Improving Marketing ROI with Google Analytics

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Loves Data's presentation 'Improving Marketing ROI with Google Analytics' from Australia's first Google Analytics User Conference in Sydney. Using Google Analytics you can compare marketing campaigns, measure performance and improve ROI (Return On Investment).

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Improving Marketing ROI with Google Analytics

  1. 1. Presented byLOVES #GAUCSydneyDATA
  2. 2. Improving  Marke/ng  ROI   with  Google  Analy/csGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  3. 3. Sales $ Leads EnquiriesGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  4. 4. Conversion/ Sales  Value – Investment = ROIGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  5. 5. Conversion   Rate CPC Medium Events Traffic  Source Goals CPA Call  TrackingGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  6. 6. Online  Ad StoreGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  7. 7. TV Unique  URL Visit Search VisitGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  8. 8. Five  /ps   for  improving  ROI  with   Google  Analy/cs:Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  9. 9. 1.  Tag  everythingGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  10. 10. Cost-­‐per-­‐click   Paid  /Sponsored E-­‐newsle:er Adver/sing Features Social  Media   Posts Blog  PostsGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  11. 11. 2.  Configure  and  implement   values  for  your  goalsGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  12. 12. Not  all  conversions  are   born  equal.Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  13. 13. Goal  Value
  14. 14. Avg.  conversion  25% $12.50  per  email + Conversion + $ = $ 100  email   Avg.  transac/on  $50 enquiriesGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  15. 15. 3.  Link  your  Google   Analy/cs  Account  to  your   Adwords  AccountGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  16. 16. 82.6%  of  internet  users   use  search eMarketer,  July  2011Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  17. 17. Conversions Clicks CostGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  18. 18. Website  Insights Drop-­‐off   Visitor   Points Flow Landing   AdWords PagesGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  19. 19. AdWords  Insights Seasonal   Trends Visitor   Segments Goal  ValueGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  20. 20. 4.  Take  advantage  of   Google’s  new  remarke/ng   capabili/esGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  21. 21. YouTube  Ads Rich  Media  Ads YouTube YouTube Banners  and  Tiles Smartphone  AdsGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  22. 22. By  2015,  we  expect  that  50%  of  all   display  ads  will  be  rich  media  ads. Google,  Watch  This  Space,  2011Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  23. 23. What  is  remarke/ng?Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  24. 24. How  does  it  work?Google  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  25. 25. List  A List  B Visit Cookies List  C OtherGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  26. 26. Social List  AOrganic List  B Display Visit Tag List  C Email Other SearchGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  27. 27. •  Come  to  my  website  and  search  for  flights   to  Sydney •  Visit  pages  of  my  website  with  Sydney  in   the  page  /tle TravelGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  28. 28. •  Prospec+ve  students •  Re-­‐enrolling  students Educa/onGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  29. 29. E-­‐commerceGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  30. 30. Research TransacGon Products   Features Free  Shipping SaleGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  31. 31. 5.  Set  up  E-­‐commerce   trackingGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  32. 32. ROI Traffic   Social Sources Tagged   Campaigns Website   ContentGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  33. 33. Tag  everything Assign  value  to  conversions Link  your  accounts Take  advantage  of  remarke/ng Set  up  E-­‐commerce  trackingGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney
  34. 34. Connect  with  us! www.lovesdata.com/socialGoogle  Analy+cs  User  Conference  –  Sydney #GAUCSydney

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