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Peter O'Neill - Making Analytics Valuable MKTFEST 2014

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Marketing Festival - World-Class Digital Marketing Event #mktfest Czech Republic

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Peter O'Neill - Making Analytics Valuable MKTFEST 2014

  1. 1. one + two + three + four Making Analytics Valuable
  2. 2. G’day, I’m Peter Page 2 @peter_oneill 1st Nov 2014
  3. 3. Making Analytics Valuable } A lesson learnt over the years – understand your Audience } You just heard from Avinash } You are inspired } I can’t compete } Instead of inspiration, I am aiming for immediately actionable } This is a set of tips to get more impact in less time Page 3 @peter_oneill 1st Nov 2014
  4. 4. one + two + three + four one area you must get sorted two items to record in your analytics tool three (sets of) goals for Google Analytics four reports to create, automate & use Page 4 @peter_oneill 1st Nov 2014 1 2 3 4
  5. 5. ONE AREA YOU MUST GET SORTED Page 5 @peter_oneill 1st Nov 2014
  6. 6. One area – Campaign Tracking } You MUST get this right } I really hope you know this } Means adding campaign parameters to the URL } Structure varies by analytics tool } If not done, analytics tool relies on referrer data } If within an app – no referrer } If redirects – not the actual referrer } Plus only tells you source, no detail } So why are so many companies not doing it? } Don’t you want to know what your work is worth? Page 6 @peter_oneill 1st Nov 2014 1
  7. 7. Options for resolving Campaign Tracking } Can do it manually one by one } GA URL Campaign Builder } Chrome extension } Can bulk create manually – use Excel tools } L3 Analytics GA campaign builder } L3 Analytics SiteCatalyst campaign builder } Autotag for Adwords } Most vendors can add automatically } Email, Affiliates, Display, Buffer } Most don’t do it by default – request/insist! } There are no excuses, GET THIS SORTED! Page 7 @peter_oneill 1st Nov 2014 1
  8. 8. TWO ITEMS TO RECORD IN YOUR ANALYTICS TOOL Page 8 @peter_oneill 1st Nov 2014
  9. 9. Item 1 – Basic Page Information } Always record: 1. the full URL of the page being viewed 2. the referrer to this page } Key use is identifying the cause of 404 error pages } url that generated error } referrer to that page Page 9 @peter_oneill 1st Nov 2014 2
  10. 10. Item 2 – Search Results } Record the number of search results } Key use is search terms with ZERO search results } Fix it so people can find what they were looking for Page 10 @peter_oneill 1st Nov 2014 2
  11. 11. THREE (SETS OF) GOALS FOR GOOGLE ANALYTICS Page 11 @peter_oneill 1st Nov 2014
  12. 12. Goal Set 1 – Negative Goals } Goals can be about negative website experiences 1. Create a goal for viewing 404 Error pages 2. Create a goal for experiencing Form Validation errors } If “Goal Completion Rate” is above X%, take action } Set own limit but should be below 5% Page 12 @peter_oneill 1st Nov 2014 3
  13. 13. Goal 2 – True Sessions by Channel } Direct Entry sessions report as the previous traffic source } This is a clever (hack) solution } Create goal for all sessions } Destination goal – Begins with / } Use Assisted Conversion report } Select “All Sessions” Goal } Last Click metric is now true Sessions } Compare against Channels report Page 13 @peter_oneill 1st Nov 2014 3
  14. 14. Goal Set 3 – Create a Horizontal Funnel } We all love funnels } Create a goal for each checkpoint } It creates a horizontal funnel } Can then view funnel for all dimensions values within any report } Use to identify differences in performance Page 14 @peter_oneill 1st Nov 2014 3
  15. 15. FOUR REPORTS TO CREATE, AUTOMATE & USE Page 15 @peter_oneill 1st Nov 2014
  16. 16. Reports 1 – Weekly Performance Reporting } Analytics is not about reports } But we need information spread across the company } Reporting has its place } My approach } No speedometers, pie charts, flashy elements } Small number of key metrics } Comparison number } Trended over time } Segmented } Multiple Dashboards Page 16 @peter_oneill 1st Nov 2014 4
  17. 17. Reports 2 – Tactical Reports – Merchandise A. Most popular product B. The money maker C. Something is wrong D. Another issue here E. Opportunity product, make more visible Page 17 4 @peter_oneill 1st Nov 2014
  18. 18. Reports 2 – Tactical Reports – Content 1. Article #2 } Popular } Not very effective } Access via other sites 2. Article #11 } Less popular } High reads, shares & comments } Access via internal links Page 18 @peter_oneill 1st Nov 2014 4
  19. 19. Reports 3 – Entry Points vs Traffic Sources } Overview of where people enter the website from each channel } Evaluate quality of each traffic source/entry } Using Bounce Rate or Conversion Rate or metric of your choice Page 19 @peter_oneill 1st Nov 2014 4
  20. 20. Reports 4 – Performance Diagnostic Page 20 @peter_oneill 1st Nov 2014 4
  21. 21. Reports 4 – Using Performance Diagnostic reports } Extend the report } Metrics – traffic, engagement, performance, etc } Dimensions – traffic source, entry point, device, gender, etc } Create Internal Benchmarks } Internal benchmarks are the maximum for each metric } Look for biggest gaps in performance vs these benchmarks } If ecommerce conversion rate is 3.2% for domestic traffic using Chrome on desktop devices – why is it so poor elsewhere? } Identify the weak points & calculate value of fixing } Based on data, this is a prioritisation list for improving performance } Gives you a set of actions for the next 3 months (to make more money) Page 21 @peter_oneill 1st Nov 2014 4
  22. 22. Summary of Approaches to Make Analytics Valuable 1. Ensure all campaigns are tracked 2. Track URL & Referrer – fix 404 Errors 3. Track # Search Results – ensure results for common terms 4. Create Negative goals – trigger action when above X% 5. Create All Sessions goal – get accurate Direct Entry traffic 6. Create Goals for a Horizontal funnel – easily evaluate performance for any segment of data 7. Use Weekly Performance Dashboards – spread the knowledge 8. Create Tactical Reports – ensure daily actions are informed & smart 9. Review Entry Points vs Traffic Sources – overview of website access 10. Review Performance Diagnostic – identify where fixes are required Page 22 @peter_oneill 1st Nov 2014 1 2 3 4
  23. 23. Access Templates } All templates can be found & downloaded from www.l3analytics.com/marketing-festival Page 23 @peter_oneill 1st Nov 2014
  24. 24. THANK YOU I can be found at • peteroneill@l3analytics.com • @peter_oneill • +44 7843 617 347 • www.linkedin.com/in/peteroneill Page 24 @peter_oneill 1st Nov 2014

Get videos from all our lectures - http://video.marketingfestival.cz Marketing Festival - World-Class Digital Marketing Event #mktfest Czech Republic

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