A Clearer Path to Online        SuccessPhilip Taylor, Head of Analytics,            Squiz UK
Why do we use analytics?                                 More       Better                    EducatedData     Analysis   ...
How do we use analytics (really)?
4
Define your business objectives                   Who do we                  want to come                   to our site?  ...
Objective: Drive online donationsFocused lines ofenquiry:           How are we driving online donations?         When are ...
Objective: Drive online donations         How are we driving online donations?                 KPI: total £s donated v.s t...
Questions first Focused               Relevant /                  Actionablequestions              outcome-               ...
Objective: maximise audience response• Maximise retention of information• Maximise agreement• Maximise passion
What have you been drinking?DRANK COFFEE   AUDIENCE       % OF MEMBERS    AVERAGE    AVERAGE LEVEL  OR WATER     MEMBERS  ...
Fancy a coffee?
Analysis focused on business objectives                                 More       Better                    Educated  Dat...
Insights... what to do with them…                               More       Better                  EducatedData   Analysis...
Controlled experimentation. Fail faster
1,2,3 Testing                               More       Better                  EducatedData   Analysis              Effect...
Sign-up form test
Sign-up form test
Sign-up form test
Sign-up form test
Sign-up form test
Sign-up form test
Sign-up form winner
Squiz Tests
Ask first, Test always, Win                                  More       Better                     EducatedData      Analy...
Don’t forget the fuel!
PPC gives you• Control over your messaging• Control over your spend• Immediate flexibility• Total transparency
Learn, improve, grow              DATAMORE AND BETTER                 ANALYSIS TRAFFIC  BETTER                        EDUC...
Key points• Strategy before data  > Focus on business objectives  > Decide KPIs before viewing reports• Experiment continu...
Thank you, any questions?Philip TaylorEmail: ptaylor@squiz.co.ukMobile: 07979 365 087
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Squiz Seminar - Optimising Online Channels: Phil Taylor

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Phil Taylor, Squiz's Head of Analytics, is an expert on PPC, SEM and analytics. He presented an overview of the ways in which search marketing and analytics can be used to build relevant traffic, improve engagement with your users and maximise conversions.

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Squiz Seminar - Optimising Online Channels: Phil Taylor

  1. 1. A Clearer Path to Online SuccessPhilip Taylor, Head of Analytics, Squiz UK
  2. 2. Why do we use analytics? More Better EducatedData Analysis Effective Business Action Website Outcomes
  3. 3. How do we use analytics (really)?
  4. 4. 4
  5. 5. Define your business objectives Who do we want to come to our site? What do we What is our want them to website for? do on our site? How do we define success?
  6. 6. Objective: Drive online donationsFocused lines ofenquiry: How are we driving online donations? When are we driving online donations? Where are we driving online donations? From whom are we driving online donations? To what extent are we driving online donations?
  7. 7. Objective: Drive online donations How are we driving online donations? KPI: total £s donated v.s traffic source When are we driving online donations? KPI: number of donations v.s. day of the week Where are we driving online donations? KPI: donations per visit v.s visitor location From whom are we driving online donations? KPI: donations per visit v.s new/returning visitorTo what extent are we driving online donations? KPI: donations v.s. visits or £ online v.s £ offline
  8. 8. Questions first Focused Relevant / Actionablequestions outcome- insights related data Data More Better Data Educated Analysis Effective Business Action Data Website Outcomes
  9. 9. Objective: maximise audience response• Maximise retention of information• Maximise agreement• Maximise passion
  10. 10. What have you been drinking?DRANK COFFEE AUDIENCE % OF MEMBERS AVERAGE AVERAGE LEVEL OR WATER MEMBERS AGREE WITH AMOUNT OF OF SPEAKER INFO RETAINED ENTHUSIASM WATER 26 15% (4) 52% (MEDIUM) MEH COFFEE 14 86% (12) (61% HIGH) CRAZED Hmm.. There’s something in this coffee…
  11. 11. Fancy a coffee?
  12. 12. Analysis focused on business objectives More Better Educated Data Analysis Effective Business Action Website Outcomes
  13. 13. Insights... what to do with them… More Better EducatedData Analysis Effective Business Action Website Outcomes
  14. 14. Controlled experimentation. Fail faster
  15. 15. 1,2,3 Testing More Better EducatedData Analysis Effective Business Action Website Outcomes
  16. 16. Sign-up form test
  17. 17. Sign-up form test
  18. 18. Sign-up form test
  19. 19. Sign-up form test
  20. 20. Sign-up form test
  21. 21. Sign-up form test
  22. 22. Sign-up form winner
  23. 23. Squiz Tests
  24. 24. Ask first, Test always, Win More Better EducatedData Analysis effective Business Action website Outcomes
  25. 25. Don’t forget the fuel!
  26. 26. PPC gives you• Control over your messaging• Control over your spend• Immediate flexibility• Total transparency
  27. 27. Learn, improve, grow DATAMORE AND BETTER ANALYSIS TRAFFIC BETTER EDUCATED BUSINESS ACTIONOUTCOMES MORE EFFECTIVE WEBSITE
  28. 28. Key points• Strategy before data > Focus on business objectives > Decide KPIs before viewing reports• Experiment continually. Fail faster• Try new marketing media. Try PPC• Ask us how we can help 28
  29. 29. Thank you, any questions?Philip TaylorEmail: ptaylor@squiz.co.ukMobile: 07979 365 087

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