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CDG Presentation for DCWW on Marketing & Analytics

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Make better marketing decisions with Google Analytics - a presentation for DC Web Women

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CDG Presentation for DCWW on Marketing & Analytics

  1. 1. Marketing & Analytics<br />CDG INTERACTIVE<br />JUNE 24, 2009<br />
  2. 2. Welcome<br /> Introductions<br /> Heidi Strom Moon<br /> Director of Marketing<br /> Google Analytics <br />Individually Qualified<br /> Twitter: @heidimoon<br /> http://www.linkedin.com/in/heidistrommoon<br /> Lisa King<br /> Marketing Strategist<br /> Google Analytics <br />Individually Qualified<br /> Twitter: @happyfuntime<br /> http://www.linkedin.com/in/lisajking<br />
  3. 3. Welcome<br />CDG Interactive is a full-service digital agency providing interactive strategy, marketing, branding and design. Our clients include Mondial Assistance, GEICO, Merkle, InterExchange, the Muscarelle Museum at the College of William & Mary, the Ms. Foundation, and the American Foundation for the Blind (AFB).<br />
  4. 4. Marketing & Analytics<br /> What this talk is about<br /> How analytics data can help marketing decisions and strategy<br /> What data to look for and how it’s helpful<br /> What it isn’t<br /> How to set up Google Analytics<br /> How to use Google Analytics (OK, just a little)<br />
  5. 5. Marketing & Analytics<br /> Analytics can tell Marketing<br /> Basic stuff<br /> Who’s coming to your site? When? How often? Where are they from?<br /> Advanced stuff<br /> Is this campaign working, anyway?<br />
  6. 6. Basic Stuff<br /> #1: Who is coming to the site? <br /> Why is it helpful?<br /> Planning future campaigns<br /> Creating a baseline for measuring change <br /> Where’s the data?<br /> Visitors<br />
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  8. 8. Basic Stuff<br /> #2: When are they coming? <br /> Why is it helpful?<br /> Day-parting PPC campaigns<br /> Understanding consumer motivations<br /> Where’s the data?<br /> Visits &gt; Visit Trending<br />
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  10. 10. Basic Stuff<br /> #3: How often do they visit?<br /> Why is it helpful?<br /> Knowing whether they are more often new or repeat visitors can drive strategy<br /> Where’s the data?<br /> Visitors &gt; Visitor Loyalty &gt; Loyalty<br />
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  12. 12. Basic Stuff<br /> #4: Where are they from? <br /> Why is it helpful?<br /> Geo-targeting PPC campaigns <br /> Understanding market profile<br /> Where’s the data? <br /> Visitors &gt; Map Overlay<br />
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  14. 14. Basic Stuff<br /> #5: What are they looking for?<br /> Why is it helpful?<br /> Search keywords indicate intent<br /> Drive PPC, landing page strategy<br /> Where’s the data?<br /> Traffic Sources &gt; Keywords<br />
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  16. 16. Advanced Stuff<br /> Analytics can tell Marketing<br /> Is the campaign working?<br /> Related questions<br /> How can I make it more successful?<br /> What should I do more of?<br /> What should I stop doing?<br /> What else should I try?<br />
  17. 17. Is the campaign working?<br /> How can you tell what’s working and why?<br /> 2 keys: <br /> Conversion<br /> Segmentation<br /> They work together<br /> “Visits with conversions” are an advanced segment in some screens<br />
  18. 18. Conversion<br /> Which visits actually converted (completed a goal transaction)?<br /> Bought something<br /> Downloaded a PDF<br /> Visited a landing page<br /> Whatever you determine is valuable, i.e. define as a “goal” in GA <br />
  19. 19. Segmentation<br />Who converted to a goal?<br /> Slice your data down further<br /> Geographically<br /> Loyalty<br />Recency<br /> Etc. <br /> How does this compare to overall visitors?<br /> This is who you want to go after<br />
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  27. 27. Now What?<br /> Decide what’s important<br /> What segments do you need to know about?<br /> What else can drive decisions?<br /> Translate these into Key Performance Indicators (KPIs)<br /> Cost per acquisition<br /> Keywords with highest per-visit value<br /> Average value per transaction<br />
  28. 28. Now What?<br /> Get the data<br /> Ask your analyst to provide a weekly/monthly dashboard<br /> Meet with your analyst team<br /> Revise as needed<br /> Use it!<br />
  29. 29. Now What?<br /> Educate yourself<br /> Blogs <br />AvinashKaushik’sOccam’s Razor<br />Google Analytics Blog<br /> Justin Cutroni’sAnalytics Talk<br />Web Analytics Demystified<br /> Books<br />Advanced Web Metrics with Google Analytics by Brian Clifton<br />Web Analytics: An Hour a Day by AvinashKaushik<br />
  30. 30. Now What?<br /> Educate yourself<br /> Analytics Groups<br />Web Analytics Yahoo Group<br /> Tools<br />Google Search-Based Keyword Tool<br />Google Insights for Search<br /> Get help<br />Google Analytics Authorized Consultants<br />
  31. 31. The End<br />Takeaways<br />Data is your friend<br />Segment, segment, segment<br />Questions?<br />
  32. 32. Marketing & Analytics<br />CDG INTERACTIVE<br />JUNE 24, 2009<br />

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