Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
#SMX #31C @itsleslieto
Leslie To – Director of SEO @ 3Q Digital, a Harte Hanks Company
Cutting Through The Clutter:
Build ...
#SMX #31C @itsleslieto
About
•  Over $400 million in annual managed spend
on Google
•  Advertising in 140 countries
•  Sea...
#SMX #31C @itsleslieto
§  Standard reporting limitations
§  Customizations to enhance granularity
§  Segmentations for ...
#SMX #31C @itsleslieto
Limitations of Standard Reporting
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
Instead think about…
#SMX #31C @itsleslieto
What metrics & dimensions does your
business care about most?
Instead think about…
#SMX #31C @itsleslieto
§  Metric = Number or Ratio
§  Revenue, Sessions, Bounce Rate, etc.
§  Dimension = User Info
§ ...
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
§  Focus on key
performance
indicators
Metric Selection = IMPT 1st Step
#SMX #31C @itsleslieto
Users + Sessions = Establishes volume
#SMX #31C @itsleslieto
Sessions Per User à Repeat visit insights
#SMX #31C @itsleslieto
Revenue Per User à Accounts for incremental volume
#SMX #31C @itsleslieto
Look @ users throughout conversion funnel
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
The Fruits of Our Labor
#SMX #31C @itsleslieto
Time to Segment!
#SMX #31C @itsleslieto
New vs Returning
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
Retention is sometimes ignored, in favor of new
customer acquisition
#SMX #31C @itsleslieto
New user acquisition is important to grow your
site & brand
#SMX #31C @itsleslieto
But it must coincide with efforts to also grow
retention
#SMX #31C @itsleslieto
Converters vs Non-converters
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
Non-converting users = lost opportunity!
#SMX #31C @itsleslieto
Can we utilize certain channels to
make up for performance gaps in
others?
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
#SMX #31C @itsleslieto
Closing gap between converters & non-
converters will grow revenue without
having to acquire new us...
#SMX #31C @itsleslieto
Which is especially important when we
consider how competitive the search
landscape is
#SMX #31C @itsleslieto
How do we act on these segments?
#SMX #31C @itsleslieto
New Users
Returning
Users
User Type Segments
#SMX #31C @itsleslieto
Converters
Non-
Converters
Converter Type Segments
#SMX #31C @itsleslieto
New Users
Converters
Continued expansions &
on-site optimizations will
grow this segment
#SMX #31C @itsleslieto
Returning
Users
Converters
Growing brand equity helps
future expansion
Don’t sacrifice brand
opport...
#SMX #31C @itsleslieto
New Users
Non-
Converters
Can other channels
help us here?
#SMX #31C @itsleslieto
Returning
Users
Non-
Converters
Is there an expectation
gap?
Is it due to UX,
Product or Content?
A...
#SMX #31C @itsleslieto
Let’s recap…
#SMX #31C @itsleslieto
§  There are limits to what you can learn from standard reporting
Mindful Reporting ! Actionable I...
#SMX #31C @itsleslieto
§  There are limits to what you can learn from standard reporting
§  Custom reports allow you to ...
#SMX #31C @itsleslieto
§  There are limits to what you can learn from standard reporting
§  Custom reports allow you to ...
#SMX #31C @itsleslieto
§  There are limits to what you can learn from standard reporting
§  Custom reports allow you to ...
#SMX #31C @itsleslieto
§  There are limits to what you can learn from standard reporting
§  Custom reports allow you to ...
#SMX #31C @itsleslieto
§  There are limits to what you can learn from standard reporting
§  Custom reports allow you to ...
#SMX #31C @itsleslieto
Mindful Reporting ! Actionable Insights!
#SMX #31C @itsleslieto
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
Upcoming SlideShare
Loading in …5
×

Cutting Through The Clutter Build Your Map to GA Treasure By Leslie To

465 views

Published on

From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: The Most Valuable Analytics Reports All SEOs Should Be Running. PRESENTATION: Cutting Through The Clutter Build Your Map to GA Treasure - Given by Leslie To, @itsleslieto, Director of SEO - 3Q Digital. #SMX #31C

Published in: Data & Analytics
  • Be the first to comment

Cutting Through The Clutter Build Your Map to GA Treasure By Leslie To

  1. 1. #SMX #31C @itsleslieto Leslie To – Director of SEO @ 3Q Digital, a Harte Hanks Company Cutting Through The Clutter: Build Your Map to GA Treasure
  2. 2. #SMX #31C @itsleslieto About •  Over $400 million in annual managed spend on Google •  Advertising in 140 countries •  Search, SEO, mobile, paid social, display, and analytics •  Offices in Bay Area, San Diego, Chicago, Raleigh, Austin, and Burlington
  3. 3. #SMX #31C @itsleslieto §  Standard reporting limitations §  Customizations to enhance granularity §  Segmentations for actionable insights What You’ll Learn
  4. 4. #SMX #31C @itsleslieto Limitations of Standard Reporting
  5. 5. #SMX #31C @itsleslieto
  6. 6. #SMX #31C @itsleslieto
  7. 7. #SMX #31C @itsleslieto
  8. 8. #SMX #31C @itsleslieto
  9. 9. #SMX #31C @itsleslieto
  10. 10. #SMX #31C @itsleslieto Instead think about…
  11. 11. #SMX #31C @itsleslieto What metrics & dimensions does your business care about most? Instead think about…
  12. 12. #SMX #31C @itsleslieto §  Metric = Number or Ratio §  Revenue, Sessions, Bounce Rate, etc. §  Dimension = User Info §  Landing Page, Channel, Device Type, etc. Definition Break!
  13. 13. #SMX #31C @itsleslieto
  14. 14. #SMX #31C @itsleslieto §  Focus on key performance indicators Metric Selection = IMPT 1st Step
  15. 15. #SMX #31C @itsleslieto Users + Sessions = Establishes volume
  16. 16. #SMX #31C @itsleslieto Sessions Per User à Repeat visit insights
  17. 17. #SMX #31C @itsleslieto Revenue Per User à Accounts for incremental volume
  18. 18. #SMX #31C @itsleslieto Look @ users throughout conversion funnel
  19. 19. #SMX #31C @itsleslieto
  20. 20. #SMX #31C @itsleslieto
  21. 21. #SMX #31C @itsleslieto
  22. 22. #SMX #31C @itsleslieto The Fruits of Our Labor
  23. 23. #SMX #31C @itsleslieto Time to Segment!
  24. 24. #SMX #31C @itsleslieto New vs Returning
  25. 25. #SMX #31C @itsleslieto
  26. 26. #SMX #31C @itsleslieto
  27. 27. #SMX #31C @itsleslieto
  28. 28. #SMX #31C @itsleslieto
  29. 29. #SMX #31C @itsleslieto
  30. 30. #SMX #31C @itsleslieto Retention is sometimes ignored, in favor of new customer acquisition
  31. 31. #SMX #31C @itsleslieto New user acquisition is important to grow your site & brand
  32. 32. #SMX #31C @itsleslieto But it must coincide with efforts to also grow retention
  33. 33. #SMX #31C @itsleslieto Converters vs Non-converters
  34. 34. #SMX #31C @itsleslieto
  35. 35. #SMX #31C @itsleslieto
  36. 36. #SMX #31C @itsleslieto Non-converting users = lost opportunity!
  37. 37. #SMX #31C @itsleslieto Can we utilize certain channels to make up for performance gaps in others?
  38. 38. #SMX #31C @itsleslieto
  39. 39. #SMX #31C @itsleslieto
  40. 40. #SMX #31C @itsleslieto
  41. 41. #SMX #31C @itsleslieto Closing gap between converters & non- converters will grow revenue without having to acquire new users
  42. 42. #SMX #31C @itsleslieto Which is especially important when we consider how competitive the search landscape is
  43. 43. #SMX #31C @itsleslieto How do we act on these segments?
  44. 44. #SMX #31C @itsleslieto New Users Returning Users User Type Segments
  45. 45. #SMX #31C @itsleslieto Converters Non- Converters Converter Type Segments
  46. 46. #SMX #31C @itsleslieto New Users Converters Continued expansions & on-site optimizations will grow this segment
  47. 47. #SMX #31C @itsleslieto Returning Users Converters Growing brand equity helps future expansion Don’t sacrifice brand opportunities for non-brand volume
  48. 48. #SMX #31C @itsleslieto New Users Non- Converters Can other channels help us here?
  49. 49. #SMX #31C @itsleslieto Returning Users Non- Converters Is there an expectation gap? Is it due to UX, Product or Content? Act accordingly!
  50. 50. #SMX #31C @itsleslieto Let’s recap…
  51. 51. #SMX #31C @itsleslieto §  There are limits to what you can learn from standard reporting Mindful Reporting ! Actionable Insights!
  52. 52. #SMX #31C @itsleslieto §  There are limits to what you can learn from standard reporting §  Custom reports allow you to curate data that matters to you Mindful Reporting ! Actionable Insights!
  53. 53. #SMX #31C @itsleslieto §  There are limits to what you can learn from standard reporting §  Custom reports allow you to curate data that matters to you §  Focus on key performance indicators and account for incrementality Mindful Reporting ! Actionable Insights!
  54. 54. #SMX #31C @itsleslieto §  There are limits to what you can learn from standard reporting §  Custom reports allow you to curate data that matters to you §  Focus on key performance indicators and account for incrementality §  Segmenting your data allows you to more easily see performance trends Mindful Reporting ! Actionable Insights!
  55. 55. #SMX #31C @itsleslieto §  There are limits to what you can learn from standard reporting §  Custom reports allow you to curate data that matters to you §  Focus on key performance indicators and account for incrementality §  Segmenting your data allows you to more easily see performance trends §  New vs Returning – New customer acquisition is equally important as retention Mindful Reporting ! Actionable Insights!
  56. 56. #SMX #31C @itsleslieto §  There are limits to what you can learn from standard reporting §  Custom reports allow you to curate data that matters to you §  Focus on key performance indicators and account for incrementality §  Segmenting your data allows you to more easily see performance trends §  New vs Returning – New customer acquisition is equally important as retention §  Converters vs Non-Converters – Maximizing each visit is imperative as search landscape becomes more competitive Mindful Reporting ! Actionable Insights!
  57. 57. #SMX #31C @itsleslieto Mindful Reporting ! Actionable Insights!
  58. 58. #SMX #31C @itsleslieto THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

×