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Five Analytics Tips for
Top Marketers
Feras Alhlou
Principal Consultant, E-Nor
@ferasa
www.e-nor.com
Agenda
• More Data Than Ever
• Tips
– People, Process & Technology
– The Power of Segmentation
– It’s All About Visitors
–...
• Husband
• Father: 3 children
• Volunteering, Reading, Skiing & Martial Arts
• Co-chair of the Digital Marketing Associat...
Data is everywhere…
… and we have lots
of it!
source: decisionstats.com
One minute…
Mobile Analytics
http://www.thinkwithgoogle.com/insights
Tip 1:
Think People, Process not just Technology
People
Process
Technology
Digital Analytics Solution Design
When and How to Bring the Analytics Team
Source: Google Analytics
Tip 2:
Segmentation – Do or Die!
• The act of dividing or partitioning;
separation by the creation of a boundary
that divi...
Channel Segmentation
Intuitive, innovative data visualizations
Site Data: www.googlestore.com
Aggregates are good but…
Content Consumption - What can we measure?
• Events – User
Interactions
• Videos
• Downloads
• Outbound Links
• Outcomes
Source: Google Analytics
Tip 3:
Gone are the Visits… It’s all about Visitors
Source: Google Analytics
Source: Google Analytics
Trends in Education
• Florida Lynn University
– iPads  “truly modern college experience”
• Student debt reaching 1 Trilli...
“Unique Visitors”
Unique Visitors 5X > Actual Number of Students
Tip 4:
Optimize What Matters Most
Finding the needle in the needle stack!
Response Data
– Optimize on Click-thrus (ok)
– O...
One User – Multiple Browsers
One User - Mobile & Web
Tip 5:
Deriving Insights Can’t Be Done in a Vacuum
Data WarehouseWeb Analytics
Search
Social
Mobile Offline
CRM
Qualitative
Cost Data
Premium is built off an amazing platform…
Minimize setup time, maximize
data exploration
Enable data-driven decision
makin...
…but with much more of what you need
10x Custom Variables
Customize your data.
Standard Premium
100x Data Limits
Send in m...
Google BigQuery
Source: Tableau Software
Customer 360 View
The Five Tips
• People, Process & Technology
• The Power of Segmentation
• It’s All About Visitors
• Optimize What Matters...
The Analytics Muscle Unused Will Atrophy
Move The Needle
Move The Needle
• What is the first thing to do after watching
your class?
• Identify three Key Performance Indicators
• I...
www.onlinemarketinginstitute.org
Thank You!
Learn more at
Five Analytics Tips for Top Marketers
Five Analytics Tips for Top Marketers
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Five Analytics Tips for Top Marketers

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Five Analytics Tips for Top Marketers

  1. 1. Five Analytics Tips for Top Marketers Feras Alhlou Principal Consultant, E-Nor @ferasa www.e-nor.com
  2. 2. Agenda • More Data Than Ever • Tips – People, Process & Technology – The Power of Segmentation – It’s All About Visitors – Optimize What Matters Most – Deriving Insights
  3. 3. • Husband • Father: 3 children • Volunteering, Reading, Skiing & Martial Arts • Co-chair of the Digital Marketing Association (DAA) – San Francisco Chapter • Principal Consultant/Co-founder E-Nor: Santa Clara/LA/Dallas/Tampa/NYC/Brussels
  4. 4. Data is everywhere… … and we have lots of it! source: decisionstats.com
  5. 5. One minute…
  6. 6. Mobile Analytics
  7. 7. http://www.thinkwithgoogle.com/insights
  8. 8. Tip 1: Think People, Process not just Technology People Process Technology
  9. 9. Digital Analytics Solution Design
  10. 10. When and How to Bring the Analytics Team Source: Google Analytics
  11. 11. Tip 2: Segmentation – Do or Die! • The act of dividing or partitioning; separation by the creation of a boundary that divides or keeps apart
  12. 12. Channel Segmentation
  13. 13. Intuitive, innovative data visualizations Site Data: www.googlestore.com
  14. 14. Aggregates are good but…
  15. 15. Content Consumption - What can we measure? • Events – User Interactions • Videos • Downloads • Outbound Links • Outcomes
  16. 16. Source: Google Analytics Tip 3: Gone are the Visits… It’s all about Visitors
  17. 17. Source: Google Analytics
  18. 18. Source: Google Analytics
  19. 19. Trends in Education • Florida Lynn University – iPads  “truly modern college experience” • Student debt reaching 1 Trillion – More economical solutions • Online learning • eTextbooks
  20. 20. “Unique Visitors”
  21. 21. Unique Visitors 5X > Actual Number of Students
  22. 22. Tip 4: Optimize What Matters Most Finding the needle in the needle stack! Response Data – Optimize on Click-thrus (ok) – Optimize on Conversion (good) – Optimize on Life Time Value (AWESOME)
  23. 23. One User – Multiple Browsers One User - Mobile & Web
  24. 24. Tip 5: Deriving Insights Can’t Be Done in a Vacuum
  25. 25. Data WarehouseWeb Analytics Search Social Mobile Offline CRM Qualitative Cost Data
  26. 26. Premium is built off an amazing platform… Minimize setup time, maximize data exploration Enable data-driven decision making across the company Integrated with key Google products
  27. 27. …but with much more of what you need 10x Custom Variables Customize your data. Standard Premium 100x Data Limits Send in more data. Lots more. 600x Larger Reports Get more of your data out. Up to 12x Fresher Data Access your data faster. 200x Custom Accuracy Segment your data with confidence. Standard Premium Standard Premium Standard Premium Standard Premium Source: Google Analytics
  28. 28. Google BigQuery
  29. 29. Source: Tableau Software Customer 360 View
  30. 30. The Five Tips • People, Process & Technology • The Power of Segmentation • It’s All About Visitors • Optimize What Matters Most • Deriving Insights
  31. 31. The Analytics Muscle Unused Will Atrophy
  32. 32. Move The Needle
  33. 33. Move The Needle • What is the first thing to do after watching your class? • Identify three Key Performance Indicators • Identify Key Segments • Geography • Traffic Channels • Visitor Types Move The Needle
  34. 34. www.onlinemarketinginstitute.org Thank You! Learn more at

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