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MultiMinds - Content Performance Measurement

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Learn how MultiMinds applied enhanced ecommerce and custom reporting in Google Analytics to measure the performance of content.
Data capturing and custom behavior is performed via Google Tag Manager and the use of a detailed data layer.

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MultiMinds - Content Performance Measurement

  1. 1. 2 CONTENT PERFORMANCE MEASUREMENT through Google Analytics Ecommerce Siegert Dierickx Managing Partner & Digital Analytics Lead
  2. 2. About MultiMinds ®MultiMinds ©All rights reserved9/9/2016 3
  3. 3. 4 ®MultiMinds ©All rights reserved9/9/2016 4 ABOUT MULTIMINDS YOUR INDEPENDENT DATA ANALYTICS PARTNER • Data Analytics Company • Founded in 2014 • 10 Experts • Mix between Marketing and IT • Independent Partner CLIENTPartners Digital Fluency Access/ Transparency Governance Optimized Execution Learn Tag Report Insight Optimize Plan
  4. 4. 5 MANAGE We translate your business objectives into measurable KPIs. Select the best data platform for your requirements, and implement according the most efficient processes. MEASURE We integrate and segment web data with campaign, crm, sales and other valuable sources. Next we analyze, predict and report the data that really matters for your business. MONETIZE Our monetization framework turns your data into insights to boost your online performance. It is a continuous process of ROI optimization on the short and the long term. ABOUT MULTIMINDS HOW CAN WE ASSIST YOU? ®MultiMinds ©All rights reserved9/9/2016 5
  5. 5. 6 ®MultiMinds ©All rights reserved9/9/2016 6 ABOUT MULTIMINDS OUR VERTICALS
  6. 6. ®MultiMinds ©All rights reserved9/9/2016 7 HOW TO MEASURE THE ENGAGEMENT OF YOUR CONTENT
  7. 7. ®MultiMinds ©All rights reserved9/9/2016 8 HOW TO MEASURE THE VALUE OF YOUR CONTENT
  8. 8. ®MultiMinds ©All rights reserved9/9/2016 9 CONTENT MONETIZATION BUSINESS CASE:
  9. 9. 10 ®MultiMinds ©All rights reserved9/9/2016 10 MEASUREMENT CHALLENGES BUSINESS CASE: CONTENT MONETIZATION • Content Channels • No standard conversion site • Focus on content performance • Need for insights towards editors, marketers, and senior management
  10. 10. 11 ®MultiMinds ©All rights reserved9/9/2016 11 STANDARD ANALYSIS BEHAVIOUR - CONTENT REPORTS
  11. 11. 12 ®MultiMinds ©All rights reserved9/9/2016 12 MEASUREMENT CHALLENGES BUSINESS CASE: CONTENT MONETIZATION • Standard Content Reports in Google Anlaytics are too limited: • Often static • Not very actionable • Not always accurate • Limited amount of insights
  12. 12. 13 ®MultiMinds ©All rights reserved9/9/2016 13 MEASUREMENT CHALLENGES BUSINESS CASE: CONTENT MONETIZATION • What content is actually being read ? • What content attracts most visits, click-through, reader engagement, … ? • What content is being shared ? • What content to include on the homepage, in the newsletter, to share on the social channels ? • What layout, integration of images and video, … is most appealing ? • …
  13. 13. 14 ®MultiMinds ©All rights reserved9/9/2016 14 RECIPE FOR SUCCES BUSINESS CASE: CONTENT MONETIZATION 1. Capture every useful detail about the content – data layer
  14. 14. 15 ®MultiMinds ©All rights reserved9/9/2016 15 THE DATA LAYER BUSINESS CASE: CONTENT MONETIZATION
  15. 15. 16 ®MultiMinds ©All rights reserved9/9/2016 16 RECIPE FOR SUCCES BUSINESS CASE: CONTENT MONETIZATION 1. Capture every useful detail about the content – data layer 2. Use a tag management system to map the information to the appropriate (custom) events, metrics and dimensions
  16. 16. 17 ®MultiMinds ©All rights reserved9/9/2016 17 MAPPING TO GOOGLE ANALYTICS BUSINESS CASE: CONTENT MONETIZATION Events Custom Dimension and Metrics 1. Hit 2. Product 3. User Enhanced Ecommerce Variables
  17. 17. 18 ®MultiMinds ©All rights reserved9/9/2016 18 MAPPING TO GOOGLE ANALYTICS BUSINESS CASE: CONTENT MONETIZATION
  18. 18. 19 ®MultiMinds ©All rights reserved9/9/2016 19 RECIPE FOR SUCCES BUSINESS CASE: CONTENT MONETIZATION 1. Capture every useful detail about the content – data layer 2. Use a tag management system to map the information to the appropriate (custom) events, metrics and dimensions 3. Activate custom and enhanced ecommerce reports in Google Analytics
  19. 19. 20 ®MultiMinds ©All rights reserved9/9/2016 20 ENHANCED ECOMMERCE DIFFERENT USE OF DEFAULT ENHANCED ECOMMERCE Data Variables (data layer) page_title content_id content_type content_sub_type content_treatment content_author … Metrics & Dimensions (Google Analytics) product product SKU product category product category 1 product brand product variant …
  20. 20. 21 ®MultiMinds ©All rights reserved9/9/2016 21 ENHANCED ECOMMERCE Read action is measured via scroll tracking AND time on page DIFFERENT USE OF DEFAULT ENHANCED ECOMMERCE
  21. 21. 22 ®MultiMinds ©All rights reserved9/9/2016 22 ENHANCED ECOMMERCE ‘SHOP’ BEHAVIOR – FUNNEL VISUALIZATION Article Page View Start Reading Read Completion
  22. 22. 23 ®MultiMinds ©All rights reserved9/9/2016 23 ENHANCED ECOMMERCE PRODUCT PERFORMANCE Cart-to-detail rate = engagement rate Buy-to-detail rate = read rate
  23. 23. 24 ®MultiMinds ©All rights reserved9/9/2016 24 CUSTOM REPORTING PRODUCT (= CONTENT TITLE) PERFORMANCE Engagement Rate Read Rate
  24. 24. 25 ®MultiMinds ©All rights reserved9/9/2016 25 ENHANCED ECOMMERCE PRODUCT CATEGORY (= CONTENT TYPE) PERFORMANCE
  25. 25. 26 ®MultiMinds ©All rights reserved9/9/2016 26 ENHANCED ECOMMERCE PRODUCT BRAND (= SUB CONTENT TYPE) PERFORMANCE
  26. 26. 27 ®MultiMinds ©All rights reserved9/9/2016 27 CUSTOM REPORTING CONTENT PERFORMANCE BY DIFFERENT CONTENT SPECIFICS
  27. 27. 28 ®MultiMinds ©All rights reserved9/9/2016 28 ENHANCED ECOMMERCE INTERNAL PROMOTION PERFORMANCE: CONTENT THUMBNAILS ON TOP CATEGORY PAGES
  28. 28. 29 ®MultiMinds ©All rights reserved9/9/2016 29 RECIPE FOR SUCCES BUSINESS CASE: CONTENT MONETIZATION 1. Capture every useful detail about the content – data layer 2. Use a tag management system to map the information to the appropriate (custom) events, metrics and dimensions 3. Activate custom and enhanced ecommerce reports in Google Analytics 4. Apply layer of user segmentation
  29. 29. 30 ®MultiMinds ©All rights reserved9/9/2016 30 CUSTOM REPORTING AUDIENCE SEGMENTATION LAYER
  30. 30. 31 ®MultiMinds ©All rights reserved9/9/2016 31 TAKE THE DATA OUT OF GOOGLE ANALYTICS BUSINESS CASE: CONTENT MONETIZATION
  31. 31. 32 ®MultiMinds ©All rights reserved9/9/2016 32 TAKE THE DATA OUT OF GOOGLE ANALYTICS BUSINESS CASE: CONTENT MONETIZATION
  32. 32. ®MultiMinds ©All rights reserved9/9/2016 33 NEXT STEPS Focus on ROI & Automation
  33. 33. 34 ®MultiMinds ©All rights reserved9/9/2016 34 NEXT STEPS • Apply Cost of Content • Fix cost per content piece • Measure ROI against marketing investments • Marketing Automation on homepage, email newsletter, and social media channels ROI & AUTOMATION
  34. 34. ®MultiMinds ©All rights reserved9/9/2016 35 KEY TAKE AWAYS Content Performance Measurement
  35. 35. 36 ®MultiMinds ©All rights reserved9/9/2016 36 KEY TAKE AWAYS 1. Google Analytics provides you tons of opportunities, but sometimes you need to go beyond the standard functionalities 2. A well thought and structured Data Layer is the key to flexibility and efficiency 3. Take control via Google Tag Manager 4. Sometimes it is better to take the data outside Google Analytics 5. Shift measurement mindset to drive engagement and monetization
  36. 36. Thank you! Questions? ®MultiMinds ©All rights reserved9/9/2016 37 Siegert Dierickx siegert.dierickx@multiminds.eu Co-Founder & Digital Analytics Lead www.multiminds.eu @multiminds_eu

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