Making Sense of Marketing Data


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Many marketers collect data, but do they actually analyze it and make marketing decisions based on what they find? Unfortunately most don't. The following presentation outlines some of the tools and reports that can be used to collect campaign data for SEO, PPC or social media, and provides insight into processes for actually implementing changes based on the data that is collected to increase campaign performance and drive revenue.

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  • Traffic Sources: Identify which traffic sources are driving high quality traffic (conversions/sales) and focus on those traffic sources Keywords: Note which keywords are driving high quality vs. low quality traffic Top Content: Understand which pages have high (or low) engagement metrics Conversions: Which keywords/pages are driving the most conversions? Focus there Which keywords/pages are driving minimal conversions? Look into why…try testing new keywords or testing the landing page Engagement: Determine which pages/keywords are driving high engagement and continue to focus on those. Fix any issues with other pages/keywords
  • Campaign level dashboard
  • Search query report can help identify irrelevant keywords that may be driving up cost Example: “living in alaska” is pretty broad, we would want to consider pausing this keyword if we saw that it wasn’t performing well
  • Network reporting will help identify which networks your ads are performing better on Search partners include AOL, Ask and a number of other sites that syndicate Google’s PPC ads
  • Landing Pages: Create and test landing page designs/layouts to see which converts better (and generates a higher quality score) Ad Positions: Test different ad text positions to see which position converts the best Conversions: Understand which campaigns & landing pages have high (or low) conversion rates Engagement: Determine which campaigns & landing pages are driving high engagement and continue to focus on those. Fix any issues with other pages/keywords
  • Google Analytics Most popular tweets Geography Dashboard (keyword tracking)
  • Use Facebook’s dashboard to get a quick idea of engagement for a specific time period
  • Review which videos have the most views and attention Work to create more content around those topics through additional video, blog, articles, etc.
  • If you’ve created a group you can also see stats for that as well
  • There are others, but these are the types of metrics businesses should be looking at when it comes to social media measurement
  • This segment is looking at total search traffic vs. total overall traffic (20.44% search traffic, 71.12% direct and 8.2% referral)
  • Identify which traffic sources are driving high quality traffic (conversions/sales) and focus on those traffic sources
  • Try to identify any pages that stand out Is pages/visit way below or above average? Are bounce rates really high for a particular keyword?
  • Look for keywords with high conversion rates Where do you rank organically for these keywords? What can you do to increase traffic from high converting keywords? Are there keywords with really low conversion rates? If so, you might need to consider why that might be: Is the keyword moderately relevant to your business? Does the keyword have another meaning that could be drawing attention from the wrong user? (hotel vs. motel) If you rank highly for motel, because you’ve optimized for it, but it’s driving really low conversions and poor traffic you might want to reconsider that strategy
  • What pages are being viewed the most? Is it the pages you want? If not, you must work to optimize the pages correctly so they can draw more traffic (i.e. product pages)
  • In this example, it appears that Referral traffic is driving a high number of conversions Dig further into the Referral report to see which site(s) is referring the high quality traffic
  • Twitter (, email newsletters and LinkedIn are the most effective referrers for seminar signups
  • Identify traffic sources that have a high (pages/visit, avg. time on site) or low (bounce rate) engagement rate Focus on traffic sources that are driving high quality visitors and work to fix the sources that are driving low quality traffic Consider not optimizing for a keyword that doesn’t convert (or isn’t keeping people on the site) Pause/delete the keyword from your paid search campaign
  • Identify keywords that have a high (pages/visit, avg. time on site) or low (bounce rate) engagement rate Make sure you are putting effort towards ranking high for these keywords (or utilizing these keywords in paid search)
  • Ad Group level dashboard
  • Keyword & ad text reporting
  • The Day of the Week Dimension is helpful to understand which day of the week your ads perform the best Viewing this data may allow you to use day parting, where you set your ads to show on specific days or hours of the day
  • Utilize Google Analytics to look at landing page effectiveness Identify landing pages that are performing well or poorly Use site averages to gauge if a landing page is doing well or not If a page has a low pages/visit and high bounce rate (over 70%-80%) consider testing different elements on the page Headline, body copy, call to action, etc.
  • Looking at specific metrics and ad positions to see where your ads perform the best is essential In this example, the 3rd position is performing the best when looking at bounce rate We could most likely spend less money in the 3rd position, and get better performance
  • Same keyword, but now we’re looking at conversion rates Conversion rates are also highest in the 3rd position This keyword should be targeted for the 3rd position moving forward
  • Looking specifically at conversion for each keyword will tell you where to focus your efforts If a keyword hasn’t converted in 30-60 days, you should consider pausing/deleting as it may be hurting your quality score
  • Review engagement metrics to see identify keywords that have low engagement as these keywords may not be a great fit
  • “Seattle movers” and “anchorage alaska moving” are keywords with lower than average time on site and very high bounce rates Dig into the landing pages for these keywords to see if they are directing people to the correct page If it’s a keyword you deem essential, start testing your landing page design/layout to see if you can increase engagement
  • Making Sense of Marketing Data

    1. 1. Making Sense of Marketing Dataand the Marketers Who Love It Presented by: Kent Lewis John McPhee President & Founder Vice President Formic Media, Inc. Formic Media, Inc. @kentlewis @jwmcphee
    2. 2. Formic BackgroundLaunched in 2008 to service small business & partnersSpecializes in search, social and website development100% of Account Team Google AdWords Certified100% of Account Team Google Analytics Certified7 employees & 45+ clientsStrategic partnerships (SEMA, AlphaGraphics, etc.)Focus on education via monthly Seminar Series
    3. 3. Agenda The Why & How of Analytics Which reports provide the best data?  SEO  PPC  Social Media Resources Q&A
    4. 4. The Why & How of Analytics
    5. 5. The Business of Analytics
    6. 6. Data Sources
    7. 7. Analytics Report Types
    8. 8. Analytics Processes
    9. 9. Analytics Plan
    10. 10. Analytics Planning Tips & Tricks
    11. 11. Search Engine Optimization (SEO)
    12. 12. Google Analytics
    13. 13. Google Analytics Standard Reports Traffic Sources
    14. 14. Google Analytics Standard Reports Search Engines
    15. 15. Google Analytics Standard Reports Referring Sites
    16. 16. Google Analytics Standard Reports Top Content
    17. 17. Google Analytics Standard Reports Map Overlay
    18. 18. Google Analytics Segments Default Segments New Visitors  Direct Traffic Returning Visitors  Referral Traffic Paid Search Traffic  Traffic with Conversions Non-Paid Search Traffic  Mobile Traffic Search Traffic  Non-Bounce Visits
    19. 19. Google Analytics Custom Reports THEN… Identify your metrics & dimension
    20. 20. Google Analytics Custom Reports
    21. 21. Google Webmaster Tools
    22. 22. Google Webmaster Tools
    23. 23. Google Webmaster Tools
    24. 24. Key SEO Metrics
    25. 25. Key SEO Metrics Traffic Sources Keywords Top Content Conversions Engagement
    26. 26. SEO Testing
    27. 27. SEO Testing Title Tags Meta Tags Headers (<h1> tags) Body copy Page structure  Multiple images vs. single  Paragraph vs. bullet copy Calls to action
    28. 28. Pay-Per-Click (PPC) Advertising
    29. 29. Google AdWords
    30. 30. Google AdWords Reporting
    31. 31. Google AdWords Reporting – Search Query Report
    32. 32. Google AdWords Reporting - Networks
    33. 33. Key PPC Metrics
    34. 34. Key PPC Metrics Landing Pages Ad Positions Conversions Engagement
    35. 35. PPC Testing
    36. 36. PPC Testing Keywords (adding new) Ad text (A/B) Ad positions Landing pages (A/B or multivariate)  Headlines  Images  body copy (paragraph vs. bullets)  Calls to action (button shape, message, color, etc)
    37. 37. Social Media Marketing (SMM)
    38. 38. HootSuite
    39. 39. Facebook
    40. 40. YouTube
    41. 41. LinkedIn
    42. 42. Key Social Media Metrics
    43. 43. Key Social Media Metrics Fans & Followers Referral traffic from social media sites Conversions/ROI Engagement metrics  # of RTs or @ replies  # of “likes” on a Facebook post  # of comments on Facebook post  # of fan photo uploadsThink ratios! (followers/RTs, likes/comments, etc.)
    44. 44. Social Media Testing
    45. 45. Social Media Testing Content & Messaging Custom Landing Pages  On Facebook or your website Contests Polls/Questions Imagery (profile pic or Twitter background)
    46. 46. Analytics Resources
    47. 47. Summary/Q&ABusiness drives analytics, not the other way aroundWhat gets measured gets managedMeasurement tools are only the means to an endFollow @FormicMedia & sign up for our newsletterRead our blog & check out our SlideShare accountAttend our free monthly educational Seminar Series Contact: Kent Lewis John McPhee 503-595-6050 x223 503-517-9059 x122 @kentlewis @jwmcphee
    48. 48. Appendix
    49. 49. Google Analytics
    50. 50. Google Analytics Segments
    51. 51. Google Analytics Segments
    52. 52. Google Analytics Custom Reports Drag and drop a combination of metrics and dimensions into the reporttemplate.
    53. 53. Google Webmaster Tools
    54. 54. Google Webmaster Tools
    55. 55. Google Webmaster Tools
    56. 56. Key SEO Metrics
    57. 57. Key SEO Metrics – Traffic Sources
    58. 58. Key SEO Metrics – Keywords
    59. 59. Key SEO Metrics – Keywords
    60. 60. Key SEO Metrics – Top Content
    61. 61. Key SEO Metrics – Conversions
    62. 62. Key SEO Metrics – Conversions
    63. 63. Key SEO Metrics – Engagement
    64. 64. Key SEO Metrics – Engagement
    65. 65. Google AdWords
    66. 66. Google AdWords Reporting – Ad Group
    67. 67. Google AdWords Reporting – Keyword & Ads
    68. 68. Google AdWords Reporting – Dimension (Day of Week
    69. 69. Key PPC Metrics
    70. 70. Key PPC Metrics – Landing Pages
    71. 71. Key PPC Metrics – Ad Positions
    72. 72. Key PPC Metrics – Ad Positions
    73. 73. Key PPC Metrics – Conversions
    74. 74. Key PPC Metrics – Engagement
    75. 75. Key PPC Metrics – Engagement