As part of Rochester Adweek, Mike Reed from Dixon Schwabl Advertising shared an overview on marketing analytics.

1. Я|ADWeek
Make Marketing Analytics Work For You | NOVEMBER 2017
Rochester Advertising Federation

2. POSSIBILITIES

3. 3
ANALYTICS COMPETENCIES – WHERE DO WE START?
Online Analytics
• Web Analytics
• Behavioral Targeting
• Revenue Attribution
Marketing Analytics
• Optimization
• Forecasting
• Simulations
• Testing
Business Intelligence
• Reporting
• Dashboards
• Visualization
• Alerts
Predictive Analytics
• Data Mining
• Statistical Analysis
• Modeling
• Segmentation

4. ASKING THE RIGHT QUESTIONS
• WHY do marketing analytics matter?
• HOW do we use analytics to show marketing value and
uncover opportunities?
• WHAT tasks are necessary to accurately measure KPIs, goals &
attribution?

7. 7
STEPS TO MANAGING THE CUSTOMER JOURNEY
1. Step back and identify the journeys customers take – from the
customer’s point of view
2. Understand how customers navigate across the touch points
as they move through the journey
3. Anticipate the customer’s needs, expectations, and desires
during each part of the journey
4. Build an understanding of what is working and what is not
5. Set priorities for the most important gaps and opportunities to
improve the journey
6. Identify root-cause issues and redesign the journey for a
better end-to-end experience

8. 8
CUSTOMER JOURNEY

9. 9
MAPPING THE CUSTOMER EXPERIENCE

11. 11
RIGHT PERSON
Identify your target audience
A buyer persona is a semi-fictional representation of your ideal
customer based on market research and real data about your
existing customers. When creating your buyer persona(s), consider
including customer demographics, behavior patterns, motivations,
and goals. The more detailed you are, the better.

12. 12
BUYER PERSONA

13. 13
RIGHT PLACE
PUBLIC RELATIONS
mediarelations
communityrelations
blogs+ bloggerrelations
whitepapers
webinars
ebooks
case studies
PAID MEDIA
onlinedisplay
radio
print
TV
SEM
leadgeneration
out-of-home
socialmedia
paidsocial
contentdiscovery
SOCIAL MEDIA
Facebook
Twitter
LinkedIn
YouTube
Pinterest
Google+
Instagram
Snapchat
INTRANET
DIRECT MARKETING
directmail
email
in-person/sales
textmessages
pointofsale
EVENTS
externalevents
internalevents
CUSTOMER EXPERIENCE
mobileapps
THE
WEBSITE
where content lives

14. 14
RIGHT TIME

15. 15
MAPPING SUCCESS

16. 16
CUSTOMER JOURNEY

18. 18
TAG YOUR PAGES

19. 19
EXAMPLE OF INCOMPLETE TAGGING

20. 20

21. 21
CROSS DOMAIN TRACKING

22. 22
CROSS DOMAIN TRACKING

23. 23
GA COOKIES
A text file which is used to:
• Identify unique users
• Identify unique sessions
• Store information (like traffic source) about users’ GA sessions
and campaigns.
First Party GA Cookies: A GA cookie issued by the website being
visited and only the website which issued the cookie can read it.
Third Party GA Cookies: A GA cookie issued by the website other
than the website being visited.
− Example of third party GA cookies: DoubleClick cookies.

24. 24
CLIENT ID
• A ‘client ID’ is assigned when a user visit a website for the first
time
• Used to identify the user as new and unique, and to combine all
of web hits (page views, events, transactions etc.) to form a GA
session
• Used to identify when a user returns to a website
• When the same user visit another website say website ‘B’, the
GA tag of the website ‘B’ sets a completely different ‘Client ID’
for the user and thus the same user is treated as a different user
by website B
By default, cross domain tracking between two or more primary
domains is not possible

25. 25
DOMAINS AND SUBDOMAINS
• http://website.com
• http://subdomain.website.com
Cookie domain is the domain at which a Google Analytics cookie
is set up
Destination domain is the domain to which you want to pass the
client ID
For cross domain tracking in GA, always make sure that the cookie
domain is the ancestor of the destination domain.

26. 26
ROLLUP REPORTING

27. 27
SET UP FOR SUCCESS
• UTM = Urchin Tracking Module
− Urchin was a web statistics analysis program acquired by Google in 2005
• http://go.dixonschwabl.com/sm-2017-02-drone-social-media-promote-lp-drone-
landing-
page.html?utm_campaign=drone_services&utm_source=facebook&utm_medium=ds
_social&utm_content=video

28. 28
UTM PARAMETERS
• Campaign Name
− Used for keyword analysis. Use utm_campaign to identify a specific product
promotion or strategic campaign.
− Example: utm_campaign=spring_sale
• Source
− Use utm_source to identify a search engine, newsletter name, or other source.
− Example: google
• Medium
− Use utm_medium to identify a medium such as email or cost-per- click.
− Example: cpc
• Content
− Used for A/B testing and content-targeted ads. Use utm_content to differentiate
ads or links that point to the same URL.
− Examples: logolink or textlink
• Term
− Used for paid search. Use utm_term to note the keywords for this ad.
− Example: running+shoes

29. 29
GOOGLE ANALYTICS GOALS
• A set of rules that allows GA to record every time an action is
taken that meets those rules
• Goals can track absolute numbers and dollar values

30. 30
GOOGLE ANALYTICS GOALS
• Shopping Cart Completions: Every time a visitor reaches a page
that follows a cart checkout, GA captures that information and
assigns a value to it
• New User Registration: Record when a new users fills out a form
(e.g. signs up for a newsletter)
• Intent to Buy: Track when a user visits key pages such as a
pricing page
• Cross Domain: Capture visits that move from one domain to
another

31. 31
SETTING UP GOALS – SINGLE PAGES

32. 32
SETTING UP GOALS – FUNNEL

33. 33
VIEWING GOALS DATA

34. 34
KEY PERFORMANCE INDICATORS

35. 35
PICK THE RIGHT KPI’S
BRAND AWARENESS + BRAND HEALTH CONVERSIONS LOYALTY
Is your content driving early-stage prospects to you?
How do they feel about you?
Is your content turning
prospects into customers?
Is your content driving
retention and upsells?
Paid vs. Organic Search Traffic Repeat Visitors Subscriptions Lifetime Value of Customer
Paid vs. Unbranded Organic
Search Traffic
Social Shares + Likes Leads by Channel Customer Growth
Social Followers Offsite SEO/PR Mentions Cost per Lead by Channel Customer Retention
Organic Search Share of Voice Engaged Time on Site Cost per Opportunity
Page Views Engagement Rate Cost per Deal
Articles Viewed Important People
% of Leads Sourced
by Content Marketing
Competitors’ Share of Voice Content Journeys
Website Traffic
= ROIMetric
= SoftMetric
Source:NewsCred

36. 36
ATTRIBUTION MODELS
• Explaining why a certain event has occurred

37. 37
ATTRIBUTION MODELS
Last Click Model = 100% of credit goes to the last touch point
First Click Model = 100% of credit goes to the first touch point
Linear Model = Each touch point is weighted with a percentage of
attribution
Position-Based Model = 40% credit is assigned to each the first
and last interaction, and the remaining 20% credit is distributed
evenly to the middle interactions
Time Decay Model = The last touch point receives the most
weight, and each touch point receives less weight as time passes.

39. GOOGLE TRENDS

40. GOOGLE TRENDS

41. GOOGLE TRENDS

42. QUESTIONS?