku: BAY344241,category: Outlet,price: 11.99,quantity: 1,currencyCode: EUR});ga(ecommerce:send);Change  currency  
  24. 24. Event trackingga(send, event, Basket, Add, LG LED TV 55LM615S 55, 2);
  25. 25. Custom dimensions & metricsga(set, Total value in basket, 898.99);
  26. 26. User timingsga(send, timing, Form, Fill in, 53000);
  27. 27. Dashboards  
  28. 28. Native example
  29. 29. Native example: advantages!   Easy  to  configure  !   Share  &  export  !   Real-­‐2me  widgets  !   More  data  available  within  a  single  click  Get a dashboard example
  30. 30. Excel example
  31. 31. Excel example: advantages!   More  visualisa2on  op2ons  !   Calculated  metrics  !   Add  notes,  insights,  to  dos,  …  
  32. 32. Google Docs example
  33. 33. Google Docs example: advantages!   Data  from  mul2ple  profiles  !   Data  from  other  sources  !   Scheduling  
  34. 34. Integrated within your CMS
  35. 35. Integrated within your CMS:advantages!   Workflow:  content  editor  sees  dashboard  first,  then  edits  pages  !   Follows  your  unique  business  logic  &  structure  
  36. 36. Whats  next?  
  37. 37. Digital analytics maturity modelJust search "cardinal path analytics maturity model" on Google
  38. 38. Digital analytics maturity model!   Management  !   Objec2ves  !   Scope  !   Exper2se  !   Process  !   Tools  
  39. 39. Summary  Dashboards  Data  collec6on  Define  KPIs  Universal Analytics
  40. 40. Q&A  
  41. 41. Stay in touchDavid  Roose  Team  leader    droose@reference.be  be.linkedin.com/in/davidroose  

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