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Digital Advertising:
“Going Beyond the Click”
Kashif Khurshid
Sr. Strategist, Web Analytics
kashifkhurshid@gmail.com
AMA Houston 4/23/15
What’s your Digital Game Plan?
Image credit to amc.com and http://www.n3rdabl3.co.uk/
1. Tagging Links
• Identify the information you want captured (Platform + Site)
• Organize parameters to easily slice and dice campaigns
Structure:
www.example.com?cid=
Define Channels: Paid Search, Banner, Email, Social, Offline, 3rd party sites
www.example.com?cid=
PS_Goog_NB_EX_Loc_Sale_Men_Shirt_Gucci_Pur_kw_baller_status
Product/
Service
Brand/
Non Brand
Local/ Global
Campaign
Name
Ad Group Keyword
Goals Network Match Type
Parameter is “?cid=<value>” & UTM=<value)
2. Audience Segmentation
Common
Uses:
 Behavior
(frequency, depth)
 Content category
 Technical attributes
(Devices (phone,
tablets) , browsers)
 Geo attributes
 Custom
dimensions/
metrics
 Goals
Image credit to wisegeek.org
3. Keep a Scorecard
10 Key Digital Metrics:
Digital Scorecard Desktop Mobile Tablet Paid Search Display Etc.
Visits
Visit Depth
% of All Visits
Avg Time on Site
Frequency
Recency
Bounce Rate
Completion/ Conversion Rate
Funnel Steps/ Step Rate
Revenue / Orders / Avg Order
Value
Defined Segments
(Online + Offline)
Build up to Advance Segments:
• "Millennials - Mobile"
• "New Visitors - Paid Search"
• "Working Moms - Display"
Integrate Systems:
• Ad Network Data, Email, Social
• Attribution Credit, Journey Scoring
4. Actionable Analytics
Ways to Apply Analytics:
1. Measure and optimize Marketing Effectiveness
2. Predictive Modeling for recurring campaigns
3. Optimize Landing Page Design & Content
4. Ease flows to & through funnels
5. Personalization of content and offers in real-time
Image credit to glowmetrics.com
Optimizing for the
Customer
Experience!
5. Organizational Structure for Digital
Success
Key Challenges:
 Leadership Sponsorship
 Centralized Governance on
Digital
 Digital Technology & Roles
exist in Silos
 Institutionalize Processes /
Discipline
 Benchmarks
Metrics
Set
Goals
Tactics
Deploy
START:
Summary: The Game Plan!
1. Tagging External Links
2. Audience Segmentation
3. Measuring Performance
4. Applying Analytics Insights
5. Organizational Readiness
Image credit to viraheinz.pitt.edu
Image credit to http://www.deathandtaxesmag.com/

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Digital Advertising: Going Beyond the Click

  • 1. Digital Advertising: “Going Beyond the Click” Kashif Khurshid Sr. Strategist, Web Analytics kashifkhurshid@gmail.com AMA Houston 4/23/15
  • 2. What’s your Digital Game Plan? Image credit to amc.com and http://www.n3rdabl3.co.uk/
  • 3. 1. Tagging Links • Identify the information you want captured (Platform + Site) • Organize parameters to easily slice and dice campaigns Structure: www.example.com?cid= Define Channels: Paid Search, Banner, Email, Social, Offline, 3rd party sites www.example.com?cid= PS_Goog_NB_EX_Loc_Sale_Men_Shirt_Gucci_Pur_kw_baller_status Product/ Service Brand/ Non Brand Local/ Global Campaign Name Ad Group Keyword Goals Network Match Type Parameter is “?cid=<value>” & UTM=<value)
  • 4. 2. Audience Segmentation Common Uses:  Behavior (frequency, depth)  Content category  Technical attributes (Devices (phone, tablets) , browsers)  Geo attributes  Custom dimensions/ metrics  Goals Image credit to wisegeek.org
  • 5. 3. Keep a Scorecard 10 Key Digital Metrics: Digital Scorecard Desktop Mobile Tablet Paid Search Display Etc. Visits Visit Depth % of All Visits Avg Time on Site Frequency Recency Bounce Rate Completion/ Conversion Rate Funnel Steps/ Step Rate Revenue / Orders / Avg Order Value Defined Segments (Online + Offline) Build up to Advance Segments: • "Millennials - Mobile" • "New Visitors - Paid Search" • "Working Moms - Display" Integrate Systems: • Ad Network Data, Email, Social • Attribution Credit, Journey Scoring
  • 6. 4. Actionable Analytics Ways to Apply Analytics: 1. Measure and optimize Marketing Effectiveness 2. Predictive Modeling for recurring campaigns 3. Optimize Landing Page Design & Content 4. Ease flows to & through funnels 5. Personalization of content and offers in real-time Image credit to glowmetrics.com Optimizing for the Customer Experience!
  • 7. 5. Organizational Structure for Digital Success Key Challenges:  Leadership Sponsorship  Centralized Governance on Digital  Digital Technology & Roles exist in Silos  Institutionalize Processes / Discipline  Benchmarks Metrics Set Goals Tactics Deploy START:
  • 8. Summary: The Game Plan! 1. Tagging External Links 2. Audience Segmentation 3. Measuring Performance 4. Applying Analytics Insights 5. Organizational Readiness Image credit to viraheinz.pitt.edu
  • 9. Image credit to http://www.deathandtaxesmag.com/

Editor's Notes

  1. Image credit to wisegeek.org
  2. Social media- going beyond likes Not just about getting them to your site Social media pages and engagements hold value Programmatic Buying Attribution Retargeting Consideration to latency (1 week vs. 6 weeks) Offline conversions Go beyond channel
  3. Image credit to http://www.deathandtaxesmag.com/