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Measure Digital to Ignite Results, not Reports (LSC TIG)


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Peter Howley of Empirical Path's presentation to the Legal Services Corporation (LSC) Technology Initiative Grants (TIG) conference January 11, 2012

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Measure Digital to Ignite Results, not Reports (LSC TIG)

  1. 1. #lsctig @lsctweets @EmpiricalPathPeter Howley of Empirical Path @phowley99 @EmpiricalPath
  2. 2. #lsctig @lsctweets @EmpiricalPath‣ Introduction‣ Status Quo‣ Count Conversions‣ Segment Audiences‣ Test Ideas‣ Share Insights
  3. 3. #lsctig @lsctweets @EmpiricalPath‣ Founded in Washington DC in 2002‣ Atlanta and NM offices‣ Founder led web analytics at‣ Google Analytics Certified Partner‣ Yahoo! Web Analytics Consultant Network‣ Webtrends Agency
  4. 4. #lsctig @lsctweets @EmpiricalPath‣ Defend digital investment‣ Compare online to offline‣ Right-size digital investment‣ Re-allocate to most valuable activities‣ Celebrate and reward successes‣ Learn from mistakes
  5. 5. #lsctig @lsctweets @EmpiricalPathReports that measure only how manypeople entered the funnel:‣ Impressions‣ Visits‣ Unique visitors‣ Friends‣ Followers
  6. 6. #lsctig @lsctweets @EmpiricalPathMeasure how many times they completethe funnel (& achieve campaign goal):‣ Purchases‣ Social shares‣ Email signups‣ Contacts via form & phone‣ File downloads‣ Video views
  7. 7. #lsctig @lsctweets @EmpiricalPath MainDomain
  8. 8. #lsctig @lsctweets @EmpiricalPathVendorDomain
  9. 9. #lsctig @lsctweets @EmpiricalPath Show all, new, returning, or campaign, etc. visitsNOTE: All data disguised
  10. 10. #lsctig @lsctweets @EmpiricalPathNOTE: All data disguised
  11. 11. #lsctig @lsctweets @EmpiricalPath Onlycumulativeshare data No share data
  12. 12. #lsctig @lsctweets @EmpiricalPathNOTE: All data disguised
  13. 13. #lsctig @lsctweets @EmpiricalPathMeasure conversion rate for each keysegment of visitors.‣ Traffic source (PPC, email, SEO)‣ Geography‣ Loyalty (new, returning)‣ Answers to survey questions‣ Content interest‣ Prior purchase
  14. 14. #lsctig @lsctweets @EmpiricalPath Unique content for each audience
  15. 15. #lsctig @lsctweets @EmpiricalPath
  16. 16. #lsctig @lsctweets @EmpiricalPath Row for each segment…in Conversion any report rates for multiple goalsNOTE: All data disguised
  17. 17. #lsctig @lsctweets @EmpiricalPath
  18. 18. #lsctig @lsctweets @EmpiricalPath
  19. 19. #lsctig @lsctweets @EmpiricalPath
  20. 20. #lsctig @lsctweets @EmpiricalPath Tells analytics Ties in other which analytics channel tools worked1 row for each link or set of links worth tracking
  21. 21. #lsctig @lsctweets @EmpiricalPath
  22. 22. #lsctig @lsctweets @EmpiricalPath Other RevenueConversions
  23. 23. #lsctig @lsctweets @EmpiricalPathExperiment with ideas and useconversion rate in key segments to picka winner:‣ Landing Page‣ Ad Copy‣ Home Page‣ Offer‣ Discount‣ Button color
  24. 24. #lsctig @lsctweets @EmpiricalPath 23% of next23% of next clicksclicks from the from thehomepage are homepage are toto promotions promotions Above-the-fold call-to-action
  25. 25. #lsctig @lsctweets @EmpiricalPath Copy pushes everything but Carousel below fold 79% of page views areentries to the site Carousel dominates above-the- fold
  26. 26. #lsctig @lsctweets @EmpiricalPath
  27. 27. #lsctig @lsctweets @EmpiricalPath Revenue per Pageview shot up Pageviews dropped as Bounce rate client cut improved PPCNOTE: Period data disguised
  28. 28. #lsctig @lsctweets @EmpiricalPath Visits viewing page spent 32% more despite falling 73% Oh yeah!NOTE: Period data disguised
  29. 29. #lsctig @lsctweets @EmpiricalPath Lose; draws eye from product art & headline Shrink; pushes products & prices down Downplay; 9% click but 27% of those come backKeep; 18% of entrances click Shrink; pushes products & prices down
  30. 30. #lsctig @lsctweets @EmpiricalPath
  31. 31. #lsctig @lsctweets @EmpiricalPathGet analytics reports, findings &recommendations to decision-makers‣ Build useful dashboards‣ Email reports automatically‣ Update spreadsheets automatically‣ Try out mobile apps‣ Display real-time metrics
  32. 32. #lsctig @lsctweets @EmpiricalPath
  33. 33. #lsctig @lsctweets @EmpiricalPath
  34. 34. #lsctig @lsctweets @EmpiricalPath
  35. 35. #lsctig @lsctweets @EmpiricalPath
  36. 36. #lsctig @lsctweets @EmpiricalPath
  37. 37. #lsctig @lsctweets @EmpiricalPath
  38. 38. #lsctig @lsctweets @EmpiricalPath
  39. 39. #lsctig @lsctweets @EmpiricalPath
  40. 40. #lsctig @lsctweets @EmpiricalPathPlease Submit Your Session Evaluation:‣ from your laptop, smartphone, or tablet‣ Session Title: Google Analytics: Measure to Ignite Results, not Reports‣ Or Enter This Session Code: GAMI‣ (You can also still submit a paper evaluation.)
  41. 41. #lsctig @lsctweets @EmpiricalPathQuestions now?Questions later:‣‣ @EmpiricalPath or @phowley99‣‣ +Empirical Path Page