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Sleeping Giant Media - Summer Series 4 of 6 - Tracking Digital Marketing Performance

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This is the fourth of our Digital Summer Series of talks. Sleeping Giant Media is a search and social media agency in Folkestone. Over the course of the summer, we have been holding monthly free talks for local businesses. The aim is to equip local business people with basic digital marketing knowledge and the resources to allow them to take their efforts into their own hands.

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Sleeping Giant Media - Summer Series 4 of 6 - Tracking Digital Marketing Performance

  1. 1. #gianttalks @SEOSeanUK @chirlemann Digital Summer Series - 4 of 6 Tracking Digital Marketing Performance
  2. 2. Set up in 2008/9 PPC, SEO and Social Now 30 people t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk GiantSleeping
  3. 3. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm The summer series -Talks will be running every month over the summer -Completely free -Covering various areas around digital marketing -Next months is on the 28th of August and will be focused on YouTube and Content -Please feel free to use social throughout! -@sleepinggiantM #gianttalks 3
  4. 4. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Tracking performance -Using the data to inform your marketing -Chris Hirlemann -Google Analytics - Tracking performance -Sean O’Donoghue
  5. 5. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Introduction -Today we will look to cover the following areas; -What is data/actionable insight -What data do I need -How to choose key performance indicators -Where do I get the data -Top tips 5
  6. 6. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five 6 Why is data important?
  7. 7. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What is data? -Data is information in its raw or unorganised form. -Data can be found anywhere and from pretty much anything. -With online, data is the best way to understand what users are doing. 7 -http://www.businessdictionary.com/definition/data.html#ixzz38Iz6jA8N
  8. 8. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Actionable insight -Today we will look at how to use data to make informed decisions. -Data and insight are only part of the story. You need to do something with this insight. -“Actionable insight” 8 Data Insight Action
  9. 9. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Data accuracy -Data accuracy is important, data will rarely be 100% accurate. -Use the best data you have at the time. -“It is better to make decisions based on data that is 80% correct than do nothing waiting for data that is 100%… The only way to guarantee failure is to change nothing” 9
  10. 10. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five 10 Dilbertondataaccuracy
  11. 11. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five 11 What data do I need?
  12. 12. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Know your objectives -Before doing anything else it is vital to have your marketing objectives. -These objectives will inform the data you will want to monitor and influence. -Your objectives should be DUMB -Doable -Understandable -Manageable -Beneficial 12 Business Objectives
  13. 13. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Example top level objectives -With your over arching business objectives in place, it is time to identify the online goals to achieve this. -Then identify what KPIs are relevant to achieving these goals. -Your online goals should be SMART. 13
  14. 14. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Translating objectives into goals -An example of translating objectives to goals. 14 Business Objectives Online goal: Increase online advertising and deliver more traffic to the site. Online goal: Capture 40 leads per month. (Email/ Contact) Online goal: Provide info on Latest product/service. Online goal: Increase awareness and attendance at local events. Business Objectives
  15. 15. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five 15 What tools can I use / Where do I find the data?
  16. 16. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Data tools -There are lots of analytics tools, too many to mention them all here. -Free tools can often give a good level of insight -Paid tools for those with higher demands -There are some paid tools that will add extra value/data to free tools. 16
  17. 17. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm The analytics landscape -Google Analytics -Response Tap/ Freespee -Website optimiser -Clicktale -Sprout Social 17 Analytics tools Landscape Social Media Analytics On Page Analytics Online Web Analytics Digital ad Analytics SEO ANALYTICS Phone Call Analytics Data Analytics Google Analytics
  18. 18. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five 18 Top tips
  19. 19. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Top tips -Make sure you are collecting data. -Ideally have someone that can help you interpret your data. -Use your data to make hypotheses and test them - actionable insight. 19
  20. 20. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Top tips -Remember to start with your objectives. -Translate your objectives into goals -Make your objectives DUMB and your goals SMART. -Use these to identify your KPIs 20
  21. 21. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five 21 Thank you for listening t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
  22. 22. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five 22 Tracking Performance - Google Analytics t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
  23. 23. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Introduction - This talk will cover the following areas: - Google Analytics - The basics - Establishing Key Performance Indicators. - Digging Deeper into GA - GA Top Tips 23
  24. 24. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five 24 Google Analytics - The basics
  25. 25. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What is Google Analytics -What is Google Analytics? “Google Analytics not only lets you measure sales and conversions, but also gives you fresh insights into how visitors use your site, how they arrived on your site and how you can keep them coming back.” 25
  26. 26. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Creating your account -Go to http://www.google.com/analytics/ and claim your free account. 26 Create your account here
  27. 27. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm How is it implemented? -After signing up for an account, a short snippet of code is provided and should be introduced to the <head> section of the code on the website. 27
  28. 28. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Traffic/engagement - Once the code is in place you can start to view reports in the GA interface. 28 Visits Average time on site Bounce Rate
  29. 29. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Filtering by channel - It is vital to start segmenting data by channel to understand which types of traffic work best: 29 SEO PPC Referral Where do you want to focus your time & money? SEO? Social? Email? Paid Advertising?
  30. 30. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Date ranges / trends -Evaluate data across meaningful data ranges. -Don’t get caught in the emotional highs & lows of daily analysis. 30 - Look for trends in traffic: - View more than one business cycle - Week on week - Month on month - *Year on year*
  31. 31. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm MoM v YoY -Comparing July 2014 to June 2014 traffic is down 31 - Comparing July 2014 to July 2013 traffic is up
  32. 32. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Seasonality -Be aware of how seasonality will impact GA visitor & conversion data across the year. 32 ChristmasSummer hols Easter Bank holidays Weather Big Events
  33. 33. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five 33 Establishing Key Performance Indicators (KPIs)
  34. 34. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Why KPIs matter -So now you have Analytics set up and can view your traffic. -Q. What does this mean? -A. Not much.......without goals / KPIs. 34 Feelings of confusion?
  35. 35. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Establishing goals -First establish specific & measurable conversion points that are meaningful to your business. 35 Sales? Enquiries? Downloads?
  36. 36. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Goal creation -How do we create a goal. -The simplest way is to grab a completion URL & plug it into the goal creation section in Analytics: - www.yoursite.co.uk/thankyou - www.yoursite.co.uk/success - www.yoursite.co.uk/confirmation 36 https://support.google.com/analytics/answer/ 1032415?hl=en-GB How to set up goals: - When a person visits a goal completion url they should have completed a desired action which can then be tracked.
  37. 37. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Consider supporting KPIs -Once you have your primary goals in place you can start to establish supporting KPIs. -These metrics should be viewed alongside your core goals. 37 Conversion Rate Average Visitor Duration Bounce Rate Events Top landing pages Average order value Clicked a video link Shared via Social Clicked an audio link
  38. 38. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Starting to track performance -Once we have goals & supporting KPIs we can start to understand performance. 38 1. Understand visitor engagement 2. Measure conversions 3. Analyse which channels are working for you and where you should invest more effort.
  39. 39. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five 39 Digging Deeper into Google Analytics
  40. 40. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Locations -Google lets us analyse where people are visiting your site from. -Are you getting traffic from the right locations. Does it convert? 40
  41. 41. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Site speed -How quick is your site? -Slow sites can have a dramatic impact on conversion rate. -If a site takes longer than 3 seconds to load people leave. -GA allows you to track site speed and makes suggestion to improve your site. 41
  42. 42. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Universal Analytics - cross device tracking -People not only reach sites via different channels but will browse on multiple devices. 42 Smartphone Tablet Laptop Desktop
  43. 43. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Cross device tracking -Previously this would have been tracked as three separate visits. 43 - Universal Analytics is making it possible to track visitor journeys across multiple devices.
  44. 44. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Cross device tracking -We can start to understand how people switch between devices. -Mobile & tablet traffic leading to conversions? - Is the site mobile friendly? Will this negatively impact conversion rate? 44 If building a new website ensure it is mobile responsive.
  45. 45. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Call tracking - Previously when someone made a search that resulted in a phone call we couldn’t track this 45 ? Conversion Data - Now it is possible to track when a person has visited the site and made a call to enquire.
  46. 46. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Call tracking - By integrating third party call tracking services with Google Analytics it is possible to track a visitors journey from online to offline enquiry. - Each time a new visitor reaches the website they are served a unique number. which can be tracked 46 http://www.freespee.com/
  47. 47. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five 47 Top Tips
  48. 48. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Top tips - Make sure you have Analytics if you don’t already - Establish KPIs & goals early on. - Ensure you are segmenting your traffic by channel so you know where to spend your time & money - Evaluate data over meaningful date ranges to see trends - MoM / *YoY* - If you are using Google AdWords consider importing your GA goals. - Understand your top performing content - Get used to using Universal Analytics. 48
  49. 49. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five 49 Thank you for listening t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
  50. 50. Thanks for listening, any questions? ! Next event August 28th Can you use YouTube to drive sales? Basics of content writing ! This presentation will be sent out to attendees
  51. 51. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Shepway Apprenticeship Scheme •  Grants of up to £1,500 per apprenticeship offered to Shepway businesses recruiting Shepway residents as full-time apprentices. •  Over 160 apprenticeships supported through the scheme since April 2012. •  For further information contact Jeremy Whittaker – 01303 853375 – jeremy.whittaker@shepway.gov.uk 51

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